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A guide to arts marketing professional who want practical and strategic advice as to establish and develop a strategic digital programme to engage audiences and gain ticket and membership sales.
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Gain & retain:Online Marketing for the Arts
Lucy Conlan
A preamble
• We are all on a journey• There are many crossroads• There are some signs• There is no one right way• At times we’ll have a rest,
sometimes we’ll run• Let’s enjoy it!
Topics covered
• Current trends
• Setting a strategy
• Creative
• Acquiring
• Retaining
Current trends & predictions
Microsoft National Email Benchmarking Survey 2006
• Number of contacts to email recipients each month
32% 31%
11%19%
1 2 3 4 5+
7%
Microsoft survey contd.
• What are the most popular email types to send?
• Regular newsletter (90%)• Welcome message (70%)• Segmented newsletter (70%)• Limited time offer (70%)• Alert breaking news (60%)• Birthday/anniversary (40%)
What are the least popular emails?
Win back targeting lapsed (25%)First purchase offer (23%)Top performers offer (22%)Address reconfirmation (20%)Abandoned cart (20%)
Discuss
2007 Jupiter trends
283 emails a week
26% unsubscribe
using the spam button
40% unsubscribe
due to receiving Too many emails
53% unsubscribe
when the offer& content
Is not interesting
cScapeAnnual Online Customer Engagement Survey
Engaged customers recommend products, provide feedback buy regularly
“Compelling copy, transparency and
consistency key to engagement”
2008
45% see the mobile channel as
important
Opportunity in anarchy
• “The growth of the networked society, the increase in individualism and the shift away from ‘automatic’ deference to society’s institutions mean that personal sources of advice and influence are more important than ever”
Future Foundation, Social Network 2006
Social networking statsMicrosoft 2007
Of UK on social networking
25%
35%
37%52%
Spend 20 to 25 mins per visit
Forward content
Post opinion
Take heart – you’re in the arts
• The product is strong
• Business leans towards good customer experience
• Integrity
• Seen as genuine
Making your own strategy
• Are you looking for a CRM approach?
• Why do you want online behaviour?
• What does your audience want?
• What is the competition doing?
• Do you need a data strategy?
• Mapping a journey over 6 months, and annually up to 5 years
Strategy
• Establish key aims
For email to become the
leading communication
tool
To be the leading theatre website
in Belfast
Quantifying your strategy
• Website targets– Hits– Visits– Repeat visits– Visitors– Reduce ‘abandon’
rates
• Qualitative– Online survey– User testing
• Email targets– Growth of list– Activism of list– Delivery rates– Volume of online sales
– Engagement barometers
• E.g. downloads
Branding
• Email & Online are an extension of established branding
• Colour
• Imagery
• Message
• ….but tailored
Checklist
• Produce a ready reckoner for your organisation e.g.
– Position, size and colour of logo– Navigation consistency– Language agreed– Minimum image quality
Branding is also about
• Customer care & understanding
• This could be:– Timeliness– Predicting likes & dislikes– Matching media preferences– Reducing frequency
New media shows us clues
Creative approach
Help customers digest the range
Do you every feel there is so much to read so little time?
Standard structure – email
Core selling areaStrong image Key dates
‘facts’
Secondary information
Secondary navigation
Primary navigationLogo area
Creative tips – words with email
Before they’ve opened:
• From address – arts have an advantage
• Subject line – urgency, relevancy works– Cryptic can backfire– Avoid ‘free’– Get personal – use of name
including subject line
Opened email: Word tricks
• Chunking – different to offline; pithy works
• Teasing – email gives the perfect opportunity : click here to find out more…
• Urgency and privilege
Creative tricks
• The eyes have it• Intrigue – scrolling
down• Mix it up – quotes,
text, statistics
Consistency…the website
ImpactClarity
Reflects offline
…and email
Email first
Classic exampleLarge image and key
message Top LHS
To website
Seasonal approach
Click through to bespoke landing
…look familiar?
Simple proposition – worked for me!
Can be simple – your name speaks volumes
What makes us tick?
• Getting it right – telling us about the right product?
• Surprising us?
• A bargain?
