Monthly Archives: March 2012

What makes a great trailer? – Audience development for the arts

Today I was in a YouTube kinda mood.  Instead of posting here, I invite you to view my recently updated YouTube Gallery This time, we are highlighting some fantastic examples of trailers for the arts.  Trailers are not just for movies anymore.  With the online video craze, trailers can be made for any type of art and arts organization to promote an upcoming event.

So you want your trailer to be viewed by thousands of people.  What makes a great trailer that will stand out from the rest?  In viewing my samples, you will find some common points to all of these trailers:

  • They are all under 2 minutes.  Trailers that are longer than 3 minutes can lose the audience’s attention.  We are busy people, so try to keep your trailer 2 minutes and under if you can.  Only go toward a 3 minute trailer if the content absolutely keeps us attentive.  I suggest testing on a few people in any case to make sure it is compelling for the time frame you have chosen.
  • They have images that draw you in.  You want to see more.
  • They are of good quality and they download easily.  It is frustrating when the video is slow to load and the viewing quality is poor.
  • The background music fits and is not annoying.  There have been YouTubes I have stopped simply because the music was disturbing to me (in one way or another).
  • The YouTubes fit the branding of the artist/company.
  • There is an attention to detail that is apparent from start to finish.
  • The focus is on the sampler and not the information, yet the information is readily available if you want more.
  • They focus on what they do best.
  • They highlight one or more memorable features of the events.

If you can think of more points for what makes a great trailer, please do share by replying below.  It is becoming easier to create an online video to share, and there are new audiences waiting to discover you and your next event. Trailers can make a huge difference when they are done right!

Have a great weekend!

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

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“Never treat your audience as customers, always as partners.”
~James Stewart

Although we are not a non-profit, if you would like to support ADS to continue our work, you can donate here.

My eBook

New eBook!  The How of  Audience Development for the Arts: Learn the Basics, Create Your Plan

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How to deal with the dealings of 50% off – audience development for the arts

It is Wednesday, when I normally have a guest blog post for you, but I had something to say that just couldn’t wait.  I am working with a theatre company that is using one or more of the discount sites in order to attempt to fill the seats.  I have written a blog post about my feelings for these types of pricing- Dynamic, Groupon, Living Social, etc.  We also had an #auddev chat on this topic.  The feedback I have been receiving is that these sites do work in helping to fill the seats, but there are two major downsides.  One, it is difficult to follow up when people purchase at the other site, and two, you are helping to create a group of people that will only come to the show at these ridiculously low prices, meaning you devalue your ticket.

When talking with my new client, she admitted that it was rare when a “Saver” audience member followed up to buy tickets at the normal price.  The theatre’s pricing is actually quite reasonable too, so each time they use the discounts, they are undervaluing the cost of the theatre experience.  They are a newer company, which means that these discount sites could be a good introduction.  However, when arts companies keep using these discount sites on a regular basis, the entire industry is going to suffer.

The arts are valuable, and if we keep devaluing what the cost of a ticket should be, we are going to keep bringing in an audience that is fickle and does not see the true value of the arts.

So, what can you do?  You feel you need to use these sites to get new audiences, and it does work to fill the seats.  Here is my list of how to deal with the deals:

1. Create a follow up plan.  If the discount site does not offer you the information about the audience member (a big red flag for audience development), figure out a way you can get this information.  As an industry, I think we should start asking these companies to work with us on this one, but I see the legal issues they may have in terms of giving us the information.  There are ways to track who your discount audience members are, and then find a way to reach out to them so they can become a part of your database.  You can seat people in a certain section so you can follow up with them at an event.  Also, find a way to offer them, “if you purchase your next ticket with us at 50%, you will also get __________.”  This way, they are purchasing the ticket with you for this time, and you get their information.  Or, pass around a clip board one night to see if you can pick up a few more.

2. Once you have found a way to start the relationship with these people by obtaining their contact information.  Start building relationships with them.  For this step, stop using the discount services and instead give these people a special that is a little closer to the value of your ticket.  For example, send them an email saying, “We are not using Groupon for the following weeks, but you can still save with us at 30% off.”  It’s a matter of attempting to ween them off the 50% to value your ticket at a higher price.  You are still hooking with a discount, but you will find out among this group who is loyal to your company and who is only coming for the 50% discount deals.

3. Build stronger relationships with the 30% off crowd.  These are the people that are definitely worth your time and effort. This is the time to survey this group to find out more about them.  You can also figure out ways that they would be comfortable in paying closer and closer to the regular ticket price.

