Tag Archives: Arts business

2 ways to skin a cat, but please don’t skin a cat!

There seems to be a rumbling about arts marketing lately.  There are people that believe that artists and arts organizations need to step up their game or hire someone else that has more experience.

Here is the latest of the rumblings:

Cincinnati Art Museum makes cuts

The Cincinnati Art Museum recently eliminated its design team, instead opting to use a Cincinnati marketing and design company to complete its projects.

Yes, this is one way to change and step up in the game of arts marketing, that is if the company that is hired is truly a player.  However, there is another way that will allow arts folks to keep their jobs.  It’s called education!

There are many ways an arts administrator, arts marketer, etc., can obtain education.  I see a variety of workshops, classes, and seminars that are being offered to get you started.  I also know of some fantastic consultants (wink) that can teach you how to build your audiences and market more effectively.

It saddens me that the people that are truly dedicated to the arts are being cut in favor of bigger corporate companies that are paid well to get the job done.  Except in cases where the employee is a complete yahoo, there seems to be a disconnect between wanting results and being loyal to the people that you employ.  You can have both.

Wouldn’t it be better if education was supplied to help these dedicated individuals flourish and get them up to speed instead of skinning a bunch of cats in favor of spending more money with a big corporate firm?

You may get results going with those big corporate firms, yet you might be hurting our industry by not investing those dollars in the people that care more about the arts in the first place.  Remember, these are the people that took the jobs despite the decreased nonprofit salaries.

You would also be helping all the educators, consultants and arts agencies that are supplying this form of education.  It’s time to start helping the people in our own industry to get the results we want.  Wouldn’t it be best to support our own while we help 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

Please consider supporting ADS so we can continue our work.  Donate here! 

***Purchasing my book will help support ADS and our mission.***

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Be an artist and a business for audience development

Tonight I will be giving a presentation on Audience Building for All and the Top 20 Tips for Increasing Everything.  If you are in the Boulder/Denver area, check it out and join me!  One of the points I will be discussing is the tip to be your artist self and be creative.  It is a little ironic that sometimes in attempts to appear business-like, we are ditching our creative selves and instead showing the world a version of us that is not really us. Rather we are projecting what we think people want or “expect” us to look like or be as a business.

An arts business is a business, yes, and we have to run the business like a business.  This, however, does not mean that we can’t have a little fun, that we can’t be our unique, visual, colorful selves.  In fact, the more we can show our true colors, the easier it will be to attract the right types of people for our audiences.   Think about the regular business world.  The companies that are standing out are using the arts to make them sparkle.  We need to be doing this too!

The good news, we are getting a little better at this.  I had done a quick study on orchestra and theatre company sites two years ago.  This first round of looking was a little dismal with similar, non-artsy sites.  Today, I am starting to see more individual personalities and more artistic natures in the redesigns.  Hurray!

This philosophy can be carried through to all that you do.  Is your artist self shining through? Is your marketing and branding specifically your artsy you? Do the visuals, colors, and messages you send out into the world speak your individual artistic language?  Do the letters you send out have your special tone of voice and artistic feel?  Do your programs have the creative spark that set you apart?  Buttom line, are you being your unique artistic self in everything that you do?

In the end, yes, we do want to appear professional, yet we also want to impress as the creative artists that we are.  This step will help you to stand out and gain the right audiences specifically for you.  It may also make you feel good and honor that being your crazy artist self in our inundated business world is a better way to go.

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

Please consider supporting ADS so we can continue our work.  Donate here! 

***Purchasing my book will help support ADS and our mission.***

My eBook

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New business model for arts audience development?

As I mentioned on Twitter, I am surprised that the following article did not spur a heap full of discussion.  From the very get go, I was intrigued, a little alarmed at first, and very interested in this new audience development business model.

Building audiences at the Skokie Theatre
By BRUCE INGRAM Contributor May 1, 2012 9:04PM

Allow me to quote and ponder:

Not having an artistic agenda, it seems, can be very good business.

Holy arts management danger, Batman!  Can an arts company really function in this matter? Read on…

“Our only agenda is to create shows people want to see,” said Skokie native Dan Abbate, founder and co-owner of Gorilla Tango (along with his marketing-maven wife Kelly Williams). “We find out what people want to see by taking good, educated guesses, then seeing if they work. If they don’t, our attitude is: Forget it; that was a bad idea; what’s next?”

Wow, I can see this ruffling some feathers, but I have to admit, this could be an audience development gold mine if played out right.  Let’s see what this model is all about.

Basically, you open your doors to other producers, who bring their clever ideas to the venue and agree to pay a small percentage of initial ticket sales to cover a share of production expenses. And you don’t care, particularly, if they’re producing cabaret, or comedy, or a concert of operatic arias. If the show’s a flop, you commiserate and say better luck next time. If it’s a success, you book it for a long run and split the profits 50/50.

As a bonus, the communities served enjoy an almost wildly eclectic schedule of attractions that have only one thing in common: some hope of appealing to some segment of the show-going audience.

So instead of doing a complete full run of a show and hoping that it will be successful, this theatre company actually has shorter runs, and if successful, will book a longer run.  If not successful, it’s out.  The audiences are in charge of deciding what they enjoy seeing in this case.

