Adventures in Cultural Tourism: First You Brand
What's a vital issue marketers tackle on a daily basis? Tailoring your brand to boost visitation! The same holds true for cities. This session will focus on the planning, research, and outcomes of three communities who rebranded their destination using arts and culture as a key element. The Arts & Science Council of Charlotte/Mecklenburg, NC launched several programs, including a brand new dynamic online cultural portal. You’ll also hear about the ongoing cultural renaissance of Pittsfield, MA, a small postindustrial city in the Northeast, including the formation of an Office of Cultural Development, a redesigned website and cultural identity, and a downtown arts overlay district. In addition, learn about two regional initiatives in Massachusetts—Museums 10 and ArtEscapes—that have achieved substantial and surprising results by attracting the attention and support of local chambers of commerce, businesses, municipalities, and new audiences.
Presenters:
- Jennifer Appleby, Wray Ward , Charlotte, North Carolina
- Meri Jenkins, Massachusetts Cultural Council, Boston, Massachusetts
- Megan Whilden, City of Pittsfield, Pittsfield, Massachusetts
- Robert Bush, Jr., ASC, Charlotte, North Carolina
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Adventures in Cultural Tourism: Then You Develop Packages
Today's traveler has been empowered to reach out and control their own travel planning, booking, and sharing. Find out how the arts can successfully partner with the tourism industry, historic preservation, humanities, museums, and other cultural and heritage stakeholders. Find out what sort of items and projects can be created (e.g., portal website, regional printed materials, artists' directory, etc.). Attendees will learn how to sell to both the wholesale and retail markets, how to work with the local government and convention/visitor bureaus to leverage strengths, and how to build the foundation and branding of such an endeavor. Then, see how new media is empowering cultural tourists. Find out more about how a Trip Advisor model can influence and connect travelers. My travel space, social networking, and mashups are just a few of the cutting-edge tools available to today's cultural heritage traveler.
Presenters:
- Sheila Armstrong, US Cultural & Heritage Tourism Marketing Council, Hilton Head Island, South Carolina
- Scott Gerloff, National Trust For Historic Preservation, Washington, District of Columbia
- Jim Morris, Arts and Cultural Alliance of Central Florida, Orlando, Florida
- Terry Olson, Orange County Arts and Cultural Affairs Office, Orlando, Florida
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And She Told Two Friends: Social Networking to Build Audiences
Word-of-mouth is the number one way new audiences hear about arts events. That chatter is happening electronically more and more as the capacity for collaboration and sharing between users on the web grows. With the shift in the marketing paradigm—where consumers have become content creators, distributors, and critics—arts organizations need to know how to efficiently use emerging new technologies to engage audiences in social networking. This session will introduce participants to developing technologies and demonstrate online tools that address the needs of artists and arts organizations. Demonstrations will be followed by a panel discussion of how our constituents may be using technology now and in the future, and how we can support them. Presenters will focus on field-tested tactics and the emerging tools of the trade like blogging, message boards, podcasting, viral e-mails, MySpace messaging, RSS, wiki, collaborative bookmarking, folksomony, and other Web 2.0 technologies.
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At The Table: Making Marketing's Voice Count in Organizational Leadership
One of the major issues facing the arts industry is a lack of marketers’ opinions and expertise in the strategic management of arts and cultural organizations. Too often marketing is seen as the necessary, yet dismal, part of arts management. Of course, marketing has incredible strategic value for the organization that's willing to harness its power. This session will explore this management gap and offer real advice on making marketing's voice heard in organizational strategy. This session is ideal for marketers who feel a need for a greater voice in their organization or who seek a career path to executive director and for executive directors seeking to understand how to more effectively harness the strategic skills of their marketers.
Presenters:
- Susie Farr, Clarice Smith Performing Arts Center, College Park, Maryland
- Brian Jose, Clarice Smith Performing Arts Center, College Park, Maryland
- Jerry Yoshitomi, MeaningMatters, LLC, Port Hueneme, California
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Branding: Where Images Matter
Words limit our thinking, while images are expansive. This interactive workshop uses images to first understand the deeper meanings and impacts of our organizational work; then uses this understanding to create archetypal marketing plans. While these methods have been used by the commercial sector to increase market share and gain competitive advantage, this will be one of the first opportunities for arts marketers to understand and deploy these tools. Get your creative juices flowing! This is a session not to be missed.
