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Kulturplanner Impulse- North American Trends in Cultural Marketing: Building New Audiences with New Approaches- Clint White, Zlato Fagundes
- 1. 20.2.2014 “North American Trendsin Cultural Marketing: Building New Audiences with New Approaches“ Clint White, Zlato Fagundes KULTURPLANNER Impulse BIG DATA ANALYTICS München Münchén, 20. Februar 2014 www.kulturplanner.comKulturplanner Impulse
- 3. NORTH AMERICAN TRENDS: CULTURALMARKETING Building New Audiences with New Approaches Presented by: Clint WhitE & Zlato Fagundes
- 4. Reaching TARGET AUDIENCESWith Best Practices arts+culture network Agency Aggregator Ad Network
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- 7. 3 Main ELEMENTS: BENEFITFROM PRODUCT MOBILE FIRST ENGAGEMENT VIA INTERACTIVITY
- 8. Cultural Marketing Trends: UnitedStates & Canada January 2014
- 9. Survey Participants • THEATRE • PRESENTING ORGANIZATIONS • CHAMBER/ORCHESTRALMUSIC • MUSEUMS • VISUAL ARTS • DANCE ORGANIZATIONS • EDUCATION 70% of respondents have an annual budget greater than: $1million (€731,000) 28% of respondents have an annual budget greater than: $10million (€7,310,000)
- 10. 26.6% 24.1% 16.5% 13.9% 11.4% 7.6% Increased sales Greaterbrand awareness Increased fundraising/membership Improved patron experience Other Expanded productions/events 26.6% Increased Sales 24.1% Greater Brand Awareness “What is your organization’s primary focus in 2014?” single response question
- 11. 50.6% 48.1% 43.0% 38.0% 34.2% 30.4% 19.0% 15.2% 15.2% 13.9% Lifestyle oriented marketing User generated content Enhanced segmentation in PPC VideoDynamic pricing Mobile app development Rich media Mobile Native content marketing Gamification 50.6%LifestyleOrientedMarketing 48.1%UserGeneratedContent “What trends do you want to learn more about in 2014?” multiple response question
- 12. “What trends areincluded in your marketing budget for 2014?” 73.4% 60.8% 46.8% 41.8% 40.5% 36.7% 35.4% 24.1% 10.1% 8.9% Video development User gen. content Dynamic pricing Lifestyle oriented marketing Pay-Per-Click Rich media App development Native content marketing Gamification development Other 73.4%Video Development 60.8%User Generated Content 46.8%Dynamic Pricing multiple response question
- 13. Marketing Content Strategy: focusingon the benefit FROM the product
- 14. HOW DO WEASSESS THE LEVELS OF INTEREST IN CULTURAL OFFERINGS? IS IT ON THE DECLINE?
- 15. IS THERE AHEALTHY BALANCE BETWEEN SUPPLY AND DEMAND?
- 16. IS THERE ORGANICGROWTH IN AUDIENCE? ARE CHURN RATES HEALTHY?
- 17. IS THERE TRUE‘BRANDEQUITY’ INTHE CULTURALSECTOR?
- 18. DO CONSUMERS UNDERSTANDTHE VALUE PROPOSITION OF CULTURAL OFFERINGS?
- 19. WHAT IS THENORM IN OUR CULTURAL MARKETPLACE?
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- 29. Transformation CASE STUDY: ChamberMusic Society of LincolnCenter
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- 36. GET CLOSER TO THEMUSIC and let it take you even further. IT’S AN INTIMATE CONCERT EXPERIENCE with a genuine connection between performers and listeners. The Chamber Music Society of Lincoln Center invites you to be a part of it. No words. BUT A GREAT CONVERSATION. IT’S AN INTIMATE CONCERT EXPERIENCE with a genuine connection between performers and listeners. The Chamber Music Society of Lincoln Center invites you to be a part of it.
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- 39. www.ChamberMusicSociety.org INTIMACY DIALOGUE VIRTUOSITY PIANO. VIOLIN. YOU. BEPART OF THE MUSIC. Connect with the music like never before in the most intimate of concert experiences. We are The Chamber Music Society of Lincoln Center, and we invite you to be a part of it.
