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Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
Are You Talking to Me: Analysis
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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
  • Transcript

    • 1. March 2010 ARE YOU TALKING TO ME? Session II: Developing A Marketing Plan – Analysis and Objectives
    • 2. Marketing Plans
      • Strategic Marketing Plan
        • 1-3 years
        • Organizational focus
        • Marketing the brand, not just a production
      Learning Circle 2010
    • 3. Marketing Plans
      • Promotional Marketing Plan
        • Short term
        • Outreach, PR, advertising
        • Marketing one season/event
      • Combination Plan
      Learning Circle 2010
    • 4. 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
    • 5. Learning Circle 2010 Current Situation
        • Mission/vision
        • Marketing SWOT
          • Internal trends and issues
          • Outside trends, e.g., economy
      • Customer insights
    • 6. Learning Circle 2010 Current Situation
      • Mission statement
        • Required for 501(c)(3)
        • What you do
        • Where you do it
        • How you do it
        • Whom you serve
    • 7. Learning Circle 2010 Current Situation
      • 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
    • 8. Learning Circle 2010 Situation Analysis
      • Mission/vision
        • − Is is clear?
        • − Is there consensus?
        • − Strategic plan?
    • 9. 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
    • 10. The SWOT
      • Purpose: To align
      • marketing strategy with
      • larger goals of the
      • organization
      • Overlaps with strategic planning
      Learning Circle 2010
    • 11. The Competition
      • Other groups like you
      • Other entertainment and leisure activities
      • Life responsibilities, e.g., family care
      • Snowbirds
      Learning Circle 2010
    • 12. The Competition
      • What are competitors’ strengths and weaknesses?
      • What can you do better?
      • How does your brand image compare (content and quality)?
      Learning Circle 2010
    • 13. SWOT Learning Circle 2010 Strengths Weaknesses Opportunities Threats
    • 14. Examples of Strengths
      • Organizational characteristics:
      • Proven high quality(reviews)
      • Consensus on brand
      • Well-known leader/artists
      • Unique offering
      • Fabulous venue
      Learning Circle 2010
    • 15. Examples of Weaknesses
      • Organizational issues:
      • Lack of consistent venues
      • Brand confusion, outdated collateral
      • Lack of name recognition
      • Lack of marketing time/personnel
      Learning Circle 2010
    • 16. Examples of Opportunities
      • External issues:
      • Potential target segments
      • Untapped communications channels
      • New venue partnership
      • New funding source
      Learning Circle 2010
    • 17. Examples of Threats
      • External issues:
      • Venue change
      • New competitor(s)
      • Changing neighborhood
      • Shrinking review opportunities
      Learning Circle 2010
    • 18. Group Exercise
      • SWOT
      Learning Circle 2010
    • 19. 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?
    • 20. Sources of Audience Information
      • National/regional arts studies
      • Internal database and records
      • Audience surveys - stats
      • Observation
      • Informal interviews - the “why”
      • Focus groups - the “ why”
      Learning Circle 2010
    • 21. 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
      Learning Circle 2010
    • 22. 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
      Learning Circle 2010
    • 23. Your Stakeholders
      • Customer focus groups
        • Qualitative (verbal) results
        • Explore perceptions of a particular program or marketing collateral
        • Need to include all relevant customer segments
      Learning Circle 2010
    • 24. 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
      Learning Circle 2010
    • 25. Your Stakeholders
      • Tips
        • How will you compile and analyze it?
        • BVAs, Arts Work, AEW resources may be available to assist
      Learning Circle 2010
    • 26. 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
      Learning Circle 2010
    • 27. Who Are Your Customers/Prospects?
      • In the past…
      • Age, income, gender, race, family status
      • Mass marketing
      Learning Circle 2010
    • 28. Who Are Your Customers/Prospects?
      • 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
    • 29. Who Are Your Customers/Prospects?
      • 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
    • 30. Who Are Your Customers/Prospects?
      • Can segment by…
      • Demographics
      • Frequency of attendance
      • Related interests
      • Psychographics (ideology, values, beliefs, attitudes)
      • Motivations and preferences
      • Race
      • Geography
      • Family status
      Learning Circle 2010
    • 31. Who Are Your Customers/Prospects?
      • Common segments:
      • Connoisseurs
      • Curious
      • Loyalists
      • Locals
      • Urban/Suburban
      • All Arts, All the Time
      • Occasionals
      Learning Circle 2010
    • 32. Who Are Your Customers/Prospects?
      • Level of cultural consumption:
      • Heavy users (18+ events annually)
      • Medium users (12 events annually)
      • Light users (3-5 events annually)
      • Non-users
      Learning Circle 2010
    • 33. Who Are Your Customers/Prospects?
      • Loyalty level:
      • One-time attendees
      • Multiple/repeat attendees
      • Subscribers/members
      • Group attendees
      • Future attendees
      Leaning Circle 2110
    • 34. Who Are Your Customers/Prospects?
      • Psychographics
        • Ideology, values, beliefs, attitudes
      • Behaviors
        • Motivation for participation
        • Factors that drive arts attendance/participation
      Learning Circle 2010
    • 35. 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
      Learning Circle 2010
    • 36. 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
      Learning Circle 2010
    • 37. Prioritizing the Segments
      • Potential size
      • Potential value
      • Ease of overcoming barriers
      • Ease of communication – how will you reach them?
      Learning Circle 2010
    • 38. Prioritizing the Segments
      • Pursue more of the segment you have?
      • Target additional segments?
      Learning Circle 2010
    • 39. Exercise
      • Segments Brainstorm
      Learning Circle 2010
    • 40. 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
    • 41. Movement Foundation
      • Thoughts?
      Learning Circle 2010
    • 42. 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
    • 43. 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
    • 44. 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
    • 45. 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
    • 46. 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
    • 47. Learning Circle 2010 Exercise
      • What are your objectives?
    • 48. 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
    • 49. 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
    • 50. Learning Circle Marketing Mix
      • C’s:
        • Customer Solution
        • Convenience
        • Cost-Effectiveness
        • Communications
    • 51. Learning Circle 2010 Marketing Mix
      • Marketing Actions:
        • Programming choices
        • Venues
        • Add-on activities
        • New/different benefits
        • Partnerships and
        • Collaborations
    • 52. 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
    • 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. 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?
    • 55. Learning Circle 2010 Homework

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