Mf marketing presentation-ma-2012

VISUAL
ARTS
MARKETING

Hi.

I’m
Lindsay
from
the
Ma?ress
Factory
and

I
have
a
bad
cold.

I’ll
try
not
to
sneeze
on
you.

What
is
the
Ma?ress
Factory?

  Located in the Mexican War
Streets on the North Side

 The Mattress Factory is a
research and development lab for
artists

  Site-speciﬁc installations

  Usually temporary

  We’re one of the ﬁrst and only
installation museums in the world

MARKETING
1.0

Consider
the
visitor
ﬁrst

MARKETING
2.0

Social
media
is
about
relaKonships

EXPERIMENTATION
1.0

Be
an
innovator,
regardless
of
budget.
Try
it
out!

Psst!
Twi?er
is
great
for
connecKng
professionally
(even
if

you’re
not
a
big
social
media
fan).

Feel
free
to
tweet
comments
&
quesKons
during
this
class.

Just
add
#vamQ
to
your
tweet
&
I’ll
answer
it
tonight!

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
1.0

Word-‐of-‐mouth
markeKng
is
twice
as
eﬀecKve
as
the
best
placed
ad.

You’re
going
to
listen
to
your
friends
over
a
commercial.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
1.0

It
costs
ten
Kmes
more
to
bring
in
a

new
customer
than
to
keep
an
old
one.

We’re
in
the
midst
of
conducKng
surveys

to
make
sure
our
visitors
are
happy.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
1.0

Always
think
of
your
best
customers
ﬁrst
and
treat

them
like
family,
especially
when
announcing
important

informaKon,
giving
priority
access
to
events,
etc.

Members
knew
about
Garden
Party
Kcket
sales
ﬁrst.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
1.0

Museum
memberships
build
community

and
cul4vate
higher
level
donors.

PERKS:

•
they
can
visit
as
ofen
as
they’d
like

•
can
bring
family
and
friends
for
free

•
get
sneak
previews
before
the
public

•
reciprocal
membership
programs
at

100s
of
other
museums

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
1.0

Small
cuts
can
negate
million
dollar
adverKsing
campaigns.

Simple
act
of
clearing
sidewalks
keeps
visitors
safe
+
happy.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

(Some of) MARKETING
1.0

My
responsibiliKes…

Create, manage & implement all public relations efforts - Establish & maintain contact with
local, national and international media - Cultivate media lists - Write and distribute
information materials (press releases, fact sheets, etc.) to media - Pitch feature story ideas
to appropriate media contacts - Collect press clippings and oversee the maintenance of
the media archive - Maintain content of the organization’s web presence (to include MF
website, e-commerce sites and social media platforms) - Develop and implement email
marketing strategies - Develop and implement strategic online marketing initiatives -
Create and execute strategic brand management and advertising campaigns - Write copy
for print, radio and Web advertisements - Write and design collateral materials (i.e.
newsletters, brochures, etc.) - Coordinate and track sponsorships and media buying -
Initiate cross-promotional community and media partnerships where applicable - Design
and coordinate museum direct mail marketing pieces - Project manager of P{art}icipate:
An Active Archive

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
1.0
Ma?ress
Factory

MarkeKng
Budget*:

$1,600,000
Total
OperaKng
Budget

$1,120,000
Programming
Budget,
70%

(i.e.,
most
of
our
money
goes
straight

to
the
arKsts
and
exhibiKons)

$59,300
Total
MarkeKng
Budget,
4%

(prinKng,
postage,
salaries,
ads,
etc.)

$6,200
Total
AdverKsing
Budget,
<0.5%

Highly
targeted:

•
Local
weekly

•
InternaKonal
art
magazine

•
Radio
spots

•
ArKst
mailing
lists

•
Online
ads

*Based
on
2011
actual

Please
note:
Not
all
budgets
will
look
like
a
bird.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

Remember
Your
Audience
MARKETING
1.0

Press
releases:

The
press
release
should
be
wri?en
as

you
want
it
to
appear
in
a
news
story;

many
reporters
simply
cut
and
paste.

Do:

Send
it
as
simple
text
or
an
HTML
email

Don’t:

Send
a
10MB
PDF.

