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The Art of Contextual Marketing:
Maximizing Relevancy in the Age
of Personalization
2015 National arts marketing Project c...
Hello! My name is…
David
Dombrosky
Ronia
Holmes
Amelia
Northrup-Simpson
3
@InstantEncore @HubbardStreet @TRGArts
#contextm...
Workshop Flow
Overview of Contextual
Marketing
The Patron in Context
The Arts Organization in
Context
Self-reflection ...
SEGMENT 1
WHAT IS CONTEXTUAL MARKETING?
5
#contextmarketing#nampc
PATRON CONTEXT:
6
#contextmarketing#nampc
the unique combination of the patron’s
disposition and situation, coupled with
t...
7
#contextmarketing#nampc
8
#contextmarketing#nampc
Patron Disposition
Demographics
Behavioral
Psychographics
Affinities
9
#contextmarketing#nampc
10
Patron Situation
States
Needs
Sentiment
Events
11
#contextmarketing#nampc
#contextmarketing#nampc
Arts Organization Disposition
Firmographics
Product Catalog
Strategy
Market
Segmentation
13
#contextmarketing#nampc
14
Arts Organization Situation
Inventory
Personnel
Organizational
Factors
Environmental
Activity
15
#contextmarketing#n...
16
#contextmarketing#nampc
Social Media 17
Location 18
Mobile 19
Three Questions
20
Exercise 1:
Write down 2 examples of how your
organization is engaged in contextual
marketing.
Share one of your examples ...
The Beginning (or Middle or End) of
a Beautiful Relationship – Part 1
22
#contextmarketing#nampc
SEGMENT 2
gatherING DATA
23
#contextmarketing#nampc
24
#contextmarketing#nampc
25
#contextmarketing#nampc
26
Geographic
Demographic
Psychographic
Behavioral
(mostly facts)
#contextmarketing#nampc
27
#contextmarketing#nampc
Sam
28
#contextmarketing#nampc
Sam
29
#contextmarketing#nampc
Sam
30
#contextmarketing#nampc
Sam
31
#contextmarketing#nampc
Sam
32
#contextmarketing#nampc
Sam
33
#contextmarketing#nampc
Sam
34
#contextmarketing#nampc
Sam
35
#contextmarketing#nampc
Sam
36
#contextmarketing#nampc
Sam
37
#contextmarketing#nampc
Sam
38
#contextmarketing#nampc
Sam
39
#contextmarketing#nampc
40
city-data.com
factfinder.census.gov
esri.com
claritas.com
zipwho.com
#contextmarketing#nampc
41
city-data.com
factfinder.census.gov
esri.com
claritas.com
zipwho.com
Esri- Top Tapestry
Claritas- PRIZM
Passport
Pew Re...
42
city-data.com
factfinder.census.gov
esri.com
claritas.com
zipwho.com
Esri- Top Tapestry
Claritas- PRIZM
Passport
Pew Re...
43
44
45
Sam
#contextmarketing#nampc
Three Questions
46
Exercise 2:
Make a list of the places you get data from.
Think of one piece of data you’d like to
know about your patrons....
The Beginning (or Middle or End) of
a Beautiful Relationship – Part 2
48
#contextmarketing#nampc
SEGMENT 3
LEVERAGING DATA
49
#contextmarketing#nampc
Mediumism – focusing on tools, platforms, and content
at the expense of context and personal (patron) value.
50
#contextma...
“Technology facilitates context;
empathy drives engagement.”
–Brian Solis
51
#contextmarketing#nampc
Why don’t they just _________?
53
#contextmarketing#nampc
Personalization
Individualization
Stalking
54
Personalization
Individualization
Stalking
55
Personalization
Individualization
Stalking
56
57
#contextmarketing#nampc
58
Needs
States
Sentiment
Events
59
#contextmarketing#nampc
Three Questions
60
Exercise 3:
List two distinct situational contexts for your
single ticket-buying patrons.
Needs
States
Sentiment
Event...
