arts marketing presented at simmons college arts administration class
DESCRIPTION
30 minute lecture given to a Senior Level Arts Administration Seminar at Simmons College on April 2, 2012. Topics included: Danny Newman's SUBSCRIBE NOW!, The Marketing Funnel (and how has been re-envisioned) by Brian Haven at Forrester Research, and Chris Sietsma's Content Strategy Post about Bricks & Feathers at ConvinceandConvert.com.TRANSCRIPT
ARTS MARKETING
Simmons College April 2, 2012
“culturally promiscuous”
“Growing up, you must have had interesting dinner-table
conversations.”
Conversations
Preparation
A Conversation.
A Conversation.
A Discussion.
Bootcamp for the Revolution
Bootcamp for the Revolution
Education + Action = Change
Ken Burns
Ken Burns
Congressional TestimonyAbout Arts Funding
National Endowment for the Arts
National Endowment for the Arts
+
National Endowment for the Arts
+National Endowment for the
Humanities
National Endowment for the Arts
+National Endowment for the
Humanities
<
National Endowment for the Arts
+National Endowment for the
Humanities
<The Cost of a B52 Bomber
National Endowment for the Arts
National Endowment for the ArtsNational Endowment for the
Humanities
National Endowment for the ArtsNational Endowment for the
Humanities
Nothing to do with Defense
National Endowment for the ArtsNational Endowment for the
Humanities
They Make Our CountryWorth Defending
VALUE PROPOSITION
VALUE PROPOSITIONWhy the Arts are Important
VALUE PROPOSITIONWhy the Arts are Important
They Make Our CountryWorth Defending
First Marketing Class:
INTERNET MARKETINGFirst Marketing Class:
“You can’t teach an old dognew tricks.”
I was the new dog.
Marketing Theater
Marketing TheaterDirect Mail Strategy
Marketing TheaterDirect Mail Strategy
Subscriptions
“If the show sells well, it was a good show.
“If the show sells well, it was a good show.
If the show tanks, then the marketing sucked.”
THE MARKETING FUNNEL
http://thoughts.birdahonk.com/2007/08/rethinking-the-marketing-funne.html
1. Awareness
2. Consideration
3. Preference
4. Action
5. Loyalty
What happens when you apply this to arts marketing?
Danny Newman’sSUBSCRIBE NOW!
Danny Newman’sSUBSCRIBE NOW!published in 1977
http://www.amazon.com/Subscribe-Now-Audiences-Subscription-Promotion/dp/0930452011
TO BUILD ARTS AUDIENCES
TO BUILD ARTS AUDIENCES
Offer Subscription Series
TO BUILD ARTS AUDIENCES
Offer Subscription SeriesBuild Subscription Base
TO BUILD ARTS AUDIENCES
Offer Subscription SeriesBuild Subscription BaseMail Season Brochure
TO BUILD ARTS AUDIENCES
Offer Subscription SeriesBuild Subscription BaseMail Season Brochure
Promote Discount
MAILING BROCHURES
MAILING BROCHURES
500,000
MAILING BROCHURES
500,000Mailed Twice
MAILING BROCHURES
500,000Mailed Twice
To the Same List
MAILING BROCHURES
500,000Mailed Twice
To the Same ListSix to Eight Weeks
Apart
MAILING BROCHURES
Total: 1,000,000
MAILING BROCHURES
Total: 1,000,00055% seats filled
MAILING BROCHURES
Total: 1,000,00055% seats filled
85% renewal rate
MAILING BROCHURES
Total: 1,000,00055% seats filled
85% renewal rateSolid, Loyal Audience
Base
Postage Alone: $120K
Postage Alone: $120K
Subscribers
Postage Alone: $120K
Subscribers24% seats filled
Postage Alone: $120K
Subscribers24% seats filled
71% renewal rate
I believe in building loyalty
1,000,000 brochures
55% seats filled85% renewal rate
True through 2001
True through 2001Loyalty has been
redefined
INSANITY
INSANITY“Doing the same thing over and over
again and expecting different results”
INSANITY“Doing the same thing over and over
again and expecting different results”
-Albert Einstein
“You can’t teach an old dognew tricks.”
Doing the same thing since 1977
Doing the same thing since 1977
The theater closed in 2009
Things Change
Believe in the Evolution of Ideas
Always be learning
“A powerful global conversation has begun.
Through the Internet, people are discovering and inventing new ways to
share relevant knowledgewith blinding speed.
As a direct result, markets are getting smarter—
and getting smarter faster than most companies.”
“These markets are conversations. Their members communicate in language
that is natural, open, honest, direct,funny and often shocking.
Whether explaining or complaining,joking or serious,
the human voice is unmistakably genuine. It can't be faked.”
THE CLUETRAIN MANIFESTO
http://www.cluetrain.com/
THE CLUETRAIN MANIFESTOWritten in 1999
http://www.cluetrain.com/
THE CLUETRAIN MANIFESTOWritten in 1999
95 theses
http://www.cluetrain.com/
#1 Markets are conversations.
#2 Markets consist of human beings,not demographic sectors.
#11 People in networked markets have figured out that they get far better information and support from one
another than from vendors. So much for corporate rhetoric about adding value to
commoditized products.
#64 We want access to your corporate information, to your plans and strategies,
your best thinking, your genuine knowledge. We will not settle for the 4-color brochure, for web sites chock-a-block with eye candy but lacking any
substance.
#83 We want you to take 50 million of us as seriously as you take one reporter
fromThe Wall Street Journal.
