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

Creative DirectionLessons from an Ad Man to help your chorus stand out

by Tim Brunelle @tbrunelleJune 14, 2012 | Chorus America Conference | #CA12 @chorusamerica

(This is a slightly revised version of the slides presented on June 14.)

Lessons from an Ad Man 2012 Chorus America Conference

@tbrunelle#CA12 @chorusamerica

Three topics:

Ideas first.Data is the new storytelling.Empower your audiences.




Ideas can be tactical and all-encompassing. Tactics are easy.

Let’s start with the hard stuff: What is the idea of your choir?


My definition of an idea—it causes this reaction:

“I hadn’t thought of it that way before.”




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?



In other words, the core idea of any choir is the collection of actions that make it distinct and memorable.



So what is the idea of your choir?(Extra credit it you can write that in less than 140 characters.)



Ideas first.Data is the new storytelling.


“Thank you for calling Page, Brin & Zuckerberg how can I help you?”



“What has changed... is technology’s infusion into every topic here [at Davos]. Sessions on philanthropy, agriculture, social unrest, media and the economy were all full of digital banter.”


“In Davos, Technology Moves to Center Stage”New York Times - January 29, 2012


http://bits.blogs.nytimes.com/2012/01/29/disruptions-in-davos-technology-moves-center-stage%0D

http://bits.blogs.nytimes.com/2012/01/29/disruptions-in-davos-technology-moves-center-stage%0D


Data used to only benefit marketers



Notanymore



Data is:


Your website’s most popular webpage this weekThe number of Facebook “Likes” for every photo you post to your choir’s pageThe opening rate trend for your email campaignsThe number of people who follow you on Twitter, versus the number who re-tweet your postsThe average click-through rate for your event emailsThe average click-through rate for fundraising emailsPercentage of people who say “Yes, I’m attending” your events on Facebook versus all followersAny of these points plotted over timeThe top five referring links to your home pageYour most Liked/Re-tweeted tweetYour most Liked post on FacebookThe subject line of your best responding single emailTicket sales correlated against Facebook trafficThe percentage of your database with active emails and postal addressesThat information cross-referenced with Google MapsResponses to online surveys sent to people you know attended an eventWhich section of your choir has more friends following your choir on FacebookWhich section of your choir generates more reliable fundraising connectionsA list of 20 keywords that best define your choirThe LinkedIn profile URLs of your season ticket purchasersThe same URLs but for donorsA 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 webpageYour average revenue per ticket sold, per venueThe 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 choirThe referring link driving the most traffic to your websiteThe #1 keyword driving search traffic to your websiteYour venues ranked by ticket salesYour individual concerts for the past five years, ranked by ticket salesEtc.


Then the question becomes:What stories do we see in all this data that help us be more distinct? More efficient? Of greater relevance?



Most important: Do something as a result of reviewing your data.

Do it once a week or month. But do it.



Ideas first.Data is the new storytelling.Empower your audiences.


In the age of the Internet, every singer in your choir and every audience member could market on your behalf.



The point isn’t to control them, but to guide them, to help them.

It’s about listening, setting examples and nurturing behaviors you want repeated.



Empower by listening: Follow. Like. Re-tweet. Comment. Demonstrate your choir’s brand is aware of conversations about it.



Empower by providing content:Encourage sharing. Provide URLs, images, video, text to aid those who want to speak on your behalf.



Empower by providing direction:Be transparent about your brand’s goals—and the roles people in your organization and outside play in acheiving them. Write a manifesto or policy and post it online so we know why and how the choir brand intends to operate.



Empower by motivating:Sopranos vs. Tenors. Basses vs. Altos.Which group can generate more Likes, re-tweets, photo uploads from their personal networks for your next event?



Empower by focusing:Don’t be all things to all people in all places. If print ads work, do print. If your audience isn’t on Facebook, be active elsewhere. Maximize fewer venues and tools.



Empower by focusing, con’t.:Define the idea of your next event in 140 characters or less. (Then go long with more detail.)



Empower with strategy:Before (the event) | During | After What content gets published when?

99% of your messaging could be written and queued in advance.



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 them to help your brand succeed.



Thank you.



@tbrunelle tim[at] timbrunelle [dot] com


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

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