Presenting 101 Saturday 22 September 2012 Performing Arts Exchange ...
Session 3 • Today’s Topics: • Today’s Faculty • Developing and Engaging • Perr...
Let’s Go! • Introduction of Faculty • Anyone new in the room today?Presenting 101 • PAE ‘12 ...
Today’s Course Outline • Audience Engagement/ • Marketing & Development Promoti...
Audience Engagement/ Development • Understanding your Audience • Understanding Audience ...
Audience Engagement/ Development • Understanding your Audience • Research/Analysis ...
Audience Engagement/ Development • Engaging Audiences • The Wallace Foundatio...
Audience Engagement/ Development • Environmental Analysis • Looking at the community, mission and...
Audience Engagement/ Development • Easy and cheap ways to learn about your audiences: ...
Outreach/Education Programs • Discussion: Choosing whether or not to undertake education...
Outreach/Education Programs • Structure: • Integrated with main programming and par...
Outreach/ Education Programs • Look for artists who have residencies or outreach...
Outreach/Education Programs We created a two-day residency for Kevin in ...
Outreach/Education Programs • Types of Services • Key Strategies • Mas...
Sales • Season Campaign vs. Event Marketing • Season promos are more cost effective but do not meet t...
Sales • Season Subscription Programs • Membership Programs: Offer benefits to loyal pa...
Marketing on a Small Budget • Budgets are tight, invest dollars wisely. • Survey patrons at...
Marketing on a Small Budget • A Study in Using Your Resources: • A de...
Marketing on a Small Budget • By the third year, we were getting better but still not pro...
Marketing on a Small Budget • The 2011-12 season was the first year we conducted ...
Marketing on a Small Budget • Grassroots Marketing Ideas: • Distribute posters/flyers...
Marketing on a Small Budget• Utilize artists if they are willing to make appearances.• Sample Media Schedul...
Public/Media Relations • Public Relations: Make sure your organization and staff is visible in the communi...
Public/Media Relations •Presenting 101 • PAE ‘12 60
Testing/ Metrics • How are your patrons finding you? • Conduct audience surveys • Google...
Testing/Metrics • QR Codes • From time to time, we use these on print advertising, si...
Testing/Metrics • QR Codes •Presenting 101 • PAE ‘12 63
The Marketing Plan • 1. Introduction and Overview of Plan • Organizational Background: Mission; O...
The Marketing Plan • 2. Situational Analysis • Organizational SWOT • Internal Str...
The Marketing Plan • 3. Scheme Marketing Objectives and Detail of Marketing Strategies: ...
The Marketing Plan • 4. Implementation • Time Allocations • Time Line of Events...
The Marketing Plan • 5. Evaluation Plan • Method to assess measurable results • Evaluation of sp...
Where to Go From here? • SouthArts Resources • Touring Grants (support out-of-state per...
Where to Go From here? • State Presenter Networks in the Southeast • Louisiana - http://w...
Where to Go From here? • National Service Organizations ...
The End! • H. Perry Mixter: perry@mixterconsulting.com • Get Personal! Face Time Consultation with ...
