Choosing and Using Tactics - WordPress.com › 2011 › 07 › ... · ©Arts & Business Council of...

©Arts & Business Council of Americansfor the Arts 1

Now that we know more about ouraudiences, how do we reach them and whatdo we say?


Choosing and UsingTactics


ν Multiple Audiences = Multiple Tactics

ν Reach your audience in multipleenvironments.

ν Most importantly, tactics need to makesense for your organization, youraudience.

Tactics


Media Usage Habits

Source: Patron Technology 2006 Client Survey vs. 2005 data


Tactics

ν E-marketing, Web 2.0

ν Advertising

ν Collateral Materials


E-blasts

ν Requires a databaseν Target your message and don’t overdo it.ν Have an opt-out option.ν More cost-efficient than direct mail, usually with

higher response rates.ν Find a provider to manage mailings (protection

against landing in SPAM folders.)ν Make subject line relevant.


Web 2.0Blogsν Easy way to add fresh content to your site.ν Use other bloggers as a press resource.ν Pros: Able to have in-depth conversations with

customers, content can cover multiple ideas,free software.

ν Cons: Time-consuming, make sure people knowhow to find your blog.


Web 2.0Blogs


Web 2.0-Blogs

ν Plan B♦ Find other blogs where you can post activities,

events.ν BlogHer: directory of women’s blogs

ν http://www.blogtoplist.com/arts/

ν http://sf.metblogs.com/


Web 2.0Social Networkingν Narrows your on-line audience down to

your “friends.”

ν Two-way experience with your brand.

ν Content is KEY.

ν Wikipedia lists over 110 active socialnetworking sites.


Web 2.0Social Networkingν MySpace vs. Facebook vs. ??

ν Where is YOUR audience?ν Younger demographics abandoning MySpace

because 50% of My Space users are now over 35.


Web 2.0Social Networking


Web 2.0Social Networking

νCity-specific

νTreat Yelpers like press people


Web 2.0Podcastsν Deliver audio content such as music or behind

the scenes activities (interviews w/ directors,actors, writers, etc.)

ν Viewer decides when to listen (immediately ordownload.)

ν Inexpensive to start.ν Can engage audience before, during or after

event.


Web 2.0Podcastsν Promote on website, social networking

page and distribute through iTunes:ν http://moma.org/visit_moma/audio.html

ν http://ybca.podbean.com/

ν http://feeds.feedburner.com/SFMOMAArtcasts


Web 2.0

ν Live demonstration of artν Video podcastν Increases audience involvement with

organization.ν High-end video also accessible with You Tube

mobile.


Web 2.0

http://www.youtube.com/watch?v=vq0RDOJI2s8ν Carrie Fisher at Berkeley Rep

http://www.youtube.com/watch?v=s-pqizGCys8ν Tour at Cal Shakes

http://youtube.com/watch?v=3gYBWGzVIzo&mode=related&search=

ν Boston Pops and Popsearch


Web 2.0Micro-blogsν Group-messaging service that allows users to

hold web-based conversations via text andinstant messages.

ν Users subscribe to each others feeds to receiveupdates or “tweets” to follow friends.

ν Used to promote events - quicklyν 140 character word limit


Cell Phone Marketing

ν Based on SMS (text messaging).

ν 89% of major brands are planning to marketthrough mobile phones by 2008.

ν Offers ability to reach a specific target audience,information about how the user responds andproof that the message has been read.

n Source: www.textsmsmarketing.com


Cell Phone Marketing

ν 18-29 year olds use text messaging more oftenthan voice to communicate.

ν On average 94% of text messages are read.

ν 80% of users keep their cell with them all day.

ν Users must opt-in to receive messages.

n Source: www.textsmsmarketing.com


Advertising

♦ On-line options

♦ “Traditional” media


On-line options

ν Google Ad Words

ν Google Ad Sense

ν Google Grants


On-line options

ν Facebook Flyers - Basic and Pro


Advertising

ν More affordable and more efficient thanthe “Pink” section...

ν Programs at other arts events

ν Ethnic media (including websites)

ν Neighborhood or community-based websites.


Collateral Materials

ν Postcards

ν Posters

ν Brochures


Publicity

ν Press Releases

ν Calendar Listings

ν Press photos / CDs / DVDs

ν Know your press contacts


Tactics

ν Tactics can be divergent but rememberthey need to:

ν Reinforce objectives and strategies

ν Be synergistic

ν Share a consistent identity.


New Audiences: Deploy theMarketing Trifectaν Precise Targeting

ν Relevant Benefits

ν Creative Communications


Contact Us!

ν Julie Peelerν [email protected]ν 727-937-2088ν www.artsmarketing.org

ν Nancy Hytone Lebν [email protected]ν 626-791-8722

Choosing and Using Tactics - WordPress.com › 2011 › 07 › ... · ©Arts & Business Council of...

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