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Attracting your Audience: MARKETING 101. Illinois Arts Alliance Conference May 15, 2003 Presented by Patricia Joseph & Joan Welles. What is marketing?. Connecting what you’ve got with people who want/need/value it Who you are and what do you have to offer

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Attracting your audience marketing 101 l.jpg

Attracting your Audience: MARKETING101

Illinois Arts Alliance Conference

May 15, 2003

Presented by

Patricia Joseph & Joan Welles


What is marketing l.jpg
What is marketing?

  • Connecting what you’ve got with people who want/need/value it

  • Who you are and what do you have to offer

  • Who your customers are and what they need, want, value

Arts & Business Council of Chicago


Ingredients for success l.jpg
Ingredients for success

1. Clarify Vision/Mission

What is it that you want to communicate?

2. Identify Target Market/Audience

Who do you want to reach?

3. Specify Marketing Goals

What results do you want to end up with?

4. Prioritize Ways to Implement Goals and Set Budget

How will you get the word out and what will it cost?

5.Create Action Plan to Achieve your Goals How to accomplish goals? And who? And when?

Arts & Business Council of Chicago


Step 1 l.jpg
Step 1

  • Clarify Your Vision

    What is it that you want to communicate?

Arts & Business Council of Chicago


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Mission

Clarify Your Vision

  • Why we exist

  • Purpose and values

  • Passion that drives the artistic product

  • Key constituencies

Arts & Business Council of Chicago


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Examples of mission statements

Clarify Your Vision

Arts & Business Council of Chicago


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Test of a good mission statement

Clarify Your Vision

Can everyone on your board and staff articulate the organization’s mission and its activities?

Arts & Business Council of Chicago


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Defining who you are

Clarify Your Vision

  • Distinctive positioning – what’s compelling?

  • Competition – compare to other groups or activities

Arts & Business Council of Chicago


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Competition

Clarify Your Vision

  • Who are your competitors?

  • What are their strengths? Weaknesses?

  • How do you compare? Contrast?

  • Have you considered other kinds of competition?

Arts & Business Council of Chicago


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Other kinds of competition

Clarify Your Vision

  • Sports events

  • TV

  • Restaurants

  • Leisure Activities

Arts & Business Council of Chicago


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Compare

Clarify Your Vision

your distinctive positioning with positioning of competition.

Arts & Business Council of Chicago


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Importance of Brand

Clarify Your Vision

  • Makes you unique and different

  • Represents a trusted promise, encapsulates a big idea

  • Defines you vs. competition

  • Repetition implants the purchase idea in the unconscious mind where purchase decisions are made.

Arts & Business Council of Chicago


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Strong brands

Clarify Your Vision

Arts & Business Council of Chicago


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Example of arts brands

Clarify Your Vision

Arts & Business Council of Chicago


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Step 2

  • Identify Target Markets

    Who do you want to reach?

Arts & Business Council of Chicago


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The attendance equation

Identify Target Markets

  • Benefits of the arts experience

  • (= or >) the costs of the experience

  • (including ticket price, parking, time spent, effort, babysitter, etc.)

Arts & Business Council of Chicago


Target market l.jpg

Identify Target Markets

Target market

  • Who are they ?

    • Demographics, life-stage

    • Wants, needs, desires, attitudes, interests

    • Barriers, concerns, pressures

  • How could you benefit them? Solve a problem?

  • What is your image with them?

  • How do you reach them?

  • How can you segment?

Arts & Business Council of Chicago


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Segment: Attendees

Identify Target Markets

  • Sub-segments

    • One time

    • Multiple/repeat

    • Subscribers/members

    • Groups

Arts & Business Council of Chicago


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Learning more about attendees

Identify Target Markets

  • Use surveys, questionnaires

  • Report on subscribers’ single sales patterns

  • Build a customer database

  • Talk with audience members

  • Conduct focus group

  • Observations!

Arts & Business Council of Chicago


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Identify Target Markets

Other ways to segment

  • Attendees(one-time, multiple, subscribers)

  • Arts usage(heavy, medium, light users)

  • Age (generational marketing)

  • Ethnicity

  • Affinity

Arts & Business Council of Chicago


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Identify Target Markets

Building audience

  • Retention and renewal

  • New single and group sales

  • New services or products

Arts & Business Council of Chicago


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Identify Target Markets

Key concepts in retention

  • Audience knowledge - info from sales, surveys, class registration

  • Recognition

  • Belonging, sense of ownership

  • Consistency

  • Communication - curtain speech, mailing, telephone

Arts & Business Council of Chicago


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Step 3

  • Specify your Marketing Goals

    What do you want to end up with?