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Presenting 101: The Fundamentals of Marketing and Promotion -- Developing and Engaging Audiences

2012 Performing Arts Exchange
Published on: Mar 4, 2016
Source: www.slideshare.net


Transcripts - Presenting 101: The Fundamentals of Marketing and Promotion -- Developing and Engaging Audiences

  • 1. Presenting 101 Saturday 22 September 2012 Performing Arts Exchange H. Perry Mixter, Lead FacultyPresenting 101 • PAE ‘12 37
  • 2. Session 3 • Today’s Topics: • Today’s Faculty • Developing and Engaging • Perry Mixter, Mixter Audiences Consulting • Outreach Programs • Kevin Spencer, Spencers Theatre of Illusion • Marketing and Promotion • Ashley Dinges, Merrimack Hall Performing Arts Center, Huntsville, AlabamaPresenting 101 • PAE ‘12 38
  • 3. Let’s Go! • Introduction of Faculty • Anyone new in the room today?Presenting 101 • PAE ‘12 39
  • 4. Today’s Course Outline • Audience Engagement/ • Marketing & Development Promotion • Understanding Your • Selling your Artistic Audiences Product • Types of Outreach • Marketing and Programs and Service Promotion Plans •Presenting 101 • PAE ‘12 40
  • 5. Audience Engagement/ Development • Understanding your Audience • Understanding Audience Motivation. What do you know about your audiences? What do you need to learn? • What audience experience(s) do you want to offer? • Entertainment • Education • Deep experiences (pre show/post show events) • Esoterica or tried and true? •Presenting 101 • PAE ‘12 41
  • 6. Audience Engagement/ Development • Understanding your Audience • Research/Analysis • Assessing your Audience – Core, Connected and Unconnected • formal and informal conversations; baseline surveys; audience surveys; focus groups; engaging knowledgeable community leaders; box office and donor analysis; Base demographics of local community and region • Basic Audience Demographic Segmentation • Sex • Zip code demographics • • Income levelsPresenting 101 • PAE ‘12 42
  • 7. Audience Engagement/ Development • Engaging Audiences • The Wallace Foundation • April 2009 • www.wallacefoundation .org/knowledge- center/ 1 •Presenting 101 • PAE ‘12 43
  • 8. Audience Engagement/ Development • Environmental Analysis • Looking at the community, mission and programming together • Finding your niche • What programs are NOT being presented? Why? Is there a market? • General patterns of live arts event purchasers • Competitive Analysis - artistic and non-artistic • Roadblocks: What – specifically – are keeping people from attending? • Money, Other entertainment/event options, Lack of awareness •Presenting 101 • PAE ‘12 44
  • 9. Audience Engagement/ Development • Easy and cheap ways to learn about your audiences: • Email/online surveys (Zoomerang) • In person audience surveys (volunteers with clipboards) • Local newspaper annual reader survey • Talking with other similar organizations • Americans for the Arts – Local and National Arts Index WEBSITE • Local College/University – economic impact studies, market research, etc. •Presenting 101 • PAE ‘12 45
  • 10. Outreach/Education Programs • Discussion: Choosing whether or not to undertake educational programming. What are the benefits? Responsibilities? • Identify a niche in your community that is not being addressed by other arts organizations, school systems or educational groups. • Allows for additional opportunities for fundraising with less competition. • Example: The Johnny Stallings Arts Program at Merrimack Hall, arts education for people with special needs. •Presenting 101 • PAE ‘12 46
  • 11. Outreach/Education Programs • Structure: • Integrated with main programming and part of the overall mission • Standalone series or series of events • Separate entity with its own mission for educational, training and class opportunities outside the performance /presenting mission of the organization • Hybrid of all three •Presenting 101 • PAE ‘12 47
  • 12. Outreach/ Education Programs • Look for artists who have residencies or outreach programs that fit within your mission and allow for grant funding. • The Johnny Stallings Arts Program: • Nine weekly classes (dance, music, visual arts education) • Three weeks of summer camps • Pre-set number of cultural events/workshops annually with visiting artists. Ex: Justin Willman, Terrance Simien & The Zydeco Experience, School Sculptures with Kevin Reese, Spencers: Theatre of Illusion, Popovich Comedy Pet Theater. •Presenting 101 • PAE ‘12 48
  • 13. Outreach/Education Programs We created a two-day residency for Kevin in addition to three public performances. Day 1: Off-site visit to St. Jude’s Children’s Hospital. Day 2: In-house Hocus Focus workshop continuing education program. This created three streams of revenue to support the project: sponsorships, • grants, and ticket sales.Presenting 101 • PAE ‘12 49
