Are You Talking to Me: Analysis

March 2010 ARE YOU TALKING TO ME? Session II: Developing A Marketing Plan – Analysis and Objectives

Marketing Plans
Strategic Marketing Plan
1-3 years
Organizational focus
Marketing the brand, not just a production
Learning Circle 2010

Marketing Plans
Promotional Marketing Plan
Short term
Outreach, PR, advertising
Marketing one season/event
Combination Plan

Basic Plan Outline
Executive Summary
Current Situation
Objectives/Goals
Marketing
Financial
Long-term vs. short-term
Strategies and Tactics
Tactics/Timetables
Budgets (time and $)
Measurement/Controls

Learning Circle 2010 Current Situation
Mission/vision
Marketing SWOT
Internal trends and issues
Outside trends, e.g., economy
Customer insights

Mission statement
Required for 501(c)(3)
What you do
Where you do it
How you do it
Whom you serve

Vision statement
Not required
Projects 3-5 years forward
Presents desired future state
May include types of programs, geographic reach, types of people served…or not

Learning Circle 2010 Situation Analysis
Mission/vision
− Is is clear?
− Is there consensus?
− Strategic plan?

Learning Circle 2010 Situation Analysis
The SWOT
(Strengths, Opportunities, Weaknesses, Threats)
Participation trends
Internal trends and issues
Marketing effectiveness
Outside trends, e.g., economy
The competition

The SWOT
Purpose: To align
marketing strategy with
larger goals of the
organization
Overlaps with strategic planning

The Competition
Other groups like you
Other entertainment and leisure activities
Life responsibilities, e.g., family care
Snowbirds

The Competition
What are competitors’ strengths and weaknesses?
What can you do better?
How does your brand image compare (content and quality)?

SWOT Learning Circle 2010 Strengths Weaknesses Opportunities Threats

Examples of Strengths
Organizational characteristics:
Proven high quality(reviews)
Consensus on brand
Well-known leader/artists
Unique offering
Fabulous venue

Examples of Weaknesses
Organizational issues:
Lack of consistent venues
Brand confusion, outdated collateral
Lack of name recognition
Lack of marketing time/personnel

Examples of Opportunities
External issues:
Potential target segments
Untapped communications channels
New venue partnership
New funding source

Examples of Threats
External issues:
Venue change
New competitor(s)
Changing neighborhood
Shrinking review opportunities

Group Exercise
SWOT

Learning Circle 2010 Customer Insights
Who are your stakeholders?
Who could become your stakeholders?
What do they need and want?
How do you reach them?
Are you prepared to meet their needs
and wants?

Sources of Audience Information
National/regional arts studies
Internal database and records
Audience surveys - stats
Observation
Informal interviews - the “why”
Focus groups - the “ why”

Sources of Information
Research Sources
Rand, Pew, Wallace, NEA, NEH
Arts & Business Council of Chicago
US Census
Local economic development groups
Local media
www.artsmarketing.org
League of Chicago Theaters

Your Stakeholders
Customer surveys (print/online)
Quantitative (numerical) results
Uncover attendance patterns, demographics, obstacles, other interests and marketing possibilities
Use info to identify current and potential segments

Your Stakeholders
Customer focus groups
Qualitative (verbal) results
Explore perceptions of a particular program or marketing collateral
Need to include all relevant customer segments

Your Stakeholders
Tips
Collect surveys from other orgs
Survey with the end in mind
Shorter survey = more responses
Steppenwolf 60-second survey
Rank options w/words, not #
Incentives = more responses
Need representative samples
Online and in-person

Your Stakeholders
Tips
How will you compile and analyze it?
BVAs, Arts Work, AEW resources may be available to assist

Who Are Your Customers/Prospects?
The Customer Segment Concept
Categories of customers
Drive decisions to expand current segments or target new ones
Understand the wants and needs of each segment
Create strategies and tactics for reaching priority segments

In the past…
Age, income, gender, race, family status
Mass marketing

The Two Margies
Learning Circle 2010 Margy A Margy B Income $$$ Income $$$ White White Likes Shakespeare Likes Shakespeare North Shore North Shore Has kids Has kids

The Two Margies
Learning Circle 2010 Margy A Margy B Adventurous Prefers known quantity Loves language Desires social prestige Any seat is fine Wants the best

Can segment by…
Demographics
Frequency of attendance
Related interests
Psychographics (ideology, values, beliefs, attitudes)
Motivations and preferences
Race
Geography
Family status

Common segments:
Connoisseurs
Curious
Loyalists
Locals
Urban/Suburban
All Arts, All the Time
Occasionals

