|
sessions
"We'll Pump You Up"—Making Money through Your Local Service Organization
Wednesday, November 12, 9:00 a.m.-10:30 a.m.
Extend your reach, collaboration, and funding by leveraging your local service organization (LSO). Using the "Bitch, Brag, Brain" framework, participants will work together in small breakout groups to explore how to maximize their use of and value from their LSOs. Facilitators will prompt an exploration of existing programs (e.g., ticketing, calendars, mailing co-operatives, shared services) as well as brainstorming new programs. The group will reconvene and develop a list of future ideas for the service organizations. All participants will be e-mailed a full set of session notes after the conference.
Moderator(s):
Presenters:
Back to Schedule
A Poor Man's Guide to Podcasting: How to Get Started in 60 Minutes for under $100
Wednesday, November 12, 10:45 a.m.-12:00 p.m.
Panelists recently turned a printed newsletter into an electronic magazine featuring interviews with visiting artists, videocasts of performances, and music. After learning to produce the podcasts, and investing less than $100, they transformed an award-winning, $20,000 printed publication into an interactive, electronic version that gets readers—and listeners and viewers—up close and personal at almost no cost. This format also allows tracking in a way that print does not. This session will cover technical nuts and bolts on a shoestring budget with limited technical knowledge; differences between interviewing for a print piece and for a podcast; and how podcasting fits into a marketing plan.
Moderator(s):
Presenters:
Back to Schedule
Advanced Branding: The Evolution of a Brand
Tuesday, November 11, 10:30 a.m.-11:45 a.m.
In today’s economy, you need ways to grow your audiences not by spending smarter, not by spending more. Over the past few years, the New York Philharmonic has undertaken an integrated strategic approach to its brand that has increased ticket revenue by $2.3 million (17 percent), paid attendance by 30,000 seats (12 percent), and utilization of capacity from 73 percent to 88—all with minimal increases in marketing expenses. This session shows the benefits of a multi-year program of research that gives guidance on a number of aspects of “brand” as well as its application in strategic and tactical marketing, communications, and programming—with each component building on the other to produce dramatic, cumulative results.
Moderator(s):
Presenters:
Back to Schedule
Advanced E-mail Marketing: Techniques That Really Matter
Monday, November 10, 2:15 p.m.-3:30 p.m.
E-mail marketing has rapidly become one of the most important elements in arts and nonprofit organizations marketing. As experienced marketers, you know that just doing the basics and "blasting" your patrons won’t get you great results. During this session, you'll learn advanced techniques that successful arts marketers are use to ensure the best results. We will focus on subject line, design tips that make a difference, low cost/high impact list building techniques, and behavioral list segmentation. You’ll hear the latest research on about how patrons are using the Internet and e-mail, and how it affects their purchase decisions. Then you'll see specific examples and case studies of how the Oklahoma City Philharmonic is implementing its own e-marketing program and what is working most effectively for them. You’ll have plenty of time to ask questions, and we'll focus on actionable ideas to implement within your own organization.
Moderator(s):
Presenters:
Back to Schedule
An Unsettled Funding Market: Where Is Arts Giving Today…and Where Is It Going?
Wednesday, November 12, 10:45 a.m.-12:00 p.m.
This session will feature a facilitated panel conversation among funders on how the current unsettled economic climate is affecting giving to the arts. There is a general consensus that the faltering economy is having a direct impact on arts giving, and there is also a sense that the economic climate is not going to improve anytime soon. What does this mean for giving to the arts? Are funders in fact cutting back? Are there some segments of the funding world that are not? What are some fundraising strategies that may be more effective in a “down market”?
Moderator(s):
Presenters:
- Debbie McNulty, Houston Endowment, Inc., Houston, Texas
- Olive Mosier, William Penn Foundation, Philadelphia, Pennsylvania
- Sharon M. Owens, CenterPoint Energy, Houston, Texas
Back to Schedule
Are you an Urbanite? Attracting Young Ticket Buyers and Donors
Monday, November 10, 4:00 p.m.-5:15 p.m.
The lifeblood of any arts organization is its ability to develop long-term audiences. Leveraging Facebook, MySpace, and its own network of e-mail subscribers, Ordway Center launched “Urbanites,” its young professionals group in January 2007. Urbanites now has a membership of nearly 500 and is growing, attracting the 20- and 30-somethings for whom price and commitment otherwise stand in the way of theater attendance. Also hear how the Museum of Fine Arts Houston has attracted thousands of young people to its outdoor after hours events and how Houston Young People for the Arts (HYPA) reaches this same audience with information about current cultural events on the Houston art scene. The session will cover the research methods used to gather information on this market, the planning process, and program implementation. The session will also include an overview of program events and an evaluation of their success.