“I am, first and foremost, business- and profit-oriented,” said Abbate…”If I have to produce 10 shows to find one that’s a big hit, I should probably be producing 10 shows constantly and then I’ll be getting hits constantly.”

For this model, they are not afraid of flops, it is all a part of their trial and error process to find the shows that will be successful.  Does this model work?

Abbate’s model (facilitated by his own accounting and scheduling computer software, which keeps traffic jams at a minimum) works well enough that not not-for-profit Gorilla Tango owns its Bucktown and Skokie theaters — and attracted more than 15,000 audience members during its first six months of operations in Chicago.

They are not relying on donations, own their own theaters, and they attracted more than 15,000 audience members in 6 months?  In terms of this business model, it seems to be making sense and cents.  I also like the fact that they are probably more open to new plays than the typical company since everything is viewed as a potential hit.  The variety could also be a huge benefit to their audiences.

“We need to find producers who have a good idea of what’s likely to appeal to audiences in this area,” he said. “When you come right down to it, we’re developing products. And this is like any other business: You have to find a product that people want.”

However, does being so audience-centric and “product” oriented good for theatre in general?  I would be interested in knowing if the quality factor is considered when choosing a production and if not, does quality play a part in which shows flops and which shows succeed?  With choices being less artistically driven, are productions merely “audience pleasers” or are these productions still artistically challenging? Does the marketing of the individual production make much of a difference and/or are some of these productions using audience development programs?  This model definitely seems to bring up important questions, and I might have to contact them to get some answers.

In the meantime, I would love to hear your thoughts too.  Please comment.   Have a wonderful 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

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Audience Development, Groupons and other promo platforms: #auddev chat transcript for 7/28 Noon ET

Today we had another installment of #auddev chat on twitter.  We had the pleasure of having Kara Whittington, who is part of the Marketing team at the San Francisco Symphony, as our guest co-host.  Kara manages the discounts, promotions, advertising and sales, and has a great deal of experience with a variety of different online promotions platforms.

We talked about making sure to keep your target audience in mind when choosing a platform, why you would want to choose to do a promotional discount, and how you can stay in control of your offer.  Of course we discussed whether or not audiences came back after these types of offers and steps to take to make sure these efforts are good audience development.  Other considerations were brought up such as complimentary tickets and papering the house options.  All in all, I think you will see that discount promotional platforms can be another tool to use if you learn how to use them in the best way possible for your arts business.

I want to give a big thank you to, Kara, for saving an hour of her time to make this #auddev chat possible!

If you have any questions or comments, you can leave a reply. 