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Cross-Pollinating to Reach New Audiences: List Segmentation
This session will explore ways that arts organizations are collaborating to engage and target the most likely audience for their events. Atlanta’s Enhancement Project opened the doors for organizations to cross-pollinate and reach new audiences within a greater supportive network of patrons. This project offers optimum opportunity for arts groups to target audiences of specific age ranges, ethnicities, areas of town, gender, etc. within their own organization and from other organizations. The U.K.'s Barbican Center is widely recognized as the market leader in doing sophisticated direct mail marketing. To achieve success, they developed a proprietary method for list segmentation, media selection, and analysis that combines historical behavior and promotional vehicles. This session will present several recent case histories from the Barbican's direct mail efforts, and will reveal the "secret sauce" of their system, which you can utilize within your organization.
Presenters:
- Eugene Carr, Patron Technology, New York, New York
- Valerie Clarke, Barbican Center, United Kingdom
- Nicole Jones, Metro Atlanta Arts and Culture Coalition, Atlanta, Georgia
- Stuart Nicolle, Purple Seven, Warwick, England
- Roger Tomlinson, ACT Consultant Services, Cambridge, Massachusetts
- Cathy Woolard, Catherine Woolard, Inc., Atlanta, Georgia
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Customer Relationship Management: Suspects to Prospects to Audiences
Audiences are developed from suspects to prospects to regular attendees. Arts organizations talk about customer relationship management, but few really practice it even though they have all the data to drive it in their ticketing systems and websites. Learn how to create full houses that ultimately unleash creativity, underwrite artistic freedom, and allow us to take bigger risks. Matching messages to markets to individuals is the key.
Presenters:
- Roger Tomlinson, ACT Consultant Services, Cambridge, England
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Direct Mail in the New Frontier: Here to Stay or Only a Click Away
Is direct mail dead? No, it’s stronger than ever before in the marketing mix when paired with tools from the new frontier. Learn the latest in database analysis techniques along with how to create an offer that gets attention! Using a case study from a university presenter, learn how far you can go when trying to “go green” by converting much of your marketing and retention programs online. See how timing, layering, and combinations of traditional (print, broadcast, direct marketing, and signage) and new media (e-mail, blogs, streaming video, podcasting, RSS feeds, and search optimization) work in tandem on tight timelines and tight budgets to create buzz and increase sales.
Presenters:
- Catherine Carter, Broward Center for the Performing Arts, Ft. Lauderdale, Florida
- Shelly Felder, 92nd Street Y, New York, New York
- Howard Levine, 92nd Street Y, New York, New York
- Rick Lester, Target Resource Group, Woodland Park, Colorado
- Laura Sullivan, Penn State’s Center for the Performing Arts, State College, Pennsylvania
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From Lip Service to Real Service: Reaching Audiences with Disabilities
The Americans with Disabilities Act alone is not enough to help arts organizations engage an audience of people with disabilities, which represent one in five people in the United States alone. Participants will leave this session with a new understanding of working with artists and audiences with disabilities and the principles of universal design in the arts, education, and community. Discussion will include how artistry and education combine for a richer commitment to inclusion. You will learn about the findings of a research study conducted in 2005/2006 in New Jersey to better understand the barriers to arts/cultural participation experienced by people with disabilities. Case studies will include the VSA arts international juried exhibition of new media by artists with disabilities, Renascence 07; and the Singapore Chinese Orchestra’s MusiCARE program, which encouraged the arts to develop new audiences and receive new sponsorship opportunities.
Presenters:
- John McEwen, New Jersey Theatre Alliance, Morristown, New Jersey
- Wee San Ho, Singapore Chinese Orchestra, Singapore
- Beth Prevor, Hands On, New York, New York
- James Modrick, VSA arts, Washington, District of Columbia
- Stephanie Moore, VSA arts, Washington, District of Columbia
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How to Become a Valued Partner: Mastering the Secrets of the Cultural Consumer to Sell More Sponsorships
So, you want to strike serious sponsorships deals. You’re already working with sponsors, but you want to move up the ranks to national and international brands. This seminar delivers all the insights and research on cultural consumers that sponsors demand, but arts managers rarely deliver. Now, for the first time, the veil is pierced to reveal the kind of information that moves you from the rejection pile to trusted partner status.
Patricia Martin author of the new book, RenGen: The Rise of the Cultural Consumer and What it Means for Your Business, Platinum Press, will present this seminar. The RenGen is a cultural movement created by the confluence of art, education, entertainment and business that has as it center a powerful new player: the cultural consumer. RenGen defines a growing stratum of Americans who thrive on information and ideas to fuel their creativity and shows how it will drive the next wave of innovation.
As the RenGen gathers force, it will have huge impact on how we live and work. Martin will explain this phenomenon and what sponsors need to understand:
- where people will invest
- what new businesses and products might succeed
- what messages to communicate
- which channels to optimize for successful messaging.