Imagine what the customer wants
Include me in the conversation
2007
2007
Brian Haven, Forrester Research
2007
Brian Haven, Forrester Research
“The Marketing Funnel is Dead.”
http://thoughts.birdahonk.com/2007/08/rethinking-the-marketing-funne.html
FORCES INFLUENCING CHOICE
FORCES INFLUENCING CHOICE
Peer Reviews
FORCES INFLUENCING CHOICE
Peer ReviewsCompetitive Alternatives
FORCES INFLUENCING CHOICE
Peer ReviewsCompetitive Alternatives
Recommendations from Friends
FORCES INFLUENCING CHOICE
Peer ReviewsCompetitive Alternatives
Recommendations from FriendsUser Generated Content
CUSTOMERS END UP BEING
CUSTOMERS END UP BEING
Buyers
CUSTOMERS END UP BEING
BuyersContributors
CUSTOMERS END UP BEING
BuyersContributors
or both
CONVENTIONAL WISDOM
CONVENTIONAL WISDOM
A Bad Review Can Kill A Production
TEN YEARS AGO
TEN YEARS AGOThe reviewer at the Boston Globe could
kill a show
TEN YEARS AGOThe reviewer at the Boston Globe could
kill a showOne Voice carried that power
#83 We want you to take 50 million of us as seriously as you take one reporter
fromThe Wall Street Journal.
In 2004, that one voice from the Boston Globe:
In 2004, that one voice from the Boston Globe:
$40,000 in ticket sales on one day
In 2004, that one voice from the Boston Globe:
$40,000 in ticket sales on one day
Central Square Theater’s best day:
In 2004, that one voice from the Boston Globe:
$40,000 in ticket sales on one day
Central Square Theater’s best day:
$5,000
“Keep dreamin’, Sunshine.”
DREAMING ABOUT THE INTERNET
What do you want in a website?
Your website is you
How do you measure a website’s success?
Conversions
WHAT IS A CONVERSION?
WHAT IS A CONVERSION?
Number of Ticket Transactions
WHAT IS A CONVERSION?
Number of Ticket TransactionsNumber of Online Donations
AVERAGE CONVERSION RATE?
AVERAGE CONVERSION RATE?
2.5%
http://seewhy.com/blog/2010/08/10/which-website-conversion-rate/
IMPROVE USABILITY?
IMPROVE USABILITY?
5%
http://www.useit.com/alertbox/usability-progress-rate.html
“Content is King”
MEDIA INDUSTRY CONTRACTION
MEDIA INDUSTRY CONTRACTION
Marketing Departments:
MEDIA INDUSTRY CONTRACTION
Marketing Departments:Digital Content Production Teams
CENTRAL SQUARE THEATER
CENTRAL SQUARE THEATER
Operating Budget: $1.4 million
CENTRAL SQUARE THEATER
Operating Budget: $1.4 million 1.5 people in the marketing department
CENTRAL SQUARE THEATER
Operating Budget: $1.4 million 1.5 people in the marketing department
We really like interns
ESSENTIAL PROBLEMS
ESSENTIAL PROBLEMS
Capacity
ESSENTIAL PROBLEMS
CapacityPrioritization
High Quality Content Is A Commitment
CHRIS SIETSEMACONVINCE & CONVERT
CHRIS SIETSEMACONVINCE & CONVERT
“Planning Your Content Strategy:Bricks versus Feathers”
http://www.convinceandconvert.com/social-media-strategy/planning-your-content-marketing-bricks-vs-feathers/
WHICH WEIGHS MORE?
WHICH WEIGHS MORE?
5 pounds of Bricks
WHICH WEIGHS MORE?
5 pounds of Bricksor
WHICH WEIGHS MORE?
5 pounds of Bricksor
5 pounds of Feathers?
BRICKS
BRICKS
videos
BRICKS
videospodcasts
BRICKS
videospodcasts
documentary photo galleries
BRICKS
videospodcasts
documentary photo galleriesblog posts
BRICKS
videospodcasts
documentary photo galleriesblog posts
iPhone applications
FEATHERS
FEATHERS
status updates
FEATHERS
status updatesTweets
FEATHERS
status updatesTweets
smartphone photos
FEATHERS
status updatesTweets
smartphone photoslink sharing updates
BRICKS
videospodcasts
documentary photo galleriesblog posts
iPhone applications
FEATHERS
status updatesTweets
smartphone photoslink sharing updates
BRICKS OR FEATHERS?
Position & Identity
Content Life Span
SEO (Search Engine Optimization)Potential
Required Resources
Opportunity Cost
Evaluating Success
Where do you find the data to decide?
Where do you find the data to decide? Bricks OR Feathers?
Where do you find the data to decide? Bricks OR Feathers?Bricks AND Feathers?
What about Social Media?
Everybody Can Update TheirFacebook Status or Tweet
Everybody Can Update TheirFacebook Status or Tweet
But Can You Create Any Bricks to Share?
Facebook?
Facebook?Twitter?
Facebook?Twitter?
Written a blog post?
Facebook?Twitter?
Written a blog post?Created a podcast?
Facebook?Twitter?
Written a blog post?Created a podcast?Created a video?
Create Conversations
Create ConversationsPrepare Audiences
Create ConversationsPrepare Audiences
Inspire
Create ConversationsPrepare Audiences
InspireBuild Bricks
Be Part of the Conversation
Be Part of the ConversationShape It
Be Part of the ConversationShape ItLead It
Discount Code: SIMMONS
http://CentralSquareTheater.org
Are you looking for a summer internship?
[email protected]@npeterson
Rate This Presentation:SpeakerRate.com/npeterson