4. In any case, implement a donation campaign to help offset the 50% discount. Some of the discount sites do have the ability to add a donation.  Add a message that their extra dollar will add up to help your arts company.  Ask for only $1 (or less) specifically since they are on these sites to save money, but the specific ask is better than asking for a non-specific donation in this case.  Or, get creative and price the ticket where they have the option to round up to the next dollar.

5. Work on building your own list to keep the information in house. You can also implement your own discount programs to keep the purchase in house.  Use email trades with other companies, purchasing lists from newspapers in your area that have the people you are looking for, and joining any group databases that might be available to reach out to new people.

6. Design a program to obtain new audience by using old fashion audience development.  Build relationships with groups of people in your community and commit to a few outreach efforts that are available over your off/slow season.  Personally invite these groups and people to your next show.  Use a few of your comp tickets to build relationships with group leaders.  The 4 C’s of audience development can help you: Connect, Collaborate, become a part of your Community and show you Care to reach out to new audiences.

You see, the discount sites are claiming to do the work for you in terms of building a new audience, but without real control, you may only be left with discounting over and over to fill the seats (butts in seats – not loyal people in seats).  The arts industry as a whole complains about these disadvantages, but I’m not seeing much in the ways to change this system.

These sites promise the easy way to build audiences, but as you can now see, they have some bad side effects.  You can use these sites as an introductory reach out point, but good old fashion audience development solutions will always be better than the take a pill approach for the long run.

Plus, I would hate to have these discount sites “Wal-Mart” the value of the arts in general.  Tickets to an arts event has value, but they will only have value, if we value ourselves.

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

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“Never treat your audience as customers, always as partners.”
~James Stewart

Although we are not a non-profit, if you would like to support ADS to continue our work, you can donate here.

My eBook

New eBook!  The How of  Audience Development for the Arts: Learn the Basics, Create Your Plan

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Audience development for the arts – #Auddev chat 3/23 – Professional/Amateur audience perceptions

For our Monday Moment, take a moment to look at the #auddev chat we had on Friday, 3/23.  We were having a discussion about professional/amateur audience perceptions.  Do audiences perceive the differences?  Are they willing to pay more for “professional?”  How do we define “professional” vs. “amateur” anyway?  Why are some amateur companies funded as well as professional groups?  If “professional” means being paid, how do we factor in “guest artists” into the equation?  There were other questions and issues that came up as well.  One of the questions that didn’t come up is why are some “amateur” groups doing better than “professional” groups in terms of audience and funding? and Why are they considered in the same pool for various grants?  Should they be separately funded?  They are all “non-profits” despite “professional” or “amateur.”

What is your stance on these issues?  Please feel free to comment in the reply box below!

