Arts Marketing presented at Simmons College Arts Administration Class

ARTS MARKETING

Simmons College April 2, 2012

“culturally promiscuous”

“Growing up, you must have had interesting dinner-table

conversations.”

Conversations

Preparation

A Conversation.

A Conversation.

A Discussion.

Bootcamp for the Revolution

Bootcamp for the Revolution

Education + Action = Change

Ken Burns

Ken Burns

Congressional TestimonyAbout Arts Funding

National Endowment for the Arts

National Endowment for the Arts

+

National Endowment for the Arts

+National Endowment for the

Humanities

National Endowment for the Arts

+National Endowment for the

Humanities

<

National Endowment for the Arts

+National Endowment for the

Humanities

<The Cost of a B52 Bomber

National Endowment for the Arts

National Endowment for the ArtsNational Endowment for the

Humanities

National Endowment for the ArtsNational Endowment for the

Humanities

Nothing to do with Defense

National Endowment for the ArtsNational Endowment for the

Humanities

They Make Our CountryWorth Defending

VALUE PROPOSITION

VALUE PROPOSITIONWhy the Arts are Important

VALUE PROPOSITIONWhy the Arts are Important

They Make Our CountryWorth Defending

First Marketing Class:

INTERNET MARKETINGFirst Marketing Class:

“You can’t teach an old dognew tricks.”

I was the new dog.

Marketing Theater

Marketing TheaterDirect Mail Strategy

Marketing TheaterDirect Mail Strategy

Subscriptions

“If the show sells well, it was a good show.

“If the show sells well, it was a good show.

If the show tanks, then the marketing sucked.”

THE MARKETING FUNNEL

http://thoughts.birdahonk.com/2007/08/rethinking-the-marketing-funne.html

1. Awareness

2. Consideration

3. Preference

4. Action

5. Loyalty

What happens when you apply this to arts marketing?

Danny Newman’sSUBSCRIBE NOW!

Danny Newman’sSUBSCRIBE NOW!published in 1977

http://www.amazon.com/Subscribe-Now-Audiences-Subscription-Promotion/dp/0930452011

TO BUILD ARTS AUDIENCES

TO BUILD ARTS AUDIENCES

Offer Subscription Series

TO BUILD ARTS AUDIENCES

Offer Subscription SeriesBuild Subscription Base

TO BUILD ARTS AUDIENCES

Offer Subscription SeriesBuild Subscription BaseMail Season Brochure

TO BUILD ARTS AUDIENCES

Offer Subscription SeriesBuild Subscription BaseMail Season Brochure

Promote Discount

MAILING BROCHURES

MAILING BROCHURES

500,000

MAILING BROCHURES

500,000Mailed Twice

MAILING BROCHURES

500,000Mailed Twice

To the Same List

MAILING BROCHURES

500,000Mailed Twice

To the Same ListSix to Eight Weeks

Apart

MAILING BROCHURES

Total: 1,000,000

MAILING BROCHURES

Total: 1,000,00055% seats filled

MAILING BROCHURES

Total: 1,000,00055% seats filled

85% renewal rate

MAILING BROCHURES

Total: 1,000,00055% seats filled

85% renewal rateSolid, Loyal Audience

Base

Postage Alone: $120K

Postage Alone: $120K

Subscribers

Postage Alone: $120K

Subscribers24% seats filled

Postage Alone: $120K

Subscribers24% seats filled

71% renewal rate

I believe in building loyalty

1,000,000 brochures

55% seats filled85% renewal rate

True through 2001

True through 2001Loyalty has been

redefined

INSANITY

INSANITY“Doing the same thing over and over

again and expecting different results”

INSANITY“Doing the same thing over and over

again and expecting different results”

-Albert Einstein

“You can’t teach an old dognew tricks.”

Doing the same thing since 1977

Doing the same thing since 1977

The theater closed in 2009

Things Change

Believe in the Evolution of Ideas

Always be learning

“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.”

“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.”

THE CLUETRAIN MANIFESTO

http://www.cluetrain.com/

THE CLUETRAIN MANIFESTOWritten in 1999

http://www.cluetrain.com/

THE CLUETRAIN MANIFESTOWritten in 1999

95 theses

http://www.cluetrain.com/

#1 Markets are conversations.

#2 Markets consist of human beings,not demographic sectors.

#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.

#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.

#83 We want you to take 50 million of us as seriously as you take one reporter

fromThe Wall Street Journal.

