Are You Talking to Me: Analysis

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  • Visit competing organizations - what kind of customer experience do they provide? What image do you get from their marketing materials?
  • Visit competing organizations - what kind of customer experience do they provide? What image do you get from their marketing materials?
  • Surveys can produce statistical info, but not necessarily the reasoning behind the answers - the “why” consumers hold these opinions
  • A word about surveys: You’re generating numbers and data, but not engaging in a dialogue – not to probe for deeper impressions and understanding. Think about how you will use the information when designing the survey. A&BC Business Volunteers for the Arts can help with this. No point in gathering information just because you can. Also, plan for distilling the survey data – who will compile and analyze it? You may be able to get Arts Work funding for a consultant to assist. Again, don’t gather information that you can’t use.
  • A couple of words about focus groups: Use a facilitator – A&BC Business Volunteers for the Arts can do this. Need objective 3 rd party so participants will be open. Include all customer segments --
  • A word about surveys: You’re generating numbers and data, but not engaging in a dialogue – not to probe for deeper impressions and understanding. Think about how you will use the information when designing the survey. A&BC Business Volunteers for the Arts can help with this. No point in gathering information just because you can. Also, plan for distilling the survey data – who will compile and analyze it? You may be able to get Arts Work funding for a consultant to assist. Again, don’t gather information that you can’t use.
  • A word about surveys: You’re generating numbers and data, but not engaging in a dialogue – not to probe for deeper impressions and understanding. Think about how you will use the information when designing the survey. A&BC Business Volunteers for the Arts can help with this. No point in gathering information just because you can. Also, plan for distilling the survey data – who will compile and analyze it? You may be able to get Arts Work funding for a consultant to assist. Again, don’t gather information that you can’t use.
  • WHY: Not everyone will like every artistic effort. Segmentation helps build strong and satisfied customers by matching the segments needs and desires with your artistic product. Your goal is to identify a group of people who share a common need that your organization can satisfy.
  • Perceptual barriers : perceived difficulty of the subject matter or style of performance, or belief it will be 'more of the same old... Practical difficulties : lack of transport, inadequate or expensive parking, cost of childcare, not being able to get through on the booking line, long queues, lack of time or money Social barriers : nowhere to eat or have a drink nearby, might feel out of place F ear of the unknown: not familiar with the artists or the venue, not sure whether they will enjoy or appreciate the work or show
  • Are You Talking to Me: Analysis

    1. 1. March 2010 ARE YOU TALKING TO ME? Session II: Developing A Marketing Plan – Analysis and Objectives
    2. 2. Marketing Plans <ul><li>Strategic Marketing Plan </li></ul><ul><ul><li>1-3 years </li></ul></ul><ul><ul><li>Organizational focus </li></ul></ul><ul><ul><li>Marketing the brand, not just a production </li></ul></ul>Learning Circle 2010
    3. 3. Marketing Plans <ul><li>Promotional Marketing Plan </li></ul><ul><ul><li>Short term </li></ul></ul><ul><ul><li>Outreach, PR, advertising </li></ul></ul><ul><ul><li>Marketing one season/event </li></ul></ul><ul><li>Combination Plan </li></ul>Learning Circle 2010