From User Tweet
AudienceDevSpec Welcome to #auddev chat! Today I am here with @maricarjagger events organisation and marketing professional out of Portsmouth, UK.
AudienceDevSpec Hi @maricarjagger #auddev
AudienceDevSpec Please use the hashtag #auddev to chat with us.
RachealMc MT @audiencedevspec: Welcome to #auddev chat! I’m here with @maricarjagger events organisation & marketing profess. out of Portsmouth, UK.
AudienceDevSpec The main question is: Do people differentiate going to professional vs amateur performances? #auddev
RachealMc RT @audiencedevspec: Please use the hashtag #auddev to chat with us.
AudienceDevSpec RT @maricarjagger: Yes. The question is whether we should differentiate between amateur and professional events through pricing. #auddev
AudienceDevSpec @maricarjagger So, meaning that the price of professional should reflect a higher price? #auddev
RachealMc RT @audiencedevspec: The main question is: Do people differentiate going to professional vs amateur performances? #auddev
AudienceDevSpec Right now I think there is all sorts of murky blur lines happening between “professional” and “amateur”. #auddev
THEATREtc RT @RachealMc: RT @audiencedevspec: The main question is: Do people differentiate going to professional vs amateur performances? #auddev
RachealMc @audiencedevspec That’s recently come up here in Toronto with a vengeance. #auddev
AudienceDevSpec @RachealMc Can you give me an example? #auddev
RachealMc @audiencedevspec Our Actor’s Assn attempted a protest of one of our largest production companies over bringing in a non-union tour #auddev
Silagh Yes, audiences do have different perceptions between professional and amateur productions. #auddev
AudienceDevSpec @RachealMc Yes, the Union issue comes into play in this discussion. Were they charging the same ticket price too? #auddev
maricarjagger RT @AudienceDevSpec: Please use the hashtag #auddev to chat with us.
AudienceDevSpec What also gets blurry is who is to define who is professional and who is amateur. #auddev
RachealMc @silagh they do have different perceptions, but the question is what classifies amateur vs. professional? #Auddev
JessieRelephant RT @AudienceDevSpec: The main question is: Do people differentiate going to professional vs amateur performances? #auddev
maricarjagger @AudienceDevSpec @RachealMc I didn’t event think of the Union as part of the equation! Interesting #auddev
AudienceDevSpec There are companies that say they are professional, but the quality may not be. Will the audiences know the difference? #auddev
Silagh Some audiences expect lots of parents with video cameras at amateur performances. Even if not kids in show. #auddev
RachealMc @audiencedevspec In the US being non-union does not automatically mean amateur, but it does here and the stigma’s huge. #auddev
RachealMc Absolutely. RT @maricarjagger: @AudienceDevSpec Should we price a professional show more than an amateur show? #auddev
AudienceDevSpec @RachealMc Wow, so in Canada there actually is a standard based on “Union”? #auddev
RachealMc @audiencedevspec 100%. #auddev
maricarjagger @AudienceDevSpec @RachealMc We were discussing recently whether a ‘professional musician’ necessarily one who has a degree in music #auddev
AudienceDevSpec @RachealMc The lines completely blur in the US. I have been to amateur performances in one city that are professional in others #auddev
RachealMc @audiencedevspec Yes, they were charging a comparable ticket price. #auddev
RachealMc @audiencedevspec It becomes trickier because it was originally a US union tour & got downgraded before it arrived here. #Auddev
AudienceDevSpec @RachealMc How does one get into the Union then? Are there quality standards or just a fee to pay? #auddev
RachealMc @maricarjagger @AudienceDevSpec @RachealMc some of the most gifted & skilled musicians I know don’t. #auddev
maricarjagger @AudienceDevSpec @RachealMc I suppose there lies the difficulty with pricing! #auddev
AudienceDevSpec Will an audience member choose a higher price ticket for the perceived extra quality? #auddev
RachealMc @audiencedevspec When I lived in Miami it was like that, same for my experience in Houston. #Auddev
AudienceDevSpec @maricarjagger @RachealMc I have seen the same pricing for amateur/professional. #auddev
RachealMc Great question. RT @audiencedevspec: Will an audience member choose a higher price ticket for the perceived extra quality? #auddev
AudienceDevSpec This also relates to grants and other funding as well. #auddev
clydefitch Pivots on what “extra quality” is, no? MT @audiencedevspec: Will audiences choose higher price tickets for perceived extra quality? #auddev
RachealMc @audiencedevspec It’s much easier to get into CAEA than AEA. I got in with a letter. Many ADs won’t even look at a non Eq resume. #auddev
AudienceDevSpec @clydefitch So defining quality is an issue as well. #auddev
RRCreative RT @AudienceDevSpec: Will an audience member choose a higher price ticket for the perceived extra quality? #auddev
AudienceDevSpec @RachealMc Union is a matter of having a company claim they are professional? #auddev
AudienceDevSpec I do feel a professional company has the choice of pricing higher than their local amateur company. We pay more in other industries. #auddev
