marketing class 1
DESCRIPTION
TRANSCRIPT
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Marketing & Audience Development
Shane D. Hudson
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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
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Marketing is about actively building good, defined, relationships with your
audience.
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Art vs. Cash
What Business Are We In?
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Marketing vs. Communications vs. Audience Development
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• 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.
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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
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Beware of Silos
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Product Must Meet “Inclined Participants”
“Great marketing cannot make a bad script good or a weak performance strong”
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However…
• Patrons are more likely to see anything you produce if you…– Build trust– Create connections– Treat your patrons well
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The 4 P’s
The Marketing Mix
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The 4 E’s
• Experience (Product)• Everyplace (Place)• Exchange (Price)• Evangelism (Promotion)
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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
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Target Marketing
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Branding
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Positioning Statement
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Sales Force
• How are you selling your product?– Online
– Phone
– Box Office
– Volunteers
– Phone Centers
– Outside Services (E-Tix, TicketMaster…)
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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?
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A Note on Subscribers
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Dynamic Pricing
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Marketing Plan
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MAKE A PLAN
– Know what your goals are
– Know how you plan to achieve them
– Know your challenges
– Know your achievements (ROI)
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Organizational Profile and Audit
• Name, Location, History, etc.
• Current Programs and Projects
• Missions and Goals
• Review of Current Marketing Practices
• Financial Health
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Environment Analysis• Demographic
– Local/Regional Developments– Actions
• Economic– Trends– Changes in income– Actions
• Political– Legislation– Agencies– Actions
• Cultural– Lifestyle, values– Actions
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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
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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
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Objectives• Base Objectives on Opportunities
– Increase Subscriber Base by net 5%– Increase Individual Ticket Sales by 7%– Invest in Marketing Technologies
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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)
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Marketing ProcessThis is the blueprint, timeline, and roadmap!
• Detailed Action Plan– Who, What, When
• Timeline– Details, Details, Details
• Budget– How much, where?
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Controls and Evaluation
• How will you meet your goals?
• How will you manage your progress?
• Can you measure ROI?
• What is success?
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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
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Don’t Forget!
Key Messages
&
Big Ideas
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Shane D. Hudson– @shanedhudson (Twitter)– [email protected]– facebook.com/sdhudson