- 40. Chamber Music Society one-sheetplatform poster
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- 42. Maximized earned revenue Increasedbrand awareness Subscription increased by 30% Single ticket revenue increased by 41% Overall growth in audience by grew 33%
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- 44. Digital Marketing Strategy mobilefirst engagement through Interactivity
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- 46. Everyone is mobile 113.6M Germanmobile subscriptions (Largest subscription in the EU )327.6M American mobile subscriptions 61% of Americans own a smartphone 56% of American Adults use smartphones 63% use their phones to go online Source: Pew Internet and American Life Project 44% of Germans own a smartphone 60% have internet-enabled phone Source: BVDW.org
- 47. 26.6% 24.1% 16.5% 13.9% 11.4% 7.6% Increased sales Greaterbrand awareness Increased fundraising/membership Improved patron experience Other Expanded productions/events 26.6% Increased Sales 24.1% Greater Brand Awareness “What is your organization’s primary focus in 2014?”
- 48. 50.6% 48.1% 43.0% 38.0% 34.2% 30.4% 19.0% 15.2% 15.2% 13.9% Lifestyle oriented marketing User generated marketing Enhanced segmentation in PPC VideoDynamic pricing Mobile app development Rich media Mobile Native content marketing Gamification DISCONNECT!! “What trends do you want to learn more about in 2014?”
- 49. FLAW IN TRENDS:Where is the money and time being placed? • Increase sales and greater brand awareness are organizations’ primary focus, however mobile was not considered • Mobile = Lifestyle oriented marketing solution • In the US almost 20% of web traffic for arts organizations in on mobile devices – Capacity Interactive Digital Marketing Survey Growth is mobile Social is mobile 65% of time spent on social networks (Facebook, Twitter, Instagram) is on mobile – comScore (Aug 2013)
- 50. WHAT Is thefirst step? make sure you look your best on any device
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- 56. Interactivity = Performance Increasedbrand lift Increased engagement Increased conversions
- 57. Interactive Rich Media Creativeis all about engagement and Interactivity Images not to scale
- 58. Interactive Rich Media Surroundyour audience and align yourself with relevant content Hobbies & Interests: Outdoors Hobbies & Interests: Genealogy Arts & Entertainment: Books and Literature Arts & Entertainment: Movies and Videos Hobbies & Interests: Screenwriting
- 59. Interactive Rich Media InDepthReporting
- 60. Interactive Rich Media InDepthReporting
- 61. Interactive Rich Media Getbetter campaign feedback ENGAGEMENTS Number of consumers who intentionally paused their mouse over the ad ENGAGEMENT RATE Percentage of impressions where a consumer intentionally paused their mouse over the ad ENGAGEMENT TIME Time a consumer spent interacting with the ad. The consumer must spend at least 5 seconds in the ad unit to begin the count. FEATURE VIEWS Number of features that were viewed by a consumer FEATURE COMPLETION RATE Percentage of features that a consumer started and completed
- 62. CHAMBER MUSIC SOCIETY Usinga Spongecell enhanced creative to allow consumers to: • Share on Facebook/Twitter • Get 50% off Tickets • Free Beethoven Download Interactive Rich Media CASE Study Ad Network Gallery
- 63. 2,678 50% offTickets 2,285 Tweets 2,474 Downloads Interactive Rich Media CASE Study Ad Network Gallery
- 64. Social Media Creative isall about engagement and interactivity EXAMPLE:FOLGERTHEATRE Over 300 new “Likes” in 5 days
- 65. Social Media Surround andsegment your audience Folger Theatre
- 66. What do wesee as creative best practices for digital? • Few colors • Few words • Clear, explicit Call to Actions • Use visuals with people • Use video when you have it
- 67. How Is Success AchievedIn Digital Marketing? • Stay in the market and stay responsive • Start by casting a big net • Optimize and narrow your target audience based on performance • Collect, collect, and collect...data • Continuously apply campaign feedback • Think about the acquisition model
- 68. Review BENEFIT FROM PRODUCT MOBILEFIRST ENGAGEMENT VIA INTERACTIVITY
- 69. Clint White, President:clint@wit-inc.com Zlato Fagundes, Account Manager: zlato@arts-culture.net Tel.212.334.1810 www.wit-inc.com @WiT_Media