AudienceDevSpec It gets tricky when amateur companies price on the higher side, then the professional company may be pricing too high for audience. #auddev
maricarjagger RT @AudienceDevSpec: Will an audience member choose a higher price ticket for the perceived extra quality? #auddev
AudienceDevSpec I know that professional companies that I consider professional get frustrated when amateurs call themselves professional. #auddev
AudienceDevSpec RT @maricarjagger: A concert by a world renowned chamber group £15 & last week a local piano teacher charges £15 for her concert. #auddev
AudienceDevSpec @maricarjagger Was the chamber group upset by this? #auddev
maricarjagger A concert by a world renowned chamber group is £15 here and last week a local piano teacher charges £15 for her concert. #auddev
AudienceDevSpec Some Unions require an audition to get in, but some are fee based from what I am seeing/hearing. #auddev
maricarjagger @AudienceDevSpec As a promoter, I was! We were careful to make sure the prices are affordable, but what is affordable? #auddev
AudienceDevSpec @maricarjagger Most reports point out that $25 or under is “affordable”. People will pay more for what they want. #auddev
AudienceDevSpec What is also interesting is sometimes the amateur groups get more of an audience than the professional ones. #auddev
RachealMc MT @maricarjagger: @AudienceDevSpec …We were careful to make sure the prices are affordable, but what is affordable? #auddev
AudienceDevSpec @clydefitch An amateur group can have a star show up too. #auddev
clydefitch @audiencedevspec Also, wouldn’t you agree “extra value” varies (or differs) by genre, setting, time of year, magnitude? #auddev
maricarjagger @AudienceDevSpec That begs the question whether less people will want it if the event is more expensive? #auddev
RachealMc @audiencedevspec @maricarjagger That is a key question. #auddev
RachealMc @maricarjagger @AudienceDevSpec I’ve worked with companies where the gross over spending & wastage is sickening. #auddev
AudienceDevSpec @maricarjagger That is a major question to consider. People will spend money on what they value. #auddev
AudienceDevSpec I think it is about asking your audience for their perceptions before you price. What is worth it to them? #auddev
RachealMc @maricarjagger @AudienceDevSpec The costs are then passed on to the audience & they wonder why people complain of high prices. #auddev
AudienceDevSpec @RachealMc @maricarjagger So some professional companies don’t have to price as high if not wasteful. Good point! #auddev
maricarjagger @AudienceDevSpec I’m sure they will value something they know well and that means ‘touring’ artists cannot win #auddev
AudienceDevSpec @maricarjagger Great point, which is why #auddev is so important so they get to know!
maricarjagger In the case of the local pianist I do realise there’s an element of ‘who you know’ determining attendance. #auddev
RachealMc @audiencedevspec @RachealMc @maricarjagger I think we all need to be realistic about the economy & spending patterns. #auddev
AudienceDevSpec So the audience needs to perceive as valuable to them and see the value in the extra cost of the ticket. #auddev
AudienceDevSpec I do wish there were more standards for “professional” “amateur”. Being subjective, it may never happen. #auddev
maricarjagger @AudienceDevSpec Are we saying that cultural offering need some longevity to afford time for audience development? #auddev
AudienceDevSpec @maricarjagger I’m not sure I completely understand your question. #auddev
AudienceDevSpec Join us for #auddev chat!
maricarjagger @AudienceDevSpec Audience development needs time, right? #auddev
dloehr @AudienceDevSpec The reason my theatre co. uses “professional” is simply to distinguish between hobby & vocation. We also tour. #auddev
AudienceDevSpec @melissaimpact Interesting, so now we have more labels in the mix. LOL! #auddev
RachealMc RT @audiencedevspec: I do wish there were more standards for “professional” “amateur”. Being subjective, it may never happen. #auddev
AudienceDevSpec @dloehr Do we have a list to define professional vs. amateur though. Couldn’t an amateur company tour. If they get a little pay…#auddev
melissaimpact @AudienceDevSpec While not a fan of over-labeling, I think this one fills a definite need & eliminates some confusion. #auddev
AudienceDevSpec I see some professional companies say they are community oriented, which also gets a little tricky. #auddev
maricarjagger @AudienceDevSpec @dloehr So your definition is if this is your job (not hobby) then you are a professional? #auddev
AudienceDevSpec @melissaimpact Semi-pro is a label in the music world that is similar. #auddev
dloehr @AudienceDevSpec We tour outside of the region, though. Our community group is largely shop owners, people with day jobs… #auddev
melissaimpact @AudienceDevSpec The trickiness lies in the polyvalence of the word “community,” here used in a diff way than “community thtr” #auddev
AudienceDevSpec @maricarjagger @dloehr Right now, people piece together their income, so if they are paid, could be one of their jobs. #auddev
dloehr @AudienceDevSpec …who can’t afford to take the time away from those jobs. #auddev
