Ideas

Customer Service in a COVID-19 World: Advice for Arts Organizations

April 3, 2020

Stellar customer service is key to patron loyalty. In fact, 90% of Americans use customer service as a factor in deciding whether or not to do business with a company.

This statistic was gathered in a pre-pandemic world - now, our box office and visitor services staff are in the thick of the COVID-19 crisis. From ticket exchanges, to refunds, and questions about reopening, they’re dealing with a barrage of questions in a rapidly evolving situation.

Robert Phillips is a customer experience expert specializing in arts, culture, and events. He virtually sat down with us to answer some customer service questions to help arts organizations learn from and empower their customer service staff. 

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The Return of the Ticket Buyer Study

March 3, 2020

The Performing Arts Ticket Buyer Media Usage Study is back to provide you with the data you need as an arts marketer in 2020. We created this study as a resource for arts marketers in organizations of all shapes and sizes to navigate this rapidly changing media environment and the 2019 report breaks new ground as the follow up to the study we debuted in 2017.

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The Care and Cultivation of New Leads

February 7, 2020

Spring might be over a month away, but it’s the perfect time to start planning for a bountiful season of new, engaged patrons. We hope we reignited your passion for gathering new leads in our blog post about the success Emerson Colonial Theatre has had with their lead generation campaigns on Facebook.

In this follow-up post, we’re here to round out your repertoire of ways to gain permission to talk to patrons via email and then dive into how to make sure you set up great communication with those patrons from the get-go...and avoid losing their permission via the dreaded unsubscribe.

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Opening the Doors to New Leads

January 30, 2020

It’s a fresh, new year and with it comes the opportunity to think about new leads. When it comes to permission marketing, gaining an email address from a patron is the ultimate invitation—they’ve given you permission to have a regular conversation with them about the things they care about. It’s vital to nurture those patron relationships through tailored, vibrant communications. And it’s also important to continue to infuse your database with new leads to grow your patron base and weather the ebb and flow of database churn.

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Keeping Inboxes Merry and Bright During the Holiday Season

December 13, 2019

The holiday season is in full swing, and amidst the swirl of wrapping paper and ribbon, holiday baking and travels, your patrons are bravely facing down email inboxes chock-full of promotions. We’re here to help make sure your organization’s messages stand out like a bright red mailbox above a blanket of snow.

Read on for some content tips and creative inspiration that will keep your patrons merry and bright, and keep you on track to arrive at your holiday parties on time.

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Five Email Marketing Data Points Arts Marketers Must Measure

October 11, 2019

As we approach the end of the decade, I have to pinch myself when I chat with venues around the world. 

Somehow, after nearly 50 years, email marketing is still the belle of the ball when it comes to conversion and engagement with ticket buyers and fans. It’s amazing to consider that with all the exciting new channels available to consumers, the modest email marketing campaign is still the one that gets us clicking. 

Will I be publishing the same article in 2029? Hard to say, but for 2019, the success of your venue and your career hinge on you making the most of this quirky channel. Here are five data points successful arts organizations should use to measure their email programs.

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Level Up Your Email Marketing

September 6, 2019

It’s no secret that email is still an important channel for arts marketers. 87% of arts buyers regularly hear about upcoming performances through email, and email continues to deliver the highest return on investment (ROI) for marketers across all industries.

Even with these stats in mind, it’s easy to feel like you’re stuck in a cycle. You might get in the habit of only sending emails when a performance or exhibition goes on sale. Or, you’re looking for a solution that will help you automate email processes to get valuable time back in your day.

We’ve outlined several different ways to help you get out of a rut and level up. These are achievable steps that will set your organization apart from the oversaturated inbox crowd.

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Building Blocks for Email Benchmarks

July 24, 2019

Our clients often ask how they compare to other cultural organizations. While we’re happy to point them towards the most recent Arts Industry Digital Marketing Benchmark Study, the best path is to benchmark against themselves. This is particularly true for email because email type and the size of the list both impact metrics and results.

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Simple Segmentation Strategies that Work

July 17, 2019

The word “segmentation” can bring to mind images of infinitesimal details and complex analysis. In other words, plans that digital marketers of the artistic world might be salivating to try but blocked to implement by time, resources and reality. Luckily, new research suggests that relatively straightforward strategies are still valuable for arts organizations trying to boost their return on investment (ROI) on email.

Exploring trends in organizational health at the intersection of arts administration and technology, the 2019 Spektrix Insights Report analyzed a cohort of about 350 performing arts organizations from the software provider’s client base. The report shows segmented emails outperform open rates on unsegmented emails by 56%. In this case, “segmented” means sent to 10% or less of an organization’s opted-in audience base.

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Digital Marketing Boot Camp for the Arts

Flex your digital marketing muscles at our two-day conference 100% focused on digital marketing for arts organizations. October 22-23, 2020 in NYC.  

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Market Smarter
Performing Arts Ticket Buyer Media Usage Study

Download this study of 18,000 ticket buyers from 40 performing arts organizations across the country. The report is a resource for arts marketers in organizations of all shapes and sizes looking to navigate ever-evolving audience behavior in our rapidly changing media environment. 

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Podcast Series 
CI to Eye 

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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