Audiences Northern Guide Lucy Conlan


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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.

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  • Segmentation Members and other segments valuable Demonstrated the worth of using RFV F is the most important Marked differences with the segments Results now are very predictable Poor performers being further refined
  • Audiences Northern Guide Lucy Conlan

    1. 1. <ul><li>Gain & retain: </li></ul><ul><li>Online Marketing for the Arts </li></ul><ul><li>Lucy Conlan </li></ul>
    2. 2. A preamble <ul><li>We are all on a journey </li></ul><ul><li>There are many crossroads </li></ul><ul><li>There are some signs </li></ul><ul><li>There is no one right way </li></ul><ul><li>At times we’ll have a rest, sometimes we’ll run </li></ul><ul><li>Let’s enjoy it! </li></ul>
    3. 3. Topics covered <ul><li>Current trends </li></ul><ul><li>Setting a strategy </li></ul><ul><li>Creative </li></ul><ul><li>Acquiring </li></ul><ul><li>Retaining </li></ul>
    4. 4. Current trends & predictions
    5. 5. Microsoft National Email Benchmarking Survey 2006 <ul><li>Number of contacts to email recipients each month </li></ul>32% 31% 11% 19% 1 2 3 4 5+ 7%
    6. 6. Microsoft survey contd. <ul><li>What are the most popular email types to send? </li></ul><ul><li>Regular newsletter (90%) </li></ul><ul><li>Welcome message (70%) </li></ul><ul><li>Segmented newsletter (70%) </li></ul><ul><li>Limited time offer (70%) </li></ul><ul><li>Alert breaking news (60%) </li></ul><ul><li>Birthday/anniversary (40%) </li></ul>What are the least popular emails? Win back targeting lapsed (25%) First purchase offer (23%) Top performers offer (22%) Address reconfirmation (20%) Abandoned cart (20%) Discuss
    7. 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. 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
    9. 9. Opportunity in anarchy <ul><li>“ The growth of the networked society, the increase in individualism and the shift away from ‘automatic’ deference to society’s institutions mean that personal sources of advice and influence are more important than ever” </li></ul><ul><li>Future Foundation, Social Network 2006 </li></ul>
    10. 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
    11. 11. Take heart – you’re in the arts <ul><li>The product is strong </li></ul><ul><li>Business leans towards good customer experience </li></ul><ul><li>Integrity </li></ul><ul><li>Seen as genuine </li></ul>
    12. 13. Making your own strategy <ul><li>Are you looking for a CRM approach? </li></ul><ul><li>Why do you want online behaviour? </li></ul><ul><li>What does your audience want? </li></ul><ul><li>What is the competition doing? </li></ul><ul><li>Do you need a data strategy? </li></ul><ul><li>Mapping a journey over 6 months, and annually up to 5 years </li></ul>
    13. 14. Strategy <ul><li>Establish key aims </li></ul>For email to become the leading communication tool To be the leading theatre website in Belfast
    14. 15. Quantifying your strategy <ul><li>Website targets </li></ul><ul><ul><li>Hits </li></ul></ul><ul><ul><li>Visits </li></ul></ul><ul><ul><li>Repeat visits </li></ul></ul><ul><ul><li>Visitors </li></ul></ul><ul><ul><li>Reduce ‘abandon’ rates </li></ul></ul><ul><li>Qualitative </li></ul><ul><ul><li>Online survey </li></ul></ul><ul><ul><li>User testing </li></ul></ul><ul><li>Email targets </li></ul><ul><ul><li>Growth of list </li></ul></ul><ul><ul><li>Activism of list </li></ul></ul><ul><ul><li>Delivery rates </li></ul></ul><ul><ul><li>Volume of online sales </li></ul></ul><ul><ul><li>Engagement barometers </li></ul></ul><ul><ul><ul><li>E.g. downloads </li></ul></ul></ul>
    15. 16. Branding <ul><li>Email & Online are an extension of established branding </li></ul><ul><li>Colour </li></ul><ul><li>Imagery </li></ul><ul><li>Message </li></ul><ul><li>… .but tailored </li></ul>
    16. 17. Checklist <ul><li>Produce a ready reckoner for your organisation e.g. </li></ul><ul><ul><li>Position, size and colour of logo </li></ul></ul><ul><ul><li>Navigation consistency </li></ul></ul><ul><ul><li>Language agreed </li></ul></ul><ul><ul><li>Minimum image quality </li></ul></ul>
    17. 18. Branding is also about <ul><li>Customer care & understanding </li></ul><ul><li>This could be: </li></ul><ul><ul><li>Timeliness </li></ul></ul><ul><ul><li>Predicting likes & dislikes </li></ul></ul><ul><ul><li>Matching media preferences </li></ul></ul><ul><ul><li>Reducing frequency </li></ul></ul><ul><ul><li>New media shows us clues </li></ul></ul>
    18. 19. Creative approach
    19. 20. Help customers digest the range Do you every feel there is so much to read so little time?