    4. 4. Basic Plan Outline <ul><li>Executive Summary </li></ul><ul><li>Current Situation </li></ul><ul><li>Objectives/Goals </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Financial </li></ul></ul><ul><ul><li>Long-term vs. short-term </li></ul></ul><ul><li>Strategies and Tactics </li></ul><ul><li>Tactics/Timetables </li></ul><ul><li>Budgets (time and $) </li></ul><ul><li>Measurement/Controls </li></ul>Learning Circle 2010
    5. 5. Learning Circle 2010 Current Situation <ul><ul><li>Mission/vision </li></ul></ul><ul><ul><li>Marketing SWOT </li></ul></ul><ul><ul><ul><li>Internal trends and issues </li></ul></ul></ul><ul><ul><ul><li>Outside trends, e.g., economy </li></ul></ul></ul><ul><li>Customer insights </li></ul>
    6. 6. Learning Circle 2010 Current Situation <ul><li>Mission statement </li></ul><ul><ul><li>Required for 501(c)(3) </li></ul></ul><ul><ul><li>What you do </li></ul></ul><ul><ul><li>Where you do it </li></ul></ul><ul><ul><li>How you do it </li></ul></ul><ul><ul><li>Whom you serve </li></ul></ul>
    7. 7. Learning Circle 2010 Current Situation <ul><li>Vision statement </li></ul><ul><ul><li>Not required </li></ul></ul><ul><ul><li>Projects 3-5 years forward </li></ul></ul><ul><ul><li>Presents desired future state </li></ul></ul><ul><ul><li>May include types of programs, geographic reach, types of people served…or not </li></ul></ul>
    8. 8. Learning Circle 2010 Situation Analysis <ul><li>Mission/vision </li></ul><ul><ul><li>− Is is clear? </li></ul></ul><ul><ul><li>− Is there consensus? </li></ul></ul><ul><ul><li>− Strategic plan? </li></ul></ul>
    9. 9. Learning Circle 2010 Situation Analysis <ul><li>The SWOT </li></ul><ul><li>(Strengths, Opportunities, Weaknesses, Threats) </li></ul><ul><ul><li>Participation trends </li></ul></ul><ul><ul><li>Internal trends and issues </li></ul></ul><ul><ul><li>Marketing effectiveness </li></ul></ul><ul><ul><li>Outside trends, e.g., economy </li></ul></ul><ul><ul><li>The competition </li></ul></ul>
    10. 10. The SWOT <ul><li>Purpose: To align </li></ul><ul><li>marketing strategy with </li></ul><ul><li>larger goals of the </li></ul><ul><li>organization </li></ul><ul><li>Overlaps with strategic planning </li></ul>Learning Circle 2010
    11. 11. The Competition <ul><li>Other groups like you </li></ul><ul><li>Other entertainment and leisure activities </li></ul><ul><li>Life responsibilities, e.g., family care </li></ul><ul><li>Snowbirds </li></ul>Learning Circle 2010
    12. 12. The Competition <ul><li>What are competitors’ strengths and weaknesses? </li></ul><ul><li>What can you do better? </li></ul><ul><li>How does your brand image compare (content and quality)? </li></ul>Learning Circle 2010
    13. 13. SWOT Learning Circle 2010 Strengths Weaknesses Opportunities Threats
    14. 14. Examples of Strengths <ul><li>Organizational characteristics: </li></ul><ul><li>Proven high quality(reviews) </li></ul><ul><li>Consensus on brand </li></ul><ul><li>Well-known leader/artists </li></ul><ul><li>Unique offering </li></ul><ul><li>Fabulous venue </li></ul>Learning Circle 2010
    15. 15. Examples of Weaknesses <ul><li>Organizational issues: </li></ul><ul><li>Lack of consistent venues </li></ul><ul><li>Brand confusion, outdated collateral </li></ul><ul><li>Lack of name recognition </li></ul><ul><li>Lack of marketing time/personnel </li></ul>Learning Circle 2010
    16. 16. Examples of Opportunities <ul><li>External issues: </li></ul><ul><li>Potential target segments </li></ul><ul><li>Untapped communications channels </li></ul><ul><li>New venue partnership </li></ul><ul><li>New funding source </li></ul>Learning Circle 2010
    17. 17. Examples of Threats <ul><li>External issues: </li></ul><ul><li>Venue change </li></ul><ul><li>New competitor(s) </li></ul><ul><li>Changing neighborhood </li></ul><ul><li>Shrinking review opportunities </li></ul>Learning Circle 2010
    18. 18. Group Exercise <ul><li>SWOT </li></ul>Learning Circle 2010