Moderator(s):
Presenters:
- Joel D. Rainville, Ordway Center for the Performing Arts, St. Paul, Minnesota
- Andrew Huang, Houston Downtown Alliance, Houston, Texas
- Claudia Solis, Museum of Fine Arts, Houston, Houston, Texas
Back to Schedule
Beyond Diversity: Encouraging Cross-Cultural Arts Attendance
Wednesday, November 12, 10:45 a.m.-12:00 p.m.
What would make Asian American arts consumers turn out for a Latino dance performance, or African Americans line up for an Asian performance? The Dance Center of Columbia College Chicago is undertaking research in an area that has been little studied in the performing arts: “cross-ethnic” attendance. Although a good deal is known about the motivations of African American, Latino, and Asian American arts audiences, little or no research has examined why people attend performances from cultures different from their own—and why so many don’t. If we value the arts in part because they bring communities together for shared experiences and symbolic dialogue, then it’s important to find out why most minority arts consumers choose programs that reflect their own ethnicity, and how we might encourage them to venture outside their “cultural comfort zones.” This research and marketing initiative, funded by The Chicago Community Trust and Columbia College Chicago, includes new analysis of ethnicity data from Alan Brown’s Intrinsic Impacts study as well as qualitative research with African American, Latino, Asian American, and Caucasian dance attendees in Chicago. Join us for a candid discussion of what’s at issue—and at stake—in cross-ethnic exploration through the arts.
Moderator(s):
Presenters:
Back to Schedule
Branding 101: The Mechanics of Magic
Monday, November 10, 2:15 p.m.-3:30 p.m.
Branding has become a buzzword in nonprofits as we face stiffer competition with for-profit entities—and with each other. The key to successful branding is developing a brand identity that telegraphs the uniqueness of your organization. A company does not build its image overnight, nor is branding the sole responsibility of the marketing department. This workshop covers the process to ensure successful brand development and brand measurement. Participants learn simple and inexpensive ways to focus on their organization’s uniqueness in a manner that is relevant and motivating to new audiences.
Moderator(s):
Presenters:
Back to Schedule
Branding Your Sponsor: Three Theaters Fly High in US Airways Collaboration
Monday, November 10, 4:00 p.m.-5:15 p.m.
This session will explore a unique collaboration between Children’s Theatre of Charlotte (NC), Childsplay (AZ), and People’s Light & Theatre (PA) in responding jointly to a branding RFP from US Airways. The development of "Imagination Begins With US: The US Airways New Plays Festival for Families" required both a strong relationship between marketing and development professionals at each theater and an evolving partnership between the theaters and the corporate underwriter. It serves as a model for “out-of-the-box” responses to the needs of national corporate donors and of the give-and-take necessary to make marketing/fundraising fusion projects successful.
Moderator(s):
Presenters:
- Kelly Balthazor, US Airways, Tempe, Arizona
- Liza Beth, Children's Theatre of Charlotte, Charlotte, North Carolina
- Jenny Millinger, Childsplay, Tempe, Arizona
- Rosemary Walsh, Childsplay, Tempe, Arizona
Back to Schedule
Donor Segmentation in Practice: Campaign Strategies that Motivate Donors
Tuesday, November 11, 10:30 a.m.-11:45 a.m.
As a follow up to Alan Brown’s keynote address on emerging practices in customer segmentation, this session will focus specifically on how to further develop segmentation approaches to fundraising. The session will cover donor interviewing techniques, campaign concepts targeted at specific segments of donors, and ideas for organizing a comprehensive donor profiling effort. This is your chance to ask questions and see how this new data mining model can boost your donor revenue sales!
Moderator(s):
Presenters:
Back to Schedule
Entrances, Exits, and Escalators: Keep Ticket Buyers Coming In and Moving Up
Tuesday, November 11, 1:45 p.m.-3:00 p.m.
According to national patron behavior studies, three out of four new patrons exit arts organizations’ revenue streams after only one transaction. Learn how you can lessen the rate of audience loss in your organization. In this session, panelists will share research-based insights and success stories. Take home ideas on must-do patron retention efforts that will keep your organization growing, especially in difficult economic times.
Moderator(s):
Presenters:
Back to Schedule
Extreme Proposal Makeovers: A Marketer’s Guide to the Development Ask!
