How technology is reshaping patron engagement

Technology Trends Reshaping Patron Engagement

Presented by Adam Cohn

About me

About Vendini

Our role Build an audience Share epic experience

How we do this Cultivating relationships Earning loyal patrons

Why are we here again?

express

create inspire

feel

share

connect

entertain

The Experience

play

learn

The landscape for engagement is shifting

Then

Now

Patrons today •  Mobile device owners

Patrons today •  Connected 24/7 •  On-the-go

Patrons today •  Multi-task •  Multi-screen •  Limited attention

Patrons today •  Desensitized to ads •  Oversold online •  Value online reviews

Now Connected 24/7

Multi-Taskers On-the-go

Oversold

So…what can we do?

How do we build our audience?

How do we share epic experiences?

Consider the big picture

The complete experience

Website & Mobile Experience

Advertising

Email Marketing

Online Sales

Venue

Box Office

Staff & Volunteers

Events

Community Involvement

Patrons as Participants

Youth Outreach

Fundraising Efforts

Word of Mouth

Online Referrals & Reviews

Social Media

Your Patron

Consider each touch point.

Be authentic.

Show, don’t tell.

Foster participation.

Be a part of the community.

New rules of engagement

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Park Avenue Armory §  Participatory,

immersive experiences

§  Patrons contribute to the experience

§  Fosters deep patron connection

Patron immersion

Mobilized sales

Soka Performing Arts Center §  Mobile VIP Group

§  Exclusive offers and updates via text message

§  First to know about onsales, special deals, new events

§  Target offers toward patron interests

§  No spam

Crowdsource

Brattle Theatre §  Leveraged the power of

crowdsourced fundraising via Kickstarter

§  Promoted cause via rich video content and social media

§  Social media reach to

spread the word and build support

§  Incentivize + reward supporters for donations

Consumer as the marketer Location-based offers & event discovery Gamification Crowdsourcing Emphasis on showing rather than telling

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Trends to watch

Sharing an exceptional experience makes it all worthwhile.

Keep in touch

Adam Cohn acohn@vendini.com www.vendini.com

@vendini www.facebook.com/vendini.inc

Sources Slide 10 Business Insider “Future of Mobile” graphhttp://www.businessinsider.com/future-of-mobile-slides-2012-12?op=1 Go-globe smartphone adoption infographichttp://ansonalex.com/infographics/smartphone-usage-statistics-2012-infographic/ Slide 11 Onbile study where people use their smartphones: http://www.onbile.com/info/where-do-people-use-their-smartphones/ Go-Globe how smartphones are used infographic: http://ansonalex.com/infographics/smartphone-usage-statistics-2012-infographic/ Slide 12 Google Insight study: about “The New Multi-Screen World Study”: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html Slide 13 Solve Media Study decrease in CTR for online ads:: http://news.solvemedia.com/post/37787487410/native-advertising-in-context-infographic Review Trackers’ coverage of Forrester Report on consumer trust of online ratings: http://www.reviewtrackers.com/consumers-trust-online-reviews-advertisements-direct-marketing-messages/