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 Nor...
Notable Clients

Consumer Brands           Performing Arts
Target                    Sydney Opera House
National Geographi...
Goals
  • Understand current marketing landscape
  • Provide ideas for how the internet can be 
    integrated into your m...
The Arts Landscape
Arts Realities
sources: 30 Years After by David Snead, Director of Marketing, NY Philharmonic



        Commitment is dow...
The Smart Arts Marketer
sources: 30 Years After by David Snead, Director of Marketing, NY Philharmonic


       Pathologic...
The Online Landscape
Seven Internet Realities
source: Pew Internet & American Life Project
        How the Internet is Changing Consumer Behavi...
The Opportunity
Use Online to…
  Engage your customers
  Increase revenues
  Attract new audiences
  Gain operational efficiencies
  Tell ...
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. ...
Case study: Brokeback Mountain
 Niche movie
 Defined audience: compassionate women
 Found websites & blogs they visited
 A...
Banner Ad Examples
Online Advertising: Search
  Purchase keywords 
  Can limit total spend
  Drive traffic to website
  For sophisticated mar...
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...
Search & Keyword Buys


Banner Advertising

                                                    Email Marketing




      ...
Website
 Most important portal
 Multi‐purpose: ticketing, fundraising, brand
 Great equalizer. It’s not about money.
 Inte...
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 ...
Reasons for Analytics
• Bad reasons:
  – “We need web stats!”
  – “How many hits did we get last month?”
  – “There are lo...
Reasons for Analytics
• Good reasons:
  – “We need to improve marketing effectiveness!”
  – “Online sales seem to be laggi...
What’s the Point?
• Web Analytics is about behavior not numbers
• Track what impacts your business
  – “Hits” are not the ...
Implementing Web Analytics
1. Develop your strategy
2. Cultivate an analytical culture
3. Get the Right People

                     Action


                    Wisdom       People
               e
          ...
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


        ...
Content. 
Community. 
Commerce. 
Content. 
Community. 
Commerce.
“Content is no longer something 
you push out. Content is an 
invitation to engage with your 
audience.”

– Cammie Dunnawa...
Arts Attendees LOVE Digital Media
27% 
 frequent arts attendees have 
watched a cultural program on a 
    website compared with 
   16% of the general publ...
Build anticipation
Podcasts
  Provide a richer experience for patrons; deepen 
  relationship with audience; help position your 
  organizati...
Audio / Video Player
  Deepen relationship with existing patrons and 
  develop new audiences by distributing 
  audio/vid...
Relevant Content
Content.
Community.
Commerce.
Blogs
"Generally speaking, companies who think they 
will improve their relationships with customers 
should blog.  Companies wh...
Successful Organization Blog Criteria

  •   Keep it simple
  •   Demonstrate passion
  •   Show your authority
  •   Add ...
Opportunity: Join the conversation
Opportunity: Join the conversation
Be Personal
Blog Visits by Month
                                                                     Blog Visits by Month


9000


80...
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 pharmacol...
Content. 
Community. 
Commerce. 
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.
...
Ticket Exchange
  Optimize operational efficiencies; Improve 
  customer satisfaction


  Solution
  Allow patrons to exch...
Auctions
  Capture lost revenue from secondary 
  re‐sell market; Increase donations


  Solution
  Allow patrons to bid o...
Merchandise
  Increase earned revenue; improve 
  customer satisfaction


  Solution
  Provide ability to purchase merchan...
Gift Certificates
  Increase revenues by providing new products 
  that connect with the current needs of 
  patrons.