Monday, November 10, 10:45 a.m.-12:00 p.m.
After watching on the sidelines for years as the development office produced functional yet mundane proposals that didn’t garner much attention, the marketing team asked to design a custom proposal for a large corporate prospect. Within days, we developed a package that was engaging, interactive, connected to the prospect’s mission, and unique from other requests. The result was a quick decision for a $25,000 sponsorship and now the marketing department works hand-in-hand with the development office to prepare customized proposals. Creative packaging, exclusive offers, and a customized touch make a difference. In this session, participants will learn to create proposals that turn into cash rather than end up in the trash!
Moderator(s):
Presenters:
Back to Schedule
Featured Luncheon Speaker!
Sunday, November 9, 12:45 p.m.-2:00 p.m.
Author and consultant Patricia Martin will look at the forces reshaping our culture and how organizations and people can thrive in this period of disruptive change. Based on her book, RenGen: Renaissance Generation, Martin shares insights on a cultural movement created by the confluence of art, education, entertainment and business that has as its center a powerful new player: the cultural consumer. Her thinking goes beyond standard demographics to paint a new picture of the American consumer as a thinking, expressive individual. This session will be rich with hands-on advice and in-depth insights into the psyche of the cultural consumer.
Weaving storytelling with hard-hitting research, Patricia Martin points the way for a new cadre of arts leaders facing challenges such as:
- How do I speak to a broader audience when customers want to be treated as individuals?
- How do I build partnerships with sponsors when competition is ever more intense for shrinking budgets?
- How do I stay relevant in a culture undergoing gale force change?
Presenters:
Back to Schedule
Featured Plenary Session! Emerging Practices in Segmentation
Emerging Practices in Segmentation
with Alan Brown of WolfBrown
While other industries have used customer segmentation as a strategic marketing and product development tool for decades, the arts industry has lagged behind. Now, a group of leading U.S. arts presenters and producers are developing new customer models that offer powerful frameworks for messaging, packaging, and program planning that could revolutionize the ways in which arts organizations relate to their audiences and donors. Alan Brown will discuss new attitudinal models of ticket buyers and donors developed for leading U.S. arts groups and will discuss current efforts to “scale up” segmentation efforts and build the marketing database of the future that includes attitudinal, behavioral, and demographic data on individual ticket buyers.
Moderator(s):
Presenters:
Back to Schedule
Free Night of Theater: How Free Can Work for You!
Tuesday, November 11, 10:30 a.m.-11:45 a.m.
By examining Theatre Communications Group’s Free Night of Theater program, panelists will offer a template for audience development that can be extrapolated to other art forms from visual arts to dance to music. Since debuting in 2005, Free Night has grown, and in October 2008, the fourth annual event will be presented in over 120 cities with more than 600 theater companies offering more than 50,000 tickets. Research demonstrates that one-third of Free Night patrons return as paying customers. Based on such a simple and proven premise—that free tickets will attract new audiences and corporate and media attention on a large scale—this is an example of the synergy of marketing and fundraising "best practices."
Moderator(s):
Presenters:
- Phillip Matthews, Theatre Communications Group, New York, New York
- Brad Erickson, Theatre Bay Area, San Francisco, California
- Mark Shugoll, Shugoll Research, Washington, District of Columbia
- Sam Read, Theatre Puget Sound, Seattle, Washington
Back to Schedule
Getting UNSTUCK: A Practical Guide to Taking Action
Wednesday, November 12, 9:00 a.m.-10:30 a.m.
How often have you attended conferences and left with pages of notes and tons of ideas on how you might affect change back home? But, six months later nothing has changed; you’re just as stuck on the same old issues as you were before. Personal, professional, and organizational change seems almost impossible when we’re stuck with the daily tasks of raising money, managing projects, and selling tickets.We’ll discuss how to make needed changes in our organizational, professional, and personal lives to get unstuck and move forward in new directions. You'll also gain some ideas on how to get prospective ticket buyers and donors to get their credit cards and check books unstuck, channeling money from their pockets to yours.
Moderator(s):
Presenters:
Back to Schedule
Hacking Copyright: Making "Free" Work in the Arts
Tuesday, November 11, 10:30 a.m.-11:45 a.m.
