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Segmentation and CRM - Kristien Gerents | congres podiumkunsten 2012
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Segmentation and CRM - Kristien Gerents | congres podiumkunsten 2012

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deSingel puts in all kind of possible tools as part of a permanent en well thought strategy. CRM is a common thread throughout the entire organization. The large number and diversity of the program …

deSingel puts in all kind of possible tools as part of a permanent en well thought strategy. CRM is a common thread throughout the entire organization. The large number and diversity of the program compels audience segmentation. New and social media play an increasingly important role in the constant quest for new audiences. Kristien Gerets illustrated it all on the basis of a number of cases from daily practice. www.congrespodiumkunsten.nl


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  • 1. DESINGELIN FOCUSDESINGEL INTERNATIONAL ART CAMPUS
  • 2. DESINGEL IN FOCUSTABLE OF CONTENTS1.BASIC PRINCIPLES2.OBJECTIVES3.STRATEGY4.INTEGRATED APPROACH5.CASES6.CONCLUSION
  • 3. DESINGEL IN FOCUSBASIC PRINCIPLESdeSingel newbuild clearly sets the pace of the excitingart campus36,000 m² acting as an infinite source of contentualopportunities to create a closer bond between the generalpublic and the artistmore than ever, give visibility to all things international
  • 4. DESINGEL IN FOCUSBASIC PRINCIPLES SGeneral public = spectator/member T student O artist R member of staff YSocial media era: - Facebook T - Twitter E - YouTube L - Flickr L - blogs EPress: of invaluable importance R
  • 5. DESINGEL IN FOCUSOBJECTIVESQUANTITATIVEpromote ticket salescreate loyalty among the general public and seek outnew audienceprogramme extension newbuildQUALITATIVEprovide in-depth informationconversecreate ambassadorspromote creative communication in arts sector
  • 6. DESINGEL IN FOCUSSTRATEGY1.IMAGE COMMUNICATION= deSingel DNA2.PROGRAMME COMMUNICATION= create momentums= highlights programme through an integrated approach
  • 7. DESINGEL IN FOCUSINTEGRATED APPROACH printed matter digital press What happens when you add social media to a boring exhibition?since mid-2011: A boring exhibition combined+ audiovisual media with social media.+ social media= &-& STORY= RESOURCES ≠ OBJECTIVE
  • 8. DESINGEL IN FOCUSINTEGRATED APPROACHWITH REGARD TO REPUTATION MANAGEMENT:IN LISTEN!everyone = criticeveryone has numerous channels at their disposal toexpress opinions: Facebook, blogs, etc.people talk about a brand = 80% +catch and disseminate positive commentary
  • 9. DESINGEL IN FOCUSINTEGRATED APPROACHWITH REGARD TO REPUTATION MANAGEMENT:CONVERSE answer complaints  adjust operation long-term relations  sincere and genuineconversation committed spectator/member = ambassador we must guide that conversation: - by being present on social media - by telling stories  blog & audiovisual media storytelling = attracting a new audience
  • 10. DESINGEL IN FOCUSINTEGRATED APPROACHSOCIAL MEDIA ERAlisten & converse forum http://www.desingel.be Facebookpagina deSingel Twitteraccount #desingel
  • 11. DESINGEL IN FOCUS
  • 12. DESINGEL IN FOCUSINTEGRATED APPROACH: CASES1. IMAGE COMMUNICATION Made in deSingel2. PROGRAMME/PRODUCTION COMMUNICATION unique productions: TeZukA themes/clusters: Goldberg. The Series involvement: Octopus
  • 13. DESINGEL IN FOCUSINTEGRATED APPROACH: CASESIMAGE COMMUNICATIONMade in deSingel= new label creates opportunities for communication De Morgen 26/09/2011
  • 14. DESINGEL IN FOCUSINTEGRATED APPROACH: CASESIMAGE COMMUNICATIONMade in deSingel= new label creates opportunities for communication
  • 15. DESINGEL IN FOCUSINTEGRATED APPROACH: CASESPROGRAMME COMMUNICATIONSidi Larbi Cherkaoui TeZukA9 presentations x 800 seats = 7,200 tickets for sale= a totally new experience for stage art productions atdeSingelrequires a major campaignperfect timing = 1 year after the opening of the newbuildin Oct 2010
  • 16. DESINGEL IN FOCUSINTEGRATED APPROACH: CASESPROGRAMME COMMUNICATIONSidi Larbi Cherkaoui TeZukA
  • 17. DESINGEL IN FOCUSINTEGRATED APPROACH: CASESPROGRAMME COMMUNICATIONSidi Larbi Cherkaoui TeZukA
  • 18. DESINGEL IN FOCUSINTEGRATED APPROACH: CASESPROGRAMME COMMUNICATIONSidi Larbi Cherkaoui TeZukA end result: 700 new customers
  • 19. DESINGEL IN FOCUSINTEGRATED APPROACH: CASESPROGRAMME COMMUNICATIONGoldberg. The Series.Objective: classical music suitable to a wide audienceMedium: short filmResult: public response and press
  • 20. DESINGEL IN FOCUSINTEGRATED APPROACH: CASESPROGRAMME COMMUNICATIONPhilippe Decouflé/OctopusObjective: involving the audience Medium: short filmResult: response from Forum (64) –short and long-term
  • 21. DESINGEL IN FOCUSCONCLUSION1.TO CREATE MOMENTUMS2.TO COMBINE RESOURCES AND MEDIA FORMAXIMUM IMPACT
  • 22. DESINGELIN FOCUSDESINGEL INTERNATIONAL ART CAMPUS