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Marketing Class 1
- 1. Marketing & Audience Development Shane D. Hudson
- 2. What is Marketing? “The activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Selling stuff
- 3. Marketing is about actively building good, defined, relationships with your audience.
- 4. Art vs. Cash What Business Are We In?
- 5. Marketing vs. Communications vs. Audience Development
- 6. • Marketing = Sales (Using Communications, Engagement and Sales Tools) • Communications = Communicating with Current Audiences, Potential Audiences, Press, and (I would argue) Internal Staff and Artists • Audience Development = More About Connections and Community and Less Specifically About Sales.
- 7. What Does Audience Development, Communications, and/or Marketing Entail? • Branding - Tone, Institutional Voice • Advertising - Print, Electronic, Outdoor • Promotions – Sponsorships, Events, Partnerships • Communications – Press, Web, Brochure, Emails • Social Media – Not just marketing • Box Office – Group Sales, Subscriptions, Single Tickets • House Staff - Customer Service, Experience
- 9. Product Must Meet “Inclined Participants” “Great marketing cannot make a bad script good or a weak performance strong”
- 10. However… • Patrons are more likely to see anything you produce if you… – Build trust – Create connections – Treat your patrons well
- 11. The 4 P’s The Marketing Mix
- 12. The 4 E’s • Experience (Product) • Everyplace (Place) • Exchange (Price) • Evangelism (Promotion)
- 13. Broaden – Deepen - Diversify • Broaden: attracting more of the same types of the persons already participating • Deepen: increasing the of involvement of participants • Diversify: attracting new types of participants
- 14. Target Marketing
- 15. Branding
- 18. Sales Force • How are you selling your product? – Online – Phone – Box Office – Volunteers – Phone Centers – Outside Services (E-Tix, TicketMaster…)
- 19. Service • When does the experience being – Once the show starts? – Once you take your seats? – When you enter the lobby? – When you park? – When you order your ticket? – When you see an advertisement?
- 20. A Note on Subscribers
- 21. Dynamic Pricing
- 31. Marketing Plan
- 32. MAKE A PLAN –Know what your goals are –Know how you plan to achieve them –Know your challenges –Know your achievements (ROI)
- 33. Organizational Profile and Audit • Name, Location, History, etc. • Current Programs and Projects • Missions and Goals • Review of Current Marketing Practices • Financial Health
- 34. Environment Analysis • Demographic – Local/Regional Developments – Actions • Economic – Trends – Changes in income – Actions • Political – Legislation – Agencies – Actions • Cultural – Lifestyle, values – Actions
- 35. Challenges and Opportunities Challenges – Declining Subscription Base – Competition – Lack of Marketing Technology – Few Single-Ticket Buyers – Lack of Diversity – Marketing Not Targeted – Lack of Customer Focus
- 36. Challenges and Opportunities Opportunities – State any Opportunities that might help meet challenges – State Opportunities as facts • Potential to increase subscriber base • Potential to expand technology • Potential to increase sales
- 37. Objectives • Base Objectives on Opportunities – Increase Subscriber Base by net 5% – Increase Individual Ticket Sales by 7% – Invest in Marketing Technologies
- 38. Marketing Strategy • Game Plan – Target Marketing: Who is being targeted? – Positioning: What is your positioning in the market? – Product: What do you sell? – Price: How do you set pricing? – Distribution: How do you sell? – Sales Force: Staffing? – Service: Are you thinking in terms of your customer? – Promotion: Ads, Communication, Direct Mail (This is the actual media plan)
- 39. Marketing Process This is the blueprint, timeline, and roadmap! • Detailed Action Plan – Who, What, When • Timeline – Details, Details, Details • Budget – How much, where?
- 40. Controls and Evaluation • How will you meet your goals? • How will you manage your progress? • Can you measure ROI? • What is success?
- 41. Don’t Forget The Audience • Think in terms of audience • Remember how many distractions there are? • Think like an onion – You need many layers of communication • Marketing is about experience
- 42. Don’t Forget! Key Messages & Big Ideas
- 53. Shane D. Hudson – @shanedhudson (Twitter) – shane@shanedhudson.com – facebook.com/sdhudson
Notes de l'éditeur
- Welcome Intros Me – Emerson College, Blue Man, GhostLight Media, PlayMakers You -
- AMA describes marketing as “the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Or selling stuff
- What do you think of this statement? - "But in the performing arts, we're not in the business of selling seats. We're in the business of producing and/or presenting art." How do you balance art with sales?
- Let’s discuss the differences here.
- Marketing is the all encompassing term that we will use, though many times marketing and communications may be split in an organization A Director of Audience Development might oversee theatre and patron services A communications manager may only really focus on press relations Marketing = Sales (Using Communications, Engagement and Sales Tools) Communications = Communicating with Current Audiences, Potential Audiences, Press, and (I would argue) internal staff and artists Audience Development = More about connections and community and less specifically about sales. More holistic and all encompassing. Commercial theatre might be less about Audience Development and more about marketing. Apple uses television commercials to Market (sell) iPhones. It uses press relations to communicate and develop articles, reviews and previews in mainstream publications. But it uses customer service, excellent product, fantastic design to develop audiences. They don’t want to sell just one iPhone, they want a long term relationship.