Cheers to happy and loyal audiences,

Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

FacebookTwitterLinkedin

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#auddev chat, 7/28/11, Noon ET
@AudienceDevSpec Welcome to #auddev chat. We will be speaking with @grizzwhit Kara Whittington. Kara are you there? #auddevThu Jul 28 16:00:29 +0000 2011 – tweet id 96610990879285248 – #42
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@AudienceDevSpec Today’s topic will be Groupons and other discount promotions. Do these really work for audience development or are we losing money? #auddevThu Jul 28 16:01:24 +0000 2011 – tweet id 96611221528264704 – #43
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@AudienceDevSpec Kara are you there? @grizzwhit #auddevThu Jul 28 16:01:53 +0000 2011 – tweet id 96611342022230016 – #44
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@grizzwhit @AudienceDevSpec I’m here! #auddevThu Jul 28 16:02:08 +0000 2011 – tweet id 96611403544281088 – #45
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@AudienceDevSpec Excellent! @grizzwhit Why don’t you introduce yourself first. #auddevThu Jul 28 16:02:31 +0000 2011 – tweet id 96611499811942400 – #46
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@grizzwhit I’m currently in marketing for the @SFSymphony and manage discounts, promotions, advertising and sales for the org. #auddevThu Jul 28 16:04:14 +0000 2011 – tweet id 96611933515550721 – #47
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@chrisrusak @grizzwhit And we think you do a fantastic job. #auddevThu Jul 28 16:04:46 +0000 2011 – tweet id 96612067464843264 – #48
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@AudienceDevSpec . @grizzwhit You have been using different discount platforms. Right? Which ones? #auddevThu Jul 28 16:04:58 +0000 2011 – tweet id 96612116269764608 – #49
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@grizzwhit born and raised in a family of musicians, I had an early start into the world of music arts and culture #auddevThu Jul 28 16:05:11 +0000 2011 – tweet id 96612170418225152 – #50
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@AudienceDevSpec .@grizzwhit Do you plan an instrument? #auddevThu Jul 28 16:06:04 +0000 2011 – tweet id 96612393123196929 – #51
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@grizzwhit #auddevwe’ve used what feels like dozensThu Jul 28 16:06:12 +0000 2011 – tweet id 96612426149142528 – #52
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@AudienceDevSpec Play an instrument. Typing woes. #auddevThu Jul 28 16:06:27 +0000 2011 – tweet id 96612491940999168 – #53
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@grizzwhit #auddevgroupon, living social, mamapedia, tabblehopper, gilt, travelzoo,Thu Jul 28 16:07:10 +0000 2011 – tweet id 96612671524315136 – #54
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@AudienceDevSpec Wow, I’m not familiar with all of these. #auddevThu Jul 28 16:07:28 +0000 2011 – tweet id 96612746472337409 – #55
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@grizzwhit @chrisrusak thanks so much! #auddevThu Jul 28 16:07:34 +0000 2011 – tweet id 96612770073673728 – #56
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@grizzwhit @AudienceDevSpec I have but not currently- singer, violin, French horn, piano #auddevThu Jul 28 16:08:11 +0000 2011 – tweet id 96612929302048768 – #57
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@AudienceDevSpec . @grizzwhit Another French horn player! Back to topic, which platform do you like the best and why? #auddevThu Jul 28 16:09:00 +0000 2011 – tweet id 96613131740119040 – #58
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@aaronmandersen Audience Dev meetup 1 wk from today in Chicago! http://bit.ly/n44oUJ #theater #theatre #2amt #dance #music #auddev@audiencedevspecThu Jul 28 16:09:56 +0000 2011 – tweet id 96613366637924353 – #59
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@AudienceDevSpec .@grizzwhit So which platform do you like the best and why? #auddevThu Jul 28 16:10:59 +0000 2011 – tweet id 96613631290118144 – #60
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@grizzwhit #auddev@SFSymphony we have over 230 concerts each yearThu Jul 28 16:11:19 +0000 2011 – tweet id 96613715062960128 – #61
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@AudienceDevSpec Right now we are having an #auddev chat. Talking about Groupon and other formats. Questions? Stories? use #auddevhashtag.Thu Jul 28 16:12:31 +0000 2011 – tweet id 96614017262551040 – #62
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@grizzwhit with all promotions, its important i’ve found to manage real expectations. what are you doing this for, and why? #auddevThu Jul 28 16:12:47 +0000 2011 – tweet id 96614084098785280 – #63
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@grizzwhit @AudienceDevSpec @annettecoleman can you tell me more about the offer and the results? #auddevThu Jul 28 16:14:01 +0000 2011 – tweet id 96614393814581249 – #64
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@grizzwhit I prefer @Travelzoo for one major reason #auddevThu Jul 28 16:14:40 +0000 2011 – tweet id 96614559699320832 – #65
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@AudienceDevSpec That is a great point. It is good to conceptualize why you are doing a promo. What are the goals? Can you take the hit $wise? #auddevThu Jul 28 16:15:10 +0000 2011 – tweet id 96614684999942144 – #66
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@AudienceDevSpec Travelzoo. How does Travelzoo work? @grizzwhit Is it similar to Groupon? #auddevThu Jul 28 16:16:01 +0000 2011 – tweet id 96614897835716608 – #67
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@grizzwhit #auddevtravelzoo sends people to your own website to book- this means you easily retain the new information of those purchasing…Thu Jul 28 16:16:16 +0000 2011 – tweet id 96614962667065344 – #68
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@AudienceDevSpec That is fantastic! @grizzwhit #auddev. The main gripe I have against some of these promos is not being able to retain patron info.Thu Jul 28 16:16:55 +0000 2011 – tweet id 96615123090817026 – #69