Musicians and arts organizations offering audio content are "hacking" the traditional copyright system using digital tools, such as Creative Commons licensing to control and manage how people enjoy and use their work. By re-examining the concept of free, they can share their art, maintain a high level of quality, and find creative ways to monetize their creative endeavors. Given modern consumer expectations that everything should be free, easily accessible, and remixable, can artists and arts organizations adapt to the constantly changing digital environment to ensure financial success? How do arts organizations offer "free" content without cheapening their art?
Moderator(s):
Presenters:
- Molly Van Houweling, University of California, Berkeley, Berkeley, California
- Charlotte Landrum, Oberlin Conservatory, Oberlin, Ohio
- Paul Slocum, Independent Artist, Dallas, Texas
Back to Schedule
Love Your Aging Audience: Embracing Boomers
Monday, November 10, 10:45 a.m.-12:00 p.m.
An American turns 50 every eight seconds—that's more than 10,000 people every day. The over-50 market has $2 trillion in annual spending power—that accounts for 50 percent of all discretionary income. More than 30 percent of Americans will be over 50 by 2010. And yet, the demographic that gets all the attention is the 18–49 crowd. Why do most arts marketers see the aging of their audience as a problem, and not as an opportunity? The early baby boomers who are soon entering retirement will have the time and the money to be more involved in the arts. Hear how, as an arts marketer, you must embrace this influential segment.
Moderator(s):
Presenters:
Back to Schedule
Loyalty Strategies: Reinventing the Audience Relationship
Wednesday, November 12, 10:45 a.m.-12:00 p.m.
In Autumn 2006, findings from an NJPAC Strategic Review revealed significant audience churn rates that—despite robust acquisition results—were steadily eroding the organization’s audience base. In response, NJPAC’s professional and board leadership adopted a comprehensive and bold set of strategies intended to reinvent the organization’s relationship with its audiences. Business units within the organization that are typically not charged with audience acquisition and retention—IT, Operations, Programming, Public Affairs, Development, Finance, and Facilities—joined Marketing and Customer Service in an ongoing review of how the center operationalizes promises growing from its mission, values, and messages. This session tells how, as a result of rigorous self-examination, NJPAC transformed challenges into strategies intended to reduce audience decline and better serve audiences and communities. And, because metrics strategies preceded both audience-retention and revenue-enhancement initiatives, NJPAC now observes in real time the extent to which its initiatives are creating results.
Moderator(s):
Presenters:
Back to Schedule
Marketing and Fundraising: Marking Your Territory or Joined at the Hip?
Monday, November 10, 2:15 p.m.-3:30 p.m.
This session will focus on how to build strategic relationships across marketing and development departments within an organization. With a focus on maximizing revenue and increasing overall institutional goals, the panelists will discuss a range of integrated structures. These include Arena Stage’s jointly generated $13 million in combined revenue, the Museum of the New South’s inclusion of membership and “customer experience” within its marketing department, and oversight of both functions within a single department. Session attendees will come away with best practices for an integrated approach to generating revenue at their own organizations.
Moderator(s):
Presenters:
Back to Schedule
Member Lifetime Value: Making Multichannel Marketing Work for You
Monday, November 10, 10:45 a.m.-12:00 p.m.
This session will explore two essential elements of successful membership programs: multichannel marketing and lifetime value. While multichannel marketing is essential for growth and sustenance, lifetime value provides an analytic process to measure the value of members over the course of their lifetime with your institution. In this session, panelists will discuss how to successfully integrate direct mail, telemarketing, internet, and market research strategies in order to acquire, retain, and sustain your membership base. We will examine renewal, reactivation, acquisition, upgrade, and annual fund campaigns as they relate to new and innovative strategies to grow your membership and ultimately increase the lifetime value of your members. We’ll explore how evaluating your members through a lifetime value perspective can help you both grow and sustain your membership base.
Moderator(s):
Presenters:
Back to Schedule
Online Space, The Final Frontier: Making Your Online Presence a Regular, Relevant Part of Your Audience’s Daily Life
Monday, November 10, 10:45 a.m.-12:00 p.m.
Web 2.0 offers new avenues, opportunities, and challenges for museums wishing to invite visitors into the interpretive fabric. But in today’s competitive environment an organization’s web presence has to be absolutely relevant, allow for connection, and add value to everyday lives. This presentation will show how arts organizations are using blogs, podcasts, social tagging, and other tools to enter into dialogue with visitors and open new options for co-producing interpretive materials. Presenters will discuss the Science Museum of Minnesota’s Science Buzz—a library of exhibit components integrated with and tied to a user-generated website—focused on science in the news, emerging research, and seasonal science. Innovative content associated with Science Buzz have changed the way visitors perceive the Science Museum and have spurred new partnerships and funding opportunities.
