Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Arts Marketing presented at Simmons College Arts Administration Class

771 views

Published on

30 minute lecture given to a Senior Level Arts Administration Seminar at Simmons College on April 2, 2012. Topics included: Danny Newman's SUBSCRIBE NOW!, The Marketing Funnel (and how has been re-envisioned) by Brian Haven at Forrester Research, and Chris Sietsma's Content Strategy Post about Bricks & Feathers at ConvinceandConvert.com.

Published in: Business, Economy & Finance
  • Be the first to comment

Arts Marketing presented at Simmons College Arts Administration Class

  1. 1. ARTS MARKETINGSimmons College April 2, 2012
  2. 2. “culturally promiscuous”
  3. 3. “Growing up, you must have had interesting dinner-table conversations.”
  4. 4. Conversations
  5. 5. Preparation
  6. 6. A Conversation.
  7. 7. A Conversation. A Discussion.
  8. 8. Bootcamp for the Revolution
  9. 9. Bootcamp for the RevolutionEducation + Action = Change
  10. 10. Ken Burns
  11. 11. Ken BurnsCongressional Testimony About Arts Funding
  12. 12. National Endowment for the Arts
  13. 13. National Endowment for the Arts +
  14. 14. National Endowment for the Arts + National Endowment for the Humanities
  15. 15. National Endowment for the Arts + National Endowment for the Humanities <
  16. 16. National Endowment for the Arts + National Endowment for the Humanities < The Cost of a B52 Bomber
  17. 17. National Endowment for the Arts
  18. 18. National Endowment for the Arts National Endowment for the Humanities
  19. 19. National Endowment for the Arts National Endowment for the Humanities Nothing to do with Defense
  20. 20. National Endowment for the Arts National Endowment for the Humanities They Make Our Country Worth Defending
  21. 21. VALUE PROPOSITION
  22. 22. VALUE PROPOSITIONWhy the Arts are Important
  23. 23. VALUE PROPOSITIONWhy the Arts are ImportantThey Make Our Country Worth Defending
  24. 24. First Marketing Class:
  25. 25. First Marketing Class:INTERNET MARKETING
  26. 26. “You can’t teach an old dog new tricks.”
  27. 27. I was the new dog.
  28. 28. Marketing Theater
  29. 29. Marketing TheaterDirect Mail Strategy
  30. 30. Marketing TheaterDirect Mail Strategy Subscriptions
  31. 31. “If the show sells well, it was a good show.
  32. 32. “If the show sells well, it was a good show.If the show tanks, then the marketing sucked.”
  33. 33. THE MARKETING FUNNEL
  34. 34. http://thoughts.birdahonk.com/2007/08/rethinking-the-marketing-funne.html
  35. 35. 1. Awareness
  36. 36. 2. Consideration
  37. 37. 3. Preference
  38. 38. 4. Action
  39. 39. 5. Loyalty
  40. 40. What happens when you apply this to arts marketing?
  41. 41. Danny Newman’sSUBSCRIBE NOW!
  42. 42. Danny Newman’s SUBSCRIBE NOW! published in 1977http://www.amazon.com/Subscribe-Now-Audiences-Subscription-Promotion/dp/0930452011
  43. 43. TO BUILD ARTS AUDIENCES
  44. 44. TO BUILD ARTS AUDIENCES Offer Subscription Series
  45. 45. TO BUILD ARTS AUDIENCES Offer Subscription Series BuildSubscription Base
  46. 46. TO BUILD ARTS AUDIENCES Offer Subscription Series BuildSubscription Base Mail Season Brochure
  47. 47. TO BUILD ARTS AUDIENCES Offer Subscription Series BuildSubscription Base Mail Season Brochure Promote Discount
  48. 48. MAILING BROCHURES
  49. 49. MAILING BROCHURES 500,000
  50. 50. MAILING BROCHURES 500,000 Mailed Twice
  51. 51. MAILING BROCHURES 500,000 Mailed Twice To the Same List
  52. 52. MAILING BROCHURES 500,000 Mailed Twice To the Same ListSix to Eight Weeks Apart
  53. 53. MAILING BROCHURES Total: 1,000,000
  54. 54. MAILING BROCHURES Total: 1,000,000 55% seats filled
  55. 55. MAILING BROCHURES Total: 1,000,000 55% seats filled 85% renewal rate
  56. 56. MAILING BROCHURES Total: 1,000,000 55% seats filled 85% renewal rate Solid, Loyal Audience Base
