new developments in arts marketing slideshow
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NEW DEVELOPMENTS IN ARTS MARKETINGHeather Maitland in association with
• Audiences North East (ANE) is the strategic agency for the North East of England, working across the whole cultural sector to grow, sustain and develop the region’s audiences.
• We offer a range of research, development and promotional opportunities, all of which are tailored to meet the specific needs of the cultural sector.
• We commissioned cultural sector consultant and author Heather Maitland to develop a 4 hour seminar aimed at disseminating the latest thinking in Marketing and audience development.
• The seminar was delivered to a variety of arts professionals in Stockton and in Newcastle in March 2009.
New Developments in marketing
• Consumer trends• Tips for surviving the recession• The future of advertising• New ways of looking at audiences• Branding trends• Online trends• 2009’s most influential marketing theory
CONSUMER TRENDS
FACT
Consumers are cutting back
THE LIPSTICK EFFECT
The rise of the FRUGALISTA
“We did a survey with our customers at the beginning of the year. They said they are now making product choices around quality and value for money.”
But they don’t take our word for it
Data firm Jupiter found that 77% of online shoppers are using reviews and ratings when making their purchasing decisions
The death of bling
COCOONING
AUTHENTIC HUMAN CONTACT
VIRTUAL ESCAPES
Consumer trends
• Less conspicuous consumption• Reduced spend on big items• The rise of small self-treating instead• Researching expenditure• Value for money• Retreat into the home• Less experimentation• Escapism
So what?
SURVIVING THE RECESSION
Innovate
72% of marketing executives said the resources they put into innovation will be sustained or increased in 2009
Insight
39% of marketing executives say that their spend on market research will increase
Do what works
The trend gurus all say that return on investment will become all important – so you need to know what works
Keep existing customers
More resources will be focused on building relationships with customers and on making the most of customer data
Customer satisfaction
Keeping customers depends on how happy they are – marketers will be striving for better dialogue with them to resolve problems quicker
THE FUTURE
THE FUTURE OF ADVERTISING
Engaging and empowering the people
Asking for $25 contributions
The total?
$500 million
Using the internet to register new voters
Enlisting supporters to create their own campaigns on social networking sites: the YouTube election
“At homes”
So what?
GENERATION G
(THAT’S G FOR GENEROSITY)
Cynical consumers
13% of Americans say they trust big business
¾ of Americans feel that companies don’t tell the truth in advertising
Wall Street sign
Need for Generosity
Challenging times see people craving care, empathy, sympathy and generosity
Generosity as status symbol
The lasting trend is for passionate, empowered individuals more willing and able to give, share, collaborate
33 million flickr users
16 million Wikipedia pages
13 hours of video uploaded to You Tube every minute
20 million hotel reviews on Trip Advisor
Values not social responsibility projects
Strategies to target Generation G
Show you care …
Co-donation
Free love
Make their lives easier
Give your customers fun or useful services using widgets and apps
Random acts of kindness
Send your best customers surprise gifts. Send thank you letters (that don’t try and sell them anything).
Help them out, be flexible
So, be nice to your customers…..
They’ll be extra-appreciative in these troubled timesThey won’t forgetThey’ll tell other people about youThey’ll be more willing to collaborateAnd working for a company with a caring, generous mindset can actually be good for your soul, too :-)
So what?
THE YOUTH MARKET
Summary
• It’s a dialogue• Show you care• Build a fan base• Relevance not price• Relevance is about social currency• Your whole organisation needs to have the
right mindset
So what?
BRANDING TRENDS
BACK TO BASICS
FOCUSDISTINCTIVENESS
FACT
Our brains act as filters to protect us from too much information
"In the West we maybe see, at a conservative estimate, 500 advertising messages every day. We see as many advertising messages in a year as our parents saw in their entire lives.”
Tim Phillips, Technology Journalisthttp://news.bbc.co.uk/1/hi/programmes/click_online/5285058.stm
THREE MORE TRENDS
ROBERT JONESHEAD OF NEW THINKINGWOLFF OLINS
Post-Consumer Activist
Brands will become platforms on which people can do things
BUT
Brand as multiplier
Umbrella brands that grow the impact exponentially
Post-Western Plurality
Brands will become a theme with variations rather than the duplication of a formula
“Identity not identical”
So what?
AUDIENCE DEVELOPMENT IS
DEAD
….LONG LIVEPUBLIC ENGAGEMENT
Audience development‘The term audience development describes activity which is undertaken specifically to meet the needs of existing and potential audiences and to help arts organisations to develop on-going relationships with audiences. It can include aspects of marketing, commissioning, programming, education, customer care and distribution.’
[1] Information: Grants for the Arts - audience development and marketing, Arts Council England, consulted at www.artscouncil.org.uk/documents/information/audiencedevgfta_phpx05G6i.doc accessed 30th June 2008
The McMaster Report
Tessa Jowell, the Secretary of State for Culture, Media and Sport asked Brian McMaster to consider, among other things, ‘how artistic excellence can encourage wider and deeper engagement with the arts by audiences’
Supporting Excellence in the Arts: from measurement to judgement, Sir Brian McMaster, DCMS, January 2008, p 6
What is public engagement‘Public engagement’ has a political dimension centred on public value. It is based on a belief that for public subsidy to be legitimate, the organisations that get funded must have the trust and support of the public. Public engagement is a process. It’s the way that public managers can help citizens identify and express their collective preferences. It is, in effect, a tool for bringing public services and citizens closer together, for redressing the ‘democratic deficit’.
Deliberative Democracy and the Role of Public Managers, L Horner, R Lekhi and R Blaug, The Work Foundation, November 2006.