  • 14. Outreach/Education Programs • Types of Services • Key Strategies • Master classes • Planning visits/ conversations with • Residency or Extended artist/company Residency • Invest in strong and • Lecture / Demos effective partnerships • Outreach – extended • Create a toolkit/practice for education programs • Site specific or specialized programs • Think creatively and holistically about • PR events educational outreach •Presenting 101 • PAE ‘12 50
  • 15. Sales • Season Campaign vs. Event Marketing • Season promos are more cost effective but do not meet the societal trends of last-minute purchases. Fewer and fewer orgs are putting much emphasis in subscription sales (except for Broadway shows, headliners, etc.) • Ideas on how to convince audiences to buy early? Perception of scarcity, perception of value (ex: tiers of tickets). Ex: Member pre-sale. More patrons become members to purchase one week early, which in turn increases donations. •Presenting 101 • PAE ‘12 51
  • 16. Sales • Season Subscription Programs • Membership Programs: Offer benefits to loyal patrons in exchange for a tax-deductible donation, like discounts that can be used year-round, reserved seating, artist meet-and-greets, conversations with. • Example: Merrimack Hall had very low season subscription rates and very high single-sales rates. We modeled our membership program after another similar PAC. In 2012, we saw a 20% growth in ticket sales, however single sales decreased. More patrons became members/donors. •Presenting 101 • PAE ‘12 52
  • 17. Marketing on a Small Budget • Budgets are tight, invest dollars wisely. • Survey patrons at every ticket purchase, and place advertising buys accordingly.Advertising: Patron SurveySandy Hackett’sRat Pack Show •Presenting 101 • PAE ‘12 53
  • 18. Marketing on a Small Budget • A Study in Using Your Resources: • A desire to save money resulted in a cheap product in our first year of operation: Black and white, stapled brochure with order form on back page. •Presenting 101 • PAE ‘12 54
  • 19. Marketing on a Small Budget • By the third year, we were getting better but still not producing anything highly impressive: Color tri-fold with order form on back page. •Presenting 101 • PAE ‘12 55
  • 20. Marketing on a Small Budget • The 2011-12 season was the first year we conducted an in-depth patron study. We found that nearly half of our ticket sales were coming from our season brochure. So, we found a printer who could deliver us a 40- Color tri- plus page product for fold with the same price as the order form on back • tri-fold. page.Presenting 101 • PAE ‘12 56
  • 21. Marketing on a Small Budget • Grassroots Marketing Ideas: • Distribute posters/flyers • E-mail blasts • Cross-promotion with other local businesses • Civic club announcements • Regular interview spots on local TV shows • In-kind media tradeouts • Facebook/Twitter trivia giveaways • • Event-listings websitesPresenting 101 • PAE ‘12 57
  • 22. Marketing on a Small Budget• Utilize artists if they are willing to make appearances.• Sample Media Schedule (Justin Willman): • Thursday 9/6 • 9:00am: Live on-air with Star 99.1. Taped recording with afternoon host to air during afternoon drive-time. • 11:45am: Live on-air with WHNT-19 (CBS) and Gigi’s Cupcakes to push cross-promotion (ticket/cupcake discount). • Friday 9/7 • 2:30pm: Live in-store appearance at Gigi’s Cupcakes and autograph signing. Remote broadcast by Star 991. Tickets for sale by a staff member on a laptop. • • 4:00pm: Live on-air appearance with WAAY-31 (ABC).Presenting 101 • PAE ‘12 58
  • 23. Public/Media Relations • Public Relations: Make sure your organization and staff is visible in the community • Host quarterly chats with your ED about programming/outreach. • Speak to civic organizations, clubs, senior centers, etc. on an ongoing basis throughout the year. • Get artists into the community as often as possible. • Media Relations • Establish friendships with local media. • Keep in touch when you don’t need coverage. Offer extra tickets to shows, or incentives that they can accept without conflict of interest. • Respect their schedules. Send information/press releases early and cleanly so they can be easily reproduced. • • Create a media website for 24 hour access.Presenting 101 • PAE ‘12 59
  • 24. Public/Media Relations •Presenting 101 • PAE ‘12 60
