Entertainment, Culture & Sports

At Limelight Insights, we’re not too modest to say we do research for entertainment, culture and sports concerns better than anyone else. It has been a major focus of our business since its inception. And it is a passion for us — one we pursue through volunteerism in our spare time. In fact, our CEO, Mark Shugoll, is one of the most nationally recognized and awarded names in the cultural arts, entertainment and sports research arenas. So you won’t find a more experienced or credentialed researcher to help you set your ticket prices, increase subscription/season ticket renewals, develop effective advertising, understand your subscribers/season ticket holders and increase customer satisfaction.

A large part of our business is answering critical questions
and providing actionable direction.

Here are some of the questions Limelight Insights by Shugoll
has helped Entertainment, Culture & Sports clients answer:

Given the obstacles facing arts organizations today, including fewer full season subscribers, individual purchasers buying tickets later and reductions in corporate, government and private donations, can we afford to conduct marketing research?

Most marketing research projects pay their investment back many times over. Often, they have an observable impact on income. For example, one non-profit theater used research to develop a positioning for lower-end donors to their annual campaign. By using research to identify the right solicitation pitch, they generated a half million dollars more than in the previous year. Another arts organization was looking at ways to increase earned income. It used Limelight Insight’s Proprietary “Power Pricing Index” to adjust prices to consumer expectations. By using research to rescale the house, it generated nearly $1 million dollars of added income. Both studies cost less than $25,000, but returned far more. Investment in research is one of the best investments an arts organization can make.

How can market research help my institution?

Whether you are a sports, arts or cultural organization, the possibilities for using market research are almost endless. Examples that are used repeatedly by entertainment institutions include using research to:

  • Develop a marketing strategy that reaches the maximum number of ticket buyers with the right message in the right media.
  • Convert infrequent attendees/individual purchasers to package plan buyers.
  • Increase renewal rates.
  • Recapture lapsed subscribers/season ticket holders by understanding why they did not renew and what new products might get them back.
  • Establish optimal ticket prices, position annual and capital campaigns to maximize giving.
  • Acquire new audiences.
  • Evaluate support for a new building and willingness of your audience to follow you to a new location.

Since an important segment of customers are those who purchase premium seating, can research identify in what ways their needs differ from other customers?

Syndicated research is very valuable, but it should be used alongside custom marketing research. Custom research, unlike most syndicated studies, collects information from your own customers, lapsed customers and prospects. It also allows you to tailor questions that meet your institution’s specific needs, rather than relying on a generic series of questions. As a result, you make sound decisions that are specific to your own market, not generalized from other markets.

Since many entertainment organizations, in sports, arts and culture, purchase syndicated research, do they really need to conduct their own research?

In addition to employing the traditional advertising tracking studies that measure awareness, attitudes and behavior pre and post campaign, Limelight Insights also conducts quasi-experimental studies for national advertisers. These studies test campaign executions, media weights and flight duration across selected markets and evaluate results against a control market. This provides our advertising clients with insights on the most cost and communications-effective directions for a national rollout.

Since there are several industry consulting firms that say they conduct research, why should we choose Limelight Insights?

Limelight Insights is a marketing research firm with a specialty in entertainment. We conduct more entertainment marketing research, including sports, arts and culture, than probably any company in the country. Turnkey Sports and Roan Group, two of the nation’s leading consulting firms in their respective industry. The Turnkey-Limelight team combines leading market research skills with practical industry experience. This assures that questionnaires are designed to ask the right questions and solicit objective and unbiased answers, that data collection is managed using the highest quality control standards available in order to maximize data validity, and that conclusions and recommendations are clear and actionable given our industry specific expertise.

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