Watch: Programmatic Marketing Part 2: How Are We Selling It?

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来自 University of Maryland, College Park 的课程

The Cycle: Management of Successful Arts and Cultural Organizations

148 个评分

University of Maryland, College Park

The Cycle: Management of Successful Arts and Cultural Organizations

148 个评分

What makes a successful arts and cultural organization? Led by DeVos Institute Chairman Michael M. Kaiser and President Brett Egan, this course will introduce you to a management theory called the Cycle which supports thriving arts and cultural organizations. Learning from our work with managers from over 80 countries around the world, the DeVos Institute developed the Cycle as a simple, but powerful tool to assist managers in their effort to respond to an increasingly complex environment and propel their institutions to excellence. The Cycle explains how great art and strong marketing can create a family of supporters, who in turn help the organization produce the revenue required to support even more great art the next year. The Institute has seen the Cycle work in performing and presenting organizations, as well as museums, arts schools, and other nonprofit endeavors like service organizations, historical societies, public libraries, university programs, advocacy organizations, botanical gardens, and zoos. By taking this course, you will learn: • the importance of bold, exciting, and mission-driven programming in an organization; • how long-term artistic planning can help an organization produce this work; • how an organization can aggressively market that programming and the institution behind it to develop a family of supporters - including ticket buyers, board members, donors, trustees and volunteers; • how an organization can cultivate and steward this family to build a healthy base of earned and contributed income; and • how an organization can reinvest that income into increasingly ambitious programming year after year. All course material is available upon enrollment for self-paced learners. New scheduled sessions begin each month. For more information about the DeVos Institute's work, visit www.DeVosInstitute.umd.edu.

从本节课中

Programmatic Marketing

Programmatic marketing is the second marketing perspective that the Cycle describes. Programmatic marketing can be defined as the tactics used to identify and target potential audiences for each attraction, create awareness and demand, and drive a sale (of tickets, classes, services, or other experiences). Effective programmatic marketing extends beyond the transaction to contextualize each offering, ensure a high-quality experience, and lay the groundwork for a long-term relationship with the buyer. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of programmatic marketing to your organization using the planning activity provided.

Watch: Programmatic Marketing Part 1: What are We Selling?3:50

Watch: Programmatic Marketing Part 2: How Are We Selling It?4:11

Watch: Programmatic Marketing Part 3: To Whom Are We Selling?5:09

Watch: Programmatic Marketing Part 4: At What Price?3:55

Watch: Programmatic Marketing Part 5: With Which Media?4:08

与讲师见面

Michael M. Kaiser
Founder and Chairman
DeVos Institute of Arts Management at the University of Maryland
Brett Egan
President
DeVos Institute of Arts Management at the University of Maryland

We also have to think about how we're selling these projects.

Are we selling them as a subscription?

Are we selling them individually?

And how many of you have a subscription, some kind of subscription to what you do?

Some of you do.

How many of you have seen subscriptions fall over the last 30 years?

Most of us have.

Subscriptions are great if you have a subscription capability

that is selling multiples at once because it lowers the cost of marketing.

Because it gets us great financing, right?

We get all the money up front.

Because it gives us artistic flexibility because we don't have to sell

each project in its own right.

It's sold as a package.

So the Metropolitan Opera did great when they could put Domingo or

Pavarotti or Joan Sutherland or Leontyne Price on a package.

And then people bought the others without them because they bought the package.

We've seen subscriptions decline, why?

They've declined, I think primarily for three reasons.

One, because the cost got so high.

Two, because women with the majority of the purchasers, I'm going back now 50

years ago, and as more and more women began to work outside the home their

ability to predict I want to go to the theater every third Thursday,

I want to go to the opera every month decline to.

And thirdly, because of business travel increased substantially for

those who typically are subscribers.

And so all of us can't predict our schedule so well.

And as subscriptions fell, all of a sudden we had to spend more on marketing.

And we had to market each thing in its own right.

And that's made it harder and harder and harder.

So it's a problem for us who enjoy subscriptions.

I did work with the Philadelphia Orchestra recently, and the Philadelphia Orchestra

sold about 30 years ago, almost every seat was sold on subscription.

They didn't have to market.

They just send out the subscription brochure at the beginning of the year, and

that was the end, they were done.

That world is different today.

So we have to think about are we selling this subscription package or

we're selling individual tickets and that's going to affect how we're going to

have to market each work in our season.

And then we have to think about whether this is a single sale or a group sale.

I would like to recommend to those of you who are having trouble filling your

theaters to please think about group sales in a very aggressive way.

Cassie Ballet, I think we used to sell about 60% of

our tickets to our performances that were non-Nutcracker performances, and

then we discovered the girl scouts.

And we have 6,000 girl scouts buy tickets,

at a reduced price but fill out the hall.

Do any of you have challenges filling your theater?

Yeah, think about the girl scouts.

Do a merit badge.

That sounds evil and I don't mean it in an evil way.

You know that girl scouts do earn merit badges.

That means there's typically some kind of academic activity

attached to some kind of action.

So it's coming to your performance and writing a paper about it.

It's doing some research about one of the composers and writing about it.

That's the kind of thing you do and you create your merit badge and

then make a deal with the girl scouts.

The Kennedy Center has had

gazillion girl scouts through its doors over the last 15 years.

It's really worthwhile, and

you'll be shocked at how many girl scouts are in your city.

Not just the girl scouts themselves, but their parents and the associate staff.

I can tell you in LA there are 40,000 girl scouts and

20,000 parents are staff that are actively involved with those 40,000.

That's 60,000 people, that's a really great focused market.

So group sales if you're trying to fill your theater, look at the group sales.

So, one question is what are we selling?

The nature of the art, are we selling it as a package,

as a single ticket, as a group?

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