  • 25. Testing/ Metrics • How are your patrons finding you? • Conduct audience surveys • Google Analytics: Powerful free tool to figure out exactly who is visiting your website. www.google.com/analytics • Facebook Advertising: Target your advertising in minute detail - down to a specific keyword, interest, zip code or employer. Set daily advertising budgets as low or high as you desire, pull stats about who • clicked on your ad.Presenting 101 • PAE ‘12 61
  • 26. Testing/Metrics • QR Codes • From time to time, we use these on print advertising, signage (posters/window decals) and flyers to track which work best. • Free to create, offer metrics like date/time of use and location. http://bit.ly • Scan It! •Presenting 101 • PAE ‘12 62
  • 27. Testing/Metrics • QR Codes •Presenting 101 • PAE ‘12 63
  • 28. The Marketing Plan • 1. Introduction and Overview of Plan • Organizational Background: Mission; Overview of Long Range Goals; Summary of Immediate Objectives. • Need/Purpose Statement (summary of marketing goals, objectives, and strategies) • Define Marketing Goals. How do they relate to organizational objectives? • Define Specific Marketing Objectives and how will meet desired Goals: Include specific action, and/or strategy • What is the Relationship of Specific Marketing Objectives to Marketing Goals and Mission? • How do the Specific Marketing Objectives relate to previous marketing strategies and outcomes? •Presenting 101 • PAE ‘12 64
  • 29. The Marketing Plan • 2. Situational Analysis • Organizational SWOT • Internal Strengths, Weaknesses • External Opportunities, Threats • Competition Overview • Audience Analysis Existing Audience (maintenance, escalations) Target Audience (new, current, prior) Competition for Target Audience • Product/Service Description and Analysis (uniqueness, appeal, sales opportunities, history) •Presenting 101 • PAE ‘12 65
  • 30. The Marketing Plan • 3. Scheme Marketing Objectives and Detail of Marketing Strategies: • How will objectives be met? • What are the specific actions/strategies you plan to implement? • What are the target messages, communication methods, and relevant information to implement the action/strategy •Presenting 101 • PAE ‘12 66
  • 31. The Marketing Plan • 4. Implementation • Time Allocations • Time Line of Events • Budget • Long Range • Materials and Supplies • Short Range • Technological resources (databases, project • Key dates/times planning software, • Revising and Review communications) dates with built in back up plans • Outsourcing versus in- house analysis • Resources • Sponsors, donors and • Personnel service trades •Presenting 101 • PAE ‘12 67
  • 32. The Marketing Plan • 5. Evaluation Plan • Method to assess measurable results • Evaluation of specific marketing actions • Assessment of how marketing objectives met goal(s): Quantitative and Qualitative •Presenting 101 • PAE ‘12 68
  • 33. Where to Go From here? • SouthArts Resources • Touring Grants (support out-of-state performing artists and writers) • Planning Grants (bring an artistic director into your community to design a residency) and Travel Grants (for presenters to travel for professional development/conferences/see new work) • ArtsReady (online tool for building your business continuity/ readiness plan) • Research and Publications section of website includes significant new publications including audience development, artist development, etc. • Twitter and Facebook – we get a lot of funding opportunities, national/regional news etc. out through these •Presenting 101 • PAE ‘12 69
  • 34. Where to Go From here? • State Presenter Networks in the Southeast • Louisiana - http://www.lapresenters.org/ • Tennessee - http://tn-presenters.org/ • North Carolina - http://www.ncpresenters.org/ • Florida - http://www.flapresenters.com/ • Ohio - http://www.oapn.org/ • National Endowment for the Arts - nea.gov • State Arts Councils – every state has one (for now)! • • Regional Networks - Mid Atlantic, Arts Midwest, etc.Presenting 101 • PAE ‘12 70
  • 35. Where to Go From here? • National Service Organizations • Americans for the Arts - artsusa.org • NAPAMA – North American Performing Arts Managers and Agents - www.napama.org • Association of Performing Arts Presenters - artspresenters.org • Opera, Dance, Orchestras, Chamber Music - one for every discipline! • How can you keep up to date? • RSS Feeds – great way to stay informed! Learn how to use them as professional information channel • Arts Journal – check out their LINKS - www.artsjournal.com • Blogs: Museum 2.0, Barry’s Blog, Adaptistration, The Artful • Manager, so many morePresenting 101 • PAE ‘12 71
  • 36. The End! • H. Perry Mixter: perry@mixterconsulting.com • Get Personal! Face Time Consultation with Perry: • Today, 1:30-3:10pm •Presenting 101 • PAE ‘12 72

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