Internet Marketing 1

POP Reel

Internet Marketing Learning Circle November 13, 2008 Erin West, VP of Arts Marketing

Fast Facts Agency founded in 1996 108+ full‐time staff Offices in Seattle and New York Clients across North America, UK and Australia Key partnerships with Tessitura Network, Ektron, and Google Dedicated Arts Marketing team

Notable Clients Consumer Brands Performing Arts Target Sydney Opera House National Geographic Steppenwolf Theatre Nintendo Royal Opera House Hachette Book Group USA Metropolitan Opera Amazon.com San Francisco Symphony Microsoft National Theatre (UK) Ubisoft Lyric Opera of Chicago Pokémon USA San Francisco Opera Brown‐Forman Melbourne Theatre Company

Goals • Understand current marketing landscape • Provide ideas for how the internet can be integrated into your marketing strategy • Understand best practices in website design and email marketing • Share ideas & trends for the near future • Prepare you to apply for funding

The Arts Landscape

Arts Realities sources: 30 Years After by David Snead, Director of Marketing, NY Philharmonic Commitment is down. – 77% increase in homes relying on dual incomes – 58% increase in single households – Supply feeders declining as prices have increased Choice is increasing. Buying patterns are more last‐minute. Traditional communication costs are rising.

The Smart Arts Marketer sources: 30 Years After by David Snead, Director of Marketing, NY Philharmonic Pathologically customer‐focused – Customer control – Segmentation – Customization Brand‐focused in all communication Sophisticated. Uses research & technology. – Datamining – Focus groups – Rigourous measurement Innovative – Choose‐Your‐Own, Auto‐charge, Reminder emails Deliver the WOW

The Online Landscape

Seven Internet Realities source: Pew Internet & American Life Project How the Internet is Changing Consumer Behavior and Expectations 1) Media and gadgets are part of everyday life. 2) The Internet, especially broadband connectivity, is driving the revolution. 3) New gadgets allow people to enjoy media, gather info & communicate anywhere. 4) Ordinary citizens have a chance to be content creators. 5) All those content creators have an audience. 6) Sharing online is building community. 7) Online Americans are customizing their experience.

The Opportunity

Use Online to… Engage your customers Increase revenues Attract new audiences Gain operational efficiencies Tell your story

Digital Marketing

Digital Marketing Advertising – Banner ads – Keyword buys Email Text Messaging (SMS) Website

Online Advertising: Banner Ads Builds targeted awareness Find your audience online Fraction of the cost Measure. Measure. Measure.

Case study: Brokeback Mountain Niche movie Defined audience: compassionate women Found websites & blogs they visited Advertised to build awareness

Banner Ad Examples

Online Advertising: Search Purchase keywords Can limit total spend Drive traffic to website For sophisticated marketer

Email Reminder E‐mails Newsletters Follow‐up Emails Partnerships

Text Messaging (SMS) More common in UK Direct patrons to mobile ticketing path Start capturing mobile numbers now More tomorrow!

Search & Keyword Buys Banner Advertising Email Marketing Your Website Referrals, Offline Marketing

Website Most important portal Multi‐purpose: ticketing, fundraising, brand Great equalizer. It’s not about money. Integrate with overall business strategy. Must be up‐to‐date & reliable. Measure. Measure. Measure.

What is “Web Analytics”?

Web Analytics Is… • An attempt to quantify what happens on your website…

Web Analytics Is… • A way to improve marketing management – Determine what works and what doesn’t

What’s the point?

You can’t manage what you can’t measure.

Analytics Provides Answers to Difficult Questions Where and why are visitors Where are my visitors abandoning my shopping cart? coming from? Is my website design What do people do while driving on my site? people away? Which marketing initiatives What keywords resonate are the most effective? with prospects and have the power to convert them?

