Ideas

Connecting with Patrons in Relevant Mobile Moments | Guest Blog Post

August 9, 2017

It’s not easy to sell convertibles in the rain. This was the challenge for Audi Canada as they attempted to increase test drives for their A3 Cabriolet convertible. How could they reach their customers in the most relevant context to sell more cars? They turned to the insights gleaned from their potential customers’ mobile devices. Audi launched a mobile ad campaign where customers could book test drives directly from the ad experience. These ads were targeted to people in close proximity to a dealership, prioritized via CRM data and displayed only on sunny days when they knew test drives would be more likely. By understanding the context of their customers’ lives through the clues they leave behind though their mobile devices, Audi increased test drives by 51% and drove $13M in new A3 Cabriolet sales.

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What Do Your Organization's Before and After Pictures Look Like?

October 31, 2016

So your goal is to get in better shape. Congratulations! You come up with a diet and a workout routine and plan to make significant life changes to get fit. Before you begin, you weigh yourself and take measurements to track your progress. Just like in fitness ads, you need a before and after picture. You can’t have a goal weight or waist size without knowing from where you’re starting.

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So You Want to Launch a New Institutional Website? Read this first!

April 7, 2016

I hear these requests far too often from arts marketers. I don’t blame them for wanting something fast and inexpensive, but these timelines and budgets are incredibly unrealistic and create a domino effect that causes more work, lots of headaches, and ultimately leads to poor websites that keep our industry in the dark ages.

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Iterative Design – Building Effective Websites Over Time

December 17, 2015

In the beginning there was a new website or a redesign… and people were impressed. Compliments were passed. Beer was shared. The website was built according to plan—populated with snappy content and interesting images—and it finally launched with a sigh of relief. Months passed and people were (still) impressed. But analytic data started to tell a different story. 

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Building a Content Marketing Strategy from the Ground Up

September 24, 2015

You wake up with a sense of purpose. This is the year you’re going to shake up your marketing strategy. Years of the same old playbook have and landed you in plateau-land when it comes to lead generation. Things haven’t been bad...they’ve just been “meh.”

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2014 Performing Arts Digital Marketing Benchmark Study

May 19, 2015

For the third year in a row, we've compiled survey data to create industry benchmarks to help you compare your digital marketing efforts with other performing arts organizations. Our report looks at social media, digital advertising, analytics, email, mobile and website maintenance.  
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Does Your Culture Foster Marketing Innovation?

January 20, 2015

Regardless of the form we choose to support, I think it’s safe to say we all share a belief that art deserves a place of prominence in our culture. When we choose to market the arts, we take on the challenge to act as matchmakers between what we produce in our halls and on our stages, and a populace that is never sitting still – not to mention one that is constantly creating and disposing of its modes of connection and communication.

But you already knew that. You read this blog.

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To Make Good Data-Driven Decisions You Need....Good Data

September 22, 2014

In order to make data driven decisions, you need, among other things, good data. And not just accurate data, but rich data. Capturing this data in digital analytics tools such as Google Analytics, however, has historically been a challenge since customizing the implementation would require tech resources that are often difficult to secure. This post will explain how Google Tag Manager can help you bypass this challenge so you can begin capturing rich user data without requiring tech support.

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2013 Performing Arts Digital Marketing Benchmark Study

July 15, 2014

We compiled survey data to create benchmarks to help you compare your digital marketing efforts with other performing arts organizations.  Our report looks at social media, digital advertising, analytics, email, mobile and website maintenance.  

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The Social Imperative

February 6, 2014

 

As an industry it is imperative we up our social game. Many organizations are still marketing like it is 2003; relying heavily on newspaper, radio and print. I see organizations dipping their toes in social but it is still not core to their strategy. Most organizations are severely underfunding social media and content creation. Not to be hyperbolic, but this needs to change for our industry to continue to thrive.

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