    19. 19. Learning Circle 2010 Customer Insights <ul><li>Who are your stakeholders? </li></ul><ul><li>Who could become your stakeholders? </li></ul><ul><li>What do they need and want? </li></ul><ul><li>How do you reach them? </li></ul><ul><li>Are you prepared to meet their needs </li></ul><ul><li>and wants? </li></ul>
    20. 20. Sources of Audience Information <ul><li>National/regional arts studies </li></ul><ul><li>Internal database and records </li></ul><ul><li>Audience surveys - stats </li></ul><ul><li>Observation </li></ul><ul><li>Informal interviews - the “why” </li></ul><ul><li>Focus groups - the “ why” </li></ul>Learning Circle 2010
    21. 21. Sources of Information <ul><li>Research Sources </li></ul><ul><ul><li>Rand, Pew, Wallace, NEA, NEH </li></ul></ul><ul><ul><li>Arts & Business Council of Chicago </li></ul></ul><ul><ul><li>US Census </li></ul></ul><ul><ul><li>Local economic development groups </li></ul></ul><ul><ul><li>Local media </li></ul></ul><ul><ul><li>www.artsmarketing.org </li></ul></ul><ul><ul><li>League of Chicago Theaters </li></ul></ul>Learning Circle 2010
    22. 22. Your Stakeholders <ul><li>Customer surveys (print/online) </li></ul><ul><ul><li>Quantitative (numerical) results </li></ul></ul><ul><ul><li>Uncover attendance patterns, demographics, obstacles, other interests and marketing possibilities </li></ul></ul><ul><ul><li>Use info to identify current and potential segments </li></ul></ul>Learning Circle 2010
    23. 23. Your Stakeholders <ul><li>Customer focus groups </li></ul><ul><ul><li>Qualitative (verbal) results </li></ul></ul><ul><ul><li>Explore perceptions of a particular program or marketing collateral </li></ul></ul><ul><ul><li>Need to include all relevant customer segments </li></ul></ul>Learning Circle 2010
    24. 24. Your Stakeholders <ul><li>Tips </li></ul><ul><ul><li>Collect surveys from other orgs </li></ul></ul><ul><ul><li>Survey with the end in mind </li></ul></ul><ul><ul><li>Shorter survey = more responses </li></ul></ul><ul><ul><ul><li>Steppenwolf 60-second survey </li></ul></ul></ul><ul><ul><li>Rank options w/words, not # </li></ul></ul><ul><ul><li>Incentives = more responses </li></ul></ul><ul><ul><li>Need representative samples </li></ul></ul><ul><ul><li>Online and in-person </li></ul></ul>Learning Circle 2010
    25. 25. Your Stakeholders <ul><li>Tips </li></ul><ul><ul><li>How will you compile and analyze it? </li></ul></ul><ul><ul><li>BVAs, Arts Work, AEW resources may be available to assist </li></ul></ul>Learning Circle 2010
    26. 26. Who Are Your Customers/Prospects? <ul><li>The Customer Segment Concept </li></ul><ul><ul><li>Categories of customers </li></ul></ul><ul><ul><li>Drive decisions to expand current segments or target new ones </li></ul></ul><ul><ul><li>Understand the wants and needs of each segment </li></ul></ul><ul><ul><li>Create strategies and tactics for reaching priority segments </li></ul></ul>Learning Circle 2010
    27. 27. Who Are Your Customers/Prospects? <ul><li>In the past… </li></ul><ul><li>Age, income, gender, race, family status </li></ul><ul><li>Mass marketing </li></ul>Learning Circle 2010
    28. 28. Who Are Your Customers/Prospects? <ul><li>The Two Margies </li></ul>Learning Circle 2010 Margy A Margy B Income $$$ Income $$$ White White Likes Shakespeare Likes Shakespeare North Shore North Shore Has kids Has kids
    29. 29. Who Are Your Customers/Prospects? <ul><li>The Two Margies </li></ul>Learning Circle 2010 Margy A Margy B Adventurous Prefers known quantity Loves language Desires social prestige Any seat is fine Wants the best
    30. 30. Who Are Your Customers/Prospects? <ul><li>Can segment by… </li></ul><ul><li>Demographics </li></ul><ul><li>Frequency of attendance </li></ul><ul><li>Related interests </li></ul><ul><li>Psychographics (ideology, values, beliefs, attitudes) </li></ul><ul><li>Motivations and preferences </li></ul><ul><li>Race </li></ul><ul><li>Geography </li></ul><ul><li>Family status </li></ul>Learning Circle 2010