- What does Marketing Entail Branding - Tone, Institutional Voice Advertising - Print, Electronic, Outdoor Promotions – Sponsorships, Events, Partnerships Communications – Press, Web, Brochure, Emails Social Media – Not just marketing Box Office – Group Sales, Subscriptions, Single Tickets House Staff - Customer Service, Experience
- Be careful of silos. Often in arts orgs departments become so focused on their areas that they lose sight of the big picture. Development, Marketing, Education, General Management can all be chasing different, yet inter-related goals. The same can happen for Marketing. If Marketing is only about advertising and promotion and not about customer experience then you may be missing an opportunity for Audience Development.
- Marketing can’t make up for bad product. No matter how much money is thrown at it. Yes, people make money all the time by selling bad products, but in the long run it doesn’t hold up.
- Product Type - Shakespeare, Opera, Comedy, Dance (Ballet or Modern) Brand – MET, Triad Stage, BroadwayExperience – Theater space and amenities, Parking, Smell Place Where is this being sold?Street, Broadway Theatre, YMCAPrice PricingHow much can you charge? How much should you charge?Some price resistance is good Don’t undervalue your artDynamic Pricing - We will talk about later Promotion Most visible AdsDirect MailWebsite EmailPublic Relations
- The four E’s provides a more “Audience Development” experience – EXPERIENCE Discover and map out the full Customer Journey on your own brand – in your own country. EVERYPLACE Develop your knowledge of new media and channels the way a chef masters new ingredients. Try new things – do something that doesn’t start with TV or print. EXCHANGE Appreciate the value of things, not just the cost. Start by calculating the value of your customers – and what their attention, engagement and permission are worth to you. EVANGELISM Find the passion and emotion in your brand. Inspire your customers and employees with your passion.
- Over the past several years people have been talking about the concept of Broaden, Deepen and Diversify. What does that mean?
- Easier to target individuals now. Vital and getting easier and easier all the time. What are your goals – Broaden, Deepen, Diversify? Market Segment – Develop a mix of the 4 P’s to market to a particular segment Audience research Who is buying tickets? Age, income, education, race, location Beliefs, attitudes, values, opinions Lifestyle, interests, activities Focus Groups Mom’s Segment, Mine Data, Leverage Word-of-Mouth and current audiences Free Tickets Audience Reviews Friend Raisings List and Ad Trades
- Branding What does your brand say about you? Identity and Value Name, logo and look Product, Reputation, History Tone and Voice
- As part of branding – think about your brand in terms of strong positioning statements. The Premier Theatre of the Carolina’s The State Theatre on North Carolina The Triad’s Professional Theatre
- Sales Force How are you selling your product? Online Phone Box Office Volunteers Phone Centers Outside Services (E-Tix, TicketMaster…)
- When does the experience begin. Once the show starts? Once you take your seats? When you enter the lobby? When you park? When you order your ticket? When you see an advertisement?
- People buy tickets last minute Subscribers are getting older and passing away People what more flexibility Flex passes are selling well Easy exchange policies are vital Will Memberships take over subscriptions? Don’t forget about group sales
- Dynamic pricing vs. variable pricing Variable pricing is the type of pricing most performing arts organizations already use – Tuesday evenings are cheaper than Saturday nights, The orchestra section is more expensive than balcony. Dynamic pricing has created all types of drama. Some people love it and some really, really hate it. It’s based on what the airlines do with their tickets. Based on sales data the price changes over time. So, if a show is selling out, the price increases. Two people sitting beside each other could have paid very different prices. But this really only works where there is some serious demand. Discussion
- Who are they targeting? What are they saying?
- Who are they targeting? What are they saying?
- Who are they targeting? What are they saying?
- Who are they targeting? What are they saying?
- Who are they targeting? What are they saying?
- Who are they targeting? What are they saying?
- Who are they targeting? What are they saying?
- Who are they targeting? What are they saying?
- Who are they targeting? What are they saying?
- So how do you create a marketing plan?
- Make a plan Know what your goals are Know how you plan to achieve them Know your challenges Know your achievements (ROI)
- Organizational Profile and Audit Name, Location, History, etc. Current Programs and Projects Missions and Goals Review of Current Marketing Practices Financial Health
- Environment Analysis Demographic Local/Regional Developments Actions Economic Trends Changes in income Actions Political Legislation Agencies Actions Cultural Lifestyle, values Actions
- Challenges and Opportunities Challenges Declining Subscription Base Competition Lack of Marketing Technology Few Single-Ticket Buyers Lack of Diversity Marketing Not Targeted Lack of Customer Focus
- Opportunities State any Opportunities that might help meet challenges State Opportunities as facts Potential to increase subscriber base Potential to expand technology Potential to increase sales
- Objectives Base Objectives on Opportunities Increase Subscriber Base by net 5% Increase Individual Ticket Sales by 7% Invest in Marketing Technologies
- Marketing Strategy Game Plan Target Marketing: Who is being targeted? Positioning: What is your positioning in the market? Product: What do you sell? Price: How do you set pricing? Distribution: How do you sell? Sales Force: Staffing? Service: Are you thinking in terms of your customer? Promotion: Ads, Communication, Direct Mail (This is the actual media plan)
- Marketing Process This is the blueprint, timeline, and roadmap! Detailed Action Plan Who, What, When Timeline Details, Details, Details Budget How much, where?
- Controls and Evaluation How will you meet your goals? How will you manage your progress? Can you measure ROI? What is success?
- Don’t Forget The Audience Think in terms of audience Remember how many distractions there are? Think like an onion – You need many layers of communication Marketing is about experience