Attracting your Audience: MARKETING 101

1. Attracting your Audience: MARKETING101 Illinois Arts Alliance Conference May 15, 2003 Presented by Patricia Joseph & Joan Welles

2. What is marketing? • Connecting what you’ve got with people who want/need/value it • Who you are and what do you have to offer • Who your customers are and what they need, want, value Arts & Business Council of Chicago

3. Ingredients for success 1. Clarify Vision/Mission What is it that you want to communicate? 2. Identify Target Market/Audience Who do you want to reach? 3. Specify Marketing Goals What results do you want to end up with? 4. Prioritize Ways to Implement Goals and Set Budget How will you get the word out and what will it cost? 5.Create Action Plan to Achieve your Goals How to accomplish goals? And who? And when? Arts & Business Council of Chicago

4. Step 1 • Clarify Your Vision What is it that you want to communicate? Arts & Business Council of Chicago

5. Mission Clarify Your Vision • Why we exist • Purpose and values • Passion that drives the artistic product • Key constituencies Arts & Business Council of Chicago

6. Examples of mission statements Clarify Your Vision Arts & Business Council of Chicago

7. Test of a good mission statement Clarify Your Vision Can everyone on your board and staff articulate the organization’s mission and its activities? Arts & Business Council of Chicago

8. Defining who you are Clarify Your Vision • Distinctive positioning – what’s compelling? • Competition – compare to other groups or activities Arts & Business Council of Chicago

9. Competition Clarify Your Vision • Who are your competitors? • What are their strengths? Weaknesses? • How do you compare? Contrast? • Have you considered other kinds of competition? Arts & Business Council of Chicago

10. Other kinds of competition Clarify Your Vision • Sports events • TV • Restaurants • Leisure Activities Arts & Business Council of Chicago

11. Compare Clarify Your Vision your distinctive positioning with positioning of competition. Arts & Business Council of Chicago

12. Importance of Brand Clarify Your Vision • Makes you unique and different • Represents a trusted promise, encapsulates a big idea • Defines you vs. competition • Repetition implants the purchase idea in the unconscious mind where purchase decisions are made. Arts & Business Council of Chicago

13. Strong brands Clarify Your Vision Arts & Business Council of Chicago

14. Example of arts brands Clarify Your Vision Arts & Business Council of Chicago

15. Step 2 • Identify Target Markets Who do you want to reach? Arts & Business Council of Chicago

16. The attendance equation Identify Target Markets • Benefits of the arts experience • (= or >) the costs of the experience • (including ticket price, parking, time spent, effort, babysitter, etc.) Arts & Business Council of Chicago

17. Identify Target Markets Target market • Who are they ? • Demographics, life-stage • Wants, needs, desires, attitudes, interests • Barriers, concerns, pressures • How could you benefit them? Solve a problem? • What is your image with them? • How do you reach them? • How can you segment? Arts & Business Council of Chicago

18. Segment: Attendees Identify Target Markets • Sub-segments • One time • Multiple/repeat • Subscribers/members • Groups Arts & Business Council of Chicago

19. Learning more about attendees Identify Target Markets • Use surveys, questionnaires • Report on subscribers’ single sales patterns • Build a customer database • Talk with audience members • Conduct focus group • Observations! Arts & Business Council of Chicago

20. Identify Target Markets Other ways to segment • Attendees(one-time, multiple, subscribers) • Arts usage(heavy, medium, light users) • Age (generational marketing) • Ethnicity • Affinity Arts & Business Council of Chicago

21. Identify Target Markets Building audience • Retention and renewal • New single and group sales • New services or products Arts & Business Council of Chicago

22. Identify Target Markets Key concepts in retention • Audience knowledge - info from sales, surveys, class registration • Recognition • Belonging, sense of ownership • Consistency • Communication - curtain speech, mailing, telephone Arts & Business Council of Chicago

23. Step 3 • Specify your Marketing Goals What do you want to end up with? Arts & Business Council of Chicago

24. End results Specify Marketing Goals • What will “success” look like? (define it) • Why do you want this? (reality check goals) • How will you know when you’ve succeeded? (define measurable results) Arts & Business Council of Chicago