    31. 31. Who Are Your Customers/Prospects? <ul><li>Common segments: </li></ul><ul><li>Connoisseurs </li></ul><ul><li>Curious </li></ul><ul><li>Loyalists </li></ul><ul><li>Locals </li></ul><ul><li>Urban/Suburban </li></ul><ul><li>All Arts, All the Time </li></ul><ul><li>Occasionals </li></ul>Learning Circle 2010
    32. 32. Who Are Your Customers/Prospects? <ul><li>Level of cultural consumption: </li></ul><ul><li>Heavy users (18+ events annually) </li></ul><ul><li>Medium users (12 events annually) </li></ul><ul><li>Light users (3-5 events annually) </li></ul><ul><li>Non-users </li></ul>Learning Circle 2010
    33. 33. Who Are Your Customers/Prospects? <ul><li>Loyalty level: </li></ul><ul><li>One-time attendees </li></ul><ul><li>Multiple/repeat attendees </li></ul><ul><li>Subscribers/members </li></ul><ul><li>Group attendees </li></ul><ul><li>Future attendees </li></ul>Leaning Circle 2110
    34. 34. Who Are Your Customers/Prospects? <ul><li>Psychographics </li></ul><ul><ul><li>Ideology, values, beliefs, attitudes </li></ul></ul><ul><li>Behaviors </li></ul><ul><ul><li>Motivation for participation </li></ul></ul><ul><ul><li>Factors that drive arts attendance/participation </li></ul></ul>Learning Circle 2010
    35. 35. Why Attend? Examples of Benefits <ul><li>Love the artist/work </li></ul><ul><li>Prestigious venue/org </li></ul><ul><li>Convenience – parking, transportation, accessibility </li></ul><ul><li>Convenience – near home, near restaurants and coffee shops </li></ul><ul><li>Price is right </li></ul><ul><li>Tickets available at last minute </li></ul><ul><li>Invited by friends/invited my friends </li></ul><ul><li>Date night </li></ul>Learning Circle 2010
    36. 36. Why Not? Barriers <ul><li>The particular work is too unfamiliar </li></ul><ul><li>The work is a chestnut </li></ul><ul><li>The art/artist/activity is unfamiliar </li></ul><ul><li>Inconvenient – lack of train or parking </li></ul><ul><li>Inconvenient – lack of babysitter </li></ul><ul><li>Fear of being the only one “like me” </li></ul><ul><li>Venue/neighborhood is scary </li></ul><ul><li>Venue/neighborhood is too institutional </li></ul><ul><li>I hate Ticketmaster </li></ul><ul><li>Competing interests </li></ul>Learning Circle 2010
    37. 37. Prioritizing the Segments <ul><li>Potential size </li></ul><ul><li>Potential value </li></ul><ul><li>Ease of overcoming barriers </li></ul><ul><li>Ease of communication – how will you reach them? </li></ul>Learning Circle 2010
    38. 38. Prioritizing the Segments <ul><li>Pursue more of the segment you have? </li></ul><ul><li>Target additional segments? </li></ul>Learning Circle 2010
    39. 39. Exercise <ul><li>Segments Brainstorm </li></ul>Learning Circle 2010
    40. 40. Creating Your Plan <ul><li>Current Situation </li></ul><ul><li>Objectives/Goals </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Financial </li></ul></ul><ul><ul><li>Long-term vs short-term </li></ul></ul><ul><li>Strategies and Tactics </li></ul><ul><li>Action Items/Timetables </li></ul><ul><li>Budgets </li></ul><ul><li>Measurement/Controls </li></ul>Arts & Business Council 2004
    41. 41. Movement Foundation <ul><li>Thoughts? </li></ul>Learning Circle 2010
    42. 42. SMARTER Marketing Objectives Learning Circle 2010 <ul><li>S pecific: Be precise about what you are going to achieve. </li></ul><ul><li>M easurable: Quantify your objectives </li></ul><ul><li>A chievable: Are you attempting too much? </li></ul><ul><li>R ealistic: Do you have the resources to make it happen? </li></ul><ul><li>T imely: State when you will achieve the objective. </li></ul><ul><li>E xtending: Will this drive the organization into the future? </li></ul><ul><li>R ewarding: Make them meaningful to staff and volunteers </li></ul>
    43. 43. Learning Circle 2010 Tips <ul><li>Plan should suit your needs + </li></ul><ul><li>time and resources available </li></ul><ul><li>Focus on clarity </li></ul><ul><li>Include elements useful to you </li></ul><ul><li>Complexity is optional </li></ul><ul><li>BUT – action items and timeline </li></ul><ul><li>make it effective </li></ul>