You’ll
make
a
lot
of
enemies.
Fast.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
1.0

Don’t
forget
about
the
other
92%

Only
8%
of

people
in
the
U.S.
are
on
Twi?er.

Develop
strong
tradiKonal
print
markeKng
eﬀorts.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
2.0

So
many
platorms,
so
li?le
Kme!

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

PEOPLE

+
MARKETING
2.0

SPREADING
THE
WORD
&

RELATIONSHIP-‐BUILDING

THE
NETWORK
EFFECT:
WHOLE
IS

GREATER
THAN
SUM
OF
ITS
PARTS

-‐@NancyProctor

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
2.0

Q:
Is
email
markeKng
and
social
media
even
worth
it?

A:
Yes!
People
who
are
engaged
through
media
technologies

a?end
at
two
or
three
Kmes
the
rate
of
non-‐media
arts

parKcipants.

(“Audience
2.0,”
NEA)

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
2.0

Consistency
is
one
of
the

keys
to
online
markeKng.

Create
a
schedule
and
sKck
to
it!

E-‐newsle?ers,
Twi?er,
Facebook,
blog,
etc.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
2.0

Nobody
cares

what
a

markeKng

manager

has
to
say.

Leave
content

development
in
the

hands
of
those

who
have

interesKng
stories;

MF
EducaKon

Director
wrote

this
blog
post.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
2.0

Need
a
favor?
Ask
your
friends
on
social
media.

Here
a
twi?er
follower
becomes
part
of
an
art
piece.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
2.0

Create
a
Flickr
group
for
your
organizaKon.

Allows
your
audience
curate
their
own
photos
+
share
their
experience.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

MARKETING
2.0

Sign
your
nonprofit
organizaKon

up
to
be
a
Google
Nonprofit.

It
takes
five
minutes
to
apply
and
you’ll
get
free
stuff
like

$1000s
in
free
ads
and
a
fancypants
YouTube
channel.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

EXPERIMENTATION
1.0

Don’t
be
afraid
to
think
outside
of
the
box.

Try
to
keep
1%
of
your
markeKng
budget

for
experimentaKon.
You
never
know
what

you’ll
want
to
try.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

EXPERIMENTATION
1.0

StarKng
from
a
random
late-‐night
weekend

text
in
2008,
we
created
a
way
for
visitors

to
tell
us
exactly
how
they
feel
about
their
visit.

Tech
can
be
cheap:
MF
iConfess
only
cost
$99

youtube.com/MFiConfess

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

Just
one
of
the
767
videos
visitors
have
shared
with
us.

Another
visitor
video.

[youtube.com/MFiConfess]

EXPERIMENTATION
1.0

Our
newest
experiment
focuses
on

sharing
our
35
years
of
history.
Why?

How
would
you
know
that
inside
this
box…

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

EXPERIMENTATION
1.0

…is
this
view?

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

EXPERIMENTATION
1.0

Or
that
this…

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

EXPERIMENTATION
1.0

looks
like
this
from
the
ﬂoor
below?

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

EXPERIMENTATION
1.0

How
do
we
show
that
both
of
these
pieces

are
in
the
same
spot,
17
years
apart?

1993
2010

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

EXPERIMENTATION
1.0

p{art}ticipate:

an
active
archive

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

EXPERIMENTATION
1.0

p{art}ticipate:

an
active
archive

With
all
this
crazy
code,

we
can
do
stuﬀ
like…

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

I
worked
with
HCII
students
in

Spring
2011
to
quick-‐prototype
a
virtual
tour

a
person
“walks
through”
using
a
hacked
Kinect.

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

In
conclusion…

• Plan as far ahead as you can. Next year’s
fundraiser is closer than you think.
• Work with all other departments
• Go to conferences; learn & connect
• Showing character in social media is okay
• Don’t be afraid to try new things

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

One
last
Kp:
Boss
#1

Appreciate
your
co-‐workers.

Especially
the
bosses.

Boss
#2

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

Thanks!

Lindsay
O’Leary

lindsay@ma?ress.org

www.ma?ress.org

facebook.com/Ma?ressFactory

Ask
me
a
quesKon
on
Twi?er:
#vamQ

@lindsayoleary

@Ma?ressFactory

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