Arts Marketing presented at Simmons College Arts Administration Class
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ARTS MARKETING
Simmons College April 2, 2012
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“culturally promiscuous”
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“Growing up, you must have had interesting dinner-table
conversations.”
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Conversations
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Preparation
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A Conversation.
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A Conversation.
A Discussion.
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Bootcamp for the Revolution
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Bootcamp for the Revolution
Education + Action = Change
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Ken Burns
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Ken Burns
Congressional TestimonyAbout Arts Funding
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National Endowment for the Arts
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National Endowment for the Arts
+
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National Endowment for the Arts
+National Endowment for the
Humanities
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National Endowment for the Arts
+National Endowment for the
Humanities
<
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National Endowment for the Arts
+National Endowment for the
Humanities
<The Cost of a B52 Bomber
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National Endowment for the Arts
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National Endowment for the ArtsNational Endowment for the
Humanities
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National Endowment for the ArtsNational Endowment for the
Humanities
Nothing to do with Defense
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National Endowment for the ArtsNational Endowment for the
Humanities
They Make Our CountryWorth Defending
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VALUE PROPOSITION
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VALUE PROPOSITIONWhy the Arts are Important
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VALUE PROPOSITIONWhy the Arts are Important
They Make Our CountryWorth Defending
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First Marketing Class:
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INTERNET MARKETINGFirst Marketing Class:
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“You can’t teach an old dognew tricks.”
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I was the new dog.
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Marketing Theater
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Marketing TheaterDirect Mail Strategy
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Marketing TheaterDirect Mail Strategy
Subscriptions
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“If the show sells well, it was a good show.
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“If the show sells well, it was a good show.
If the show tanks, then the marketing sucked.”
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THE MARKETING FUNNEL
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http://thoughts.birdahonk.com/2007/08/rethinking-the-marketing-funne.html
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1. Awareness
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2. Consideration
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3. Preference
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4. Action
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5. Loyalty
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What happens when you apply this to arts marketing?
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Danny Newman’sSUBSCRIBE NOW!
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Danny Newman’sSUBSCRIBE NOW!published in 1977
http://www.amazon.com/Subscribe-Now-Audiences-Subscription-Promotion/dp/0930452011
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TO BUILD ARTS AUDIENCES
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TO BUILD ARTS AUDIENCES
Offer Subscription Series
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TO BUILD ARTS AUDIENCES
Offer Subscription SeriesBuild Subscription Base
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TO BUILD ARTS AUDIENCES
Offer Subscription SeriesBuild Subscription BaseMail Season Brochure
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TO BUILD ARTS AUDIENCES
Offer Subscription SeriesBuild Subscription BaseMail Season Brochure
Promote Discount
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MAILING BROCHURES
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MAILING BROCHURES
500,000
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MAILING BROCHURES
500,000Mailed Twice
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MAILING BROCHURES
500,000Mailed Twice
To the Same List
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MAILING BROCHURES
500,000Mailed Twice
To the Same ListSix to Eight Weeks
Apart
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MAILING BROCHURES
Total: 1,000,000
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MAILING BROCHURES
Total: 1,000,00055% seats filled
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MAILING BROCHURES
Total: 1,000,00055% seats filled
85% renewal rate
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MAILING BROCHURES
Total: 1,000,00055% seats filled
85% renewal rateSolid, Loyal Audience
Base
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Postage Alone: $120K
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Postage Alone: $120K
Subscribers
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Postage Alone: $120K
Subscribers24% seats filled
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Postage Alone: $120K
Subscribers24% seats filled
71% renewal rate
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I believe in building loyalty
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1,000,000 brochures
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55% seats filled85% renewal rate
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True through 2001
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True through 2001Loyalty has been
redefined
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INSANITY
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INSANITY“Doing the same thing over and over
again and expecting different results”
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INSANITY“Doing the same thing over and over
again and expecting different results”
-Albert Einstein
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“You can’t teach an old dognew tricks.”
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Doing the same thing since 1977
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Doing the same thing since 1977
The theater closed in 2009
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Things Change
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Believe in the Evolution of Ideas
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Always be learning
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“A powerful global conversation has begun.
Through the Internet, people are discovering and inventing new ways to
share relevant knowledgewith blinding speed.
As a direct result, markets are getting smarter—
and getting smarter faster than most companies.”
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“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.”
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THE CLUETRAIN MANIFESTO
http://www.cluetrain.com/
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THE CLUETRAIN MANIFESTOWritten in 1999
http://www.cluetrain.com/
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THE CLUETRAIN MANIFESTOWritten in 1999
95 theses
http://www.cluetrain.com/
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#1 Markets are conversations.
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#2 Markets consist of human beings,not demographic sectors.
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#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.
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#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.
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#83 We want you to take 50 million of us as seriously as you take one reporter
fromThe Wall Street Journal.