    44. 44. Learning Circle 2010 Goals vs Objectives <ul><li>Can use one or the other or both </li></ul><ul><li>Must use consistently </li></ul><ul><li>Objectives – may be broad </li></ul><ul><li>Goals – may be specific and </li></ul><ul><li>include a measurement </li></ul><ul><li>OR, use objectives that include a </li></ul><ul><li>measure </li></ul><ul><li>Plan should have 4-7 goals/objectives </li></ul>
    45. 45. Learning Circle 2010 Example Objectives <ul><li>Increase single ticket sales by x% </li></ul><ul><li>Strengthen loyalty/engagement of </li></ul><ul><li>current audience </li></ul><ul><li>Create and sustain awareness of </li></ul><ul><li>new program X </li></ul><ul><li>Reinvigorate our brand and brand </li></ul><ul><li>image </li></ul>
    46. 46. Learning Circle 2010 Strategies & Tactics <ul><li>Strategies: </li></ul><ul><li>How you plan to accomplish your </li></ul><ul><li>objectives </li></ul><ul><li>The overall design or program for </li></ul><ul><li>achieving goals/objectives </li></ul><ul><li>Tactics: </li></ul><ul><li>Specific actions to implement the </li></ul><ul><li>strategies </li></ul>
    47. 47. Learning Circle 2010 Exercise <ul><li>What are your objectives? </li></ul>
    48. 48. Learning Circle 2010 Marketing Mix <ul><li>The P’s and/or the C’s </li></ul><ul><li>P’s: </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Place </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Physical Evidence </li></ul></ul><ul><ul><li>Persistence </li></ul></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>And possibly Process </li></ul></ul>
    49. 49. Learning Circle 2010 But You’re Different <ul><li>Product defined by mission </li></ul><ul><li>Price subsidized </li></ul><ul><li>Place is problematic </li></ul><ul><li>Physical evidence is problematic </li></ul><ul><li>Promotion, Persistence, People, Process are same for any org </li></ul>
    50. 50. Learning Circle Marketing Mix <ul><li>C’s: </li></ul><ul><ul><li>Customer Solution </li></ul></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Cost-Effectiveness </li></ul></ul><ul><ul><li>Communications </li></ul></ul>
    51. 51. Learning Circle 2010 Marketing Mix <ul><li>Marketing Actions: </li></ul><ul><ul><li>Programming choices </li></ul></ul><ul><ul><li>Venues </li></ul></ul><ul><ul><li>Add-on activities </li></ul></ul><ul><ul><li>New/different benefits </li></ul></ul><ul><ul><li>Partnerships and </li></ul></ul><ul><ul><li>Collaborations </li></ul></ul>
    52. 52. Learning Circle 2010 Marketing Communications Awareness Trial Repeat Subscription Enticing Sticky <ul><li>Tactics for example only </li></ul><ul><li>Web </li></ul><ul><li>Online Search </li></ul><ul><li>Posters </li></ul><ul><li>Newspaper </li></ul><ul><li>Viral </li></ul>Objective <ul><li>Listings/reviews </li></ul><ul><li>E-mail </li></ul><ul><li>Facebook/Twitter </li></ul><ul><li>Promotions </li></ul><ul><li>In-theater </li></ul><ul><li>E-mail </li></ul><ul><li>Facebook/Twitter </li></ul><ul><li>Promotions </li></ul><ul><li>Listings/reviews </li></ul><ul><li>E-mail </li></ul><ul><li>Facebook/Twitter </li></ul><ul><li>Promotions </li></ul><ul><li>In-venue </li></ul>
    53. 53. 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
    54. 54. Learning Circle 2010 Marketing is Investment <ul><li>Expense = costs $$ </li></ul><ul><li>Investment = generates $$ </li></ul><ul><li>Marketing is an investment </li></ul><ul><ul><li>Return = tickets sold, funds raised, </li></ul></ul><ul><ul><li># of new participants </li></ul></ul><ul><ul><li>How much revenue does your postcard </li></ul></ul><ul><ul><li>need to generate to break even? </li></ul></ul><ul><ul><li>How much to produce a positive return? </li></ul></ul>
    55. 55. Learning Circle 2010 Homework

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