The document discusses strategies for segmenting marketing messaging. It provides tips on how to segment audiences based on behaviors, relationships, preferences, and demographics. It also recommends determining message variations for each segment and using data to help target direct mail campaigns more effectively. The overall message is that segmenting marketing messaging without fear can help organizations better target their communications.

1. SEGMENT YOUR MESSAGING WITHOUT FEAR
CECI DADISMAN // DIRECTOR OF MARKETING & PR // PALM BEACH OPERA

2. A MARKETING STRATEGY THAT INVOLVES DIVIDING A
BROAD TARGET MARKET INTO SUBSETS OF
CONSUMERS WHO HAVE COMMON NEEDS AND
PRIORITIES, AND THEN DESIGNING AND
IMPLEMENTING STRATEGIES TO TARGET THEM.
SEGMENT WITHOUT FEAR

3. HOW TO SEGMENT
SEGMENT WITHOUT FEAR

4. BEHAVIOR RELATIONSHIP
PREFERENCES DEMOGRAPHICS

5. DETERMINE MESSAGE VARIATIONS
SEGMENT WITHOUT FEAR

6. THE CURATED ARTS EXPERIENCE
FIGARO!
FIGARO!
FIGARO!
In
the
most
beloved
comic
operas
of
all
4me,
Rossini’s
flamboyant
Figaro
hatches
a
plan
for
Rosina
to
outwit
the
creepy,
old
Don
Bartolo
from
winning
her
affec4on...and
her
money!
A
hit
parade
of
tunes,
including
the
popular
“Figaro,
Figaro,
Figaro!”,
will
have
you
tapping
your
toe,
rolling
in
your
seat
and
leaving
the
opera
with
a
big
grin
on
your
face.
Come
for
a
laugh
out
loud
evening
with
a
cast
featuring
a
Palm
Beach
Opera
debut
by
Metropolitan
Opera
star
Rodion
Pogossov
(“shimmering,
even
voice
and
sharp
comic
2ming”
–
New
York
Post)
as
Figaro
and
and
Gaia
Petrone
(“a
charming
whirlwind
with
a
warm,
unbelievably
flexible
mezzo”
–
“A
New
Star
Is
Born
In
The
Opera
World”
-­‐
Österreich)
as
Rosina.
TRADITIONAL MESSAGING

7. THE CURATED ARTS EXPERIENCE
As
long
as
you
are
looking
for
fun,
you
will
find
whatever
you
want
in
The
Barber
of
Seville
–
Palm
Beach
Opera’s
classic
rendi4on
of
Rossini's
comic
opera.
It’s
an
LOL
experience
that
will
get
you
laughing
out
loud.
Seriously!
So
what’s
the
story
about?
It
goes
like
this:
Boy
meets
girl.
Girl’s
guardian
gets
in
the
way.
Boy
meets
barber.
Barber
hatches
plan
for
boy
to
get
girl.
Does
it
work?
We
won’t
give
away
the
ending,
but
we
can
tell
you
that
it’s
all
really
funny.
Why
should
you
go?
Because
it’s
all
really
funny.
Also,
it
is
a
wonderful
performance
with
interna4onal
opera
pros,
an
amazing
orchestra,
incredible
sets,
and
English
transla4ons
projected
above
the
stage
in
case
your
Italian
isn’t
“perfe_o.”
Plus
the
opera
features
songs
that
you
probably
don’t
even
know
you
know.
Can
you
say
‘Figaro,
Figaro,
Figaro?’
Oh,
one
last
thing:
You
can
giggle,
snicker,
snortle
and
chortle
throughout
the
en4re
show
without
feeling
embarrassed.
Everyone
else
will
be
doing
the
same!
NEW ACQUISITION MESSAGING

