Starting a Conversation: Using video to engage potential new audiences
How do we begin to have a conversation with people who have no idea who we are and what we do? How do we introduce them to an unfamiliar artform in a way that resonates? Candice de Villiers (Marketing and Communications Coordinator) shares a case study on how Chamber Music New Zealand (CMNZ) used video to start a conversation with potential new audiences through the Creative New Zealand’s Optimise Coaching Programme in 2013. The goal - to answer the question...‘What is chamber music?' The case study will explore how CMNZ approached the challenge of introducing chamber music in a new and accessible way, utilised existing audiences and networks to create and share content, and used Facebook and Google targeting to engage with specific culture segments.
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Starting a Conversation: Using video to engage potential new audiences
- 2. Largest presenter of top quality chamber music concerts throughout the country. Kelemen Quartet (on tour with CMNZ in 2014)
- 3. Part one: THE CHALLENGE Part two: THE APPROACH Part three: THE CAMPAIGN Part four: THE OUTCOMES THE CASE STUDY…
- 4. THE CHALLENGE – Introducing our art
- 5. THE CHALLENGE – We are unknown Promotional brochure from the mid-1980s
- 6. THE CHALLENGE – Who & what we want?
- 7. www. ! THE APPROACH – What’s the medium? “Globally, IP video traffic will be 79% of all consumer Internet traffic in 2018, up from 66% in 2013.” Cisco Visual Networking Index: Forecast and Methodology, 2013–2018
- 8. THE APPROACH – Sharing the humanity! cream of the crop a conversation provokes emotion social
- 9. THE APPROACH – Getting the team together
- 10. THE APPROACH – camera rolling…& ACTION! Video 1: Capturing Life’s Pleasure Video 2: Capturing Life’s Drama Video 3: Capturing Life’s Kindness Video 4: Capturing Life with Friends
- 11. THE CAMPAIGN – Where to share?
- 12. THE CAMPAIGN – How to reach them? ARTS & ENTERTAINMENT music & audio classical music music art & memorabilia photographic & digital artsarchitecture charity & philanthropy PEOPLE & SOCIETY graphic design BOOKS & LITERATURE poetry arts education painting literary classics music education & instruction classic films sheet music music composition & theory concerts & music festivals art & craft supplies art museums & galleries #Art museum #Classical music #Theatre #Visual arts #Music #Art #Te Papa Tongarewa #Graphic design #Choreography #Decorative arts #Painting #Performing arts #Work of art #Fine art #Poetry #Ballet #Literature #Conversation #Chamber music #Drama #Arts festival #Play (theatre) #National Arts Festival #Dance #Online art gallery
- 13. THE CAMPAIGN – Calling on freebies & friends
- 14. THE OUTCOMES – Did we meet our targets? Target 1: 100 people generate content Result: 503 Target 2: 10% increase in traffic to the website Result: 11.6%
- 15. WHAT NEXT?
- 16. QUESTIONS? Candice de Villiers Marketing and Communications Coordinator candice@chambermusic.co.nz www.chambermusic.co.nz