Specifically, you will learn how to:
- Present like an expert and be treated like a peer
- Maximize RenGen insights to enlighten sponsors
- 3 keys to getting a sponsor’s attention
- Use RenGen research in your pitches
- Build a sponsorship program without selling out
- Sell like a master
- Build trust--Get asked back next year
Martin is a popular trainer who delivers sophisticated material with wit and energy that bring it all to life. For more ore info on the RenGen phenomenon, visit www.therengen.com
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Low Cost? No Cost! Guerrilla Marketing on a Shoestring
So you want your marketing budget to return revenue with compound interest? Try some guerrilla tactics! There are numerous companies within your own discipline that will complete list trades and display fliers, but how can a theater work with a symphony? Or a museum? Or 10 different libraries at once? You’ll learn how to effectively marry your valuable time and tiny budget with affordable (or free) media resources that support message dissemination. Implement creative, collaborative, and low-cost ways to promote your work, backed-up with research on targeting specific audiences through the internet. Learn how making yourself and your organization a visible player in the community—while limiting your costs through partnerships—is the strongest way to build awareness!
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Market Segments of the Future: Engaging Asian Audiences
Consumer spending among Asian Americans is over $350 billion and is expected to grow by 45 percent in the next five years. But this market segment is not monolithic. Beyond race, there are issues of ethnicity and assimilation. Hear the results of a recently released research study that provides valuable insights into the attitudes of New Zealand’s Asian communities towards the arts. One of the first such studies ever conducted, the research has implications for arts organizations/public arts agencies in the English-speaking world seeking to serve Asian arts participants. Hear from experts in ethnic marketing in the United States and how they have worked to develop deeper ties among their local Asian communities and their local arts organizations.
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Marketing Segments of the Future: Reaching Latino/Hispanic Audiences
Latinos/Hispanics will represent an estimated $1 trillion in consumer spending in 2008 and that amount is expected to grow by 45 percent in the next five years. Like any market segment, there are nuances in how to reach this demographic as arts and culture audiences. This session will present real life marketing case studies from the Mexican Heritage Plaza and the National Museum of Mexican Art. Joined by experts on ethnic and cultural marketing, the panel will discuss understanding the U.S. Latino consumer, in-culture strategies to increase audience, the importance of bilingual media, and the intersection between grassroots and traditional advertising outreach.
Presenters:
- Natalie Flores, Hispanic PR Wire, Inc, Miami, Florida
- Tyrha M. Lindsey, L.A.I. Communications, Tarrytown, New York
- Juana Guzman, Mexican Fine Arts Center Museum, Chicago , Illinois
- Marcela Davison Aviles, Mexican Heritage Plaza, San Jose, California
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One For All and All For One! Collaborating to Get Local Market Audience Data
Gaining insight into when and how community members participate in cultural events can help organizations propel themselves—and the entire arts region—to increased attendance. But few individual organizations can afford this kind of research. Learn how to field and fund such studies, what collective research findings can reveal, and how information can be used to reach out to new audiences. See how these approaches might help your organization and your arts community develop new audiences for the arts. The speakers will draw share a variety of approaches and perspectives from recent audience development studies in Columbus, OH; Memphis, TN; and several other cities.
Presenters:
- Jerre Dye, Voices of the South, Memphis, Tennessee
- Jenny Odle Madden, Voices of the South, Memphis, Tennessee
- Diane Matazara, Diane L. Mataraza, Inc., Viera, Florida
- Surale Phillips, Decision Support Partners, Bozeman, Montana
- Emily Swartzlander, Greater Columbus Arts Council , Columbus, Ohio
- Katie Smythe Thinnes, New Ballet Ensemble and School, Memphis, Tennessee
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Podcasting and Beyond to Reach Young, and Forever Young, Audiences
So you want to attract that Mini Cooper-driving, Banana Republic-wearing, iPod-listening, Starbucks-toting audience to your organization? You’ll learn the nuts and bolts of podcasting and videocasting—from how to achieve buy-in at the managerial level to how you can create a podcast with tools you may already have. Learn how to think creatively about what your organization offers that people want to hear about. Hear how in less than 2 years, the Hirshhorn Museum and Sculpture Garden created the largest podcast library for the Smithsonian Institution and are ranked in the Top 30 Visual Arts Podcasts in iTunes! You’ll also learn about video content—explore techniques you can use to start streaming video on your site, free and inexpensive video hosting options, how to create and use powerful motion graphics before the show even exists to attract today’s media-savvy audience to your website and beyond. Sound bites and video images can be created for, and recycled in, other media from cell phones to lobby-loops. The Cultural Council of Richland/Lexington Counties will share how they use cell phones in nontraditional ways to reach new audiences before, during, and after the arts event, delivering pre-concert lectures, public art tours, and post-event dining options. The Philadelphia Orchestra has launched a new distribution channel of its concerts to new venues across the nation and the world via Internet2. Learn the ups and downs of launching this new format, the tests and the research that the orchestra conducted, and the insights it gained from its latest "brand extension."