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@grizzwhit #auddevwe’ve found that these people continue to buy tickets, and 2% even have purchased subscriptions!Thu Jul 28 16:17:00 +0000 2011 – tweet id 96615143940689921 – #70
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@AudienceDevSpec Do any of them complain about the higher prices after the promo? @grizzwhit #auddevThu Jul 28 16:17:38 +0000 2011 – tweet id 96615304104378368 – #71
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@grizzwhit So this is totally different than other sites like Groupon. However, if you are a nimble small org, u can work around this to get… #auddevThu Jul 28 16:18:18 +0000 2011 – tweet id 96615474120491008 – #72
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@grizzwhit …the patron data and begin tracking the success of these #auddevcampaigns. because truly that is what these are. they’re lead generatorsThu Jul 28 16:18:49 +0000 2011 – tweet id 96615601182744576 – #73
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@AudienceDevSpec The other reason Groupon seems not the way to go, especially for non-profs is that you only end up with 25%. #auddevThu Jul 28 16:18:57 +0000 2011 – tweet id 96615637203419138 – #74
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@grizzwhit p.s. advance apologies to my followers- the next hour I’m on a fund #auddevaudience development chat. Lots of tweeting!Thu Jul 28 16:19:19 +0000 2011 – tweet id 96615727422910464 – #75
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@grizzwhit we haven’t experienced complaints about prices after the promo. their first exp is w/ a discount, but they experience great product #auddevThu Jul 28 16:20:02 +0000 2011 – tweet id 96615907773792256 – #76
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@AudienceDevSpec My local contemp museum is using Groupon for their memberships. The membership is $75, Groupon is $35, they get $17.50? #auddevThu Jul 28 16:20:24 +0000 2011 – tweet id 96616003659776000 – #77
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@grizzwhit and then see the value and return. #auddevBut we try to keep price point low- tickets start at $15 for most concerts @sfsymphonyThu Jul 28 16:20:32 +0000 2011 – tweet id 96616037147095040 – #78
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@AudienceDevSpec That is another good point. For people starting out with discounts, make sure they know ticket price ranges for normal purchase. #auddevThu Jul 28 16:21:39 +0000 2011 – tweet id 96616317339172864 – #80
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@grizzwhit A good point. Be sure to negotiate as much as possible. You can sometimes negotiate better with these rev share models. #auddevThu Jul 28 16:21:44 +0000 2011 – tweet id 96616335634735105 – #81
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@AudienceDevSpec Yes, you can create your own promos without these sites. @edithwarhol #auddevThu Jul 28 16:22:41 +0000 2011 – tweet id 96616574605213696 – #82
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@grizzwhit @thechicagored Yes we’re on tessitura #auddevThu Jul 28 16:22:44 +0000 2011 – tweet id 96616590287716352 – #83
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@AudienceDevSpec I was wondering what price points these patrons purchase at after the great deal? @grizzwhit #auddevThu Jul 28 16:23:39 +0000 2011 – tweet id 96616818541740032 – #84
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@grizzwhit @AudienceDevSpec Yes- but look at it as a risk worth taking if you want new ppl, or you want to spread awareness about your brand #auddevThu Jul 28 16:23:53 +0000 2011 – tweet id 96616877014528000 – #85
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@grizzwhit These sites can also be a helpful brand awareness tool. For instance, we setup a promo with LivingSocial Escapes-with only 20 tix… #auddevThu Jul 28 16:24:37 +0000 2011 – tweet id 96617062344044544 – #86
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@AudienceDevSpec The premise is to get your foot in the door, but it will only work if can convert to a regular buyer. @maricarjagger #auddevThu Jul 28 16:24:45 +0000 2011 – tweet id 96617097114824704 – #87
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@grizzwhit … that included a night’s stay at a local upscale hotel, plus breakfast and drink voucher at concert. #auddevit helped us get…Thu Jul 28 16:25:14 +0000 2011 – tweet id 96617217931747331 – #88
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@grizzwhit ..our message out to a larger audience, even though we limited the number of packages people could purchase. #auddevThu Jul 28 16:25:36 +0000 2011 – tweet id 96617309942185984 – #89
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@AudienceDevSpec @grizzwhit That is true. My advice would be – make sure you can write off initial loss. For smaller non-profs might be a problem. #auddevThu Jul 28 16:25:57 +0000 2011 – tweet id 96617396642643968 – #90
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@AudienceDevSpec That is a great idea. Limit number of tix, but it still goes to a larger group base. #auddevThu Jul 28 16:27:00 +0000 2011 – tweet id 96617662184046592 – #91
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@triadstage @grizzwhit Wow, that’s awesome. Those have been our main worries. Along with what our subscribers will think. #auddevThu Jul 28 16:27:03 +0000 2011 – tweet id 96617673374449664 – #92
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@grizzwhit @AnnetteColeman @AudienceDevSpec #auddevI’d suggest its best to use images that will encourage purchases.Thu Jul 28 16:27:06 +0000 2011 – tweet id 96617688910143488 – #93
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@grizzwhit @AnnetteColeman @AudienceDevSpec More importantly, its misleading if ppl can’t purchase your art at discount they’re promoting #auddevThu Jul 28 16:27:30 +0000 2011 – tweet id 96617788826861569 – #94
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@AudienceDevSpec @grizzwhit Can you share another platform you have had success with? #auddevThu Jul 28 16:27:48 +0000 2011 – tweet id 96617863485468674 – #95