  57. 57. Postage Alone: $120K
  58. 58. Postage Alone: $120K Subscribers
  59. 59. Postage Alone: $120K Subscribers 24% seats filled
  60. 60. Postage Alone: $120K Subscribers 24% seats filled 71% renewal rate
  61. 61. I believe in building loyalty
  62. 62. 1,000,000 brochures
  63. 63. 55% seats filled85% renewal rate
  64. 64. True through 2001
  65. 65. True through 2001 Loyalty has been redefined
  66. 66. INSANITY
  67. 67. INSANITY“Doing the same thing over and over again and expecting different results”
  68. 68. INSANITY“Doing the same thing over and over again and expecting different results” -Albert Einstein
  69. 69. “You can’t teach an old dog new tricks.”
  70. 70. Doing the same thing since 1977
  71. 71. Doing the same thing since 1977The theater closed in 2009
  72. 72. Things Change
  73. 73. Believe in the Evolution of Ideas
  74. 74. Always be learning
  75. 75. “A powerful global conversation has begun.Through the Internet, people are discovering andinventing new ways to share relevant knowledge with blinding speed.As a direct result, markets are getting smarter— and getting smarter faster than most companies.”
  76. 76. “These markets are conversations.Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It cant be faked.”
  77. 77. THE CLUETRAIN MANIFESTO http://www.cluetrain.com/
  78. 78. THE CLUETRAIN MANIFESTO Written in 1999 http://www.cluetrain.com/
  79. 79. THE CLUETRAIN MANIFESTO Written in 1999 95 theses http://www.cluetrain.com/
  80. 80. #1 Markets are conversations.
  81. 81. #2 Markets consist of human beings, not demographic sectors.
  82. 82. #11 People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.
  83. 83. #64 We want access to your corporate information, to your plans and strategies, yourbest thinking, your genuine knowledge. We willnot settle for the 4-color brochure, for web sites chock-a-block with eye candy but lacking any substance.
  84. 84. #83 We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal.
  85. 85. Imagine what the customer wants
  86. 86. Include me in the conversation
  87. 87. 2007
  88. 88. 2007Brian Haven, Forrester Research
  89. 89. 2007 Brian Haven, Forrester Research “The Marketing Funnel is Dead.”http://thoughts.birdahonk.com/2007/08/rethinking-the-marketing-funne.html
  90. 90. FORCES INFLUENCING CHOICE
  91. 91. FORCES INFLUENCING CHOICE Peer Reviews
  92. 92. FORCES INFLUENCING CHOICE Peer Reviews Competitive Alternatives
  93. 93. FORCES INFLUENCING CHOICE Peer Reviews Competitive Alternatives Recommendations from Friends
  94. 94. FORCES INFLUENCING CHOICE Peer Reviews Competitive Alternatives Recommendations from Friends User Generated Content
  95. 95. CUSTOMERS END UP BEING
  96. 96. CUSTOMERS END UP BEING Buyers
  97. 97. CUSTOMERS END UP BEING Buyers Contributors
  98. 98. CUSTOMERS END UP BEING Buyers Contributors or both
  99. 99. CONVENTIONAL WISDOM
  100. 100. CONVENTIONAL WISDOMA Bad Review Can Kill A Production
  101. 101. TEN YEARS AGO
  102. 102. TEN YEARS AGOThe reviewer at the Boston Globe could kill a show
  103. 103. TEN YEARS AGOThe reviewer at the Boston Globe could kill a show One Voice carried that power
  104. 104. #83 We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal.
  105. 105. In 2004, that one voice from the Boston Globe:
  106. 106. In 2004, that one voice from the Boston Globe: $40,000 in ticket sales on one day
  107. 107. In 2004, that one voice from the Boston Globe: $40,000 in ticket sales on one day Central Square Theater’s best day:
  108. 108. In 2004, that one voice from the Boston Globe: $40,000 in ticket sales on one day Central Square Theater’s best day: $5,000
  109. 109. “Keep dreamin’, Sunshine.”
  110. 110. DREAMING ABOUT THE INTERNET
  111. 111. What do you want in a website?
  112. 112. Your website is you
  113. 113. How do you measure a website’s success?
