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20.2.2014
“North American Trends in Cultural Marketing: Building New
Audiences with New Approaches“
Clint White, Zlato Fagundes
KULTURPLANNER Impulse
BIG DATA ANALYTICS
München
Münchén, 20. Februar 2014 www.kulturplanner.com Kulturplanner Impulse
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NORTH AMERICAN TRENDS:
CULTURAL MARKETING Building New Audiences with New Approaches
Presented by: Clint WhitE & Zlato Fagundes
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Reaching TARGET AUDIENCES With Best Practices
arts + culture network
Agency Aggregator Ad Network
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Museums. Performing Arts. Dance.
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Sustainability. Education. Healthcare.
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3 Main ELEMENTS:
BENEFIT FROM PRODUCT
MOBILE FIRST
ENGAGEMENT VIA INTERACTIVITY
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Cultural Marketing Trends: United States & Canada
January 2014
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Survey Participants • THEATRE • PRESENTING ORGANIZATIONS • CHAMBER/ORCHESTRAL MUSIC • MUSEUMS • VISUAL ARTS • DANCE ORGANIZATIONS • EDUCATION 70% of respondents have an annual budget greater than: $1 million (€731,000)
28% of respondents have an annual budget greater than: $10 million (€7,310,000)
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26.6%
24.1%
16.5%
13.9%
11.4%
7.6%
Increased sales Greater brand awareness
Increased fundraising/membership
Improved patron experience
Other Expanded productions/events
26.6% Increased Sales 24.1% Greater Brand Awareness
“What is your organization’s primary focus in 2014?”
single response question
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50.6% 48.1%
43.0%
38.0%
34.2%
30.4%
19.0%
15.2% 15.2% 13.9%
Lifestyle oriented
marketing
User generated
content
Enhanced segmentation
in PPC
Video Dynamic pricing
Mobile app development
Rich media Mobile Native content
marketing
Gamification
50.6% Lifestyle Oriented Marketing 48.1% User Generated Content
“What trends do you want to learn more about in 2014?”
multiple response question
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“What trends are included in your marketing budget for 2014?”
73.4%
60.8%
46.8% 41.8% 40.5%
36.7% 35.4%
24.1%
10.1% 8.9%
Video development
User gen. content
Dynamic pricing
Lifestyle oriented
marketing
Pay-Per-Click Rich media App development
Native content
marketing
Gamification development
Other
73.4% Video Development 60.8% User Generated Content 46.8% Dynamic Pricing
multiple response question
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Marketing Content Strategy: focusing on the benefit FROM the product
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HOW DO WE ASSESS THE LEVELS OF INTEREST IN CULTURAL OFFERINGS?
IS IT ON THE DECLINE?
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IS THERE A HEALTHY BALANCE BETWEEN SUPPLY AND DEMAND?
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IS THERE ORGANIC GROWTH IN AUDIENCE? ARE CHURN RATES HEALTHY?
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IS THERE TRUE ‘BRAND EQUITY’ IN THE CULTURAL SECTOR?
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DO CONSUMERS UNDERSTAND THE VALUE PROPOSITION OF CULTURAL OFFERINGS?
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WHAT IS THE NORM IN OUR CULTURAL MARKETPLACE?
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PRODUCT OVER
BENEFIT
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BENEFIT FROM
PRODUCT
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Transformation CASE STUDY: Chamber Music Society
of
Lincoln Center
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PREVIOUS LOOK
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YEAR 1
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YEARS 2 & 3
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GET CLOSER TO THE MUSIC
and let it take you even further.
IT’S AN INTIMATE CONCERT EXPERIENCE with a genuine connection between performers and
listeners. The Chamber Music Society of Lincoln Center invites you to be a part of it.
No words.
BUT A GREATCONVERSATION.
IT’S AN INTIMATE CONCERT EXPERIENCE with a genuine connection between performers and
listeners. The Chamber Music Society of Lincoln Center invites you to be a part of it.
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CURRENT SEASON
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www.ChamberMusicSociety.org
INTIMACYDIALOGUE
VIRTUOSITYPIANO. VIOLIN. YOU. BE PART OF THE MUSIC.Connect with the music like never before in the most intimate of concert experiences. We are The Chamber Music Society of Lincoln Center, and we invite you to be a part of it.
