Arts Reach: What is Your Vision for Delivering an Exceptional Patron Experience?

David Maurer

@Vendini | #artsreachny2013

What is Your Vision for Delivering An Exceptional

Patron Experience?

Keeping patrons connected & engaged.

Introducing… David Maurer

Product Marketing Manager, Vendini. Inc.

Non-Profit organizations since 1998

Mother sang in the San Francisco Symphony Chorus

Father composes musical numbers for Hexagon, Washington D.C.

7 Years in Ticketing for Performing Arts Organizations

Why are we here again?

What is their total experience?

How do you and your patrons engage?

Artists, Actors

and Musicians

are

Connectors.

Table of

Contents:

Tips for Building an Online

Community

{

{

State of Arts Marketing

Tips for Mobile Strategies {

Keeping up with new ways of

Engagement {

{ Measuring Your Strategies

The New Rules of Marketing.

Tell a story.

Keep it interesting.

Respect the Patron.

Earn patron loyalty. Enhance their experience.

Connecting your patrons to a great show

is what makes it all worth it.

State of Arts Marketing:

…say they engage audiences before, during, and

after events.

77% …use social networks as a barometer to discover what

patrons are saying about their organizations.

55% …have used crowdsourcing to help program

events.

65% …use their channels to connect with patrons via

surveys, polls, and contacting them directly.

82%

REPORT: Social Networking, Music, Mobile, Web 2.0

Arts Organizations and Digital Technologies

Source: http://pewinternet.org/Reports/2013/Arts-and-technology.aspx

Connecting with your Patrons has

taken on…

new forms of communication.

Today’s Patron

Connected 24-7

Consumer attention is spread thin. Marketing rules have evolved because of it.

9% paid attention to banner ads in 2000 0.2% paid attention in 2012

Source: http://news.solvemedia.com/post/37787487410/native-advertising-in-context-infographic

Patron Experience & Engagement

Consumers are 71% more likely to make a purchase based on social media referrals

70% believe consumer opinions from total strangers

44% of marketing emails are opened on smart phones

36% of online ticket sales are made from smartphones

http://www.musicalamerica.com/specialreports/TICKETS_2013.pdf

Arts

Marketing

Common

Questions

How can we engage with a

patron before & after our

performance?

{

{

What can the newest

technologies do for me?

Best ways to implement a

mobile strategy?

{

What’s at

Stake?

Not building out our future

audience/subscriber base.

{

{

Not connecting with

advocates & influencers.

Opportunities for fundraising

slipping away. {

Our online

presence is

more than

just a

website.

Invest in

online

engagement!

You’re no longer just a venue.

You’re a familiar face.

Social Media Best Practices.

Social

Media

Common

Questions

How can I tell what’s working?

{

{

Should I commit to any and

all social media channels?

Is this really worth all our

time and money? Are social

and mobile just a fad?

{

1. Focus on a Few Channels

2. Plan an Editorial Calendar

3. Sincerity & Targeting is Key How in-stream advertising can go wrong & right…

4. Cultivate Influencers & Advocates

by getting to know them personally

• Mentions

• Shares

• Liked Posts

• #FF

(Follower Fridays)

Mobile Best Practices.

Mobile

Strategy

Common

Questions

How important is a patron’s

mobile experience?

{

{

{

Are we losing sales/donations

by creating purchase

abandonment on mobile?

What is responsive design?

What is responsive design? Try to find the purchase button.

Patron Experience Made Beautiful Responsive Web Design across all devices enables a better patron experience.

Mobile strategy &

responsive design

Respects the Patron’s Experience

• Make purchase/donate buttons

easy to find.

• Convey brand across channels.

• Make site easier to find.

Measuring Your Strategy.

Measuring

Marketing

Common

Questions

{

{

{

I feel like I’m broadcasting, but

now what?

What metrics am I suppose to

be looking at?

How do I track where my

Patron is coming from?

Analytics - Focus on: SOCIAL

Follower

Growth Engagement

Level Sentiment

increase, decrease,

growth relation to

campaigns

engaged, bad,

neutral

url clicks, RT,

shares, comments,

unfollows

Growth

Over Time

Visitors

+

Source

Level of

Engagement

Analytics - Focus on:

WEBSITE

# conversions, time

spent on page social, ad, organic # page visits, #

unique visitors

Free Analytics Tools:

Website Social

Hootsuite Klout

Bit.ly Facebook

Insights

Google Analytics

*limited free version

Increase genuine patron engagement.

Keep Your Ear to the Ground to engage new patrons

Location-based offers & event

discovery

Gamification

Emphasis on showing rather than

telling

Crowdsourcing

$

*

Wanted to raise money for her

new album, artwork, & tour. So

she reached out to her

community.

Goal was to raise $100,000

Amanda Palmer, Dresden Dolls & Street Performer

Crowdsourcing The power of asking

Amanda Palmer, Dresden Dolls Exceeded her pledge goal. by $1.1 million!

Amanda Palmer, Dresden Dolls She used her blog, twitter, every possible outlet to connect

with her fans

and they gave back.

Brattle Theatre

Their goal was $140,000 for

a new HVAC system & Digital

Projector

A Premiere art house cinema in

the Greater Boston area.

Brattle Theatre Exceeded their fundraising goal by $9,580!

Brattle Theatre No small feat on their own.

Their online community helped.

Why are we here again?

What is their total experience?

How do you and your patrons engage?

Connect with our patrons.

Share our great shows.

At the box office, on social media, on your website:

Give them a window into your world.

Stay

connected.

David Maurer

Product Marketing Manager, Vendini

dmaurer@vendini.com

facebook.com/vendini.inc @vendini

Stay Connected