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POP Reel
Internet Marketing Learning Circle
November 13, 2008
Erin West, VP of Arts Marketing
Fast Facts

    Agency founded in 1996
    108+ full‐time staff
    Offices in Seattle and New York
    Clients across North America, UK and Australia
    Key partnerships with Tessitura Network, 
    Ektron, and Google
    Dedicated Arts Marketing team
Notable Clients

Consumer Brands           Performing Arts
Target                    Sydney Opera House
National Geographic       Steppenwolf Theatre
Nintendo                  Royal Opera House
Hachette Book Group USA   Metropolitan Opera
Amazon.com                San Francisco Symphony
Microsoft                 National Theatre (UK)
Ubisoft                   Lyric Opera of Chicago
Pokémon USA               San Francisco Opera
Brown‐Forman              Melbourne Theatre Company
Goals
  • Understand current marketing landscape
  • Provide ideas for how the internet can be 
    integrated into your marketing strategy 
  • Understand best practices in website design 
    and email marketing
  • Share ideas & trends for the near future
  • Prepare you to apply for funding
The Arts Landscape
Internet Marketing 1
Internet Marketing 1
Arts Realities
sources: 30 Years After by David Snead, Director of Marketing, NY Philharmonic



        Commitment is down.
        – 77% increase in homes relying on dual incomes
        – 58% increase in single households
        – Supply feeders declining as prices have increased


        Choice is increasing.

        Buying patterns are more last‐minute.

        Traditional communication costs are rising.
The Smart Arts Marketer
sources: 30 Years After by David Snead, Director of Marketing, NY Philharmonic


       Pathologically customer‐focused
        – Customer control
        – Segmentation
        – Customization
       Brand‐focused in all communication
       Sophisticated. Uses research & technology.
        – Datamining
        – Focus groups
        – Rigourous measurement
       Innovative
        – Choose‐Your‐Own, Auto‐charge, Reminder emails
       Deliver the WOW
The Online Landscape
Seven Internet Realities
source: Pew Internet & American Life Project
        How the Internet is Changing Consumer Behavior and Expectations




1) Media and gadgets are part of everyday life.
2) The Internet, especially broadband connectivity, is 
   driving the revolution.
3) New gadgets allow people to enjoy media, gather info 
   & communicate anywhere.
4) Ordinary citizens have a chance to be content creators.
5) All those content creators have an audience.
6) Sharing online is building community.
7) Online Americans are customizing their experience.
The Opportunity
Use Online to…
  Engage your customers
  Increase revenues
  Attract new audiences
  Gain operational efficiencies
  Tell your story
Digital Marketing
Internet Marketing 1
Digital Marketing
   Advertising
  – Banner ads
  – Keyword buys
   Email
   Text Messaging (SMS)
   Website
Online Advertising: Banner Ads
  Builds targeted awareness 
  Find your audience online
  Fraction of the cost
  Measure. Measure. Measure.
Case study: Brokeback Mountain
 Niche movie
 Defined audience: compassionate women
 Found websites & blogs they visited
 Advertised to build awareness
Banner Ad Examples
Internet Marketing 1
Internet Marketing 1
Internet Marketing 1
Internet Marketing 1
Online Advertising: Search
  Purchase keywords 
  Can limit total spend
  Drive traffic to website
  For sophisticated marketer
Internet Marketing 1
Email
 Reminder E‐mails 
 Newsletters
 Follow‐up Emails
 Partnerships
Internet Marketing 1
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Text Messaging (SMS)
 More common in UK
 Direct patrons to mobile ticketing path
 Start capturing mobile numbers now
 More tomorrow!
Search & Keyword Buys


Banner Advertising

                                                    Email Marketing




                           Your Website




                     Referrals, Offline Marketing
Website
 Most important portal
 Multi‐purpose: ticketing, fundraising, brand
 Great equalizer. It’s not about money.
 Integrate with overall business strategy.
 Must be up‐to‐date & reliable.
 Measure. Measure. Measure.
What is “Web Analytics”?
Web Analytics Is…
• An attempt to quantify what happens on your 
  website…
Web Analytics Is…
• A way to improve marketing management
  – Determine what works and what doesn’t
What’s the point?
You can’t manage what
  you can’t measure.
Analytics Provides Answers to Difficult Questions


 Where and why are visitors       Where are my visitors
abandoning my shopping cart?         coming from?



  Is my website design              What do people do while
         driving                          on my site?
      people away?