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@grizzwhit definitely. #auddevif you have inventory, test it with these sites to see what return you can get. if it goes unsold, that’s a loss too!Thu Jul 28 16:28:22 +0000 2011 – tweet id 96618005903048704 – #96
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@AudienceDevSpec Please do use the #auddevhashtag to share with everyone. :O)Thu Jul 28 16:28:50 +0000 2011 – tweet id 96618124723503105 – #97
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@triadstage @audiencedevspec The initial loss is what prevents us from doing it for our Cabaret space…only $18 tix in a 90 seat space #auddevThu Jul 28 16:29:17 +0000 2011 – tweet id 96618236111622144 – #98
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@grizzwhit another platform we used last year was Mamapedia- which was as you might guess, for moms! #auddevThu Jul 28 16:29:34 +0000 2011 – tweet id 96618308920541184 – #99
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@AudienceDevSpec @AnnetteColeman must have popped off of Twitter. I’m not sure it was her artwork. Good point. #auddevThu Jul 28 16:29:37 +0000 2011 – tweet id 96618320740098048 – #100
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@grizzwhit @triadstage I’ve found most reasonable subscriber audiences will understand an orgs need to get new customers #auddevThu Jul 28 16:30:24 +0000 2011 – tweet id 96618518111461376 – #101
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@AudienceDevSpec @triadstage I have often wondered if the “Free” approach would be better than a promo is some cases. #auddevThu Jul 28 16:30:39 +0000 2011 – tweet id 96618579750957056 – #102
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@AudienceDevSpec Finding targeted promo options is a great idea. #auddevThu Jul 28 16:31:37 +0000 2011 – tweet id 96618824027222019 – #103
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@grizzwhit We had 3 new concerts, that were not an easy message to convey, so we used Mamapedia and sold out. Huge success #auddevThu Jul 28 16:31:48 +0000 2011 – tweet id 96618871276044288 – #104
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@AudienceDevSpec @grizzwhit What were the concerts? #auddevThu Jul 28 16:32:06 +0000 2011 – tweet id 96618948040200192 – #105
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@grizzwhit We would not have otherwise sold those concerts to capacity, without leveraging a new audience through mamapedia #auddevThu Jul 28 16:32:18 +0000 2011 – tweet id 96618996249534464 – #106
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@grizzwhit so my lesson there is that where/when you have opportunity, see how these would work to your orgs benefit #auddevThu Jul 28 16:32:42 +0000 2011 – tweet id 96619097936244736 – #107
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@AudienceDevSpec I think if you have empty seats to sell, why not go for a promo, but be sure to have a follow up strategy. #auddevThu Jul 28 16:32:57 +0000 2011 – tweet id 96619159131131904 – #108
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@triadstage @audiencedevspec Exactly! If you’re not getting more than a few $ then just do a special free house and get new aud that way. #auddevThu Jul 28 16:33:09 +0000 2011 – tweet id 96619209311797249 – #109
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@AnnetteColeman Sorry took a call. It was my art advertising a discount amount that they could purchase from the gallery-didn’t say purchase my art #auddevThu Jul 28 16:33:12 +0000 2011 – tweet id 96619220867092480 – #110
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@grizzwhit @AudienceDevSpec the concerts were holiday-ish, right before christmas. some orchestra and chorus members. #auddevThu Jul 28 16:33:30 +0000 2011 – tweet id 96619298876956672 – #111
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@AudienceDevSpec @grizzwhit Fun concerts. I can see why they sold. #auddevThu Jul 28 16:33:55 +0000 2011 – tweet id 96619405030592512 – #112
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@SkyArtsMgmt These Group stats are interesting, altho non-arts specific. http://t.co/1CZ7UBN #auddevThu Jul 28 16:34:07 +0000 2011 – tweet id 96619452992454656 – #113
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@grizzwhit We also use goldstar- when we give tickets at will call, we have a “sign up for our e-club list” invite in the tix envelope #auddevThu Jul 28 16:34:20 +0000 2011 – tweet id 96619509389070337 – #114
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@AudienceDevSpec @AnnetteColeman That could actually work against the gallery & maybe you if someone really wanted to purchase your art after seeing. #auddevThu Jul 28 16:34:43 +0000 2011 – tweet id 96619603194675200 – #115
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@triadstage @grizzwhit I would hope so! But we’ve had enough ppl comment on other orgs use of them that it makes us hesitant. #auddevThu Jul 28 16:34:43 +0000 2011 – tweet id 96619605887422464 – #116
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@grizzwhit take in those discount seekers, and use your own online channels to reach them moving forward #auddevThu Jul 28 16:34:47 +0000 2011 – tweet id 96619622673022976 – #117
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@AudienceDevSpec @grizzwhit I like the fact that Goldstar is event specific too. #auddevThu Jul 28 16:35:15 +0000 2011 – tweet id 96619737374654466 – #118
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@grizzwhit @triadstage that’s understandable. have you used any yet? #auddevThu Jul 28 16:35:21 +0000 2011 – tweet id 96619763173818368 – #119
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@AudienceDevSpec @triadstage The one good thing about using the promo service is extra awareness through this marketing avenue. #auddevThu Jul 28 16:36:04 +0000 2011 – tweet id 96619945269530624 – #120
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@grizzwhit #auddevits easy to make your groupon offers concert specific. you can be as broad or specific as you’d like- its your offer 🙂Thu Jul 28 16:36:08 +0000 2011 – tweet id 96619961564405760 – #121
