Online Advertising: Using Data to Drive Conversions for National Art Marketing Conference
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This document discusses how arts organizations can use online advertising, especially Facebook advertising, to drive ticket sales and engage audiences. It provides statistics showing that digital media usage and online ticket purchasing are growing. It then gives various case studies of arts organizations that achieved high returns on investment, sometimes in the thousands of percentages, by running Facebook and online video ads. The document advocates that arts organizations should view themselves as media companies and focus on creating engaging content to promote their work online.
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Online Advertising: Using Data to Drive Conversions for National Art Marketing Conference
- 1. WELCOME! ONLINE ADVERTISING: USING DATA TO MAKE CONVERSIONS ONLINE #OnlineADVT
- 2. Online Advertising: Using Data to Drive Conversions Online facebook.com/capacityinteractive @capacityint
- 3. Capacity Interactive helps arts organizations use interactive tools to engage audiences, build community, and Market Smarter!
- 8. Many arts organizations are not investing enough in digital media or infrastructure
- 15. Time Spent with Medium Source: eMarketer
- 16. US Total Ad Spending by Medium Digital TV Print Radio Outdoor Source: eMarketer Estimated
- 17. source: Accenture Interactive CMO Study for AdWeek July 1, 2014
- 19. 66% of arts orgs spent under 20% of ad budget on digital Capacity Interactive Digital Marketing Benchmark Study 2013 42% spent under 15%
- 20. Time Spent with Medium Source: eMarketer
- 21. 64 % turn to the Internet for arts information Google/Ipsos MediaCT, Ticketing Study, March 10–21, 2014. 75% Users go to the internet first 37% Use the internet during information gathering
- 22. Capacity Interactive Digital Marketing Benchmark Study 2013 49 % of tickets sold online in 2013 up from 46% in 2012
- 23. See Think Do Care
- 24. You Must Become A Media Company
- 35. Strangers Friends Customers Evangelists
- 36. Content Leads / Permission Permission Based Communications/ Storytelling Ticket Sale Delight
- 37. Social Media
- 38. 71 % % of US Adults on Facebook 21% Pinterest 18% Twitter 17% Instagram 2013 Pew Research report
- 44. You Must Connect Being Boring is a Sin Visualize Everything
- 49. Facebook advertising is a near perfect medium for arts organizations $3,000 Media Investment $25,000 Ticket Sales 737% ROI
- 50. Friends of Fans Interest Targeting Lookalikes Fans , Remarketing & CRM Acquisition Nearest & Dearest
- 51. Impressions 1.1 million 1.4 million Clicks 2,000 .2% CTR 27,000 2% CTR Conversions 65 $12,000 Revenue 128 $23,000 Revenue -33% ROI 360% ROI Cost $18,000 $5,000 Plus with Facebook you get: online 89,000 Likes, Comments, Shares 1,600 Page Likes
- 52. Facebook Can Sell Subscriptions
- 55. 2,555% Facebook ROI 2,446% Google Display ROI $20 Display & Facebook CPA
- 57. Raise a glass to FREE PARKING! Seattle Subscribers Opera park for begins free, so our renew second today: half->> century goo.gl/nRB5bG with a signature blend of the familiar and the unexpected. When it comes to parking, the closer, the better. For the most convenient parking options, make sure to renew before MARCH 21st. Announcing our 2014/2015 Season. View Season & Renew Today>> goo.gl/nRB5bG Renew by 3/15 to retain or upgrade your seat location. SAME SEAT. LOWEST PRICE. Did you know that ticket prices vary depending on when you purchase? Seattle Opera begins our second half->> century goo.gl/nRB5bG with a signature blend of the familiar and the unexpected. To keep your seats at the best price, renew your subscription by MARCH 15th. Announcing our 2014/2015 Season. View Season & Renew Today>> goo.gl/nRB5bG Renew by 3/15 to retain or upgrade your seat location.
- 58. 39,593% Facebook ROI $170,969 Facebook Generated Revenue 204 Facebook Conversions
- 59. You are probably under-utilizing Facebook advertising. It’s powerful. Use it more.
- 60. Video
- 61. 45% Think more favorably about a show 68% Influences a purchase Online Video Influences Behavior Google/Ipsos MediaCT, Ticketing Study, March 10–21, 2014.
- 62. More Adults Than most cable networks 40% % of watch time on mobile Google Targeting capabilities
- 66. $4,000 Media Investment $31,000 Ticket Sales 637% ROI
- 67. 68 Of YouTube users % say it is a place to celebrate creativity Capacity Interactive Digital Marketing Benchmark Study 2013
- 69. Does it Inspire? Does it Entertain? Does it Educate? If the answer to any is NO, don't produce it.
- 70. The content of your videos should be as compelling as the work you put on your stage
- 74. Content Network
- 79. Topic & Contextual Interest Targeting Lookalikes Remarketing Acquisition Nearest & Dearest
- 80. “All great changes are preceded by chaos” -Deepak Chopra
- 82. Thank you! Erik Gensler erik@capacityinteractive.com facebook.com/capacityinteractive @capacityint
- 83. PALM BEACH OPERA $4 Million Annual Budget 3 Performances of 3 Mainstage Operas 1 Free Outdoor Concert
- 84. MAKING YOUR CASE WITH UPPER MANAGEMENT
- 85. “WHY SPEND MORE TIME/ENERGY/MONEY ON ONLINE?” “OUR PEOPLE AREN’T ONLINE.”