The Beginning (or Middle or End) of
a Beautiful Relationship – Part 3
62
#contextmarketing#nampc
SEGMENT 4
The arts organization circumstance
63
#contextmarketing#nampc
#contextmarketing#nampc
HOT STUFF MUSEUM
Firmographics
Catalogue
Strategy
Marketing Segmentation
65
#contextmarketing#nampc
Segmentation Targeting Positioning
How attractive is
each segment and
which do you
choose?
What is the
positioning concept...
#contextmarketing#nampc
#contextmarketing#nampc
69
HOT STUFF MUSEUM
Environmental
Activity
Personnel
Inventory
Organizational Factors
70
#contextmarketing#nampc
Image: Helena Perez García (CC BY-NC-ND 2.0)
TOO
BIG
JUST
RIGHT
TOO SMALL
NEED TO BE
MORE SPECIFIC
TO HAVE
IMPACT
NEED TO
CONSOLIDATE
TO HAVE
IMPACT
72
#contextmarketi...
Developing the Patron Relationship
Is selling the ticket is the immediate goal?
What are you actually selling to Patron ...
Three Questions
75
Exercise 4:
Consider an objective you are not meeting.
For example: little success moving multi-
buyers to membership; can...
The Beginning (or Middle or End) of
a Beautiful Relationship – Part 4
77
#contextmarketing#nampc
General
Questions
78
The Art of Contextual Marketing
The Art of Contextual Marketing
The Art of Contextual Marketing
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The Art of Contextual Marketing

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David Dombrosky, National Arts Marketing Project Conference 2015

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The Art of Contextual Marketing

  1. 1. The Art of Contextual Marketing: Maximizing Relevancy in the Age of Personalization 2015 National arts marketing Project conference #nampc #contextmarketing 1
  2. 2. Hello! My name is… David Dombrosky Ronia Holmes Amelia Northrup-Simpson 3 @InstantEncore @HubbardStreet @TRGArts #contextmarketing#nampc
  3. 3. Workshop Flow Overview of Contextual Marketing The Patron in Context The Arts Organization in Context Self-reflection exercises Final group exercise Q & A 4
  4. 4. SEGMENT 1 WHAT IS CONTEXTUAL MARKETING? 5 #contextmarketing#nampc
  5. 5. PATRON CONTEXT: 6 #contextmarketing#nampc the unique combination of the patron’s disposition and situation, coupled with the arts organization’s disposition and situation
  6. 6. 7 #contextmarketing#nampc
  7. 7. 8 #contextmarketing#nampc
  8. 8. Patron Disposition Demographics Behavioral Psychographics Affinities 9 #contextmarketing#nampc
  9. 9. 10
  10. 10. Patron Situation States Needs Sentiment Events 11 #contextmarketing#nampc
  11. 11. #contextmarketing#nampc
  12. 12. Arts Organization Disposition Firmographics Product Catalog Strategy Market Segmentation 13 #contextmarketing#nampc
  13. 13. 14
  14. 14. Arts Organization Situation Inventory Personnel Organizational Factors Environmental Activity 15 #contextmarketing#nampc
  15. 15. 16 #contextmarketing#nampc
  16. 16. Social Media 17
  17. 17. Location 18
  18. 18. Mobile 19
  19. 19. Three Questions 20
  20. 20. Exercise 1: Write down 2 examples of how your organization is engaged in contextual marketing. Share one of your examples with your neighbor. 21 #contextmarketing#nampc
  21. 21. The Beginning (or Middle or End) of a Beautiful Relationship – Part 1 22 #contextmarketing#nampc
  22. 22. SEGMENT 2 gatherING DATA 23 #contextmarketing#nampc
  23. 23. 24 #contextmarketing#nampc
  24. 24. 25 #contextmarketing#nampc
  25. 25. 26 Geographic Demographic Psychographic Behavioral (mostly facts) #contextmarketing#nampc
  26. 26. 27 #contextmarketing#nampc
  27. 27. Sam 28 #contextmarketing#nampc
  28. 28. Sam 29 #contextmarketing#nampc
  29. 29. Sam 30 #contextmarketing#nampc
  30. 30. Sam 31 #contextmarketing#nampc
  31. 31. Sam 32 #contextmarketing#nampc
  32. 32. Sam 33 #contextmarketing#nampc