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@AudienceDevSpec @grizzwhit Have there been any platforms that did not work for you? #auddevThu Jul 28 16:36:34 +0000 2011 – tweet id 96620070545002496 – #122
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@triadstage @grizzwhit Not yet! We closed out our season very well (yay!). We start back up in Sept so we’ll see then. I’m still so skeptical #auddevThu Jul 28 16:36:41 +0000 2011 – tweet id 96620098021896193 – #123
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@grizzwhit @AudienceDevSpec truthfully, the groupon, living social, etc are effective but they put a big strain on will call and the box office #auddevThu Jul 28 16:37:17 +0000 2011 – tweet id 96620251487281152 – #124
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@AudienceDevSpec @grizzwhit I can see that! #auddevThu Jul 28 16:37:40 +0000 2011 – tweet id 96620346584739840 – #125
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@SkyArtsMgmt Also some potential exclusivity and offer timing issues with Groupon pointed out in @frogloops article in addition to stats. #auddevThu Jul 28 16:37:40 +0000 2011 – tweet id 96620346861555712 – #126
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@grizzwhit So we are using these sparingly- which keeps the value high for the majority of our product imho #auddevThu Jul 28 16:37:51 +0000 2011 – tweet id 96620393573531648 – #127
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@AudienceDevSpec We are finding out that one size promo platform does not fit all, and make sure to tweak to fit your needs. #auddevThu Jul 28 16:38:32 +0000 2011 – tweet id 96620567117041665 – #128
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@grizzwhit if a concert isn’t selling, its not always the case that a deep discount will help it. its always a risk #auddevThu Jul 28 16:39:06 +0000 2011 – tweet id 96620706464407552 – #129
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@triadstage @grizzwhit We’re in such a small market and our prices are so low (comparatively) that it’s really hard for me to make that jump #auddevThu Jul 28 16:39:19 +0000 2011 – tweet id 96620763163009024 – #130
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@SkyArtsMgmt Has anyone tried the org. Houseseats? Used to paper a thin house, potential audience pays subscription to receive notice of comps. #auddevThu Jul 28 16:39:24 +0000 2011 – tweet id 96620781655703552 – #131
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@AudienceDevSpec @triadstage What is your normal pricing? #auddevThu Jul 28 16:39:35 +0000 2011 – tweet id 96620829814697984 – #132
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@grizzwhit @SkyArtsMgmt @frogloops thats a good point. #auddevthey want exclusive deals. now i find they ask for even more within pkg.Thu Jul 28 16:39:55 +0000 2011 – tweet id 96620913549783040 – #133
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@grizzwhit @SkyArtsMgmt @frogloops most orgs dont have bandwidth to create these special packages. i usually roll my eyes when they ask #auddevThu Jul 28 16:40:28 +0000 2011 – tweet id 96621050699329538 – #134
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@AudienceDevSpec @SkyArtsMgmt I have to say I do not like the “Paper the house” mentality since it is more along the lines of “butts in seats.” #auddevThu Jul 28 16:40:39 +0000 2011 – tweet id 96621097058967553 – #135
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@grizzwhit @SkyArtsMgmt interesting. no I haven’t used it. if we paper, we give to ppl we know directly. #auddevThu Jul 28 16:40:58 +0000 2011 – tweet id 96621178034196480 – #136
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@grizzwhit @triadstage that makes sense. i’d probably do the same thing #auddevThu Jul 28 16:41:17 +0000 2011 – tweet id 96621258699051008 – #137
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@AudienceDevSpec Yes! RT @grizzwhit: @SkyArtsMgmt interesting. no I haven’t used it. if we paper, we give to ppl we know directly. #auddevThu Jul 28 16:41:18 +0000 2011 – tweet id 96621262037716992 – #138
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@AudienceDevSpec You might as well use your comps for special gifts to people you know or want to get more acquainted with. #auddevThu Jul 28 16:41:45 +0000 2011 – tweet id 96621373543297024 – #139
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@triadstage Apologize for the Twitter spam guys, great convo going on at #auddevabout Groupon/Living Social etc and the Arts. Come join us!Thu Jul 28 16:41:55 +0000 2011 – tweet id 96621417604456448 – #140
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@grizzwhit there are definitely times when you need a good house, & paper the house. same reason that we’re mission driven, not market driven #auddevThu Jul 28 16:42:22 +0000 2011 – tweet id 96621528854179840 – #141
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@AudienceDevSpec Or, use comps for another non-profit org and be able to say you donated tickets to the underserved. Good for publicity and grants. #auddevThu Jul 28 16:42:29 +0000 2011 – tweet id 96621558155579392 – #142
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@grizzwhit community groups, students, under served ppl in your community- great papering sources. #auddevThu Jul 28 16:43:14 +0000 2011 – tweet id 96621749277437953 – #143
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@AudienceDevSpec @triadstage That is a lower price point range. I can see why 25% may not be the best thing for you. #auddevThu Jul 28 16:43:26 +0000 2011 – tweet id 96621800112394241 – #144
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@SkyArtsMgmt Not fond of papering either. If giving to own customers, u are reaching the converted. W Houseseats, move beyond your own contact. #auddevThu Jul 28 16:44:13 +0000 2011 – tweet id 96621997286621184 – #145
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@AudienceDevSpec Although, you could look at the $ as an advertising cost. A promo of this nature might work better than an ad. #auddevThu Jul 28 16:44:25 +0000 2011 – tweet id 96622045697290240 – #146