25. Examples of marketing goals Specify Marketing Goals • Increase single ticket sales by ___% • Draw 50 people from Carol Stream area • Book 3 additional contracted performances next season • Update logo Arts & Business Council of Chicago

26. Turning marketing goals into Action Items Specify Marketing Goals • Bus seniors to one concert • Give a preview talk at the library • Use paid ads in the newspaper Arts & Business Council of Chicago

27. Step 4 • Prioritize Ways to Implement Goals and Set Budget How will you get the word out? What will it cost? Arts & Business Council of Chicago

28. Getting the word out Prioritize/Set Budget • What’s the best way to reach audience? • Can we afford this? • What can and should I pay for? • What can and should I find pro bono? • Do our goals require additional staff? Arts & Business Council of Chicago

29. Prioritize/Set Budget What will it cost? • How much time? • How many people? • How much money? • How much of (what) other resources? Arts & Business Council of Chicago

30. Prioritize/Set Budget Go where your target is • … not just where other artists are. • Join local business organizations, women’s groups (barter) Arts & Business Council of Chicago

31. Prioritize/Set Budget Reach your targetaudience with your message • Take advantage of free publicity • Who are your targets? • What is your story? • How can I get the word out? Arts & Business Council of Chicago

32. Prioritize/Set Budget Free publicity opportunities • Press Releases to Newspapers and Magazines • Usually need to submit 2 - 4 weeks prior to event • Use specific format • Send information to local arts/entertainment editor • Calendar Listings to Newspapers and Magazines • Usually need to submit 2 - 8 weeks prior to event • Send information to attention of the calendar editor Arts & Business Council of Chicago

33. Prioritize/Set Budget Also free • Public Service Announcements (PSAs) to Radio Stations & Cable/Community Access TV • Check with individual stations for deadlines, usually at least 4 weeks prior to event • Send to Community Relations Director • Write copy as you want it read; include pronunciations Arts & Business Council of Chicago

34. Prioritize/Set Budget More free • Cultivate Feature Articles w/ Newspapers & Magazines • Write press release 6-8 weeks prior to event • Call arts/entertainment editor; pitch story • Arrange interviews, as needed • Photo Opportunities w/ Newspapers & Magazines • Call editor 4-6 weeks prior to event; request/schedule • Meet photographer on-site Arts & Business Council of Chicago

35. Internet Listings Growing number of websites w/ cultural calendars Listings are almost always free of charge Illinois Tourism site is an excellent resource Community Newsletters Business employee newsletters School publications Church bulletins Prioritize/Set Budget Still more free Arts & Business Council of Chicago

36. Prioritize/Set Budget Evaluating budget levels • Budget is too high if you spend more than you make in return. • Budget may be too low if: • not spending 15-25% of revenues on marketing • not spending 6:1 to acquire new audience as to keep old ones • Expect the unexpected Arts & Business Council of Chicago

37. Step 5 • Create Action Plan How to accomplish goals? And who? And when? Arts & Business Council of Chicago

38. Create Action Plan Tests of a good action plan • Highly detailed • Agreed upon by all interested and responsible parties • Measurable results • Who • By When! • Accountability Arts & Business Council of Chicago

39. Create Action Plan Action plan Arts & Business Council of Chicago

40. Ingredients for success 1.Clarify Vision/Mission What is it that you want to communicate? 2.Identify Target Market/Audience Who do you want to reach? 3.Specify Marketing Goals What results do you want to end up with? 4.Prioritize Ways to Implement Goals and Set Budget How will you get the word out and what will it cost? 5.Create Action Plan to Achieve your Goals How to accomplish goals? And who? And when? Arts & Business Council of Chicago

41. Contacts Arts & Business Council of Chicago info@artsbiz-chicago.org Websites www.artsmarketing.org www.artsbiz-chicago.org Arts & Business Council of Chicago

42. Attracting your Audience: MARKETING101 Illinois Arts Alliance Conference May 15, 2003 Presented by Patricia Joseph & Joan Welles