  114. 114. Conversions
  115. 115. WHAT IS A CONVERSION?
  116. 116. WHAT IS A CONVERSION?Number of Ticket Transactions
  117. 117. WHAT IS A CONVERSION?Number of Ticket Transactions Number of Online Donations
  118. 118. AVERAGE CONVERSION RATE?
  119. 119. AVERAGE CONVERSION RATE? % http://seewhy.com/blog/2010/08/10/which-website-conversion-rate/
  120. 120. IMPROVE USABILITY?
  121. 121. IMPROVE USABILITY? %http://www.useit.com/alertbox/usability-progress-rate.html
  122. 122. “Content is King”
  123. 123. MEDIA INDUSTRY CONTRACTION
  124. 124. MEDIA INDUSTRY CONTRACTION Marketing Departments:
  125. 125. MEDIA INDUSTRY CONTRACTION Marketing Departments: Digital Content Production Teams
  126. 126. CENTRAL SQUARE THEATER
  127. 127. CENTRAL SQUARE THEATEROperating Budget: $1.4 million
  128. 128. CENTRAL SQUARE THEATER Operating Budget: $1.4 million1.5 people in the marketing department
  129. 129. CENTRAL SQUARE THEATER Operating Budget: $1.4 million1.5 people in the marketing department We really like interns
  130. 130. ESSENTIAL PROBLEMS
  131. 131. ESSENTIAL PROBLEMS Capacity
  132. 132. ESSENTIAL PROBLEMS Capacity Prioritization
  133. 133. High Quality Content Is A Commitment
  134. 134. CHRIS SIETSEMACONVINCE & CONVERT
  135. 135. CHRIS SIETSEMA CONVINCE & CONVERT “Planning Your Content Strategy: Bricks versus Feathers”http://www.convinceandconvert.com/social-media-strategy/planning-your-content- marketing-bricks-vs-feathers/
  136. 136. WHICH WEIGHS MORE?
  137. 137. WHICH WEIGHS MORE? 5 pounds of Bricks
  138. 138. WHICH WEIGHS MORE? 5 pounds of Bricks or
  139. 139. WHICH WEIGHS MORE? 5 pounds of Bricks or 5 pounds of Feathers?
  140. 140. BRICKS
  141. 141. BRICKSvideos
  142. 142. BRICKS videospodcasts
  143. 143. BRICKS videos podcastsdocumentary photo galleries
  144. 144. BRICKS videos podcastsdocumentary photo galleries blog posts
  145. 145. BRICKS videos podcastsdocumentary photo galleries blog posts iPhone applications
  146. 146. FEATHERS
  147. 147. FEATHERSstatus updates
  148. 148. FEATHERSstatus updates Tweets
  149. 149. FEATHERS status updates Tweetssmartphone photos
  150. 150. FEATHERS status updates Tweets smartphone photoslink sharing updates
  151. 151. BRICKS videos podcastsdocumentary photo galleries blog posts iPhone applications
  152. 152. FEATHERS status updates Tweets smartphone photoslink sharing updates
  153. 153. BRICKS OR FEATHERS?
  154. 154. Position & Identity
  155. 155. Content Life Span
  156. 156. SEO (Search Engine Optimization) Potential
  157. 157. Required Resources
  158. 158. Opportunity Cost
  159. 159. Evaluating Success
  160. 160. Where do you find the data to decide?
  161. 161. Where do you find the data todecide? Bricks OR Feathers?
  162. 162. Where do you find the data todecide? Bricks OR Feathers? Bricks AND Feathers?
  163. 163. What about Social Media?
  164. 164. Everybody Can Update Their Facebook Status or Tweet
  165. 165. Everybody Can Update Their Facebook Status or TweetBut Can You Create Any Bricks to Share?
  166. 166. Facebook?
  167. 167. Facebook? Twitter?
  168. 168. Facebook? Twitter?Written a blog post?
  169. 169. Facebook? Twitter?Written a blog post?Created a podcast?
  170. 170. Facebook? Twitter?Written a blog post?Created a podcast? Created a video?
  171. 171. Create Conversations
  172. 172. Create Conversations Prepare Audiences
  173. 173. Create Conversations Prepare Audiences Inspire
  174. 174. Create Conversations Prepare Audiences Inspire Build Bricks
  175. 175. Be Part of the Conversation
  176. 176. Be Part of the Conversation Shape It
  177. 177. Be Part of the Conversation Shape It Lead It
  178. 178. http://CentralSquareTheater.orgDiscount Code: SIMMONS
  179. 179. Are you looking for a summer internship? ndp@centralsquaretheater.org @npeterson Rate This Presentation: SpeakerRate.com/npeterson

×