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Chamber Music Society
one-sheet platform poster
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THE RESULTS
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Maximized earned revenue
Increased brand awareness
Subscription increased by 30%
Single ticket revenue increased by 41%
Overall growth in audience by grew 33%
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January 27, 2014
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Digital Marketing Strategy mobile first
engagement through Interactivity
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MOBILE FIRST
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Everyone is mobile
113.6M German mobile subscriptions (Largest subscription in the EU )
327.6 M
American mobile subscriptions
61% of Americans own a smartphone 56% of American Adults use smartphones 63% use their phones to go online Source: Pew Internet and American Life Project
44% of Germans own a smartphone 60% have internet-enabled phone Source: BVDW.org
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26.6%
24.1%
16.5%
13.9%
11.4%
7.6%
Increased sales Greater brand awareness
Increased fundraising/membership
Improved patron experience
Other Expanded productions/events
26.6% Increased Sales 24.1% Greater Brand Awareness
“What is your organization’s primary focus in 2014?”
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50.6% 48.1%
43.0%
38.0%
34.2%
30.4%
19.0%
15.2% 15.2% 13.9%
Lifestyle oriented
marketing
User generated marketing
Enhanced segmentation
in PPC
Video Dynamic pricing
Mobile app development
Rich media Mobile Native content
marketing
Gamification
DISCONNECT!!
“What trends do you want to learn more about in 2014?”
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FLAW IN TRENDS: Where is the money and time being placed?
• Increase sales and greater brand awareness are organizations’ primary focus, however mobile was not considered
• Mobile = Lifestyle oriented marketing solution • In the US almost 20% of web traffic for arts organizations in on mobile
devices – Capacity Interactive Digital Marketing Survey
Growth is mobile
Social is mobile
65% of time spent on social networks (Facebook, Twitter, Instagram) is on mobile – comScore (Aug 2013)
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WHAT Is the first step? make sure you look your best on any device
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GIBNEy DANCE CENTER
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GIBNEy DANCE CENTER
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AMERICAN SYMPHONY ORCHESTRA
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AMERICAN SYMPHONY ORCHESTRA
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ENGAGEMENT VIA INTERACTIVITY
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Interactivity = Performance
Increased brand lift
Increased engagement
Increased conversions
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Interactive Rich Media Creative is all about engagement and Interactivity
Images not to scale
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Interactive Rich Media Surround your audience and align yourself with relevant content
Hobbies & Interests: Outdoors Hobbies & Interests: Genealogy
Arts & Entertainment: Books and Literature Arts & Entertainment: Movies and Videos Hobbies & Interests: Screenwriting
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Interactive Rich Media In Depth Reporting
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Interactive Rich Media In Depth Reporting
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Interactive Rich Media Get better campaign feedback
ENGAGEMENTS Number of consumers who intentionally paused their mouse over the ad ENGAGEMENT RATE Percentage of impressions where a consumer intentionally paused their mouse over the ad ENGAGEMENT TIME Time a consumer spent interacting with the ad. The consumer must spend at least 5 seconds in the ad unit to begin the count.
FEATURE VIEWS Number of features that were viewed by a consumer FEATURE COMPLETION RATE Percentage of features that a consumer started and completed
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CHAMBER MUSIC SOCIETY Using a Spongecell enhanced creative to allow consumers to:
• Share on Facebook/Twitter • Get 50% off Tickets • Free Beethoven Download
Interactive Rich Media
CASE Study Ad Network Gallery
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2,678 50% off Tickets
2,285 Tweets
2,474 Downloads
Interactive Rich Media
CASE Study Ad Network Gallery
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Social Media Creative is all about engagement and interactivity EXAMPLE: FOLGER THEATRE
Over 300 new “Likes” in 5 days
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Social Media Surround and segment your audience
Folger Theatre
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What do we see as creative best practices for digital?
• Few colors
• Few words
• Clear, explicit Call to Actions
• Use visuals with people
• Use video when you have it
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How Is Success Achieved In Digital Marketing?
• Stay in the market and stay responsive • Start by casting a big net • Optimize and narrow your target audience based on
performance • Collect, collect, and collect...data • Continuously apply campaign feedback • Think about the acquisition model
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Review
BENEFIT FROM PRODUCT
MOBILE FIRST
ENGAGEMENT VIA INTERACTIVITY
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Clint White, President: [email protected]
Zlato Fagundes, Account Manager: [email protected]
Tel. 212.334.1810 www.wit-inc.com
@WiT_Media