8. THE CURATED ARTS EXPERIENCE
Love
at
First
Laugh
We
are
sending
you
this
postcard
because
we
believe
you
need
a
laugh.
Not
just
any
old
chuckle.
But
a
full-­‐on,
from-­‐the-­‐belly,
oh-­‐my-­‐gosh-­‐something-­‐just-­‐came-­‐
out-­‐of-­‐my-­‐nose
kind
of
howl.
We’ve
got
just
the
thing
for
you.
Introducing
The
Barber
of
Seville.
This
hilarious
slaps4ck
love
story
goes
like
this:
Boy
meets
girl.
Girl’s
guardian
gets
in
the
way.
Boy
meets
barber.
Barber
hatches
plan
for
boy
to
get
girl.
Does
it
work?
We
won’t
give
away
the
ending,
but
we
can
tell
you
that
it’s
all
really
funny.
It’s
also
a
wonderful
performance
with
interna4onal
opera
pros,
an
amazing
orchestra
and
English
transla4ons
projected
above
the
stage
in
case
your
Italian
isn’t
“perfe_o.”
So
what
do
you
think?
Do
you
really
want
to
just
stay
in
and
watch
TV,
or
are
you
ready
for
an
unforge_able,
laugh-­‐out-­‐loud
good
4me?
VARIATIONS BASED ON MEDIA

9. THE CURATED ARTS EXPERIENCE
Love
at
First
Laugh
A
hilarious
slaps4ck
celebra4on
of
love,
Rossini’s
classic
comic
opera
will
conjure
up
a
full-­‐on,
from-­‐the-­‐belly,
oh-­‐
my-­‐gosh-­‐something-­‐
just-­‐came-­‐out-­‐of-­‐my-­‐nose
kind
of
laughter
from
Act
1,
Scene
1,
un4l
it’s
done.
Check
it
out!
VARIATIONS BASED ON MEDIA

10. OFFLINE METHODOLOGY
SEGMENT WITHOUT FEAR

11. WILDFIREAPP.COM
SOCIALCUBIX.COM
PAGEMODO.COM
TRADITIONAL

12. 3 S H O W S O N LY
THE BARBER OF SEVILLE // FEBRuARy 21-23
PALm BEAcH OPERA // kRAVIS cEnTER FORTHE PERFORmIngARTS
LOVE
AT
FIRST
LAUGH
NEW
ACQUISITIONS

13. THE CURATED ARTS EXPERIENCE
USING DATA FOR DIRECT MAIL
LIST MATCHING DATA APPEND

14. THE CURATED ARTS EXPERIENCE
MAIL TWICE ON THE SAME BUDGET
A
rule
of
thumb
is
that,
on
a
follow-­‐up
campaign,
you’ll
get
70%
of
the
response
rate
you
had
for
each
segment
on
the
first
campaign.
Instead
of
using
your
en4re
budget
to
mail
everyone
once,
it’s
smarter
to
remove
bad
leads
at
the
beginning
and
use
the
same
budget
to
mail
good
leads
mul4ple
4mes.

15. THE CURATED ARTS EXPERIENCE
MOST OF YOUR REVENUE COMES FROM A SMALL
PART OF YOUR DATABASE
On
average,
10-­‐15%
of
the
people
in
an
organiza4on’s
database
supply
most
of
its
revenue.
If
you
don’t
work
hard
to
build
deeper
loyalty
among
the
remaining
85-­‐90%,
you’re
losing
a
big
opportunity.
It’s
cheaper
to
get
exis4ng
patrons
to
return,
than
to
recruit
new
ones
who
don’t
know
you.

16. EMAIL SEGMENTATION
SEGMENT WITHOUT FEAR

17. 56% of people who unsubscribed from a
business or nonprofit list did so
because the content wasn’t relevant
Source: Constant Contact

18. SEGMENTED EMAILS PRODUCE
Source: Monetate “Intelligent Email Marketing That Drives Conversions”
MORE OPENS
30% MORE CLICK
THROUGHS50%

20. PURCHASE BEHAVIOR
EMAIL ENGAGEMENT
FOLLOW UP

23. SOCIAL MEDIA BUZZ
SEGMENT WITHOUT FEAR

26. HARNESS THE POWER OF THE TRACKING PIXEL
SEGMENT WITHOUT FEAR

27. CECI DADISMAN
Director of Marketing & PR
Palm Beach Opera
@cecidadisman
cdadisman@pbopera.org
LET’S CONNECT