RachealMc RT @dloehr: @AudienceDevSpec The reason my theatre co. uses “professional” is simply to distinguish between hobby & vocation… #auddev
melissaimpact @dloehr @AudienceDevSpec Other issue is that many working at small thtrs of our own for no/low pay are pros working at larger thtrs #auddev
AudienceDevSpec MT @clydefitch: Often I feel amateur vs. professional = issue for professionals, not amateurs. #auddev
AudienceDevSpec @clydefitch Really great point! #auddev
dloehr @AudienceDevSpec But we try to work with them whenever possible; there’s no class warfare here, just different goals. #auddev
AudienceDevSpec @dloehr I know professionals that can’t afford it either. LOL! #auddev
melissaimpact @dloehr @AudienceDevSpec “Amateur” and “professional” are inaccurate when tied only to pay grade in the arts #auddev
AudienceDevSpec Here’s a monkey wrench, a professional could (and does sometimes) work for an “amateur” company. #auddev
dloehr @AudienceDevSpec @maricarjagger I’m only talking about my town’s community group in terms of touring, btw. #auddev
AudienceDevSpec @clydefitch You can use the #auddev hashtag. You have great points for everyone!
dloehr @melissaimpact @AudienceDevSpec Right. #auddev
maricarjagger @AudienceDevSpec @clydefitch It’s money and income, it’s close to everyone’s heart! #auddev
RachealMc RT @melissaimpact: @dloehr @AudienceDevSpec “Amateur” and “professional” are inaccurate when tied only to pay grade in the arts #auddev
AudienceDevSpec RT @clydefitch Also, what defines amateur/professional? Most professional actors don’t live off their work but never ID as amateur. #auddev
maricarjagger @AudienceDevSpec @clydefitch If you trained for years and pay lots of money for college, do you want to earn less that the hobbyist? #auddev
AudienceDevSpec There are some groups in my town that claim to be pro, but quality wise, they really are not in MHO. #auddev
dloehr @melissaimpact @AudienceDevSpec Tho I didn’t–and don’t–use the term “amateur.” #auddev
maricarjagger @AudienceDevSpec I this case I have no quibble with them if they charge less for tix #auddev
AudienceDevSpec I think it is some of our perception that amateur are “stealing away” from professional that is the basis. Am I right? #auddev
melissaimpact @AudienceDevSpec Not sure you can tie “professional” to quality-All it covers is whether this is your career as opposed to a hobby #auddev
AudienceDevSpec @maricarjagger We would need to first establish who is pro and am and then figure out pricing as an industry. #auddev
RachealMc @audiencedevspec as “Guest Artists” I would say almost all performers have done it here. #auddev
clydefitch @maricarjagger @AudienceDevSpec Obviously not. I’m not celebrating the amateur vs. professional divide, I’m acknowledging it exists. #auddev
AudienceDevSpec @melissaimpact However, there are “amateurs” that can produce professional work. #auddev
melissaimpact @dloehr @AudienceDevSpec Me neither–I think most thtr pros do not. It’s “professional,” “professionally-oriented,” and “community” #auddev
RachealMc @maricarjagger @AudienceDevSpec @clydefitch When I interviewed Brian Dennehy, he said theatre school was… #auddev
AudienceDevSpec @melissaimpact I have performed in some “community” groups that were as good if not better than “professional” #auddev
maricarjagger @AudienceDevSpec and that is difficult to establish and also regulate #auddev
AudienceDevSpec @melissaimpact Don’t they deserve to charge more then? #auddev
dloehr @melissaimpact @AudienceDevSpec Yup. #auddev
RachealMc @maricarjagger @AudienceDevSpec @clydefitch … the absolute worst thing an actor could do. #Auddev
AudienceDevSpec @melissaimpact Oh I agree about the label, but they could charge more because they are awesome! ;O) #auddev
maricarjagger @RachealMc @AudienceDevSpec @clydefitch In a sense you’re right, going to school doesn’t prove you have talents…#auddev
AudienceDevSpec @melissaimpact We were talking about ticket pricing in all this as well though. #auddev
melissaimpact @AudienceDevSpec Pricing isn’t just abt quality or value–often we price low b/c we’re trying to remain accessible. #auddev
AudienceDevSpec @RachealMc So the price of that “guest artist” ticket for the amateur group would go up. #auddev
melissaimpact @AudienceDevSpec Pricing is about accessibility more than quality for most of us, I think #auddev
AudienceDevSpec RT @melissaimpact: @AudienceDevSpec Pricing is about accessibility more than quality for most of us, I think #auddev
melissaimpact @AudienceDevSpec Big pro thtrs make a minority of income as earned, majority as contributed #auddev
RaymondMcNeel @clydefitch @AudienceDevSpec Per the Latin, an amateur does something for “the love”. (Oh, and Charlie Sheen is a professional.) #auddev
RachealMc @audiencedevspec generally, the prices would be the same. The company would budget for the extra costs. #auddev
AudienceDevSpec @maricarjagger @melissaimpact So true! But then, this could make the ticket price equal to the amateur price. #auddev
maricarjagger @melissaimpact @AudienceDevSpec Our prof concerts are accessible by ticket price, but not covering the full cost of the musicians #auddev
