AEE Open Forum: The Beautiful Struggle: Art and Commerce
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Internet Marketing 2
This document discusses how arts organizations can use social media and mobile technologies to engage new audiences. It provides an overview of popular social networking sites and applications and how organizations can create strategies to utilize these channels. Specific strategies discussed include building online communities through sites like Facebook and Twitter, using mobile technologies like text messaging for fundraising and event experiences, and leveraging video for promotional purposes. The presentation emphasizes starting small, tying social media efforts to organizational goals, and focusing on building deeper connections and conversations with patrons.
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More from Arts Engagement Exchange
Campus Connection: Engaging College Students in the Arts Presentation
This document summarizes an event about engaging college students in the arts. It describes panels with university experts and arts organization representatives discussing developing college student audiences and partnerships between schools and arts groups. Statistics are provided on student spending in Chicago on cultural events, showing they spent over $4.5 million annually on such events. The event aimed to brainstorm ways to further engage students in the arts.
Writers' Theatre
Writers' Theatre has experienced significant growth over the last ten years, with its operating budget increasing 722% and subscribers growing over 260%. It operates at a high capacity of 91% and has been in the black for its entire 17 season history. Surveys found that the intimate setting and high quality artistry are strengths, though the location can make it difficult for some to attend. The theatre engages audiences through in-person events, social media, and strives to provide a personal experience.
Branding Case Studies
The Chicago Sinfonietta was founded in 1987 and performs classical, romantic, and modern music with a focus on diversity. In 2004, its brand was refreshed to position it as providing unique, live symphonic performances
Are You Talking to Me: Analysis
The document provides an overview of developing a marketing plan, including conducting a situation analysis, identifying target customer segments, and creating objectives and strategies. It discusses analyzing the current situation including the mission/vision and SWOT analysis. Key points include identifying customer insights through research, prioritizing target segments, and creating SMARTER objectives and matching marketing strategies and tactics.
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The document discusses strategies for new media and content creation, focusing on social networks and developing content for multiple channels. It provides information on platforms like Facebook, Twitter, and Yelp and how to utilize them. It also outlines best practices for developing a content plan, including content creation, distribution, and analysis across different formats and channels. The goal is to help organizations effectively create and share content using social media.
Casting Customer Service: Session III
This document provides training on improving customer service. It discusses establishing a culture of service, defining clear roles and responsibilities, identifying different types of customers, and training employees to handle common problematic scenarios. Specific tips are provided on how to enhance the patron experience through proper recruitment, training, personal touches, over-informing patrons, and obtaining customer feedback. The goal is to understand patrons and move them along the value continuum from single ticket buyers to subscribers and donors.
Are you talking to me?: Branding
The document provides an overview of branding concepts through a session on branding. It discusses what branding is, common misconceptions about branding, and why branding matters. Branding is defined as the promise of the experience customers will receive from an organization. The document also covers signs of a strong brand, defining an organization's brand, understanding customers' perspectives, and two case studies on how the Old Town School of Folk Music and the Chicago Sinfonietta developed their brands over time.
Casting Customer Service
This document discusses improving patron experience at arts organizations. It argues that while the performance or show is important, mediocre customer service can negatively impact perceptions of the experience. Good customer service is controllable through hiring and training friendly staff to ensure queries are promptly answered. In contrast, customer reactions to performances are not fully controllable. The document outlines a customer service management cycle and frameworks for understanding customer needs, wants, and experiences in order to improve satisfaction and loyalty.
Casting Customer Service: Session 2
The key is to focus on employee experience as much as customer experience. Happy, engaged employees will naturally provide great customer service. Prioritize employee satisfaction, training, recognition and incentives.
Asking The Right Questions Followup
This document summarizes a session focused on using research to build arts audiences. It discusses goals of understanding barriers to success and providing feedback on research plans. Participants shared examples of successfully applying research principles and discussed ongoing challenges. The session provided guidance on translating marketing issues into research questions, choosing appropriate quantitative and qualitative research methods, and structuring the research conversation. It emphasized using research findings to create an impactful marketing plan with innovative tactics and an effective reach strategy.
Qualitative Research Methods and Wrap up
The document discusses planning a qualitative research study to understand audience characteristics and define marketing challenges. It provides examples of research methods like interviews and focus groups that can be used to gain insights and select the right questions. The session concludes by considering how to translate marketing issues into research priorities and objectives.
Deep Dive: Survey Best Practices
The document discusses best practices for conducting market research surveys such as defining the target audience, identifying key questions to address objectives, and using simple quantitative and qualitative methods to obtain meaningful insights while maximizing response rates and minimizing costs. It also provides examples of different survey collection methods and considerations for each to help organizations effectively gather customer feedback.
Obama's E-marketing Strategies and What They Can Do for the Arts
The document discusses lessons learned from Barack Obama's successful use of new media in his 2008 and 2012 presidential campaigns. It outlines how Obama was able to raise over $550 million online through leveraging new media as "impulse candy" and a "greeter" to efficiently reach niche audiences. It also discusses how to streamline paths to action, leverage urgency and special moments, continuously test and improve, and share content to encourage grassroots participation.
Internet Marketing 1: Website Evaluation
This document discusses best practices for arts organization websites. It outlines the evolution of websites from online brochures to integrated sales channels. Next generation sites are strategic, integrated with business plans, and aim to maximize performance through the digital channel. Best practices include designing for users by prioritizing relevance, effectiveness and impact. Specific guidelines are provided, such as making important elements obvious, clear navigation, and consistent terminology. Sites should be innovative by serving unmet needs, improving conversion, and doing something new. The presentation concludes by having attendees evaluate sample arts websites based on these criteria.
Internet Marketing 1
This document provides an overview of digital marketing strategies for arts organizations. It discusses trends in the arts landscape including declining commitment and increasing choice for audiences. It then outlines opportunities for arts groups to engage customers online through digital advertising, email marketing, websites, blogs and ecommerce functions. The goal is to use digital tools to increase revenues, attract new audiences and tell an organization's story more effectively.
Internet Marketing 2
This document discusses how arts organizations can use social media and mobile technologies to engage new audiences. It provides an overview of popular social networking sites and applications and how organizations can create strategies to utilize these channels. Specific strategies discussed include building online communities through sites like Facebook and Twitter, using mobile technologies like text messaging for fundraising and event experiences, and leveraging video for promotional purposes. The presentation emphasizes starting small, tying social media efforts to organizational goals, and focusing on building deeper connections and conversations with patrons.
More from Arts Engagement Exchange (17)
Campus Connection: Engaging College Students in the Arts Presentation
Campus Connection: Engaging College Students in the Arts Presentation
Obama's E-marketing Strategies and What They Can Do for the Arts
Obama's E-marketing Strategies and What They Can Do for the Arts