Imagine what the customer wants

Include me in the conversation

2007

2007

Brian Haven, Forrester Research

2007

Brian Haven, Forrester Research

“The Marketing Funnel is Dead.”

http://thoughts.birdahonk.com/2007/08/rethinking-the-marketing-funne.html

FORCES INFLUENCING CHOICE

FORCES INFLUENCING CHOICE

Peer Reviews

FORCES INFLUENCING CHOICE

Peer ReviewsCompetitive Alternatives

FORCES INFLUENCING CHOICE

Peer ReviewsCompetitive Alternatives

Recommendations from Friends

FORCES INFLUENCING CHOICE

Peer ReviewsCompetitive Alternatives

Recommendations from FriendsUser Generated Content

CUSTOMERS END UP BEING

CUSTOMERS END UP BEING

Buyers

CUSTOMERS END UP BEING

BuyersContributors

CUSTOMERS END UP BEING

BuyersContributors

or both

CONVENTIONAL WISDOM

CONVENTIONAL WISDOM

A Bad Review Can Kill A Production

TEN YEARS AGO

TEN YEARS AGOThe reviewer at the Boston Globe could

kill a show

TEN YEARS AGOThe reviewer at the Boston Globe could

kill a showOne Voice carried that power

#83 We want you to take 50 million of us as seriously as you take one reporter

fromThe Wall Street Journal.

In 2004, that one voice from the Boston Globe:

In 2004, that one voice from the Boston Globe:

$40,000 in ticket sales on one day

In 2004, that one voice from the Boston Globe:

$40,000 in ticket sales on one day

Central Square Theater’s best day:

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

“Keep dreamin’, Sunshine.”

DREAMING ABOUT THE INTERNET

What do you want in a website?

Your website is you

How do you measure a website’s success?

Conversions

WHAT IS A CONVERSION?

WHAT IS A CONVERSION?

Number of Ticket Transactions

WHAT IS A CONVERSION?

Number of Ticket TransactionsNumber of Online Donations

AVERAGE CONVERSION RATE?

AVERAGE CONVERSION RATE?

2.5%

http://seewhy.com/blog/2010/08/10/which-website-conversion-rate/

IMPROVE USABILITY?

IMPROVE USABILITY?

5%

http://www.useit.com/alertbox/usability-progress-rate.html

“Content is King”

MEDIA INDUSTRY CONTRACTION

MEDIA INDUSTRY CONTRACTION

Marketing Departments:

MEDIA INDUSTRY CONTRACTION

Marketing Departments:Digital Content Production Teams

CENTRAL SQUARE THEATER

CENTRAL SQUARE THEATER

Operating Budget: $1.4 million

CENTRAL SQUARE THEATER

Operating Budget: $1.4 million 1.5 people in the marketing department

CENTRAL SQUARE THEATER

Operating Budget: $1.4 million 1.5 people in the marketing department

We really like interns

ESSENTIAL PROBLEMS

ESSENTIAL PROBLEMS

Capacity

ESSENTIAL PROBLEMS

CapacityPrioritization

High Quality Content Is A Commitment

CHRIS SIETSEMACONVINCE & CONVERT

CHRIS SIETSEMACONVINCE & CONVERT

“Planning Your Content Strategy:Bricks versus Feathers”

http://www.convinceandconvert.com/social-media-strategy/planning-your-content-marketing-bricks-vs-feathers/

WHICH WEIGHS MORE?

WHICH WEIGHS MORE?

5 pounds of Bricks

WHICH WEIGHS MORE?

5 pounds of Bricksor

WHICH WEIGHS MORE?

5 pounds of Bricksor

5 pounds of Feathers?

BRICKS

BRICKS

videos

BRICKS

videospodcasts

BRICKS

videospodcasts

documentary photo galleries

BRICKS

videospodcasts

documentary photo galleriesblog posts

BRICKS

videospodcasts

documentary photo galleriesblog posts

iPhone applications

FEATHERS

FEATHERS

status updates

FEATHERS

status updatesTweets

FEATHERS

status updatesTweets

smartphone photos

FEATHERS

status updatesTweets

smartphone photoslink sharing updates

BRICKS

videospodcasts

documentary photo galleriesblog posts

iPhone applications

FEATHERS

status updatesTweets

smartphone photoslink sharing updates

BRICKS OR FEATHERS?

Position & Identity

Content Life Span

SEO (Search Engine Optimization)Potential

Required Resources

Opportunity Cost

Evaluating Success

Where do you find the data to decide?

Where do you find the data to decide? Bricks OR Feathers?

Where do you find the data to decide? Bricks OR Feathers?Bricks AND Feathers?

What about Social Media?

Everybody Can Update TheirFacebook Status or Tweet

Everybody Can Update TheirFacebook Status or Tweet

But Can You Create Any Bricks to Share?

Facebook?

Facebook?Twitter?

Facebook?Twitter?

Written a blog post?

Facebook?Twitter?

Written a blog post?Created a podcast?

Facebook?Twitter?

Written a blog post?Created a podcast?Created a video?

Create Conversations

Create ConversationsPrepare Audiences

Create ConversationsPrepare Audiences

Inspire

Create ConversationsPrepare Audiences

InspireBuild Bricks

Be Part of the Conversation

Be Part of the ConversationShape It

Be Part of the ConversationShape ItLead It

Discount Code: SIMMONS

http://CentralSquareTheater.org

Are you looking for a summer internship?

ndp@centralsquaretheater.org@npeterson

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