melissaimpact @AudienceDevSpec @maricarjagger Pricing more abt marketing than abt income for nonprofit thtrs–majority of their $ is contributed #auddev
AudienceDevSpec @clydefitch @rachealmc @maricarjagger Plus, amateur companies can be non-profit too. #auddev
melissaimpact @maricarjagger @AudienceDevSpec That’s the case for almost every 501c3 arts org in the country. High price isn’t a marker of quality #auddev
melissaimpact @maricarjagger @AudienceDevSpec Low price isn’t marker of amateur. Big co.s use a plethora of price pts, some very low for outreach #auddev
RachealMc @audiencedevspec @clydefitch @maricarjagger As can professional companies up here. #auddev
melissaimpact @AudienceDevSpec @maricarjagger Big LORTs use lprice pts equal to smaller co.s as part of various outreach efforts all the time #auddev
AudienceDevSpec @melissaimpact @maricarjagger So if the price isn’t an indication, which we have established, will the audience get it? LOL! #auddev
melissaimpact @AudienceDevSpec @maricarjagger Will they get what? #auddev
AudienceDevSpec @melissaimpact @maricarjagger The price is the same for both pro and ama. So, will they understand who is who? #auddev
clydefitch @rachealmc @AudienceDevSpec @maricarjagger Curiously, it’s theatre that forever thrashes these issues. Er, amateur folk art, anyone? #auddev
AudienceDevSpec @melissaimpact @maricarjagger We may not see price as a distinguishing value, but our audiences might. #auddev
melissaimpact @AudienceDevSpec @maricarjagger I think that’s true to a certain extent, depending on the marketing & culture of the producing org #auddev
RachealMc RT @audiencedevspec: @melissaimpact @maricarjagger We may not see price as a distinguishing value, but our audiences might. #auddev
melissaimpact @AudienceDevSpec @maricarjagger Big co.s offer luxury exp at high price pt- better seats, etc– outreach at lower price pts. I think #auddev
Becca_E_Smith @RaymondMcNeel @clydefitch @AudienceDevSpec love that, but what abt pros? Is a pro in it for the $ or just some1 who gets paid? #auddev
melissaimpact @AudienceDevSpec @maricarjagger the marketing of the experience is key. Are you there for a luxury exp? Or are you there to #auddev
AudienceDevSpec @Becca_E_Smith @RaymondMcNeel @clydefitch That’s a new kettle of fish there! #auddev
maricarjagger @AudienceDevSpec @clydefitch @rachealmc Ego aside I think the important issue here is whether a pro can compete in the marketplace #auddev
clydefitch @audiencedevspec @RachealMc @maricarjagger No more than boiling complex, nuanced socioeconomic trends to 140-word tweets. #auddev
RachealMc @audiencedevspec @clydefitch @maricarjagger @clydefitch I think ego plays in any industry. #auddev
AudienceDevSpec @maricarjagger I think you just rang the ding, ding, ding bell with that one! #auddev
melissaimpact @AudienceDevSpec @maricarjagger see something cool you can share w/friends? The same big co can offer varying experiences #auddev
clydefitch @audiencedevspec @RachealMc @maricarjagger More seriously, for some it’s totally tied to ego. Others don’t fret about labels. #auddev
melissaimpact @AudienceDevSpec @maricarjagger A GREAT example of this kind of varied experience/varied price point is @berkeleyrep #auddev
melissaimpact @AudienceDevSpec @maricarjagger This convo is so interesting, but I have to go teach! Loathe to leave you brilliant ppl. Thank you! #auddev
AudienceDevSpec I think @clydefitch is right. All labels aside, it is going to come down to what is great & what is good. #auddev
clydefitch @becca_e_smith @RaymondMcNeel @AudienceDevSpec I don’t think pro = monolithic mindset. Tho most people don’t turn down $, generally. #auddev
AudienceDevSpec It’s been a quick, intense and interesting hour at #auddev chat.
AudienceDevSpec Thank you to: @clydefitch @melissaimpact @RachealMc @maricarjagger @Becca_E_Smith @RaymondMcNeel @dloehr for stopping by! #auddev
maricarjagger @melissaimpact We can reconvene the conversation another time with @AudienceDevSpec #auddev
AudienceDevSpec Feel free to keep chatting at #auddev
AudienceDevSpec I will have a transcript of this conversation on my blog Monday morning. #auddev
maricarjagger @AudienceDevSpec @clydefitch @melissaimpact @RachealMc @Becca_E_Smith @RaymondMcNeel @dloehr Thank you all for the eye-opener on #auddev
maricarjagger @AudienceDevSpec Thanks for hosting! #auddev
Becca_E_Smith @AudienceDevSpec thanks for hosting! #auddev
AudienceDevSpec We know that professional and amateur are clearly challenging to define. Price is not the indicative factor either. #auddev
AudienceDevSpec What will ring true is not the labels, but the quality of the work. Everything else is merely technicality in MHO. #auddev ;O)
RachealMc @audiencedevspec @clydefitch @melissaimpact @RachealMc @maricarjagger @Becca_E_Smith @RaymondMcNeel @dloehr Thank you all! #auddev
AudienceDevSpec Whew! That was a fantastic conversation. We now return to our normal #auddev hashtag.
AudienceDevSpec .@maricarjagger Thank you for the topic! #auddev
AudienceDevSpec If you have a topic for #auddev chat, please contact me.
clydefitch Thanks to: @AudienceDevSpec @melissaimpact @RachealMc @maricarjagger @Becca_E_Smith @RaymondMcNeel #auddev #FF
maricarjagger @AudienceDevSpec Fascinating subject and I look forward to more #auddev sessions

