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.

1. ARTS MARKETING
Simmons College April 2, 2012

2. “culturally promiscuous”

3. “Growing up, you must have
had interesting dinner-table
conversations.”

4. Conversations

5. Preparation

6. A Conversation.

7. A Conversation.
A Discussion.

9. Bootcamp for the Revolution

10. Bootcamp for the Revolution
Education + Action = Change

11. Ken Burns

12. Ken Burns
Congressional Testimony
About Arts Funding

13. National Endowment for the Arts

14. National Endowment for the Arts
+

15. National Endowment for the Arts
+
National Endowment for the
Humanities

16. National Endowment for the Arts
+
National Endowment for the
Humanities
<

17. National Endowment for the Arts
+
National Endowment for the
Humanities
<
The Cost of a B52 Bomber

18. National Endowment for the Arts

19. National Endowment for the Arts
National Endowment for the
Humanities

20. National Endowment for the Arts
National Endowment for the
Humanities
Nothing to do with Defense

21. National Endowment for the Arts
National Endowment for the
Humanities
They Make Our Country
Worth Defending

22. VALUE PROPOSITION

23. VALUE PROPOSITION
Why the Arts are Important

24. VALUE PROPOSITION
Why the Arts are Important
They Make Our Country
Worth Defending

29. First Marketing Class:

30. First Marketing Class:
INTERNET MARKETING

31. “You can’t teach an old dog
new tricks.”

32. I was the new dog.

33. Marketing Theater

34. Marketing Theater
Direct Mail Strategy

35. Marketing Theater
Direct Mail Strategy
Subscriptions

36. “If the show sells well, it was a good
show.

37. “If the show sells well, it was a good
show.
If the show tanks, then the marketing
sucked.”

38. THE MARKETING FUNNEL

39. http://thoughts.birdahonk.com/2007/08/rethinking-the-marketing-funne.html

40. 1. Awareness

41. 2. Consideration

42. 3. Preference

43. 4. Action

44. 5. Loyalty

46. What happens when you apply this
to arts marketing?

47. Danny Newman’s
SUBSCRIBE NOW!

48. Danny Newman’s
SUBSCRIBE NOW!
published in 1977
http://www.amazon.com/Subscribe-Now-Audiences-Subscription-Promotion/dp/0930452011

49. TO BUILD ARTS AUDIENCES

50. TO BUILD ARTS AUDIENCES
Offer Subscription Series

51. TO BUILD ARTS AUDIENCES
Offer Subscription Series
BuildSubscription Base

52. TO BUILD ARTS AUDIENCES
Offer Subscription Series
BuildSubscription Base
Mail Season Brochure

53. TO BUILD ARTS AUDIENCES
Offer Subscription Series
BuildSubscription Base
Mail Season Brochure
Promote Discount

54. MAILING BROCHURES

55. MAILING BROCHURES
500,000

56. MAILING BROCHURES
500,000
Mailed Twice

57. MAILING BROCHURES
500,000
Mailed Twice
To the Same List

58. MAILING BROCHURES
500,000
Mailed Twice
To the Same List
Six to Eight Weeks Apart

59. MAILING BROCHURES
Total: 1,000,000

60. MAILING BROCHURES
Total: 1,000,000
55% seats filled

61. MAILING BROCHURES
Total: 1,000,000
55% seats filled
85% renewal rate

62. MAILING BROCHURES
Total: 1,000,000
55% seats filled
85% renewal rate
Solid, Loyal Audience
Base

63. Postage Alone: $120K

64. Postage Alone: $120K
Subscribers

65. Postage Alone: $120K
Subscribers
24% seats filled

66. Postage Alone: $120K
Subscribers
24% seats filled
71% renewal rate

67. I believe in building
loyalty

68. 1,000,000 brochures

69. 55% seats filled
85% renewal rate

70. True through 2001

71. True through 2001
Loyalty has been
redefined

72. INSANITY

73. INSANITY
“Doing the same thing over and over again
and expecting different results”

74. INSANITY
“Doing the same thing over and over again
and expecting different results”
-Albert Einstein

75. “You can’t teach an old dog
new tricks.”

76. Doing the same thing since
1977

77. Doing the same thing since
1977
The theater closed in 2009

78. Things Change

79. Believe in the Evolution of Ideas

80. Always be learning

81. “A powerful global conversation has begun.
Through the Internet, people are discovering and
inventing new ways to share relevant knowledge
with blinding speed.
As a direct result, markets are getting smarter—
and getting smarter faster than most
companies.”

82. “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 can't be faked.”

83. THE CLUETRAIN MANIFESTO
http://www.cluetrain.com/

84. THE CLUETRAIN MANIFESTO
Written in 1999
http://www.cluetrain.com/

85. THE CLUETRAIN MANIFESTO
Written in 1999
95 theses
http://www.cluetrain.com/

86. #1 Markets are conversations.

87. #2 Markets consist of human beings,
not demographic sectors.

88. #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.

89. #64 We want access to your corporate
information, to your plans and strategies, your
best thinking, your genuine knowledge. We will
not settle for the 4-color brochure, for web sites
chock-a-block with eye candy but lacking any
substance.

90. #83 We want you to take 50 million of us as
seriously as you take one reporter from
The Wall Street Journal.

