20.2.2014

“North American Trends in Cultural Marketing: Building New

Audiences with New Approaches“

Clint White, Zlato Fagundes

KULTURPLANNER Impulse

BIG DATA ANALYTICS

München

Münchén, 20. Februar 2014 www.kulturplanner.com Kulturplanner Impulse

NORTH AMERICAN TRENDS:

CULTURAL MARKETING Building New Audiences with New Approaches 

Presented by: Clint WhitE & Zlato Fagundes

Reaching TARGET AUDIENCES With Best Practices

arts + culture network

Agency Aggregator Ad Network

Museums. Performing Arts. Dance.

Sustainability. Education. Healthcare.

3 Main ELEMENTS:

BENEFIT FROM PRODUCT

MOBILE FIRST

ENGAGEMENT VIA INTERACTIVITY

Cultural Marketing Trends: United States & Canada

January 2014

Survey Participants •  THEATRE •  PRESENTING ORGANIZATIONS •  CHAMBER/ORCHESTRAL MUSIC •  MUSEUMS •  VISUAL ARTS •  DANCE ORGANIZATIONS •  EDUCATION 70% of respondents have an annual budget greater than: $1 million (€731,000)

28% of respondents have an annual budget greater than: $10 million (€7,310,000)

26.6%

24.1%

16.5%

13.9%

11.4%

7.6%

Increased sales Greater brand awareness

Increased fundraising/membership

Improved patron experience

Other Expanded productions/events

26.6% Increased Sales 24.1% Greater Brand Awareness

“What is your organization’s primary focus in 2014?”

single response question

50.6% 48.1%

43.0%

38.0%

34.2%

30.4%

19.0%

15.2% 15.2% 13.9%

Lifestyle oriented

marketing

User generated

content

Enhanced segmentation

in PPC

Video Dynamic pricing

Mobile app development

Rich media Mobile Native content

marketing

Gamification

50.6% Lifestyle Oriented Marketing 48.1% User Generated Content

“What trends do you want to learn more about in 2014?”

multiple response question

“What trends are included in your marketing budget for 2014?”

73.4%

60.8%

46.8% 41.8% 40.5%

36.7% 35.4%

24.1%

10.1% 8.9%

Video development

User gen. content

Dynamic pricing

Lifestyle oriented

marketing

Pay-Per-Click Rich media App development

Native content

marketing

Gamification development

Other

73.4% Video Development 60.8% User Generated Content 46.8% Dynamic Pricing

multiple response question

Marketing Content Strategy: focusing on the benefit FROM the product

HOW DO WE ASSESS THE LEVELS OF INTEREST IN CULTURAL OFFERINGS?

IS IT ON THE DECLINE?

IS THERE A HEALTHY BALANCE BETWEEN SUPPLY AND DEMAND?

IS THERE ORGANIC GROWTH IN AUDIENCE? ARE CHURN RATES HEALTHY?

IS THERE TRUE ‘BRAND EQUITY’ IN THE CULTURAL SECTOR?

DO CONSUMERS UNDERSTAND THE VALUE PROPOSITION OF CULTURAL OFFERINGS?

WHAT IS THE NORM IN OUR CULTURAL MARKETPLACE?

PRODUCT OVER

BENEFIT

BENEFIT FROM

PRODUCT

Transformation CASE STUDY: Chamber Music Society

of

Lincoln Center

PREVIOUS LOOK

YEAR 1

YEARS 2 & 3

GET CLOSER TO THE MUSIC

and let it take you even further.

IT’S AN INTIMATE CONCERT EXPERIENCE with a genuine connection between performers and

listeners. The Chamber Music Society of Lincoln Center invites you to be a part of it.

No words.

BUT A GREATCONVERSATION.

IT’S AN INTIMATE CONCERT EXPERIENCE with a genuine connection between performers and

listeners. The Chamber Music Society of Lincoln Center invites you to be a part of it.

CURRENT SEASON

www.ChamberMusicSociety.org

INTIMACYDIALOGUE

VIRTUOSITYPIANO. VIOLIN. YOU. BE PART OF THE MUSIC.Connect with the music like never before in the most intimate of concert experiences. We are The Chamber Music Society of Lincoln Center, and we invite you to be a part of it.

