RELATIONSHIP MARKETING IN ARTS ORGANISATIONS, THE CASE OF CROATIAN NATIONAL THEATRE
RELATIONSHIP MARKETING IN ARTS ORGANISATIONS, THE CASE OF CROATIAN NATIONAL THEATRE

Summary/Abstract: This paper examined whether it makes sense to introduce a loyalty program in Croatia National Theatre in Split, Croatia. (HNK Split) and what benefits it should include for customers to deepen their relationship with the theatre. Its purpose is to popularize the theatre among a wider audience, using the loyalty card as a marketing tool. The paper includes the concept, methods of application and goals of marketing in culture and art. It explains the historical development, classification, and descriptions of different loyalty programs in theatres worldwide. The paper shows potential benefits of loyalty program of Croatian National Theatre in Split and how to apply this successful model to the theatre and, in addition to loyalty, also to increase ticket sales, and thus affect the revenue growth of the institution. The survey examined which elements of the loyalty card the visitors consider the most interesting and would encourage the loyalty the most. Respondents were subscribers of the official Facebook page and newsletter of the Croatian National Theatre Split and marketing managers of the theatre. It has been concluded that most of the respondents would like to become members of the loyalty program, and, as the most important elements of its loyalty program, point out discounts on tickets and free reservations. It implies that most of the marketing budget of HNK Split should be directed towards advertising on the web and social networks, for example, by cooperating with influencers (on Instagram/TikTok) to interest (potential) visitors. Moreover, videos "behind the scenes", interviews with artists from the Croatian National Theatre in Split and the like could be shared. The results and guidelines of this paper could be used to introduce or improve loyalty programs in the future, to develop and maintain a satisfied and loyal customer base.

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