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CREATIVE WAYS TO BOOST ATTENDANCE
HEATHER MEZA| AUGUST 2016
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Over 25 years marketing experience with a passion for helping marketers connect with their audiences
Licensed cosmetologist that can’t keep her hands off her own hair
Gen-Xer with a Generation Alpha son
HEATHER MEZA
VP of Marketing at Vendini@HeatherMeza
WHO AM I?
SESSION TOPICSEXPANDING DEMOGRAPHICS
STORYTELLING
EXPERIENTIAL MARKETING
BUT FIRST…
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Principles of CreativeAudience Building
Continuous Alignment – With your mission, resources and target audiences – Be strategic, be inclusive, be thoughtful
Experimentation Mindset – Test, measure, learn, optimize, repeat – Be flexible, be surprising, be brave
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Building Audiences for the Arts
1. Recognize when change is needed
2. Identify the target audience that fits
3. Determine which barriers to remove
4. Take out the guesswork
5. Think through the relationship
6. Provide multiple ways in
7. Align the organization around the strategy
8. Build in learning
9. Prepare for success SOURCE: THE WALLACE FOUNDATION
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SOU
RCE:
NAT
ION
AL E
ND
OW
MEN
T FO
R TH
E AR
TS |
ART
WO
RKS
YOUR MISSION: Build bridges & destroy barriers to connect people through experiences
EXPANDING YOUR DEMOGRAPHICS
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Please stand up if…
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6 Generations & Growing
Traditionalists pre 1945
Baby Boomers 1946−1964
Generation X 1965−1980
Millennials / Gen Y 1981−1995
Generation Z 1996−2009
Generation Alpha post 2010
52−70
36−51
21−35
7−21
0−6
71+
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“A generation is a group of people born around the same time and raised around the same place.
People in this “birth cohort” exhibit similar characteristics, preferences, and values over their lifetimes.”
~ Center for Generational Kinetics
What’s a generation really?
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Youth-focused content with younger cast
20 seats 1/2 off after 6pm every show dayEXAMPLE: Ivoryton Playhouse
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EXAMPLE: Lyric Opera of Chicago
Created fake Tinder profiles with graphics from Rossini’s La Cenerentola, aka “Cinderella”
Live streamed excerpts from outdoor performances on Periscope
Offered patrons photo ops with giant Instagram cut-outs
EXAMPLE: Kaaboo Del Mar
Festival
“Amplify” VIP Program
Tailored to folks who want to indulge in something extra special
Concierge Service
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STORYTELLING
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Why is it so important?
Creates empathy
Provides intrigue & curiosity
Introduces different perspectives
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The Pixar Approach
Once upon a time there was ______.
Every day, ______. One day ______.
Because of that, ______. Because of
that, ______. Until finally ______.
RECOMMENDED VIEWING: Andrew Stanton “Clues to a great story.”
Joseph Campbell Approach
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A Marketer’s Framework
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Examples of behind the scenes stories to lure audiences:
– Venue ghost stories and historical legacies
– Artist biographies
– Production trials, tribulations and triumphs
Don’t be afraid to pull back the curtain
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EXPERIENTIAL MARKETING
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Experiential Marketing
Pulls people in digitally or physically
Gets people to participate and “play” with your brand
PURPOSE: “Create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience”
~ David Moth, Econsultancy
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Surprising and ingenious “Big Idea” with a unified theme
Creative use of old & new tech & channels
Integrated on & offline strategy
EXAMPLE: Quebec City
Magic Festival
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It Must Be:
Immersive – Inspires individual interaction
Fun – Creates sharable moments
Memorable – Creates emotional connections
Connected – Drives engagement goals
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SOU
RCE:
EC
ON
SULT
ANCY
.CO
MFrame Your Approach
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In Summary
Determine motivation for and target specific benefits of expanding your audiences
- Exposure, revenue, programming, etc
Start with one new approach and test it - Expanding your demographics, adventures in
storytelling, or experiential marketing
Be Strategic. Be Brave. Be Awesome!
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Multi-sensory experiential events
- https://econsultancy.com/blog/66282-multi-sensory-experiential-events-harnessing-the-science-behind-it/
Arts Organizations Thriving on Social Media
- http://blog.americansforthearts.org/2015/10/27/arts-organizations-thriving-on-social-media-an-in-depth-look-at-3-stunning-campaigns
Why ticketing free events is worth it
- http://vendini.com/blog/2016/03/blog201603blog201603ticketing-free-events/
When the going gets tough
- https://www.arts.gov/sites/default/files/when-going-gets-tough-revised2.pdf
Resources