Chamber Music Society

one-sheet platform poster

THE RESULTS

Maximized earned revenue

Increased brand awareness

Subscription increased by 30%

Single ticket revenue increased by 41%

Overall growth in audience by grew 33%

January 27, 2014

Digital Marketing Strategy mobile first

engagement through Interactivity

MOBILE FIRST

Everyone is mobile

113.6M German mobile subscriptions (Largest subscription in the EU )

327.6 M

American mobile subscriptions

61% of Americans own a smartphone 56% of American Adults use smartphones 63% use their phones to go online Source: Pew Internet and American Life Project

44% of Germans own a smartphone 60% have internet-enabled phone Source: BVDW.org

26.6%

24.1%

16.5%

13.9%

11.4%

7.6%

Increased sales Greater brand awareness

Increased fundraising/membership

Improved patron experience

Other Expanded productions/events

26.6% Increased Sales 24.1% Greater Brand Awareness

“What is your organization’s primary focus in 2014?”

50.6% 48.1%

43.0%

38.0%

34.2%

30.4%

19.0%

15.2% 15.2% 13.9%

Lifestyle oriented

marketing

User generated marketing

Enhanced segmentation

in PPC

Video Dynamic pricing

Mobile app development

Rich media Mobile Native content

marketing

Gamification

DISCONNECT!!

“What trends do you want to learn more about in 2014?”

FLAW IN TRENDS: Where is the money and time being placed?

•  Increase sales and greater brand awareness are organizations’ primary focus, however mobile was not considered

•  Mobile = Lifestyle oriented marketing solution •  In the US almost 20% of web traffic for arts organizations in on mobile

devices – Capacity Interactive Digital Marketing Survey

Growth is mobile

Social is mobile

65% of time spent on social networks (Facebook, Twitter, Instagram) is on mobile – comScore (Aug 2013)

WHAT Is the first step? make sure you look your best on any device

GIBNEy DANCE CENTER

GIBNEy DANCE CENTER

AMERICAN SYMPHONY ORCHESTRA

AMERICAN SYMPHONY ORCHESTRA

ENGAGEMENT VIA INTERACTIVITY

Interactivity = Performance

Increased brand lift

Increased engagement

Increased conversions

Interactive Rich Media Creative is all about engagement and Interactivity

Images not to scale

Interactive Rich Media Surround your audience and align yourself with relevant content

Hobbies & Interests: Outdoors Hobbies & Interests: Genealogy

Arts & Entertainment: Books and Literature Arts & Entertainment: Movies and Videos Hobbies & Interests: Screenwriting

Interactive Rich Media In Depth Reporting

Interactive Rich Media In Depth Reporting

Interactive Rich Media Get better campaign feedback

ENGAGEMENTS Number of consumers who intentionally paused their mouse over the ad ENGAGEMENT RATE Percentage of impressions where a consumer intentionally paused their mouse over the ad ENGAGEMENT TIME Time a consumer spent interacting with the ad. The consumer must spend at least 5 seconds in the ad unit to begin the count.

FEATURE VIEWS Number of features that were viewed by a consumer FEATURE COMPLETION RATE Percentage of features that a consumer started and completed

CHAMBER MUSIC SOCIETY Using a Spongecell enhanced creative to allow consumers to:

•  Share on Facebook/Twitter •  Get 50% off Tickets •  Free Beethoven Download

Interactive Rich Media

CASE Study Ad Network Gallery

2,678 50% off Tickets

2,285 Tweets

2,474 Downloads

Interactive Rich Media

CASE Study Ad Network Gallery

Social Media Creative is all about engagement and interactivity EXAMPLE: FOLGER THEATRE

Over 300 new “Likes” in 5 days

Social Media Surround and segment your audience

Folger Theatre

What do we see as creative best practices for digital?

•  Few colors

•  Few words

•  Clear, explicit Call to Actions

•  Use visuals with people

•  Use video when you have it

How Is Success Achieved In Digital Marketing?

•  Stay in the market and stay responsive •  Start by casting a big net •  Optimize and narrow your target audience based on

performance •  Collect, collect, and collect...data •  Continuously apply campaign feedback •  Think about the acquisition model

Review

BENEFIT FROM PRODUCT

MOBILE FIRST

ENGAGEMENT VIA INTERACTIVITY

Clint White, President: clint@wit-inc.com

Zlato Fagundes, Account Manager: zlato@arts-culture.net

Tel. 212.334.1810 www.wit-inc.com

@WiT_Media