Arts & Business Council of Chicago


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End results

Specify Marketing Goals

  • What will “success” look like? (define it)

  • Why do you want this? (reality check goals)

  • How will you know when you’ve succeeded? (define measurable results)

Arts & Business Council of Chicago


Examples of marketing goals l.jpg
Examples of marketing goals

Specify Marketing Goals

  • Increase single ticket sales by ___%

  • Draw 50 people from Carol Stream area

  • Book 3 additional contracted performances

    next season

  • Update logo

Arts & Business Council of Chicago


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Turning marketing goals into Action Items

Specify Marketing Goals

  • Bus seniors to one concert

  • Give a preview talk at the library

  • Use paid ads in the newspaper

Arts & Business Council of Chicago


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Step 4

  • Prioritize Ways to Implement Goals and Set Budget

    How will you get the word out?

    What will it cost?

Arts & Business Council of Chicago


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Getting the word out

Prioritize/Set Budget

  • What’s the best way to reach audience?

  • Can we afford this?

  • What can and should I pay for?

  • What can and should I find pro bono?

  • Do our goals require additional staff?

Arts & Business Council of Chicago


What will it cost l.jpg

Prioritize/Set Budget

What will it cost?

  • How much time?

  • How many people?

  • How much money?

  • How much of (what) other resources?

Arts & Business Council of Chicago


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Prioritize/Set Budget

Go where your target is

  • … not just where other artists are.

  • Join local business organizations, women’s groups (barter)

Arts & Business Council of Chicago


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Prioritize/Set Budget

Reach your targetaudience with your message

  • Take advantage of free publicity

  • Who are your targets?

  • What is your story?

  • How can I get the word out?

Arts & Business Council of Chicago


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Prioritize/Set Budget

Free publicity opportunities

  • Press Releases to Newspapers and Magazines

    • Usually need to submit 2 - 4 weeks prior to event

    • Use specific format

    • Send information to local arts/entertainment editor

  • Calendar Listings to Newspapers and Magazines

    • Usually need to submit 2 - 8 weeks prior to event

    • Send information to attention of the calendar editor

Arts & Business Council of Chicago


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Prioritize/Set Budget

Also free

  • Public Service Announcements (PSAs)

    to Radio Stations & Cable/Community Access TV

    • Check with individual stations for deadlines, usually at least 4 weeks prior to event

    • Send to Community Relations Director

    • Write copy as you want it read; include pronunciations

Arts & Business Council of Chicago


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Prioritize/Set Budget

More free

  • Cultivate Feature Articles w/ Newspapers & Magazines

    • Write press release 6-8 weeks prior to event

    • Call arts/entertainment editor; pitch story

    • Arrange interviews, as needed

  • Photo Opportunities w/ Newspapers & Magazines

    • Call editor 4-6 weeks prior to event; request/schedule

    • Meet photographer on-site

Arts & Business Council of Chicago


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Internet Listings

Growing number of websites w/ cultural calendars

Listings are almost always free of charge

Illinois Tourism site is an excellent resource

Community Newsletters

Business employee newsletters

School publications

Church bulletins

Prioritize/Set Budget

Still more free

Arts & Business Council of Chicago


Evaluating budget levels l.jpg

Prioritize/Set Budget

Evaluating budget levels

  • Budget is too high if you spend more than you make in return.

  • Budget may be too low if:

    • not spending 15-25% of revenues on marketing

    • not spending 6:1 to acquire new audience as to keep old ones

    • Expect the unexpected

Arts & Business Council of Chicago


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Step 5

  • Create Action Plan

    How to accomplish goals? And who?

    And when?

Arts & Business Council of Chicago


Tests of a good action plan l.jpg

Create Action Plan

Tests of a good action plan

  • Highly detailed

  • Agreed upon by all interested and responsible parties

  • Measurable results

  • Who

  • By When!

  • Accountability

Arts & Business Council of Chicago


Action plan l.jpg

Create Action Plan

Action plan

Arts & Business Council of Chicago


Ingredients for success40 l.jpg
Ingredients for success

1.Clarify Vision/Mission

What is it that you want to communicate?

2.Identify Target Market/Audience

Who do you want to reach?

3.Specify Marketing Goals

What results do you want to end up with?

4.Prioritize Ways to Implement Goals and Set Budget

How will you get the word out and what will it cost?

5.Create Action Plan to Achieve your Goals How to accomplish goals? And who? And when?

Arts & Business Council of Chicago


Contacts l.jpg
Contacts

Arts & Business Council of Chicago

[email protected]

Websites

www.artsmarketing.org

www.artsbiz-chicago.org

Arts & Business Council of Chicago


Attracting your audience marketing 10142 l.jpg

Attracting your Audience: MARKETING101

Illinois Arts Alliance Conference

May 15, 2003

Presented by

Patricia Joseph & Joan Welles


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