    20. 21. Standard structure – email Core selling area Strong image Key dates ‘ facts’ Secondary information Secondary navigation Primary navigation Logo area
    21. 22. Creative tips – words with email <ul><li>Before they’ve opened: </li></ul><ul><li>From address – arts have an advantage </li></ul><ul><li>Subject line </li></ul><ul><li>– urgency, relevancy works </li></ul><ul><ul><li>Cryptic can backfire </li></ul></ul><ul><ul><li>Avoid ‘free’ </li></ul></ul><ul><ul><li>Get personal – use of name including subject line </li></ul></ul>
    22. 23. Opened email: Word tricks <ul><li>Chunking – different to offline; pithy works </li></ul><ul><li>Teasing – email gives the perfect opportunity : click here to find out more… </li></ul><ul><li>Urgency and privilege </li></ul>
    23. 24. Creative tricks <ul><li>The eyes have it </li></ul><ul><li>Intrigue – scrolling down </li></ul><ul><li>Mix it up – quotes, text, statistics </li></ul>
    24. 25. Consistency…the website Impact Clarity Reflects offline
    25. 26. … and email
    26. 27. Email first Classic example Large image and key message Top LHS
    27. 28. To website
    28. 29. Seasonal approach
    29. 30. Click through to bespoke landing
    30. 31. … look familiar?
    31. 33. Simple proposition – worked for me!
    32. 34. Can be simple – your name speaks volumes
    33. 35. What makes us tick? <ul><li>Getting it right – telling us about the right product? </li></ul><ul><li>Surprising us? </li></ul><ul><li>A bargain? </li></ul><ul><li>Beautiful delivery? </li></ul><ul><li>Consistency? </li></ul><ul><li>Simplicity? </li></ul>Vote now
    34. 36. Acquisition <ul><li>Box office key </li></ul><ul><li>Sign up via your own website </li></ul><ul><li>Google rankings </li></ul><ul><li>Paid Google ads </li></ul><ul><li>Prominent online address on all activity </li></ul><ul><li>Artists links </li></ul><ul><li>Reciprocal activity </li></ul><ul><li>Social networking </li></ul>
    35. 37. Overview of improving rankings <ul><li>Time – longer website up the better </li></ul><ul><li>Changing content </li></ul><ul><li>Links within the site </li></ul><ul><li>Links externally </li></ul><ul><li>Number of visits you are getting </li></ul><ul><li>Words you use…more detail coming up </li></ul>
    36. 38. Case study: Dick Whittington As many Dick references as we could squeeze in Create extra pages for content
    37. 39. What’s the score? Panto – 5 Dick Whittington 4 London – 3 Family – 3 Gained top 3 Google rankings and for free
    38. 40. Google – natural search <ul><li>Test; what are you offering & how do you fare </li></ul><ul><ul><li>E.g. Theatre, Northern Ireland </li></ul></ul><ul><ul><li>Fringe Theatre, Northern Ireland </li></ul></ul><ul><ul><li>Draw up a list of key phrases and words </li></ul></ul><ul><ul><li>Embed them in text and re test; has it worked? </li></ul></ul>
    39. 41. Words are powerful <ul><li>Once established your key words and phrases embed them everywhere </li></ul><ul><li>Website/email </li></ul><ul><li>Offline </li></ul><ul><li>PR </li></ul><ul><li>This is branding and business welded together </li></ul>
    40. 42. Google ad words Test search Pay per click Limit £ Gain online customers
    41. 43. Retention
    42. 44. Loyalty encouraged by messaging <ul><li>Welcome email </li></ul><ul><li>Online offers – ‘exclusive’, ‘launch’ </li></ul><ul><li>Hear of event before the general public </li></ul><ul><li>Listen to the artist – try before you buy </li></ul><ul><li>Play the game – dinosaurs & all </li></ul>