What’s the difference• Public engagement is about trust through accountability• In theory, effective audience development is a two-way
exchange requiring the building of trust• In practice, most arts organisations don’t see themselves as
accountable to their audiences• Many arts organisations see themselves as artistically led• Public engagement responds to the public’s collective
preferences• Public engagement i about the importance of democracy in
the delivery of effective public services. • Audience development describes a set of activities to
increase and broaden audiences for the creative work.
Excellence and engagement• Excellence in culture happens ‘when an
experience affects and changes an individual.’• ‘for something to be excellent it has to be
relevant, and for it to be relevant it has to be continually reinterpreted and refined for and by its audience’
• ‘nothing can be excellent without reflecting the society which produces and experiences it’
• ‘Excellence is about experience and good practice is what leads to it’
Supporting Excellence in the Arts: from measurement to judgement, Sir Brian McMaster, DCMS, January 2008, pp 9-10
Excellence is about experience
So we need to understand the experience…
MARKET RESEARCH TRENDS
Don’t ask questions
Observe and listen
So what?
ONLINE TRENDS
ONLINE DIALOGUE
Who’s online?
Ofcom report 2008
65% of homes have internet access
58% of households have access to broadband
59% in rural areas
Social networking
Twice as many marketers as last year say they are sick of hearing about social networking
E-STRATEGY
Offline and online integration
Use offline media to drive people to the web
Do what works
Was it worth the time, energy and money?
Do what works
Work to increase conversion rates so A/B testing is crucial
Better targeting
What are the customer behaviours that lead to ticket sales
Better leverage of online communities
It’s good to talk but it’s much better if they do something
User saturation
Users are making choices – find out which ones
ONLINE COMMUNICATIONS
Anticipated, relevant, timely
Better targeted, more pertinent messages…
…over a variety of
devices
Non-intrusive communications
Providing information when and where people need it
Events led communications
Customer behaviour should trigger a communication so we need our databases to integrate with sales functions
WEBSITES
Two way communication so…
…can visitors to your website communicate easily with you?
Social content not just sales
Co-creation through comments, reviews and ratings
More attractive content, not just sales talk
Business blogs are now standard (because they support SEO and customer engagement)
Lightweight websites …
…that work on netbooks and smartphones
SEARCH ENGINES
Search engine optimisation matters
They are still the first place online users look for information
www.ranks.nl
Google really matters
74% of UK searches are through Google
BUT
Some people don’t like Google and are searching via blogs and co-created sites like Trip Advisor
SO
14% trust advertising but 78% trust recommendations souser generated content is King
Use of local searches growing
cinema stockton
theatres in newcastle
More smartphones means…
… even more localised searches using mobile applications
So what?
MOST INFLUENTIAL MARKETING
CONCEPT 2009
Influencers
A small number of people can influence the mass market
The bottom line?
More than £500m is spent each year on targeting influentials. This is growing at 36% a year
But this is old news to the arts
Alan Brown wrote about Initiators and Responders: a new way to view orchestra audiences in 2004
Initiators
People who enjoy creating cultural experiences for friends and family
Responders
The potential attenders of your event sitting at home waiting for a friend to phone or email with an invitation
www.wolfbrown.com
SometimesNEW DEVELOPMENTS IN MARKETINGstart with the arts!
CreditsTRENDS• Top Marketing Trends for 2009:• http://www.marketingcharts.com/interactive/top-marketing-trends-for-2009-execs-sick-of-web-20-
7448/• Key trends in 2009: http://www.marketingimprovement.com/key-trends-in-2009• Daphne Kasriel, Top 10 Consumer Trends for 2009:
http://www.euromonitor.com/TOP_10_CONSUMER_TRENDS_FOR_2009• UK Film Council: A Short Note on UK Cinema Admissions During Recessions:• http://www.ukfilmcouncil.org.uk/media/pdf/n/t/
A_short_note_on_UK_cinema_admissions_during_recessions.pdfAUDIENCES• Generation G: • http://trendwatching.com/briefing/• http://www.cultureoffuture.com/• Graham Brown, mobileYouth.org, 50 Youth Marketing Trends for 2009• http://www.slideshare.net/mobileyouth/part-1-50-youth-marketing-trends-for-2009-by-graham-
brown-mobileyouthorg-presentationBRANDING• Marty Neumeier, Neutron LLC, The Brand Gap• http://www.slideshare.net/coolstuff/the-brand-gap
CreditsONLINE TRENDS• Heidi Cohen, Seven Top Online Marketing Trends for 2009: http://www.clickz.com/3632306• 30 Web Trends for 2009:
http://www.seoptimise.com/blog/2008/12/30-web-trends-for-2009.html• Strange Corporation, Online Marketing Trends for 2009
http://www.strangecorp.com/news/view/online-marketing-trends-in-2009SEARCH ENGINE DATA• Hitwise• http://weblogs.hitwise.com/robin-goad/2008/03/local_search_in_the_uk.html
http://weblogs.hitwise.com/to-go-uk/2009/02/searches_for_valentine_breaks.htmlhttp://weblogs.hitwise.com/robin-goad/2009/01/searches_for_flights_down_eurozone_usa_turkey.html
INFLUENCERS• Duncan Brown and Nick Hayes, Influencer Marketing (2008)• Ruth Mortimer, ‘Marketing Theory: Treasure Seekers’, Brand Strategy, 9/6/08• http://goliath.ecnext.com/coms2/gi_0199-7953006/MARKETING-THEORY-Treasure-
seekers.html• Alan Brown, Initiators and Responders: a new way to view orchestra audiences• http://www.wolfbrown.com/index.php?
mact=News,cntnt01,detail,0&cntnt01articleid=37&cntnt01origid=414&cntnt01detailtemplate=articles_detail&cntnt01returnid=417
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