Reasons for Analytics • Bad reasons: – “We need web stats!” – “How many hits did we get last month?” – “There are lots of reports and pretty graphs… it even has an Excel integration wizard…”

Reasons for Analytics • Good reasons: – “We need to improve marketing effectiveness!” – “Online sales seem to be lagging – we need to determine why” – “I don’t know which marketing channel is most valuable” – “What kind of content helps drive more sales?”

What’s the Point? • Web Analytics is about behavior not numbers • Track what impacts your business – “Hits” are not the same as people – “Hit reports” are often over inflated by 2x – 3x – Conversion rate, content value, traffic source matter

Implementing Web Analytics 1. Develop your strategy 2. Cultivate an analytical culture

3. Get the Right People Action Wisdom People e alu sV es Knowledge sin Bu Information Tools Data

4. Get the right Tool

5. Make Data Actionable • All traffic and online marketing

5. Make Data Actionable • Compare marketing channels

5. Make Data Actionable • Tie marketing to Sales

5. Make Data Actionable • Compare value of content

Search Marketing Banner Advertising Email Marketing Determine which marketing initiatives are driving the best traffic to your site Search Engine Optimization, Referrals, Traditional Media

Content. Community. Commerce.

“Content is no longer something you push out. Content is an invitation to engage with your audience.” – Cammie Dunnaway, Chief Marketing Officer, Yahoo

Arts Attendees LOVE Digital Media

27% frequent arts attendees have watched a cultural program on a website compared with 16% of the general public ‐Culture and the Arts Survey, LaPlaca Cohen, 2007

Build anticipation

Podcasts Provide a richer experience for patrons; deepen relationship with audience; help position your organization as forward‐looking Solution Create and distribute 10‐20 minute podcasts that can be delivered via the website.

Audio / Video Player Deepen relationship with existing patrons and develop new audiences by distributing audio/video content via the website. Solution Develop Flash‐based player capable of delivering audio and video content.

Relevant Content

"Generally speaking, companies who think they will improve their relationships with customers should blog. Companies who think they can improve products and services by listening to customers should blog. Companies that are willing to join topical conversations that go beyond just themselves should blog. Companies that trust their employees to speak candidly in public should blog.“ ‐Shel Israel, Naked Conversation

Successful Organization Blog Criteria • Keep it simple • Demonstrate passion • Show your authority • Add comments • Tell a story

Opportunity: Join the conversation

Be Personal

Blog Visits by Month Blog Visits by Month 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- 06 06 06 06 06 06 06 07 07 07 07 07 07 07 07 07 07 07 07 08 08 08 08 08 08 08 08 08

Opportunity: New Audiences

STUDENT EBLAST FACEBOOK MYSPACE www.CityOperaStudentCorrespondent.com

Drama student at NYU, City Opera Intern HS Student from Brooklyn Freshman at St. John's University, studying pharmacology Homeschooled high-school senior Medical student at Yale University, Opera fanatic

Commerce Make it easy and enjoyable for your customers to conduct business online

Select Your Own Seat The most effective solution for instantly increasing purchase conversion rates on your website. Solution Great brand experience; meets patrons expectations Can include “view from section” photos

Ticket Exchange Optimize operational efficiencies; Improve customer satisfaction Solution Allow patrons to exchange tickets 24/7/365

Auctions Capture lost revenue from secondary re‐sell market; Increase donations Solution Allow patrons to bid on a select number of premium location seats with the additional cost recognized as contributed income

Merchandise Increase earned revenue; improve customer satisfaction Solution Provide ability to purchase merchandise online with relevant up‐sell in the purchase path

Gift Certificates Increase revenues by providing new products that connect with the current needs of patrons. Solution Supplement “standard” GC functionality with customizable, printable Gift Certificates.

Retail Example: GeneJuarez.com • Website for Gene Juarez salons. • Originally launched in 2000, ecommerce sold gift cards • Added printable gift cards in late 2004.

We have… • Reviewed current marketing landscape • Provided ideas for how the internet can be integrated into your marketing strategy • Shared ideas & trends for the near future

Internet Marketing 1

by Arts Engagement Exchange on Sep 10, 2009

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