• Beautiful delivery?
• Consistency?
• Simplicity?Vote now
Acquisition
• Box office key• Sign up via your own website• Google rankings• Paid Google ads• Prominent online address on all
activity• Artists links• Reciprocal activity• Social networking
Overview of improving rankings
• Time – longer website up the better
• Changing content
• Links within the site
• Links externally
• Number of visits you are getting
• Words you use…more detail coming up
Case study: Dick Whittington
As many Dick
references as we could
squeeze in
Create extra
pages for content
What’s the score?
Panto – 5Dick Whittington 4
London – 3Family – 3
Gained top 3 Google rankings and for free
Google – natural search
• Test; what are you offering & how do you fare– E.g. Theatre, Northern Ireland– Fringe Theatre, Northern Ireland– Draw up a list of key phrases and words
– Embed them in text and re test; has it worked?
Words are powerful
Once established your key words and phrases embed them everywhere
• Website/email• Offline• PR
• This is branding and business welded together
Google ad words
Test searchPay per click
Limit £Gain online customers
Retention
Loyalty encouraged by messaging
• Welcome email
• Online offers – ‘exclusive’, ‘launch’
• Hear of event before the general public
• Listen to the artist – try before you buy
• Play the game – dinosaurs & all
Segmentation underpins it
Barbican approach:
• Stepped back and used Recency, Frequency and value
• Gave accessible names – Active & Rusty• Members isolated and at top of hierarchy• Apply segmentation to email and direct
What email stats to collect
• Delivery rates• Open• Click• Forward• Purchase
Do segments behave differently? ….Yes!
Open Click Forward52%
30%
Members/Non members
13%
6%6% 3%
Value difference
• Average annual spend per name on list
Non members
£63
£7
Members
Does it stand the test?
• Subject line
• Timing
• Creative– Image use– Copy type
Response by media
Launch email
Income
£0
£2,000
£4,000
£6,000
£8,000
£10,000
£12,000
£14,000
£16,000
12/0
6/20
07
14/0
6/20
07
16/0
6/20
07
18/0
6/20
07
20/0
6/20
07
22/0
6/20
07
24/0
6/20
07
26/0
6/20
07
28/0
6/20
07
30/0
6/20
07
02/0
7/20
07
04/0
7/20
07
06/0
7/20
07
08/0
7/20
07
10/0
7/20
07
12/0
7/20
07
14/0
7/20
07
16/0
7/20
07
18/0
7/20
07
20/0
7/20
07
22/0
7/20
07
24/0
7/20
07
26/0
7/20
07
28/0
7/20
07
30/0
7/20
07
01/0
8/20
07
03/0
8/20
07
05/0
8/20
07
Members’ email
Contemporary email list
Brochure LandMembers Brochure Land
Challenging apathy
• We haven’t heard from you
• We still haven’t heard from you
• Prize draw
• OK, we’ll just talk to you each week
Reactivates 5%
New customers
5%
Customers on email
list65%
Customers new to email30%
Prize draw – reward for existing
Surprise me!
Breaking away from the regular approaches can reap rewards
Letting the audience look at themselves
Giving the customers a voice
• Vote for films• My first panto• Online surveys• Complaints via MD office
When they’re renewing – Trigger!
What do they want?
• Recent emailed survey:– 87% state booking online is preferred– 65% use the website to find out more before
booking
• Main reasons for booking:Choosing their own seat
Flexibility
Retention summary
• Key – repeat attendance
• Forwarding emails
• Participation online
• Becoming a member
• Rewarding members and key segments– Hearing first– Priority booking
CRM overview
For key product launches:
• Stage 1: Launch online to members first
• Stage 2: Follow up to non member online audience
• Stage 3: DM (where responders excluded)
• Stage 4: Email follow up– Non members, and offline customers
reminded of benefit of membership and online
Recap
• What will they want• What can you provide• Plan• Maintain consistency• Occasional surprise• Quick wins• Long term gains
Useful links
• Larry Chase email tips:
www.wdfm.com
• Dave Chaffey
www.davechaffey.com
• E Consultancy
www. e-consultancy.com
Thank you