Ideas

We Are Living In A Mobile World - Is Your Website Truly Optimized to Sell Tickets?

January 18, 2017

As the analytics lead at Capacity Interactive, my job revolves around on-site behavioral data - collecting it, analyzing it, making informed decisions and strategic recommendations based on it. Data can be analyzed in many ways, and I don't believe in a cookie-cutter approach. Every client is unique - in who they are, what their objectives are, what kind of content they have, how their website looks, what tech platforms they use, etc.

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Lost in Space…Is Not Where You Want To Be

November 4, 2016

Marketing, when effective, reaches the right audience at the right place at the right time. It connects ideas and benefits with the people who want them. Arts marketing is no exception. In fact, it is one of the most challenging sectors since we, as art marketers, rarely have any control over the “product” for which we are raising awareness and creating demand.

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Boot Camp Through the Years

October 13, 2016

This year we are presenting our sixth annual Digital Marketing Boot Camp for the Arts. To commemorate, we did what any sensible digital marketer would do...we created an infographic! Enjoy.

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The Perfect Website Redesign Project

October 12, 2016

I want to tell you about The Perfect Website Redesign Project. It happened about a year ago with the Palo Alto Dance Theater Company (or PADT for short), an arts organization started by a group of software engineers in Silicon Valley with a mission to balance the lives of desk-bound coders with inspiring dance programs. My firm had been selected to overhaul the existing website and build a new experience that would:

  • Better represent the breadth of the organization's offerings.
  • Increase online donations.
  • Increase ticket sales to performances.
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You Should (A/B) Test That!

September 22, 2016

As arts marketers, we’re always looking to optimize our digital campaigns and be more efficient with our budgets. We have to or we'll see a direct impact on ticket sales. 

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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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5 Reasons Not to Build an App

September 10, 2015

Gone are the days of wondering if your organization needs either a mobile optimized website or a mobile app.

We have all cast our vote through our smartphone usage and the data shows that we interact with mobile web and mobile applications in different ways. Depending on your business, you may need one or both.

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Practical Advice for Managing Your Website Redesign

August 26, 2015

Seattle Opera launched a new website in July – not just a new design, but also a new CMS and a new e-commerce engine. It was almost a two year ride to get here. 

I was the project manager from the start to finish and reflected on a few items that made this project successful, plus some advice I wish I had at the start.  

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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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Erik Gensler, the President of Capacity Interactive, speaks with thinkers and leaders inside and outside of the arts about leadership, marketing, organizational culture, and innovation.

 

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