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@AudienceDevSpec @SkyArtsMgmt Unless you offer people to use as gifts to others that haven’t come before. Now that is #auddev!Thu Jul 28 16:44:58 +0000 2011 – tweet id 96622183429836800 – #147
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@triadstage @audiencedevspec That’s why we’re torn. Would love to get brand new faces, but we’d only be receiving a few dollars per ticket. #auddevThu Jul 28 16:45:11 +0000 2011 – tweet id 96622238501048320 – #148
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@AudienceDevSpec @triadstage Maybe the simple 2 for 1 would be better. You’d be getting 50% and still get new faces. #auddevThu Jul 28 16:45:50 +0000 2011 – tweet id 96622400485076993 – #149
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@grizzwhit Recently we had 4 concerts that weren’t selling… we used our own email list (ppl in our “eclub” 4 discounts) promo 2 tix for $20 #auddevThu Jul 28 16:45:58 +0000 2011 – tweet id 96622436786765824 – #150
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@SkyArtsMgmt Reaching underserved can be problematic. Takes lead time. Toronto audience have low book-ahead ratio and subscriptions declining #auddevThu Jul 28 16:46:20 +0000 2011 – tweet id 96622527018844160 – #151
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@grizzwhit We thought we’d have to use groupon to sell the rest of the seats, but we sold out using our own internal list of emails… #auddevThu Jul 28 16:46:30 +0000 2011 – tweet id 96622569284833280 – #152
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@grizzwhit …of ppl who self identified as wanting to get discount offers from us. hugely successful. #auddevThu Jul 28 16:46:51 +0000 2011 – tweet id 96622658963243008 – #153
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@AudienceDevSpec MT @parkcofield: Mixed results w/ daily deals. Doesn’t work for us on ind tkts, but great when we offer a discounted membership. #auddevThu Jul 28 16:46:54 +0000 2011 – tweet id 96622671336452100 – #154
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@grizzwhit so you can use the model of groupon, but not the rev share if you build a list of ppl that want discounts from you. #auddevThu Jul 28 16:47:15 +0000 2011 – tweet id 96622760196968448 – #155
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@AudienceDevSpec @parkcofield How much of a discount was it for the membership? #auddevThu Jul 28 16:47:16 +0000 2011 – tweet id 96622762864553984 – #156
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@SkyArtsMgmt Yes, that is a good idea! #auddevThu Jul 28 16:47:31 +0000 2011 – tweet id 96622824579547136 – #157
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@grizzwhit @SkyArtsMgmt definitely. so make connections before you need to activate them #auddevThu Jul 28 16:47:42 +0000 2011 – tweet id 96622871543156738 – #158
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@grizzwhit @triadstage @audiencedevspec yes- its an advertising cost #auddevThu Jul 28 16:48:09 +0000 2011 – tweet id 96622983778537472 – #159
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@triadstage @skyartsmgmt I think that’s everywhere. These days planning ahead is 24 hrs, 48 if you’re lucky. Planning a year is just unheard of #auddevThu Jul 28 16:48:40 +0000 2011 – tweet id 96623117027385344 – #160
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@grizzwhit @parkcofield @AudienceDevSpec interesting. whats the price point difference or offering? #auddevThu Jul 28 16:48:43 +0000 2011 – tweet id 96623128993738752 – #161
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@AudienceDevSpec @grizzwhit @triadstage This means that on the books, the loss of money is the cost of the advertising? Want to be clear for all. #auddevThu Jul 28 16:49:46 +0000 2011 – tweet id 96623393876619264 – #162
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@SkyArtsMgmt I have reluctance to offer last-minute discounts to core audience. We have trained them to wait for discounts. I offer early bird. #auddevThu Jul 28 16:49:48 +0000 2011 – tweet id 96623398486155264 – #163
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@AudienceDevSpec @SkyArtsMgmt Major debate with this. Core aud. which buys early might not mind paying full price. #auddevThu Jul 28 16:50:42 +0000 2011 – tweet id 96623627209932800 – #164
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@grizzwhit @AudienceDevSpec @triadstage could be if you need to show the loss #auddev but i’d suggest otherwise- not a loss. lead gen… #auddevThu Jul 28 16:51:03 +0000 2011 – tweet id 96623713172209664 – #165
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@grizzwhit @AudienceDevSpec @triadstage send those leads to telemarketing next! #auddevor send follow up offer to get them to come backThu Jul 28 16:51:29 +0000 2011 – tweet id 96623823184605185 – #166
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@AudienceDevSpec @grizzwhit How do you post this $ on the books since it doesn’t really “cost” to use the service. #auddevThu Jul 28 16:51:44 +0000 2011 – tweet id 96623888724787200 – #167
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@SkyArtsMgmt @grizzwhit Even with excellent existing connections, response is too slow to be practical. #auddevThu Jul 28 16:51:52 +0000 2011 – tweet id 96623920349847552 – #168
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@grizzwhit @SkyArtsMgmt love that. #auddevis about training as well, so thats hugely important.Thu Jul 28 16:51:56 +0000 2011 – tweet id 96623937236119552 – #169
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@grizzwhit @SkyArtsMgmt and in papering, 50% of folks are no shows. thats a waste. use groupon model to get some rev, commitment to show up #auddevThu Jul 28 16:52:55 +0000 2011 – tweet id 96624185387909120 – #170
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@AudienceDevSpec @SkyArtsMgmt Low book-ahead and subs declining is happening almost everywhere. #auddevThu Jul 28 16:52:58 +0000 2011 – tweet id 96624199115878400 – #171