- 86. More than half of American adults ages 65 or older use the internet. Of those people, 70% use the internet daily. Source: Pew Research Center’s Internet & American Life Project
- 87. 75% of internet users age 50 and over make purchases online. 66% of them research larger purchases online. Source: eMarketer
- 88. Internet users over the age of 50 overwhelmingly use desktop computers to access the internet. Source: Pew Research Center’s Internet & American Life Project
- 89. TELLING YOUR AD REPS
- 90. Breaking the news to your ad reps.
- 92. RESISTANCE IS FUTILE. THE PIXEL MUST BE IMPLEMENTED.
- 93. BEFORE AND AFTER DATA
- 94. PER OPERA PER SITE: $2,500 - $3,000
- 98. NATIONAL & LOCAL SITES TARGETED VIEWERS
- 100. CONNEC T WITH ME www.pbopera.org 561.835.7550 cdadisman@pbopera.org @palmbeachopera @cecidadisman
Editor's Notes
- TITLE PAGE
- I’ve been thinking about…
- 100-200 times per day
- Across cultures
- Across generations
- latest Nielsen survey half of smartphone owners and tablet owners said they use their devices as second screens while watching TV every day.
- Even while driving
- 2018 is hugely significant – when digital is equal to TV digital dominance is coming You need to be thinking 1,2, 3 years ahead….
- Over 600 CMOs and senior marketing execs Smart marketers plan for 2-5 years in the future
- So half of our business is online. Most people are researching our events online but most orgs are not acting like ecommerce companies
- Create and distribute great content to people where they are. About 2 things: 1.) Telling the right stories. The way you make real impact today is by great story telling. 2.) Building a permission based following of email, social and web traffic.
- Sotrytelling is fundamental to the human condition. Our earliest ancestors did it.
- Thoughout all cultures
- And ages
- But unfortunately many organizations are still storytelling like it’s the 1950. Well, maybe the eighties or nineties.
- Fundamental shift in the marketing universe that happened over the past 20 years.
- Interruption marketing Seth Godin Sending direct mail campaigns Or Ford marketing a car
- The consumer is in compete control of our time like NEVER before.
- Fundamental shift in the marketing universe that happened over the past 20 years.
- Facebook is the 800 pound gorilla
- Visual, amazing targeting
- Visual, amazing targeting
- Visual, amazing targeting
- Think about mobile Cross device conversion stats: of the people showed interest in a mobile ad 32% converted on desktop within 28 days
- We seen between $3 and $12 of ticket sales for every $1 invested
- 500,000 new friends of fans
- Focused on two key elements of the value proposition of the Take 3, 4, 5 series that we thought mattered most to audiences: Personal taste and flexibility Tailored copy for each segment we targeted- acquisition & renewal audiences This ensured creative was relevant and personal
- And we didn’t stop with Facebook creative- Google display ads simple and easy to follow landing page. Here are two segments of the landing page- video in between. Jazz simultaneously ran direct buy digital ads with the New York Times, so we were able to test Facebook and Google Display ad effectiveness against those direct buy.
- Facebook 2,555% ROI GDN 2,446% ROI CPA, in this case, the cost to drive one subscription sale, for Facebook and Banners <$20 compared to a $54 CPA on the New York Times And, the budgets were relatively modest, with $3,000 for Facebook and $2,000 for banners, compared to $20,000 for the NYT -- FB A .3% Click-through-rate An estimated $78,233 GDN A .13% Click-through-rate An estimated $51,091 101 conversions NYT
- We worked with Seattle Opera to conduct a subscription renewal campaign. Simply put, the question at hand was- will subscribers respond to Facebook ads during the first renewal period?
- At the same time that direct mail and email hit the renewal audience, we launched a Facebook campaign. We segmented and targeted renewal audiences with relevant and personal promoted posts tailored copy focused on the aspects of the subscription value proposition that matters most to this audience, including lower prices and free parking! Kept creative simple and easy to follow, including the use of an infographic. In essence it was a critical additional touchpoint that was easy to act upon.
- The response was incredible, and demonstrated that subscribers are quite willing to act on Facebook subscription renewal posts. The appeal generated an ROI of nearly 40,000%, over $170,000 in revenue, and 204 subscription conversions. This was all accomplished with a budget of $3,000. It’s important to note that the ROI was so high because of several key reasons- This campaign didn’t occur in a vaccum, but with the other touchpoints. The audience of renewing subscribers was incredibly loyal, there was a low cost to target them via Facebook, and a high AOV.
- Invest in it.
- Remarketing, Interest targeting, youtube channel viewers, topics, lookalikes
- New York City Ballet presents NEW BEGINNINGS on September 12, 2013. Filmed at sunrise on the 57th floor of 4WTC in lower Manhattan, this short film captures an extraordinary and moving performance of Christopher Wheeldon's After the Rain. It is a testament to the resilience of the human spirit, and a tribute to the future of the city that New York City Ballet calls home. #newbeginnings
- Some of you may already be doing most of these but for some out there I know this can be overwhelming so I leave you with this quote.
- TITLE PAGE