Vortrag im Rahmen der Kulturplanner Impulse Veranstaltung am 20.02.2014 im Glasspitz der Münchner Kammerspiele. Nähere Informationen zum Big Data Analytics Tool & Managementinformationssystem "Kulturplanner" finden Sie unter www.kulturplanner.com
Zeynel El Glaoui, Digital Strategist chez Mindshare, Tuni' SEO
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Kulturplanner Impulse- North American Trends in Cultural Marketing: Building New Audiences with New Approaches- Clint White, Zlato Fagundes
1. 20.2.2014
“North American Trends in Cultural Marketing: Building New
Audiences with New Approaches“
Clint White, Zlato Fagundes
KULTURPLANNER Impulse
BIG DATA ANALYTICS
München
Münchén, 20. Februar 2014 www.kulturplanner.comKulturplanner Impulse
2.
3. NORTH AMERICAN TRENDS:
CULTURAL MARKETING
Building New Audiences with New Approaches
Presented by:
Clint WhitE & Zlato Fagundes
12. “What trends are included in your marketing budget for 2014?”
73.4%
60.8%
46.8%
41.8% 40.5%
36.7% 35.4%
24.1%
10.1% 8.9%
Video
development
User gen.
content
Dynamic
pricing
Lifestyle
oriented
marketing
Pay-Per-Click Rich media App
development
Native
content
marketing
Gamification
development
Other
73.4%Video Development
60.8%User Generated Content
46.8%Dynamic Pricing
multiple response question
36. GET CLOSER TO
THE MUSIC
and let it take you
even further.
IT’S AN INTIMATE CONCERT EXPERIENCE
with a genuine connection between performers and
listeners. The Chamber Music Society of Lincoln
Center invites you to be a part of it.
No words.
BUT A GREAT
CONVERSATION.
IT’S AN INTIMATE CONCERT EXPERIENCE
with a genuine connection between performers and
listeners. The Chamber Music Society of Lincoln
Center invites you to be a part of it.
42. Maximized earned revenue
Increased brand awareness
Subscription increased by 30%
Single ticket revenue increased by 41%
Overall growth in audience by grew 33%
46. Everyone is mobile
113.6M
German mobile subscriptions
(Largest subscription in the EU )327.6M
American mobile subscriptions
61% of Americans own a smartphone
56% of American Adults use smartphones
63% use their phones to go online
Source: Pew Internet and American Life Project
44% of Germans own a smartphone
60% have internet-enabled phone
Source: BVDW.org
47. 26.6%
24.1%
16.5%
13.9%
11.4%
7.6%
Increased sales Greater brand
awareness
Increased
fundraising/membership
Improved patron
experience
Other Expanded
productions/events
26.6% Increased Sales
24.1% Greater Brand Awareness
“What is your organization’s primary focus in 2014?”
49. FLAW IN TRENDS: Where is the money and time being placed?
• Increase sales and greater brand awareness are organizations’ primary
focus, however mobile was not considered
• Mobile = Lifestyle oriented marketing solution
• In the US almost 20% of web traffic for arts organizations in on mobile
devices – Capacity Interactive Digital Marketing Survey
Growth is mobile
Social is mobile
65% of time spent on social networks (Facebook, Twitter, Instagram) is on mobile
– comScore (Aug 2013)
50. WHAT Is the first step?
make sure you look your best on any device
58. Interactive Rich Media
Surround your audience and align yourself with relevant content
Hobbies & Interests: Outdoors
Hobbies & Interests: Genealogy
Arts & Entertainment: Books and Literature
Arts & Entertainment: Movies and Videos
Hobbies & Interests: Screenwriting
61. Interactive Rich Media
Get better campaign feedback
ENGAGEMENTS
Number of consumers who intentionally paused their
mouse over the ad
ENGAGEMENT RATE
Percentage of impressions where a consumer intentionally paused
their mouse over the ad
ENGAGEMENT TIME
Time a consumer spent interacting with the ad. The consumer
must spend at least 5 seconds in the ad unit to begin the count.
FEATURE VIEWS
Number of features that were viewed by a consumer
FEATURE COMPLETION RATE
Percentage of features that a consumer started and completed
62. CHAMBER MUSIC SOCIETY
Using a Spongecell enhanced creative to allow consumers to:
• Share on Facebook/Twitter
• Get 50% off Tickets
• Free Beethoven Download
Interactive Rich Media
CASE Study Ad Network Gallery
63. 2,678 50% off Tickets
2,285 Tweets
2,474 Downloads
Interactive Rich Media
CASE Study Ad Network Gallery
64. Social Media
Creative is all about engagement and interactivity
EXAMPLE:FOLGERTHEATRE
Over 300 new “Likes” in 5 days
66. What do we see as creative
best practices for digital?
• Few colors
• Few words
• Clear, explicit Call to Actions
• Use visuals with people
• Use video when you have it
67. How Is Success
Achieved In Digital Marketing?
• Stay in the market and stay responsive
• Start by casting a big net
• Optimize and narrow your target audience based on
performance
• Collect, collect, and collect...data
• Continuously apply campaign feedback
• Think about the acquisition model