How to Build an Effective Subscription Strategy with a CRM

Inaugurated in 1937 for the International Exposition, the Palais de Tokyo as we know it today opened in 2002. It now houses one of the largest spaces dedicated to contemporary creation, right in the heart of Paris.

Unlike a traditional museum, the Palais de Tokyo does not have a permanent collection; instead, it hosts temporary exhibitions—often bold and experimental—highlighting both emerging and established artists. Its multidisciplinary programming and raw, industrial atmosphere make it the largest contemporary art center in Europe.

A subscription is good, but a personalized offer is even better

With more than 200,000 visitors in 2024 and a diverse audience, the Palais de Tokyo recently redesigned its membership offers around four passes:

• Tokyopass Solo – “A Palace for Yourself”: unlimited solo access for one year for visitors aged 26+.
• Tokyopass Duo – “A Palace with Whoever You Want”: unlimited duo access for one year for visitors aged 26+.
• Tokyopass Art – “A Palace for Coming Together”: unlimited access for one year for art students over 26, art teachers, and members of the Maison des Artistes.
• Tokyopass Jeune – “A Palace for €1 More”: unlimited access for one year for visitors aged 18 to 25.

These different membership options address several objectives:

• Offer personalized choices adapted to the various visitor profiles;
• Increase the Palais de Tokyo’s appeal among younger audiences;
• Evolve the available membership plans by consulting those directly concerned;
• Retain recurring visitors through personalized communications

Since 2021, the Palais de Tokyo has been collaborating with Arenametrix to centralize and identify all its contacts. The institution has relied on our wide range of features to implement a customized and automated membership strategy.

What We Implemented

→ Detection and qualification of interest in one of the membership passes: Within the CRM, the Palais de Tokyo created an automation to identify contacts most likely to subscribe. As soon as a contact clicks on a link leading to membership offers within any marketing campaign, they are automatically marked as interested. The teams can then target these contacts with the membership passes that best match their profile.

→ Deployment of a targeted survey to refine the offer: To design an offer as closely aligned as possible with the needs of members and interested contacts, the Palais de Tokyo launched a questionnaire aimed at current members, former members, and contacts who had shown interest in the Tokyopass. In this form, contacts could indicate their visit frequency and expectations. This is an effective way to involve the audience in the commercial strategy and create a unique connection with each of them.

→ Multichannel acquisition campaigns: To maximize the visibility of its membership offers, the Palais de Tokyo rolled out communication campaigns across multiple channels, including TikTok, LinkedIn, and Instagram. The goal? To reach individuals beyond the CRM database and expand the Palais’ community.