  33. 33. Sam 34 #contextmarketing#nampc
  34. 34. Sam 35 #contextmarketing#nampc
  35. 35. Sam 36 #contextmarketing#nampc
  36. 36. Sam 37 #contextmarketing#nampc
  37. 37. Sam 38 #contextmarketing#nampc
  38. 38. Sam 39 #contextmarketing#nampc
  39. 39. 40 city-data.com factfinder.census.gov esri.com claritas.com zipwho.com #contextmarketing#nampc
  40. 40. 41 city-data.com factfinder.census.gov esri.com claritas.com zipwho.com Esri- Top Tapestry Claritas- PRIZM Passport Pew Research Student intern #contextmarketing#nampc
  41. 41. 42 city-data.com factfinder.census.gov esri.com claritas.com zipwho.com Esri- Top Tapestry Claritas- PRIZM Passport Pew Research Student intern Internal data sources #contextmarketing#nampc
  42. 42. 43
  43. 43. 44
  44. 44. 45 Sam #contextmarketing#nampc
  45. 45. Three Questions 46
  46. 46. Exercise 2: Make a list of the places you get data from. Think of one piece of data you’d like to know about your patrons. 47 #contextmarketing#nampc
  47. 47. The Beginning (or Middle or End) of a Beautiful Relationship – Part 2 48 #contextmarketing#nampc
  48. 48. SEGMENT 3 LEVERAGING DATA 49 #contextmarketing#nampc
  49. 49. Mediumism – focusing on tools, platforms, and content at the expense of context and personal (patron) value. 50 #contextmarketing#nampc
  50. 50. “Technology facilitates context; empathy drives engagement.” –Brian Solis 51 #contextmarketing#nampc
  51. 51. Why don’t they just _________? 53 #contextmarketing#nampc
  52. 52. Personalization Individualization Stalking 54
  53. 53. Personalization Individualization Stalking 55
  54. 54. Personalization Individualization Stalking 56
  55. 55. 57 #contextmarketing#nampc
  56. 56. 58
  57. 57. Needs States Sentiment Events 59 #contextmarketing#nampc
  58. 58. Three Questions 60
  59. 59. Exercise 3: List two distinct situational contexts for your single ticket-buying patrons. Needs States Sentiment Events 61 #contextmarketing#nampc
  60. 60. The Beginning (or Middle or End) of a Beautiful Relationship – Part 3 62 #contextmarketing#nampc
  61. 61. SEGMENT 4 The arts organization circumstance 63 #contextmarketing#nampc
  62. 62. #contextmarketing#nampc
  63. 63. HOT STUFF MUSEUM Firmographics Catalogue Strategy Marketing Segmentation 65 #contextmarketing#nampc
  64. 64. Segmentation Targeting Positioning How attractive is each segment and which do you choose? What is the positioning concept for each segment? What variables can be identified to segment the market? 66 #contextmarketing#nampc
  65. 65. #contextmarketing#nampc
  66. 66. #contextmarketing#nampc
  67. 67. 69
  68. 68. HOT STUFF MUSEUM Environmental Activity Personnel Inventory Organizational Factors 70 #contextmarketing#nampc
  69. 69. Image: Helena Perez García (CC BY-NC-ND 2.0)
  70. 70. TOO BIG JUST RIGHT TOO SMALL NEED TO BE MORE SPECIFIC TO HAVE IMPACT NEED TO CONSOLIDATE TO HAVE IMPACT 72 #contextmarketing#nampc
  71. 71. Developing the Patron Relationship Is selling the ticket is the immediate goal? What are you actually selling to Patron A? What do you want to sell to Patron A next? Is there anything to sell to Patron A next? 73 #contextmarketing#nampc
  72. 72. Three Questions 75
  73. 73. Exercise 4: Consider an objective you are not meeting. For example: little success moving multi- buyers to membership; can’t get enough attendees in your lecture series; or unable to secure a corporate sponsor. What gaps in your contextual marketing are contributing to this problem? What can you do to fill those gaps? 76 #contextmarketing#nampc
  74. 74. The Beginning (or Middle or End) of a Beautiful Relationship – Part 4 77 #contextmarketing#nampc
  75. 75. General Questions 78

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