91. Imagine what the customer wants

92. Include me in the conversation

94. 2007

95. 2007
Brian Haven, Forrester Research

96. 2007
Brian Haven, Forrester Research
“The Marketing Funnel is Dead.”
http://thoughts.birdahonk.com/2007/08/rethinking-the-marketing-funne.html

98. FORCES INFLUENCING CHOICE

99. FORCES INFLUENCING CHOICE
Peer Reviews

100. FORCES INFLUENCING CHOICE
Peer Reviews
Competitive Alternatives

101. FORCES INFLUENCING CHOICE
Peer Reviews
Competitive Alternatives
Recommendations from Friends

102. FORCES INFLUENCING CHOICE
Peer Reviews
Competitive Alternatives
Recommendations from Friends
User Generated Content

103. CUSTOMERS END UP BEING

104. CUSTOMERS END UP BEING
Buyers

105. CUSTOMERS END UP BEING
Buyers
Contributors

106. CUSTOMERS END UP BEING
Buyers
Contributors
or both

108. CONVENTIONAL WISDOM

109. CONVENTIONAL WISDOM
A Bad Review Can Kill A Production

110. TEN YEARS AGO

111. TEN YEARS AGO
The reviewer at the Boston Globe could kill a
show

112. TEN YEARS AGO
The reviewer at the Boston Globe could kill a
show
One Voice carried that power

113. #83 We want you to take 50 million of us as
seriously as you take one reporter from
The Wall Street Journal.

114. In 2004, that one voice from the Boston Globe:

115. In 2004, that one voice from the Boston Globe:
$40,000 in ticket sales on one day

116. In 2004, that one voice from the Boston Globe:
$40,000 in ticket sales on one day
Central Square Theater’s best day:

117. 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

118. “Keep dreamin’, Sunshine.”

119. DREAMING ABOUT THE INTERNET

120. What do you want in a website?

121. Your website is you

122. How do you measure a website’s success?

123. Conversions

124. WHAT IS A CONVERSION?

125. WHAT IS A CONVERSION?
Number of Ticket Transactions

126. WHAT IS A CONVERSION?
Number of Ticket Transactions
Number of Online Donations

127. AVERAGE CONVERSION RATE?

128. AVERAGE CONVERSION RATE?
%
http://seewhy.com/blog/2010/08/10/which-website-conversion-rate/

129. IMPROVE USABILITY?

130. IMPROVE USABILITY?
%
http://www.useit.com/alertbox/usability-progress-rate.html

131. “Content is King”

132. MEDIA INDUSTRY CONTRACTION

133. MEDIA INDUSTRY CONTRACTION
Marketing Departments:

134. MEDIA INDUSTRY CONTRACTION
Marketing Departments:
Digital Content Production Teams

135. CENTRAL SQUARE THEATER

136. CENTRAL SQUARE THEATER
Operating Budget: $1.4 million

137. CENTRAL SQUARE THEATER
Operating Budget: $1.4 million
1.5 people in the marketing department

138. CENTRAL SQUARE THEATER
Operating Budget: $1.4 million
1.5 people in the marketing department
We really like interns

139. ESSENTIAL PROBLEMS

140. ESSENTIAL PROBLEMS
Capacity

141. ESSENTIAL PROBLEMS
Capacity
Prioritization

142. High Quality Content Is A Commitment

143. CHRIS SIETSEMA
CONVINCE & CONVERT

144. 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/

145. WHICH WEIGHS MORE?

146. WHICH WEIGHS MORE?
5 pounds of Bricks

147. WHICH WEIGHS MORE?
5 pounds of Bricks
or

148. WHICH WEIGHS MORE?
5 pounds of Bricks
or
5 pounds of Feathers?

149. BRICKS

150. BRICKS
videos

151. BRICKS
videos
podcasts

152. BRICKS
videos
podcasts
documentary photo galleries

153. BRICKS
videos
podcasts
documentary photo galleries
blog posts

154. BRICKS
videos
podcasts
documentary photo galleries
blog posts
iPhone applications

155. FEATHERS

156. FEATHERS
status updates

157. FEATHERS
status updates
Tweets

158. FEATHERS
status updates
Tweets
smartphone photos

159. FEATHERS
status updates
Tweets
smartphone photos
link sharing updates

160. BRICKS
videos
podcasts
documentary photo galleries
blog posts
iPhone applications

161. FEATHERS
status updates
Tweets
smartphone photos
link sharing updates

162. BRICKS OR FEATHERS?

163. Position & Identity

164. Content Life Span

165. SEO (Search Engine Optimization)
Potential

166. Required Resources

167. Opportunity Cost

168. Evaluating Success

169. Where do you find the data to
decide?

170. Where do you find the data to
decide? Bricks OR Feathers?

171. Where do you find the data to
decide? Bricks OR Feathers?
Bricks AND Feathers?

173. What about Social Media?

174. Everybody Can Update Their
Facebook Status or Tweet

175. Everybody Can Update Their
Facebook Status or Tweet
But Can You Create Any Bricks to Share?

176. Facebook?

177. Facebook?
Twitter?

178. Facebook?
Twitter?
Written a blog post?

179. Facebook?
Twitter?
Written a blog post?
Created a podcast?

180. Facebook?
Twitter?
Written a blog post?
Created a podcast?
Created a video?

181. Create Conversations

182. Create Conversations
Prepare Audiences

183. Create Conversations
Prepare Audiences
Inspire

184. Create Conversations
Prepare Audiences
Inspire
Build Bricks

185. Be Part of the Conversation

186. Be Part of the Conversation
Shape It

187. Be Part of the Conversation
Shape It
Lead It

188. http://CentralSquareTheater.org
Discount Code: SIMMONS

189. Are you looking for a summer internship?
ndp@centralsquaretheater.org
@npeterson
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