Which marketing initiatives         What keywords resonate
 are the most effective?           with prospects and have the
                                     power to convert them?
Reasons for Analytics
• Bad reasons:
  – “We need web stats!”
  – “How many hits did we get last month?”
  – “There are lots of reports and pretty graphs… it 
    even has an Excel integration wizard…”
Reasons for Analytics
• Good reasons:
  – “We need to improve marketing effectiveness!”
  – “Online sales seem to be lagging – we need to 
    determine why”
  – “I don’t know which marketing channel is most 
    valuable”
  – “What kind of content helps drive more sales?”
What’s the Point?
• Web Analytics is about behavior not numbers
• Track what impacts your business
  – “Hits” are not the same as people
  – “Hit reports” are often over inflated by 2x – 3x
  – Conversion rate, content value, traffic source 
    matter
Implementing Web Analytics
1. Develop your strategy
2. Cultivate an analytical culture
3. Get the Right People

                     Action


                    Wisdom       People
               e
            alu
          sV
       es




                   Knowledge
      sin
     Bu




                   Information

                                 Tools
                      Data
4. Get the right Tool
5. Make Data Actionable
• All traffic and online marketing
5. Make Data Actionable
• Compare marketing channels
5. Make Data Actionable
• Tie marketing to Sales
5. Make Data Actionable
• Compare value of content
Search Marketing


Banner Advertising

                                                         Email Marketing


                           Determine which
                       marketing initiatives are
                       driving the best traffic to
                                your site




           Search Engine Optimization, Referrals, Traditional
                                 Media
Content. 
Community. 
Commerce. 
Content. 
Community. 
Commerce.
“Content is no longer something 
you push out. Content is an 
invitation to engage with your 
audience.”

– Cammie Dunnaway, Chief Marketing Officer, Yahoo
Arts Attendees LOVE Digital Media
27% 
 frequent arts attendees have 
watched a cultural program on a 
    website compared with 
   16% of the general public
       ‐Culture and the Arts Survey, LaPlaca Cohen, 2007
Internet Marketing 1
Build anticipation
Podcasts
  Provide a richer experience for patrons; deepen 
  relationship with audience; help position your 
  organization as forward‐looking


  Solution
  Create and distribute 10‐20 minute podcasts that 
  can be delivered via the website.
Internet Marketing 1
Audio / Video Player
  Deepen relationship with existing patrons and 
  develop new audiences by distributing 
  audio/video content via the website.


  Solution
  Develop Flash‐based player capable of 
  delivering audio and video content. 
Internet Marketing 1
Internet Marketing 1
Internet Marketing 1
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Relevant Content
Internet Marketing 1
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Internet Marketing 1
Content.
Community.
Commerce.
Blogs
"Generally speaking, companies who think they 
will improve their relationships with customers 
should blog.  Companies who think they can 
improve products and services by listening to 
customers should blog. Companies that are 
willing to join topical conversations that go 
beyond just themselves should blog. Companies 
that trust their employees to speak candidly in 
public should blog.“
  ‐Shel Israel, Naked Conversation
Successful Organization Blog Criteria

  •   Keep it simple
  •   Demonstrate passion
  •   Show your authority
  •   Add comments
  •   Tell a story
Opportunity: Join the conversation
Internet Marketing 1
Internet Marketing 1
Opportunity: Join the conversation
Be Personal
Blog Visits by Month
                                                                     Blog Visits by Month


9000


8000


7000


6000


5000


4000


3000


2000


1000


  0
       Jun-   Jul-   Aug- Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun-   Jul-   Aug- Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun-   Jul-   Aug- Sep-
        06     06     06   06   06   06   06   07   07   07   07   07   07     07     07   07   07   07   07   08   08   08   08   08   08     08     08   08
Opportunity: New Audiences
Internet Marketing 1
STUDENT EBLAST             FACEBOOK




   MYSPACE



                 www.CityOperaStudentCorrespondent.com
Drama student at NYU, City Opera Intern


HS Student from Brooklyn


Freshman at St. John's University,
studying pharmacology

Homeschooled high-school senior


Medical student at Yale University,
Opera fanatic
Internet Marketing 1
Content. 
Community. 
Commerce. 
Commerce
Make it easy and enjoyable for your 
customers to conduct business online
Internet Marketing 1
Internet Marketing 1
Select Your Own Seat
  The most effective solution for instantly increasing 
  purchase conversion rates on your website.


  Solution
     Great brand experience; meets patrons expectations
     Can include “view from section” photos
Internet Marketing 1
Internet Marketing 1
Ticket Exchange
  Optimize operational efficiencies; Improve 
  customer satisfaction


  Solution
  Allow patrons to exchange tickets 
  24/7/365
Internet Marketing 1
Auctions
  Capture lost revenue from secondary 
  re‐sell market; Increase donations


  Solution
  Allow patrons to bid on a select number of 
  premium location seats with the additional 
  cost recognized as contributed income
Merchandise
  Increase earned revenue; improve 
  customer satisfaction


  Solution
  Provide ability to purchase merchandise 
  online with relevant up‐sell in the purchase 
  path
Internet Marketing 1
Gift Certificates
  Increase revenues by providing new products 
  that connect with the current needs of 
  patrons.


  Solution
  Supplement “standard” GC functionality with 
  customizable, printable Gift Certificates.
Retail Example: GeneJuarez.com
• Website for Gene Juarez 
  salons.
• Originally launched in 
  2000, ecommerce sold gift 
  cards
• Added printable gift cards 
  in late 2004.
We have…
 • Reviewed current marketing landscape
 • Provided ideas for how the internet can 
   be integrated into your marketing 
   strategy 
 • Shared ideas & trends for the near 
   future

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