    43. 45. Segmentation underpins it <ul><li>Barbican approach: </li></ul><ul><li>Stepped back and used Recency, Frequency and value </li></ul><ul><li>Gave accessible names – Active & Rusty </li></ul><ul><li>Members isolated and at top of hierarchy </li></ul><ul><li>Apply segmentation to email and direct mail </li></ul>
    44. 46. What email stats to collect <ul><li>Delivery rates </li></ul><ul><li>Open </li></ul><ul><li>Click </li></ul><ul><li>Forward </li></ul><ul><li>Purchase </li></ul>
    45. 47. Do segments behave differently? ….Yes! <ul><li>Open Click Forward </li></ul>52% 30% Members/Non members 13% 6% 6% 3%
    46. 48. Value difference <ul><li>Average annual spend per name on list </li></ul> Non members £63 £7 Members
    47. 49. Does it stand the test? <ul><li>Subject line </li></ul><ul><li>Timing </li></ul><ul><li>Creative </li></ul><ul><ul><li>Image use </li></ul></ul><ul><ul><li>Copy type </li></ul></ul>
    48. 50. Response by media Launch email Members’ email Contemporary email list Brochure Land Members Brochure Land
    49. 51. Challenging apathy <ul><li>We haven’t heard from you </li></ul><ul><li>We still haven’t heard from you </li></ul><ul><li>Prize draw </li></ul><ul><li>OK, we’ll just talk to you each week </li></ul><ul><li>Reactivates 5% </li></ul>
    50. 52. Prize draw – reward for existing
    51. 53. Surprise me! <ul><li>Breaking away from the regular approaches can reap rewards </li></ul>
    52. 54. Letting the audience look at themselves
    53. 55. Giving the customers a voice <ul><li>Vote for films </li></ul><ul><li>My first panto </li></ul><ul><li>Online surveys </li></ul><ul><li>Complaints via MD office </li></ul>
    54. 56. When they’re renewing – Trigger!
    55. 57. What do they want? <ul><li>Recent emailed survey: </li></ul><ul><ul><li>87% state booking online is preferred </li></ul></ul><ul><ul><li>65% use the website to find out more before booking </li></ul></ul><ul><ul><li>Main reasons for booking: </li></ul></ul><ul><ul><ul><li>Choosing their own seat </li></ul></ul></ul><ul><ul><ul><li>Flexibility </li></ul></ul></ul>
    56. 58. Retention summary <ul><li>Key – repeat attendance </li></ul><ul><li>Forwarding emails </li></ul><ul><li>Participation online </li></ul><ul><li>Becoming a member </li></ul><ul><li>Rewarding members and key segments </li></ul><ul><ul><li>Hearing first </li></ul></ul><ul><ul><li>Priority booking </li></ul></ul>
    57. 59. CRM overview <ul><li>For key product launches: </li></ul><ul><li>Stage 1: Launch online to members first </li></ul><ul><li>Stage 2: Follow up to non member online audience </li></ul><ul><li>Stage 3: DM (where responders excluded) </li></ul><ul><li>Stage 4: Email follow up </li></ul><ul><ul><li>Non members, and offline customers reminded of benefit of membership and online </li></ul></ul>
    58. 60. Recap <ul><li>What will they want </li></ul><ul><li>What can you provide </li></ul><ul><li>Plan </li></ul><ul><li>Maintain consistency </li></ul><ul><li>Occasional surprise </li></ul><ul><li>Quick wins </li></ul><ul><li>Long term gains </li></ul>
    59. 61. Useful links <ul><li>Larry Chase email tips: </li></ul><ul><li> </li></ul><ul><li>Dave Chaffey </li></ul><ul><li>www. davechaffey .com </li></ul><ul><li>E Consultancy </li></ul><ul><ul><li>www. e - consultancy .com </li></ul></ul>
    60. 62. <ul><li>Thank you </li></ul><ul><li>[email_address] </li></ul>