Shared by: kellena93
One State: Together in the Arts Session report E-Marketing 1 May 17, 2007 Reported by Deanna Shoss Moderator: Alex A.G. Shapiro, Illinois Arts Council Panelists: Al Fleener, Surface 51; Lisa Meid, Surface 51; Andrew Micheli, Arts & Business Council of Chicago. Al and Lisa kicked off this very informative session with an overview of how e-marketing fits into an overall marketing strategy. They defined marketing as “every single manner of communicating to consumers that encourages them to use your product or service,” and e-marketing as the “practice of applying digital technologies to achieve your marketing goals”. Samples of e-marking include email marketing, search engine marketing, social media (e.g. My Space, Facebook, etc.), banner advertisements, and online video marketing such as on You Tube. The Good News is that e marketing is generally less expensive and reaches a more targeted audience. The Bad News is that it changes by the hour, and you need to be willing to let it have a life of its own. Case studies cited included “art lives here” campaign for www.40north.org as an example of going “viral”—something that gets passed from person to person to person; www.barrysfarm.com was an example of the power of going to message boards to announce something; or something different, as when band member from Nine Inch Nails left jump drives around clubs to ‘leak’ out new music and get a buzz going around it. So, what kind of e marketing might an arts manager use? Web presence—increasingly crucial as a portal to all e-marketing initiatives, but important to give people reasons to keep coming back to your site, with things like: • Podcasts—e.g. audio podcasts of music, new releases, etc.; video podcasts of art openings • downloadable mp3’s of local music • notify subscribers of current sales or events, either at your own location or stay current on things that would interest your constituents • create eBay auctions of local art and feature it on your website • Offer an online matching service to pair artists with venues, agents, etc. • add bloggers to your press release distribution lists • create local art screensavers, ring tones, etc. that people can download from your site • create local art e-cards (MOMA has great ones) Andrew Micheli then talked more specifically about his experience with email campaigns, and how to get your email subscribers to evolve from subscriber to ticket buyer to donor. He also emphasized the need to keep giving people a reason to come back to your site. A successful email campaign might include: 1. Collecting information—get as much info as you can about subscribers 2. Have a ‘sign up’ button on your home page 3. Use email to drive people back to your site—e.g. your e-zine will have links back to different spots on your site, or such as with www.stagechannel.com, have places on your site where people can get a quick link to a audio or video of a show. Also, remind your constituents to link to your page, or to set up their own Facebook or MySpace page (e.g. if you have an exhibit, remind all of your artists to use their digital connections to drive people to your site/event.) Q&A It is probably a good idea to hire someone to put together templates for your email. As far as how often to send out messages, as much as you thing subscribers will tolerate—you don’t want people to opt out because of too much mail. Also, a system such as Constant Contact will help keep list current by asking subscribers to update their info every 4 months or so. Marketing and Development should work together to drive traffic to your site. At the end of the day it’s a matter of numbers—if 1% of all visitors are going to your site buy something from you, the more who visit, the greater the return. A well designed, working e-newsletter that you can take over and update your self can cost between $2,500 and $5,000. Constant Contact and Patron Mail are two examples of affordable solutions. Look at a variety of options to see which might best fit your needs. Good idea to look at your ‘back end’ to see where people are linking from to get to your site. Can also do surveys on your site to ask, but be sure they are simple and short. May want to invite someone from an ad agency to be on your board. One State: Together in the Arts Session report E-Marketing 1 May 17, 2007 Reported by Connie Shanahan Summary: Al Fleener and Lisa Meid: Marketing is every manner used to communicate to convince people to use your services. E- Marketing is the practice of applying digital technologies to achieve your marketing goals. Emarketing is generally less expensive than traditional marketing techniques; however, it is new and emerging, and requires additional time and creativity (at least up-front). It often takes on a life of its own–you must be willing to accept this. Forms of e-marketing: email marketing, search engine marketing, social media (e.g., Wikipedia, YouTube, etc), banner advertisements, online video marketing, and this list is growing. A web presence is increasingly crucial as a portal to other e-marketing ideas. It is important for you to target your audience and segment it. Note: most gamers are 55+ in age; MySpace largest demographic group is in their 50's and 60's. NOW is the time to start working with emarketing, since it will be growing in the future. The Surface 51 Power Point presentation, list of resources, and hot topics in arts marketing are available at www.surface51.com/iaa. Andrew Michelli: The Arts & Business Council’s current project is an e-marketing incubator, which is training several organizations in developing their digital marketing efforts (in the absence of resources). Your central digital home is your website. Everything you do should aim people back to your website, which means that it has to be interesting enough for people to want to come back to time and time again. Start with an email campaign; start growing the list and get as much information as you can. E.g., have an e-mail signup on your main web page. You can provide a newsletter or e-blast (a short message) on a regular basis–offer people something that will enhance their experience. E.g.: an audio or video clip from your recent show. You can hire someone to put together an email template. Constant Contact and Patron Mail are two nonprofit-oriented email newsletter businesses you can look into. Purpose of website: get people to come back, and bring them one step closer to the experience you’re offering. You want them to say, “I want to be part of this.” Other forms of emarketing include online forums or blogs. Mechanisms to let you know what people want: an online survey; small focus group Suggestions on what to avoid: not giving enough attention to design, content, message. Q: For those organizations who don’t have time or money, what should the approach be? Start with research–who is your audience. Then do a simple e-mail campaign directing people to your website (assuming you have a dynamic website). Purpose of e-marketing: to make things more effective, more efficient, so it saves you time in the long run and allows you to do less grunt work and be more creative.