Choral Direction vs Creative Direction - A presentation for the Chorus America conference

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On screen slide portion of a presentation given to the 35th annual Chorus America conference, June 14, 2012.

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Choral Direction vs Creative Direction - A presentation for the Chorus America conference

  1. 1. CreativeDirectionLessons from an Ad Manto help your chorus stand outby Tim Brunelle @tbrunelleJune 14, 2012 | Chorus America Conference | #CA12 @chorusamerica
  2. 2. (This is a slightly revised versionof the slides presented on June 14.)Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  3. 3. Three topics:Ideas first.Data is the new storytelling.Empower your audiences.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  4. 4. Ideas can be tactical and all-encompassing. Tactics are easy.Let’s start with the hard stuff:What is the idea of your choir?Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  5. 5. My definition of an idea—it causes this reaction:“I hadn’t thought of it that way before.”Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  6. 6. How might you cause that reaction:~ through your programming?~ through auditioning?~ through rehearsing?~ through your venue choices?~ through marketing? (Duh.)~ through your performances?~ through fundraising?~ through board governance?Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  7. 7. In other words, the core idea of anychoir is the collection of actions thatmake it distinct and memorable.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  8. 8. So what is the idea of your choir?(Extra credit it you can write that inless than 140 characters.)Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  9. 9. Ideas first.Data is the new storytelling.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  10. 10. “Thank you for calling Page, Brin & Zuckerberg how can I help you?”Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  11. 11. “What has changed... is technology’sinfusion into every topic here [at Davos].Sessions on philanthropy, agriculture,social unrest, media and the economywere all full of digital banter.”“In Davos, Technology Moves to Center Stage”New York Times - January 29, 2012Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  12. 12. Data used to only benefit marketersLessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  13. 13. Not anymoreLessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  14. 14. Your website’s most popular webpage this week The number of Facebook “Likes” for every photo you post to your choir’s page The opening rate trend for your email campaigns The number of people who follow you on Twitter, versus the number who re-tweet your posts The average click-through rate for your event emails The average click-through rate for fundraising emails Percentage of people who say “Yes, I’m attending” your events on Facebook versus all followers Any of these points plotted over time The top five referring links to your home page Your most Liked/Re-tweeted tweet Your most Liked post on Facebook The subject line of your best responding single email Ticket sales correlated against Facebook traffic The percentage of your database with active emails and postal addressesData is: That information cross-referenced with Google Maps Responses to online surveys sent to people you know attended an event Which section of your choir has more friends following your choir on Facebook Which section of your choir generates more reliable fundraising connections A list of 20 keywords that best define your choir The LinkedIn profile URLs of your season ticket purchasers The same URLs but for donors A list of every piece your choir has ever performed, organizable by composer, nationality, etc. Evidence your print ads work (e.g. distinct URL in the ad) Knowing if Facebook or email drove more traffic to an event registration webpage Your average revenue per ticket sold, per venue The average cost to sustain one member of your choir (i.e. with music, rehearsal space, etc.) The names and demographics of the people who attended the most performances of your choir The referring link driving the most traffic to your website The #1 keyword driving search traffic to your website Your venues ranked by ticket sales Your individual concerts for the past five years, ranked by ticket sales Etc.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  15. 15. Then the question becomes:What stories do we see in all this datathat help us be more distinct? Moreefficient? Of greater relevance?Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  16. 16. Most important: Do something as aresult of reviewing your data.Do it once a week or month.But do it.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  17. 17. Ideas first.Data is the new storytelling.Empower your audiences.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  18. 18. In the age of the Internet, every singerin your choir and every audiencemember could market on your behalf.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  19. 19. The point isn’t to control them,but to guide them, to help them.It’s about listening, settingexamples and nurturing behaviorsyou want repeated.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  20. 20. Empower by listening:Follow. Like. Re-tweet. Comment.Demonstrate your choir’s brand isaware of conversations about it.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  21. 21. Empower by providing content:Encourage sharing. Provide URLs,images, video, text to aid those whowant to speak on your behalf.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  22. 22. Empower by providing direction:Be transparent about your brand’sgoals—and the roles people in yourorganization and outside play inacheiving them. Write a manifestoor policy and post it online so weknow why and how the choir brandintends to operate.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  23. 23. Empower by motivating:Sopranos vs. Tenors. Basses vs. Altos.Which group can generate more Likes,re-tweets, photo uploads from theirpersonal networks for your next event?Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  24. 24. Empower by focusing:Don’t be all things to all people in allplaces. If print ads work, do print. Ifyour audience isn’t on Facebook, beactive elsewhere. Maximize fewervenues and tools.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  25. 25. Empower by focusing, con’t.:Define the idea of your next event in140 characters or less. (Then go longwith more detail.)Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  26. 26. Empower with strategy:Before (the event) | During | AfterWhat content gets published when?99% of your messaging could bewritten and queued in advance.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  27. 27. Ideas first:What’s the core premise of your choir?Data is the new storytelling:What stories might your data help tell?Empower your audiences:Define a strategy that enables themto help your brand succeed.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  28. 28. Thank you.Lessons from an Ad Man @tbrunelle2012 Chorus America Conference #CA12 @chorusamerica
  29. 29. @tbrunelletim[at] timbrunelle [dot] comLessons from an Ad Man2012 Chorus America Conference

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