  ...
Retail Example: GeneJuarez.com
• Website for Gene Juarez 
  salons.
• Originally launched in 
  2000, ecommerce sold gift ...
We have…
 • Reviewed current marketing landscape
 • Provided ideas for how the internet can 
   be integrated into your ma...
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Internet Marketing 1

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Transcript of "Internet Marketing 1"

  1. 1. POP Reel
  2. 2. Internet Marketing Learning Circle November 13, 2008 Erin West, VP of Arts Marketing
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. The Arts Landscape
  7. 7. 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.
  8. 8. 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
  9. 9. The Online Landscape
  10. 10. 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.
  11. 11. The Opportunity
  12. 12. Use Online to… Engage your customers Increase revenues Attract new audiences Gain operational efficiencies Tell your story
  13. 13. Digital Marketing
  14. 14. Digital Marketing Advertising – Banner ads – Keyword buys Email Text Messaging (SMS) Website
  15. 15. Online Advertising: Banner Ads Builds targeted awareness  Find your audience online Fraction of the cost Measure. Measure. Measure.
  16. 16. Case study: Brokeback Mountain Niche movie Defined audience: compassionate women Found websites & blogs they visited Advertised to build awareness
  17. 17. Banner Ad Examples
  18. 18. Online Advertising: Search Purchase keywords  Can limit total spend Drive traffic to website For sophisticated marketer
  19. 19. Email Reminder E‐mails  Newsletters Follow‐up Emails Partnerships
  20. 20. Text Messaging (SMS) More common in UK Direct patrons to mobile ticketing path Start capturing mobile numbers now More tomorrow!
  21. 21. Search & Keyword Buys Banner Advertising Email Marketing Your Website Referrals, Offline Marketing
  22. 22. 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.
  23. 23. What is “Web Analytics”?
  24. 24. Web Analytics Is… • An attempt to quantify what happens on your  website…
  25. 25. Web Analytics Is… • A way to improve marketing management – Determine what works and what doesn’t
  26. 26. What’s the point?
  27. 27. You can’t manage what you can’t measure.
  28. 28. 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?
  29. 29. 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…”
  30. 30. 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?”
  31. 31. 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
  32. 32. Implementing Web Analytics 1. Develop your strategy 2. Cultivate an analytical culture
  33. 33. 3. Get the Right People Action Wisdom People e alu sV es Knowledge sin Bu Information Tools Data
  34. 34. 4. Get the right Tool
  35. 35. 5. Make Data Actionable • All traffic and online marketing
  36. 36. 5. Make Data Actionable • Compare marketing channels
  37. 37. 5. Make Data Actionable • Tie marketing to Sales
  38. 38. 5. Make Data Actionable • Compare value of content
  39. 39. Search Marketing Banner Advertising Email Marketing Determine which marketing initiatives are driving the best traffic to your site Search Engine Optimization, Referrals, Traditional Media
  40. 40. Content.  Community.  Commerce. 
  41. 41. Content.  Community.  Commerce.
  42. 42. “Content is no longer something  you push out. Content is an  invitation to engage with your  audience.” – Cammie Dunnaway, Chief Marketing Officer, Yahoo
  43. 43. Arts Attendees LOVE Digital Media
  44. 44. 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
  45. 45. Build anticipation
  46. 46. 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.
  47. 47. 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. 
  48. 48. Relevant Content
  49. 49. Content. Community. Commerce.
  50. 50. Blogs
  51. 51. "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
  52. 52. Successful Organization Blog Criteria • Keep it simple • Demonstrate passion • Show your authority • Add comments • Tell a story
  53. 53. Opportunity: Join the conversation
  54. 54. Opportunity: Join the conversation
  55. 55. Be Personal
  56. 56. 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
  57. 57. Opportunity: New Audiences
  58. 58. STUDENT EBLAST FACEBOOK MYSPACE www.CityOperaStudentCorrespondent.com
  59. 59. 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
  60. 60. Content.  Community.  Commerce. 
  61. 61. Commerce Make it easy and enjoyable for your  customers to conduct business online
  62. 62. 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
  63. 63. Ticket Exchange Optimize operational efficiencies; Improve  customer satisfaction Solution Allow patrons to exchange tickets  24/7/365
  64. 64. 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
  65. 65. Merchandise Increase earned revenue; improve  customer satisfaction Solution Provide ability to purchase merchandise  online with relevant up‐sell in the purchase  path
  66. 66. 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.
  67. 67. Retail Example: GeneJuarez.com • Website for Gene Juarez  salons. • Originally launched in  2000, ecommerce sold gift  cards • Added printable gift cards  in late 2004.
  68. 68. 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
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