Moderator(s):
Presenters:
Back to Schedule
Patronage Pathways: Optimizing Revenue at the Donor-Buyer Intersection
Monday, November 10, 2:15 p.m.-3:30 p.m.
National patron transaction research shows that donor and ticket-buying behavior intertwines, rather than following separate paths. Findings suggest opportunities for greater donor revenue, more ticketed admissions, and greater patron loyalty when departmental silos dissolve and marketing and development efforts are integrated. The Greater Philadelphia Cultural Alliance and TRG teamed up to study how organizations can bridge patron relationship theory with successful practice using information that resides within every organization. TRG CEO Rick Lester shares an overview of the research and two members of Philadelphia’s marketing-development Engage 2020 Leadership Team share their findings on intersections revealed.
Moderator(s):
Presenters:
- Rick Lester, TRG, Woodland Park, Colorado
- Abby Suchting, People's Light & Theatre Company, Malvern, Pennsylvania
- Laura Stiebitz, Pennsylvania Ballet, Philadelphia, Pennsylvania
- Gwen Campbell, Pennsylvania Ballet, Philadelphia, Pennsylvania
Back to Schedule
Philanthropy: Maintaining Your Position in a Volatile Economy
Tuesday, November 11, 1:45 p.m.-3:00 p.m.
Eighty-five percent of nonprofit funding comes from individuals. Hear from professionals who have successfully mastered the techniques of identifying and cultivating individual support and learn how to scale these techniques to fit your staffing and budget size. At this workshop, you’ll hear expert advice on identifying prospects, listening to donors in a donor-centric approach, turning first-time donors into regular donors, and other ways of moving donors up the “ladder.” Panelists will also cover cultivation and unique offerings as well as challenge grants.
Moderator(s):
Presenters:
Back to Schedule
Separated at Birth? Online Marketing and Fundraising
Wednesday, November 12, 9:00 a.m.-10:30 a.m.
Raising money online and selling tickets online are more similar than they are different, which is why marketers and fundraisers need to be on the same page. The strategies, techniques, and skills needed to get the best results are the same—and it's important that both departments share a common vision as well as a common database. When you stop using e-mail to blast your patrons and start using it with a strategic approach to connect with them, you'll have your greatest success! This session will examine online donation statistics and what is right and wrong with online outreach. You’ll learn the perils of the four deadly marketing ailments, then you’ll get revved up with the remedy: 10 solutions that turn these problems around. You’ll have all the tools you need to improve your marketing and fundraising to take your e-mail newsletters from snoring to soaring. We’ll also hear from an arts organization that is putting a best practices approach to the test and seeing real results.
Moderator(s):
Presenters:
Back to Schedule
Sponsorship Boot Camp
Sunday, November 9, 9:00 a.m.-5:30 p.m.
Raising corporate sponsorship money presents its own set of issues, challenges, and opportunities.
- Do you feel like you can’t break into the inner sanctum?
- Does meeting a corporate funder make you nervous?
- Or do you feel that they just don’t "get it"?
This corporate Sponsorship Boot Camp offers tangible tips on what works in today’s tough marketplace, and a practical application of those lessons in a live role playing session!
The morning features sponsorship expert Alice Sachs Zimet from Arts + Business Partners, New York, who will give a bird’s eye perspective of how business is thinking in today’s economy. You will learn:
- the elements of what works and what doesn’t in the tough world of corporate sponsorship.
- the difference between sponsorship and philanthropy and how to create logical marketing links with a potential sponsor.
You will leave this class with a greater understanding of the corporate mindset, the strategies to make your approach more effective, and the know-how to turn a corporation into a sponsor.
New this year! An interactive role playing session in the afternoon! Using the strategies and insights learned from the morning sessions, delegates will be divided into teams, and assigned to represent either an arts organization, a corporation or act as judge. Each arts team must "pitch" the corporate prospect, and the corporate team will have to come to a formal decision as to whether it will fund the project, and for how much. Let’s see who gets the money!
Presenters:
Back to Schedule
Storytelling: Applying Values-Based Research in Marketing and Development
Monday, November 10, 4:00 p.m.-5:15 p.m.
During 2007, 11 diverse arts organizations in Kansas City, MO, participated in an experimental patron survey using storytelling and values-based questioning to learn what really matters to their audiences. The participating arts organizations learned the links between the drivers of "meaning" and patron retention, giving, referrals, and other behavior through asking participants about memorable moments tied to how experiences are delivered through programs, services, and communications. Panelists will share their methods of applying the research to radically change how they use iconic defining experiences to not just reach, but touch, audiences and potential donors.