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Imagine what the customer wants
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Include me in the conversation
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2007
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2007
Brian Haven, Forrester Research
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2007
Brian Haven, Forrester Research
“The Marketing Funnel is Dead.”
http://thoughts.birdahonk.com/2007/08/rethinking-the-marketing-funne.html
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FORCES INFLUENCING CHOICE
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FORCES INFLUENCING CHOICE
Peer Reviews
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FORCES INFLUENCING CHOICE
Peer ReviewsCompetitive Alternatives
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FORCES INFLUENCING CHOICE
Peer ReviewsCompetitive Alternatives
Recommendations from Friends
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FORCES INFLUENCING CHOICE
Peer ReviewsCompetitive Alternatives
Recommendations from FriendsUser Generated Content
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CUSTOMERS END UP BEING
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CUSTOMERS END UP BEING
Buyers
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CUSTOMERS END UP BEING
BuyersContributors
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CUSTOMERS END UP BEING
BuyersContributors
or both
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CONVENTIONAL WISDOM
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CONVENTIONAL WISDOM
A Bad Review Can Kill A Production
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TEN YEARS AGO
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TEN YEARS AGOThe reviewer at the Boston Globe could
kill a show
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TEN YEARS AGOThe reviewer at the Boston Globe could
kill a showOne Voice carried that power
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#83 We want you to take 50 million of us as seriously as you take one reporter
fromThe Wall Street Journal.
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In 2004, that one voice from the Boston Globe:
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In 2004, that one voice from the Boston Globe:
$40,000 in ticket sales on one day
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In 2004, that one voice from the Boston Globe:
$40,000 in ticket sales on one day
Central Square Theater’s best day:
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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
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“Keep dreamin’, Sunshine.”
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DREAMING ABOUT THE INTERNET
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What do you want in a website?
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Your website is you
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How do you measure a website’s success?
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Conversions
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WHAT IS A CONVERSION?
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WHAT IS A CONVERSION?
Number of Ticket Transactions
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WHAT IS A CONVERSION?
Number of Ticket TransactionsNumber of Online Donations
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AVERAGE CONVERSION RATE?
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AVERAGE CONVERSION RATE?
2.5%
http://seewhy.com/blog/2010/08/10/which-website-conversion-rate/
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IMPROVE USABILITY?
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IMPROVE USABILITY?
5%
http://www.useit.com/alertbox/usability-progress-rate.html
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“Content is King”
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MEDIA INDUSTRY CONTRACTION
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MEDIA INDUSTRY CONTRACTION
Marketing Departments:
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MEDIA INDUSTRY CONTRACTION
Marketing Departments:Digital Content Production Teams
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CENTRAL SQUARE THEATER
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CENTRAL SQUARE THEATER
Operating Budget: $1.4 million
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CENTRAL SQUARE THEATER
Operating Budget: $1.4 million 1.5 people in the marketing department
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CENTRAL SQUARE THEATER
Operating Budget: $1.4 million 1.5 people in the marketing department
We really like interns
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ESSENTIAL PROBLEMS
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ESSENTIAL PROBLEMS
Capacity
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ESSENTIAL PROBLEMS
CapacityPrioritization
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High Quality Content Is A Commitment
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CHRIS SIETSEMACONVINCE & CONVERT
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CHRIS SIETSEMACONVINCE & CONVERT
“Planning Your Content Strategy:Bricks versus Feathers”
http://www.convinceandconvert.com/social-media-strategy/planning-your-content-marketing-bricks-vs-feathers/
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WHICH WEIGHS MORE?
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WHICH WEIGHS MORE?
5 pounds of Bricks
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WHICH WEIGHS MORE?
5 pounds of Bricksor
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WHICH WEIGHS MORE?
5 pounds of Bricksor
5 pounds of Feathers?
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BRICKS
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BRICKS
videos
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BRICKS
videospodcasts
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BRICKS
videospodcasts
documentary photo galleries
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BRICKS
videospodcasts
documentary photo galleriesblog posts
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BRICKS
videospodcasts
documentary photo galleriesblog posts
iPhone applications
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FEATHERS
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FEATHERS
status updates
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FEATHERS
status updatesTweets
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FEATHERS
status updatesTweets
smartphone photos
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FEATHERS
status updatesTweets
smartphone photoslink sharing updates
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BRICKS
videospodcasts
documentary photo galleriesblog posts
iPhone applications
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FEATHERS
status updatesTweets
smartphone photoslink sharing updates
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BRICKS OR FEATHERS?
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Position & Identity
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Content Life Span
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SEO (Search Engine Optimization)Potential
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Required Resources
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Opportunity Cost
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Evaluating Success
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Where do you find the data to decide?
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Where do you find the data to decide? Bricks OR Feathers?
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Where do you find the data to decide? Bricks OR Feathers?Bricks AND Feathers?
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What about Social Media?
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Everybody Can Update TheirFacebook Status or Tweet
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Everybody Can Update TheirFacebook Status or Tweet
But Can You Create Any Bricks to Share?
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Facebook?
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Facebook?Twitter?
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Facebook?Twitter?
Written a blog post?
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Facebook?Twitter?
Written a blog post?Created a podcast?
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Facebook?Twitter?
Written a blog post?Created a podcast?Created a video?
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Create Conversations
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Create ConversationsPrepare Audiences
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Create ConversationsPrepare Audiences
Inspire
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Create ConversationsPrepare Audiences
InspireBuild Bricks
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Be Part of the Conversation
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Be Part of the ConversationShape It
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Be Part of the ConversationShape ItLead It
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Discount Code: SIMMONS
http://CentralSquareTheater.org
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Are you looking for a summer internship?
[email protected]@npeterson
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