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

FacebookTwitterLinkedin

“Never treat your audience as customers, always as partners.”
~James Stewart

Although we are not a non-profit, if you would like to support ADS to continue our work, you can donate here.

My eBook

New eBook!  The How of  Audience Development for the Arts: Learn the Basics, Create Your Plan

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Filed under arts management, arts marketing, Audience Development

Branding properly for arts audience development

Last week, I gave you taste of a blog that has been in the works.  We decided to simply add to this post here at our blog home.

We started with our first screenshot, and we asked you to guess what type of theatre company this is.  This is my first attempt at an audio blog.  Please push play for the audio samples directly below the pictures.

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Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

FacebookTwitterLinkedin

“Never treat your audience as customers, always as partners.”
~James Stewart

Although we are not a non-profit, if you would like to support ADS to continue our work, you can donate here.

My eBook

New eBook!  The How of  Audience Development for the Arts: Learn the Basics, Create Your Plan

1 Comment

Filed under arts management, Audience Development

Audience development and standing behind your services

This will be a quick one to chew on over the weekend.  I had an experience with a service today that completely let me down.  I asked for a small refund due to unsatisfactory services.  They simply stated that their policy is no refunds.

We in the arts tend to use this statement as well.  No refunds.   However, if someone truly is dissatisfied, and there is proof that the service provided was less than satisfactory, shouldn’t we be issuing refunds?  I am not speaking about the subjective opinions of whether or not someone liked your art.  I am speaking about the customer service that surrounds your art, the experiences that surround your art.  If someone is treated rudely or does not receive their services in the fashion they deserve, a refund is one way to apologize and let them know you want to make it up to them.

Well deserved refunds can actually help with audience development.  It shows that you are listening to your audience members and that you care to give them the best service possible.  Again, I am only speaking in terms of these special circumstances when you know that you have actually messed up or when your organization fails to deliver what is promised.  It takes a big person to fess up to their mistakes, and in being that person, your audience will appreciate that you are on their side. They will also see that you stand behind delivering good service.

Let me put it this way – it is the difference between gaining your audience members’ trust or losing audience members for good.  These little choices in our lives can make a big impact, especially when it comes to audience development.

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

FacebookTwitterLinkedin

“Never treat your audience as customers, always as partners.”
~James Stewart

Although we are not a non-profit, if you would like to support ADS to continue our work, you can donate here.

My eBook

New eBook!  The How of  Audience Development for the Arts: Learn the Basics, Create Your Plan

Leave a comment

Filed under arts management, Audience Development

Why Mobile Technology? and arts audience development

The 2amt blog is taking a little longer to post, but we still have our Welcome Wednesday guest blog!  Please join me in welcoming David Dombrosky from InstantEncore.  David has been a champion for educating the arts industry about mobile technology.  He is our guest speaker for our webinar this Friday, Noon ET.  Currently he has been authoring posts for the InstantEncore blog about why mobile technology is important today and how we can use this technology for building our audiences (topic of our webinar too).  To give you a little taste before the webinar, here is one of his latest posts.  Please let us know what you think by replying, and I hope you sign up for our webinar to hear David first hand discuss this topic!