Presenters:
- Edward Cambron, The Philadelphia Orchestra Association , Philadelphia, Pennsylvania
- Marc Ciglar, Cinevative, Los Angeles, California
- Chuck LaMark, Cultural Council of Richland and Lexington Counties , Columbia, South Carolina
- Jennifer Rossi, Hirshhorn Museum & Sculpture Garden, Smithsonian , Washington, District of Columbia
- Cheryl Slover-Linett, Slover Linett Strategies , Chicago, Illinois
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Staying Out of Hot Water: Legal Issues with New Media
Jumping into new media without examining the legal issues involved may take you out of the frying pan and into the fire. Unfortunately, many legal advisors tell us "when in doubt, just don't do it!" Or, managers choose not to take on these issues in dealing with artists or their collective bargaining entities (e.g., unions, etc.). This session will highlight some common issues, explore options to meet the challenges, and strive for cross-discipline recommendations for solutions.
Presenters:
- Laura Bruney, Arts & Business Council of Greater Miami , Miami, Florida
- Steve Eisenberg, Feldman Gale, Miami, Florida
- Joe Kluger, AEA Consulting , New York, New York
- William Prenevost, Kansas City Repertory Theatre , Kansas City, Missouri
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Stop Taking Attendance and Start Measuring the True Impacts of Your Programs
What really happens when the lights go down and the curtain rises? Most arts groups do a great job of tracking attendance and revenues, but these are poor indicators of impact. Aside from the buzz in the lobby, is it possible to define—and even measure—how audiences are transformed? If you had this information, what would you do with it? Results of a groundbreaking new study commissioned by the Major University Presenters consortium suggests that intrinsic impacts can, in fact, be assessed using a simple questionnaire. Alan Brown, who directed the study, will discuss the results of the research, which involved pre- and post-performance surveys at 19 performances by a wide range of music, theater, and dance artists. The study investigates topics including various aspects of an audience’s “readiness to receive” the art, six areas of intrinsic impact, and the strategic role of marketing in creating higher levels of readiness and impact.
The 2007 NAMP Conference is supported by The Wallace Foundation, which, through its research report Gifts of the Muse: Reframing the Debate About the Benefits of the Arts, has encouraged the field to embrace the intrinsic benefits of arts experiences.
Presenters:
- Alan Brown, WolfBrown, Fairfield, Connecticut
- Sarah Billmann, University Musical Society, University of Michigan , Ann Arbor, Michigan
- Susie Farr, Clarice Smith Performing Arts Center , College Park, Maryland
- Brian Jose, Clarice Smith Performing Arts Center, College Park, Maryland
- Deborah Rossi, University of Florida Performing Arts, Gainesville, Florida
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The $50,000 Question: Pricing Your Arts Offering
"The cynic knows the price of everything and the value of nothing," wrote Oscar Wilde. Connecting price with value is one of the biggest headaches for arts marketers, notably because the perceived value of the same arts offering can vary from one customer to another and can fluctuate through time. A one-price-fits-all strategy rarely fits anybody.
In this session, attendees will learn how demand management and demand-based dynamic pricing can generate sustainable incremental sales revenues for arts organizations. What are the tools of this type of pricing strategy? Enhanced forecasting, refined scale-of-hall plan, and aggressive ticket inventory management. Target Resource Group will draw on several examples from its experience with more than 200 performing arts organizations.
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There Has To Be Some "There" There: Optimizing Web 2.0 Content
It used to be that just having a website was enough. Now, content is king and must be updated and made interactive, with each new technological advance. In today's new frontier, what are the crucial elements necessary for an effective website? How do you streamline your website to increase communications, promote your mission, and market your organization? In this session, you'll learn how to turn high-brow culture into everyone's culture, without sacrificing quality. The panel will also present several instructive examples from the corporate world, as well as some great arts sites and site makeovers. We'll also talk about some important, but often overlooked, aspects of website design including goal-setting, audience research, and tips for working with outside vendors. Key take-aways will include the crucial elements necessary for an effective website, how to use the web to increase communications with constituents, and how to use your website to promote your mission and market your organization.
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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
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