Arts Reach: What is Your Vision for Delivering an Exceptional Patron Experience?
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Transcript of Arts Reach: What is Your Vision for Delivering an Exceptional Patron Experience?
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David Maurer
@Vendini | #artsreachny2013
What is Your Vision for Delivering An Exceptional
Patron Experience?
Keeping patrons connected & engaged.
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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
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Why are we here again?
What is their total experience?
How do you and your patrons engage?
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Artists, Actors
and Musicians
are
Connectors.
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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
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The New Rules of Marketing.
Tell a story.
Keep it interesting.
Respect the Patron.
Earn patron loyalty. Enhance their experience.
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Connecting your patrons to a great show
is what makes it all worth it.
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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
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Connecting with your Patrons has
taken on…
new forms of communication.
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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
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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
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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?
{
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What’s at
Stake?
Not building out our future
audience/subscriber base.
{
{
Not connecting with
advocates & influencers.
Opportunities for fundraising
slipping away. {
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Our online
presence is
more than
just a
website.
Invest in
online
engagement!
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You’re no longer just a venue.
You’re a familiar face.
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Social Media Best Practices.
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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?
{
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1. Focus on a Few Channels
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2. Plan an Editorial Calendar
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3. Sincerity & Targeting is Key How in-stream advertising can go wrong & right…
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4. Cultivate Influencers & Advocates
by getting to know them personally
• Mentions
• Shares
• Liked Posts
• #FF
(Follower Fridays)
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Mobile Best Practices.
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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?
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What is responsive design? Try to find the purchase button.
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Patron Experience Made Beautiful Responsive Web Design across all devices enables a better patron experience.
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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.
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Measuring Your Strategy.
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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?
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Analytics - Focus on: SOCIAL
Follower
Growth Engagement
Level Sentiment
increase, decrease,
growth relation to
campaigns
engaged, bad,
neutral
url clicks, RT,
shares, comments,
unfollows
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Growth
Over Time
Visitors
+
Source
Level of
Engagement
Analytics - Focus on:
WEBSITE
# conversions, time
spent on page social, ad, organic # page visits, #
unique visitors
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Free Analytics Tools:
Website Social
Hootsuite Klout
Bit.ly Facebook
Insights
Google Analytics
*limited free version
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Increase genuine patron engagement.
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Keep Your Ear to the Ground to engage new patrons
Location-based offers & event
discovery
Gamification
Emphasis on showing rather than
telling
Crowdsourcing
$
*
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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
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Crowdsourcing The power of asking
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Amanda Palmer, Dresden Dolls Exceeded her pledge goal. by $1.1 million!
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Amanda Palmer, Dresden Dolls She used her blog, twitter, every possible outlet to connect
with her fans
and they gave back.
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Brattle Theatre
Their goal was $140,000 for
a new HVAC system & Digital
Projector
A Premiere art house cinema in
the Greater Boston area.
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Brattle Theatre Exceeded their fundraising goal by $9,580!
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Brattle Theatre No small feat on their own.
Their online community helped.
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Why are we here again?
What is their total experience?
How do you and your patrons engage?
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Connect with our patrons.
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Share our great shows.
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At the box office, on social media, on your website:
Give them a window into your world.
Stay
connected.
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David Maurer
Product Marketing Manager, Vendini
facebook.com/vendini.inc @vendini
Stay Connected