Level of cultural consumption:
Heavy users (18+ events annually)
Medium users (12 events annually)
Light users (3-5 events annually)
Non-users

Loyalty level:
One-time attendees
Multiple/repeat attendees
Subscribers/members
Group attendees
Future attendees
Leaning Circle 2110

Psychographics
Ideology, values, beliefs, attitudes
Behaviors
Motivation for participation
Factors that drive arts attendance/participation

Why Attend? Examples of Benefits
Love the artist/work
Prestigious venue/org
Convenience – parking, transportation, accessibility
Convenience – near home, near restaurants and coffee shops
Price is right
Tickets available at last minute
Invited by friends/invited my friends
Date night

Why Not? Barriers
The particular work is too unfamiliar
The work is a chestnut
The art/artist/activity is unfamiliar
Inconvenient – lack of train or parking
Inconvenient – lack of babysitter
Fear of being the only one “like me”
Venue/neighborhood is scary
Venue/neighborhood is too institutional
I hate Ticketmaster
Competing interests

Prioritizing the Segments
Potential size
Potential value
Ease of overcoming barriers
Ease of communication – how will you reach them?

Prioritizing the Segments
Pursue more of the segment you have?
Target additional segments?

Exercise
Segments Brainstorm

Creating Your Plan
Current Situation
Objectives/Goals
Marketing
Financial
Long-term vs short-term
Strategies and Tactics
Action Items/Timetables
Budgets
Measurement/Controls
Arts & Business Council 2004

Movement Foundation
Thoughts?

SMARTER Marketing Objectives Learning Circle 2010
S pecific: Be precise about what you are going to achieve.
M easurable: Quantify your objectives
A chievable: Are you attempting too much?
R ealistic: Do you have the resources to make it happen?
T imely: State when you will achieve the objective.
E xtending: Will this drive the organization into the future?
R ewarding: Make them meaningful to staff and volunteers

Learning Circle 2010 Tips
Plan should suit your needs +
time and resources available
Focus on clarity
Include elements useful to you
Complexity is optional
BUT – action items and timeline
make it effective

Learning Circle 2010 Goals vs Objectives
Can use one or the other or both
Must use consistently
Objectives – may be broad
Goals – may be specific and
include a measurement
OR, use objectives that include a
measure
Plan should have 4-7 goals/objectives

Learning Circle 2010 Example Objectives
Increase single ticket sales by x%
Strengthen loyalty/engagement of
current audience
Create and sustain awareness of
new program X
Reinvigorate our brand and brand
image

Learning Circle 2010 Strategies & Tactics
Strategies:
How you plan to accomplish your
objectives
The overall design or program for
achieving goals/objectives
Tactics:
Specific actions to implement the
strategies

Learning Circle 2010 Exercise
What are your objectives?

Learning Circle 2010 Marketing Mix
The P’s and/or the C’s
P’s:
Product
Price
Place
Promotion
Physical Evidence
Persistence
People
And possibly Process

Learning Circle 2010 But You’re Different
Product defined by mission
Price subsidized
Place is problematic
Physical evidence is problematic
Promotion, Persistence, People, Process are same for any org

Learning Circle Marketing Mix
C’s:
Customer Solution
Convenience
Cost-Effectiveness
Communications

Learning Circle 2010 Marketing Mix
Marketing Actions:
Programming choices
Venues
Add-on activities
New/different benefits
Partnerships and
Collaborations

Learning Circle 2010 Marketing Communications Awareness Trial Repeat Subscription Enticing Sticky
Tactics for example only
Web
Online Search
Posters
Newspaper
Viral
Objective
Listings/reviews
E-mail
Facebook/Twitter
Promotions
In-theater
E-mail
Facebook/Twitter
Promotions
Listings/reviews
E-mail
Facebook/Twitter
Promotions
In-venue

Learning Circle 2010 Example FY11 Marketing Objectives Objective Increase ticket sales by X percent Segment Adult amateur classical musicians Strategy Partner with amateur adult music groups and schools Tactic/Action Solicit list exchanges Solicit program ad exchanges Solicit group sales/exclusive offer for specific group (add social aspect?) Create promo flyer PDF tailored per group Solicit contact info from participants

Learning Circle 2010 Marketing is Investment
Expense = costs $$
Investment = generates $$
Marketing is an investment
Return = tickets sold, funds raised,
# of new participants
How much revenue does your postcard
need to generate to break even?
How much to produce a positive return?

Learning Circle 2010 Homework

Are You Talking to Me: Analysis

by Arts Engagement Exchange on Mar 23, 2010

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