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@SkyArtsMgmt True, but it is rewarding loyalty. And many miss the discount anyway. Plus it helps predict which performances will be popular #auddevThu Jul 28 16:53:16 +0000 2011 – tweet id 96624274474934272 – #172
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@grizzwhit it amazes me sometimes how getting someone to pay something (anything) they are more likely to show than if comp’d #auddevThu Jul 28 16:53:27 +0000 2011 – tweet id 96624319492390912 – #173
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@triadstage @audiencedevspec That’s what we’ve seen it as…hence the reasons for being skeptical…i don’t have many ad $$ to start with! #auddevThu Jul 28 16:54:24 +0000 2011 – tweet id 96624558332841984 – #174
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@AudienceDevSpec @SkyArtsMgmt There might be non-monetary ways to reward loyalty too. #auddevThu Jul 28 16:54:30 +0000 2011 – tweet id 96624583284764672 – #175
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@SkyArtsMgmt @grizzwhit Houseseats org removes no-shows from their mailing list. Maybe not an either/or. Could be used with Groupon. #auddevThu Jul 28 16:54:40 +0000 2011 – tweet id 96624626981019648 – #176
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@grizzwhit are there any other #auddevquestions? this has been a lot of fun, but I have to run for a call at the top of the hour.Thu Jul 28 16:54:48 +0000 2011 – tweet id 96624660199899136 – #177
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@AudienceDevSpec I’m almost wanting to have people have the discount early, but then giving people the option to buy at full price to support org. #auddevThu Jul 28 16:55:13 +0000 2011 – tweet id 96624762784198658 – #178
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@grizzwhit @edithwarhol @triadstage excellent. #auddevThu Jul 28 16:55:44 +0000 2011 – tweet id 96624895496163328 – #179
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@AudienceDevSpec @triadstage Perhaps try the promo w/ the loss that is similar amount to ad space and don’t purchase an ad – see what happens. #auddevThu Jul 28 16:56:34 +0000 2011 – tweet id 96625103135186944 – #180
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@AudienceDevSpec @triadstage That is if the ad isn’t working that well to begin with. If ad working, then don’t bother and stick with ad. #auddevThu Jul 28 16:56:56 +0000 2011 – tweet id 96625194529071104 – #181
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@AudienceDevSpec @grizzwhit We have 3 min. Do you want to say some final words? #auddevThu Jul 28 16:57:35 +0000 2011 – tweet id 96625360623505408 – #182
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@SkyArtsMgmt I have found early bird discount can lead to one or more early sell-outs, leading to great buzz. Works well with min. 2 week runs. #auddevThu Jul 28 16:57:46 +0000 2011 – tweet id 96625406693744640 – #183
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@SkyArtsMgmt @AudienceDevSpec How about early bird discount with a top up donation. Customer gets tax receipt for difference. #auddevThu Jul 28 16:59:33 +0000 2011 – tweet id 96625855509442560 – #184
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@AudienceDevSpec We have learned that you need to consider the target aud, the costs, the gains and losses when using a promo platform. #auddevThu Jul 28 16:59:52 +0000 2011 – tweet id 96625934324604928 – #185
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@triadstage @audiencedevspec Exactly 🙂 We’re doing fine without the extreme discounts. I’m fascinated by the whole concept. #auddevThu Jul 28 16:59:54 +0000 2011 – tweet id 96625943975702528 – #186
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@grizzwhit @AudienceDevSpec thank you for the opp to have this #auddevchat! its been fun and i’m open if others who didn’t join real time to msg meThu Jul 28 17:00:06 +0000 2011 – tweet id 96625992449273856 – #187
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@SkyArtsMgmt @AudienceDevSpec Never tried that strategy — could be interesting. #auddevThu Jul 28 17:00:06 +0000 2011 – tweet id 96625991639773184 – #188
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@AudienceDevSpec You can make the promo work for you by negotiating, limiting amounts, etc. #auddevThu Jul 28 17:00:18 +0000 2011 – tweet id 96626044773203969 – #189
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@grizzwhit target your audience, use discounts when you have an opportunity, and test various to see what works best for your org #auddevThu Jul 28 17:00:36 +0000 2011 – tweet id 96626117435330560 – #190
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@AudienceDevSpec Always have a way to capture patron data and to follow up, otherwise the promo will not be an #auddeveffort.Thu Jul 28 17:00:45 +0000 2011 – tweet id 96626154496208896 – #191
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@grizzwhit don’t be afraid- its ok to start small. #auddevis about trying new things after all, isnt it?Thu Jul 28 17:00:56 +0000 2011 – tweet id 96626200864239616 – #192
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@AudienceDevSpec Yes #auddev is about trying new things. Think about what is not working and shift that money to #auddevefforts to try.Thu Jul 28 17:01:48 +0000 2011 – tweet id 96626421543346176 – #193
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@AudienceDevSpec You have just witnessed another fun and informative #auddevchat. I hope you can join us next time. I also need guest hosts. Contact me!Thu Jul 28 17:03:02 +0000 2011 – tweet id 96626729082290176 – #194
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@AudienceDevSpec Thank you to: @triadstage @SkyArtsMgmt @parkcofield @maricarjagger @edithwarhol @AnnetteColeman for participating! #auddevThu Jul 28 17:03:46 +0000 2011 – tweet id 96626915426836480 – #195
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@AudienceDevSpec If you missed out on #auddev chat, I will be posting the transcript on my blog later today.

Thu Jul 28 17:04:13 +0000 2011 – tweet id 96627028924710912 – #196
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