A guide to arts marketing professional who want practical and strategic advice as to establish and develop a strategic digital programme to engage audiences and gain ticket and membership sales.

4. Current trends & predictions

7. 2007 Jupiter trends 283 emails a week 26% unsubscribe using the spam button 40% unsubscribe due to receiving Too many emails 53% unsubscribe when the offer & content Is not interesting

8. cScape Annual Online Customer Engagement Survey Engaged customers recommend products, provide feedback buy regularly “ Compelling copy , transparenc y and consistency key to engagement” 2008 45% see the mobile channel as important

10. Social networking stats Microsoft 2007 25% 35% 37% 52% Spend 20 to 25 mins per visit Forward content Post opinion Of UK on social networking

19. Creative approach

20. Help customers digest the range Do you every feel there is so much to read so little time?

21. Standard structure – email Core selling area Strong image Key dates ‘ facts’ Secondary information Secondary navigation Primary navigation Logo area

25. Consistency…the website Impact Clarity Reflects offline

26. … and email

27. Email first Classic example Large image and key message Top LHS

28. To website

29. Seasonal approach

30. Click through to bespoke landing

31. … look familiar?

33. Simple proposition – worked for me!

34. Can be simple – your name speaks volumes

38. Case study: Dick Whittington As many Dick references as we could squeeze in Create extra pages for content

39. What’s the score? Panto – 5 Dick Whittington 4 London – 3 Family – 3 Gained top 3 Google rankings and for free

42. Google ad words Test search Pay per click Limit £ Gain online customers

43. Retention

50. Response by media Launch email Members’ email Contemporary email list Brochure Land Members Brochure Land

52. Prize draw – reward for existing

54. Letting the audience look at themselves

56. When they’re renewing – Trigger!