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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

Attracting your Audience: MARKETING101

Illinois Arts Alliance Conference

May 15, 2003

Presented by

Patricia Joseph & Joan Welles

what is marketing
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
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
Step 1
  • Clarify Your Vision

What is it that you want to communicate?

Arts & Business Council of Chicago

mission
Mission

Clarify Your Vision

  • Why we exist
  • Purpose and values
  • Passion that drives the artistic product
  • Key constituencies

Arts & Business Council of Chicago

examples of mission statements
Examples of mission statements

Clarify Your Vision

Arts & Business Council of Chicago

test of a good mission statement
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

defining who you are
Defining who you are

Clarify Your Vision

  • Distinctive positioning – what’s compelling?
  • Competition – compare to other groups or activities

Arts & Business Council of Chicago

competition
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

other kinds of competition
Other kinds of competition

Clarify Your Vision

  • Sports events
  • TV
  • Restaurants
  • Leisure Activities

Arts & Business Council of Chicago

compare
Compare

Clarify Your Vision

your distinctive positioning with positioning of competition.

Arts & Business Council of Chicago

importance of brand
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

strong brands
Strong brands

Clarify Your Vision

Arts & Business Council of Chicago

example of arts brands
Example of arts brands

Clarify Your Vision

Arts & Business Council of Chicago

step 2
Step 2
  • Identify Target Markets

Who do you want to reach?

Arts & Business Council of Chicago

the attendance equation
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
Identify Target MarketsTarget 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

segment attendees
Segment: Attendees

Identify Target Markets

  • Sub-segments
    • One time
    • Multiple/repeat
    • Subscribers/members
    • Groups

Arts & Business Council of Chicago

learning more about attendees
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

other ways to segment
Identify Target MarketsOther ways to segment
  • Attendees(one-time, multiple, subscribers)
  • Arts usage(heavy, medium, light users)
  • Age (generational marketing)
  • Ethnicity
  • Affinity

Arts & Business Council of Chicago

building audience
Identify Target MarketsBuilding audience
  • Retention and renewal
  • New single and group sales
  • New services or products

Arts & Business Council of Chicago

key concepts in retention
Identify Target MarketsKey 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

step 3
Step 3
  • Specify your Marketing Goals

What do you want to end up with?

Arts & Business Council of Chicago

end results
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
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

turning marketing goals into action items
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

step 4
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

getting the word out
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
Prioritize/Set BudgetWhat will it cost?
  • How much time?
  • How many people?
  • How much money?
  • How much of (what) other resources?

Arts & Business Council of Chicago

go where your target is
Prioritize/Set BudgetGo where your target is
  • … not just where other artists are.
  • Join local business organizations, women’s groups (barter)

Arts & Business Council of Chicago

reach your target audience with your message
Prioritize/Set BudgetReach 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

free publicity opportunities
Prioritize/Set BudgetFree 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

also free
Prioritize/Set BudgetAlso 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

more free
Prioritize/Set BudgetMore 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

slide35
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
Prioritize/Set BudgetEvaluating 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

step 5
Step 5
  • Create Action Plan

How to accomplish goals? And who?

And when?

Arts & Business Council of Chicago

tests of a good action plan
Create Action PlanTests 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
Create Action PlanAction plan

Arts & Business Council of Chicago

ingredients for success40
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
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

Attracting your Audience: MARKETING101

Illinois Arts Alliance Conference

May 15, 2003

Presented by

Patricia Joseph & Joan Welles

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