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Engaging Mobile Audiences – Part I: Do You Have To?

by David Dombrosky

You’ve got a website, and you’re using social media to engage online audiences.  Do you really have to engage audiences via mobile devices?

In 2009, researchers at Morgan Stanley released a report forecasting that by 2014 more people will be accessing web content via mobile devices than by laptop or desktop computers.

By the end of 2011, we can see the evidence of this prediction coming to fruition when we look at the average number of minutes per day Americans spend on internet browsing vs. using mobile apps.

So if we acknowledge that people are starting to use the mobile internet as much or more than desktop internet, then it only stands to reason that we need to think about the mobile internet user’s experience.

When smartphone users go to standard websites, they have an experience that is not optimized for them.  The standard website is reduced to fit on screen so that nearly any text on the site is illegible.  The user has to pinch, expand, and slide the screen around in order to read the text and navigate to the content they seek. It makes for a frustrating experience.

Mobile websites and mobile apps isolate the content that is most likely to be of interest to mobile audiences and display it in a manner that is optimized for smaller, touch-based screens.  If artists and arts organizations wish to remain relevant as mobile internet usage continues to grow, they must provide content to mobile audiences in a manner that is designed to provide them with an optimal experience. [:O)]

David Dombrosky brings over fifteen years of experience in arts management and technology to his role as Chief Marketing Officer for InstantEncore. He frequently writes and presents on the uses of technology within arts organizations, most recently for the National Arts Marketing Project, Technology in the Arts, Performing Arts Exchange, Americans for the Arts, TEDxMichiganAve, and The Association of American Cultures Conference. Prior to joining the InstantEncore team, David established an arts and technology consultancy, taught graduate courses in arts management at Carnegie Mellon University, directed Carnegie Mellon’s Center for Arts Management and Technology, and spent eight years at the Southern Arts Federation designing and managing regional and national programs in the visual, performing, media and literary arts. In 2007, Americans for the Arts honored his service to the field with its Emerging Leader Award. David holds a M.A. in Communication Studies as well as B.A. degrees in Psychology and Speech Communications from the University of North Carolina at Chapel Hill. He resides in Pittsburgh, Pennsylvania with his partner and serves on the board of the National Alliance for Media Arts and Culture.

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Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

FacebookTwitterLinkedin

“Never treat your audience as customers, always as partners.”
~James Stewart

Join us for our next webinar:
March 16th – Noon ET

Working with Mobile Technology to Develop Your Audience
With the rapid adoption of web-enabled cell phones, smartphones and tablet computers, what options are available to arts professionals who want to engage their audiences via mobile devices? How can artists and organizations implement these options cost effectively without taking focus away from the art?

Shoshana Fanizza, Audience Development Specialists
Co-hosted with David Dombrosky, Chief Marketing Officer, InstantEncore
Co-produced with David Weuste, Rosebrook Classical

To Register: Click Here! 

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Although we are not a non-profit, if you would like to support ADS to continue our work, you can donate here.

My eBook

New eBook!  The How of  Audience Development for the Arts: Learn the Basics, Create Your Plan

Leave a comment

Filed under Arts, arts management, arts marketing, Arts technology, Audience Development

Audience Development and Branding

I have been working on a blog for my friends at #2amt.  If you are not familiar with 2amt, they are a group of enthusiastic theatre associates that enjoy sharing information and ideas.  I encourage you to take a look at what they have to offer.

The blog is about branding for the arts, and it will be available later this weekend.  Here is a teaser of what is to come:

Push Play!

I will be posting the link to the #2amt blog when it is ready.  Have a great weekend!

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

FacebookTwitterLinkedin

“Never treat your audience as customers, always as partners.”
~James Stewart

Join us for our next webinar:
March 16th – Noon ET

Working with Mobile Technology to Develop Your Audience
With the rapid adoption of web-enabled cell phones, smartphones and tablet computers, what options are available to arts professionals who want to engage their audiences via mobile devices? How can artists and organizations implement these options cost effectively without taking focus away from the art?

Shoshana Fanizza, Audience Development Specialists
Co-hosted with David Dombrosky, Chief Marketing Officer, InstantEncore
Co-produced with David Weuste, Rosebrook Classical

To Register: Click Here! 

**********************

Although we are not a non-profit, if you would like to support ADS to continue our work, you can donate here.

My eBook

New eBook!  The How of  Audience Development for the Arts: Learn the Basics, Create Your Plan

Leave a comment

Filed under arts management, arts marketing, Audience Development