The full report can be downloaded from www.artskc.org in the publications section.
Moderator(s):
Presenters:
- Surale Phillips, Decision Support Partners, Bozeman, Montana
- Karen Massman VanAsdale, Coterie Theatre, Kansas City, Kansas
- Margaret Keough, Kemper Museum of Contemporary Art, Kansas City, Kansas
- Tom Lancaster, KC Direct Response Marketing for Heartland Men's Chorus, Kansas City, Kansas
Back to Schedule
Strike a Pose: Making Sense of Your Database with Customer Modeling
Monday, November 10, 4:00 p.m.-5:15 p.m.
There’s nothing more challenging than trying to make sense of a huge database, but by modeling data, a company can do just that. It can also find the missing link to understanding customers: predicting future behavior. Simply put, modeling is looking for clues to future behavior by looking at how customer behavior changes over time. Targeting only those consumers most likely to buy can lead to substantial increase in response rate, which in turn can lead to a significant reduction in cost per acquisition. Modeling can also help to identify the most effective combination of products, price, promotion, and distribution channels that should be used to target a given consumer. This overview session is relevant for marketing executives trying to market subscriptions, as well as development/fundraising executives trying to identify the next "whales"!
Moderator(s):
Presenters:
Back to Schedule
The Intersection of Branding and Fundraising: Value That Lingers Long Past the Campaign
Tuesday, November 11, 1:45 p.m.-3:00 p.m.
Applying branding techniques to fundraising helps to sharpen your focus and tell a clear and compelling story about your organization, supporting your work from cultivation to stewardship. Featured case studies will include a nationally recognized public library’s anniversary campaign and an art museum’s capital campaign. Participants will explore strategies ranging from due diligence to campaign execution, including frameworks for discovery, brand strategy, brand identity and voice, and brand story. Seeing examples of the resulting creative further contextualizes the brand’s role in successful fundraising and audience development! Value added: participants will be provided with a tool kit, including brand strategy exercises, intended to inspire enhanced development activities.
Moderator(s):
Presenters:
Back to Schedule
The Pricing Institute
Sunday, November 9, 9:00 a.m.-5:30 p.m.
IS THE PRICE RIGHT?
AN INTENSIVE WORKSHOP ON TICKET PRICING
Under constant pressure to increase revenues, many cultural organizations use antiquated or sub-optimal pricing schemes that do not capture the full potential of demand.
• Do you sense that you’re not capturing the full extent of demand for your programs?
• Are you worried that you’re offering discounts to those who are most able to pay?
• Are you able to adjust prices in response to actual sales patterns?
This full-day intensive workshop offers pricing decision-makers a solid grounding in the economic principles of pricing and a framework for considering future pricing decisions. Different approaches to pricing will be illustrated through a series of case studies involving a range of arts presenters and producers. Topics to be covered include:
• The factors affecting your pricing strategy decisions
• Understanding value and how it is different from price
• The price differentiation toolbox: price metrics and value fences
• Discounting and sales promotion, including subscription and groups
• Revenue management
• The six-point plan for how to set prices
There will also be an exercise for delegates to work through, putting into practice the principles learned during the day.
The session will be led by Tim Baker and Steven Roth, leaders in pricing strategy for the cultural sector, and moderated by Alan Brown, principal of WolfBrown.
Moderator(s):
Presenters:
Back to Schedule
Ticket Buyer Segmentation in Practice: Building the Marketing Database of the Future
Tuesday, November 11, 1:45 p.m.-3:00 p.m.
As a follow up to Alan Brown’s keynote address on emerging practices in customer segmentation, this session will focus specifically on applications of ticket buyer segmentation research. Participants will learn about database solutions for managing segmentation data and how leading arts groups are applying the principles of segmentation to develop more strategic approaches to targeting and messaging. Ed Cambron will provide an overview of the Philadelphia Orchestra’s new customer segmentation database, Linda Garrison will discuss how Steppenwolf Theatre is planning to use its new customer model, and Sara Billmann will summarize efforts among university presenters to employ their new customer model. This is your chance to ask questions and see how this new data mining model can boost your ticket sales!
Moderator(s):
Presenters:
Back to Schedule
For more information about this program or any Americans
for the Arts programs and services, please contact us by e-mail
or call us at 202.371.2830
|
|
