Essentials of Tour Marketing Penny Mills Welcome and introductions - - PowerPoint PPT Presentation

Essentials of… Tour Marketing

Penny Mills

• Welcome and introductions
• Marketing Campaign Planning Overview
• Understanding Audiences
• Refining Messages
• Effective information exchange
• Implementation
• Evaluation / PR / Local networking

Introductions

• Your name and organisation
• What you would like to get from today

With your neighbour

• A moment of marketing success?

Marketing Planning Overview

Marketing Campaign Planning

“A goal without a plan is just a wish.” ― Antoine de Saint-Exupéry

Structure

Objectives Vision The Plan Target audiences Messages Evaluation

Why?

• Why this piece of work/event?
• Why now?
• Why these venues/locations?
• Which audiences generally?
• Which audiences specifically?
• Why will audiences want to attend?
• What will audiences experience?
• What will have happened if it is a success?

Use what you know

Do your research:

• Use audience information
• Use previous endorsements
• Collect more as you go
• Get to know the people at the venue
• Get to know the locations
• Track what works / hasn’t worked
• Tailor your campaign

Consider the audience strategy

• More of the same?
• Relationship building
• Introducing… something new/different
• Diversifies the programme
• New audiences
• Tailoring the offer
• Diversifying
• New programme for new audiences

The messages

• What is your tour’s USP?
• Why would audiences pick it out from the crowd?

SMART objectives

• 65% average capacity across the tour
• 70% of tickets sold at full price and 30% at

concessions (students or seniors) across the tour

• 30% first time attenders to our work across the tour
• % under 35 years across the tour
• 70% attenders within a 1 hour drive-time of the

venue

• Over 80% enjoyed or very much enjoyed the

performance/event across the tour

• Recruit 2 local amabassadors at each venue location

1 month in advance of the performance/event

• Increased membership of our society/organisation

by 5% within one year following the tour

More SMART objectivews

• Website unique visitors increased by 20% over the 2

months of the tour compared to non-touring periods

• Referrals on the host venues websites ranked the

company website in the top 5 referrers for the period of the tour

• Doubled the number of social media ‘influencers’

(sharing or re-tweeting) on company channels during the course of the tour

• 20 young people under the age of 24 involved in

workshops with artists in each of the performance locations

Understanding Audiences

Exercise

• Think about something you do in your spare time

and describe the other people who do it with you

• What characteristics do they share?

You can segment by…

Factor Characteristics

Demographics Age Life stage Social grade Family circumstances Geography Where people live Where people work Behaviour What people have done in the past Attitudes Values and beliefs Politics/faith ‘Lifestyle’

Segmentation

A useful segment is…  Distinctive  Reachable  Big enough

The process of splitting customers in a market into different groups, within which customers share similar needs satisfied by a distinct marketing proposition.

DIY segmentation

• What do you know already?
• Add in a few expert resources
• Ask the venue
• Ask the audience

Regional differences?

Mosaic Republic of Ireland

Exercise

• What is their level of interest in the arts?
• What might their motivation to attend be?
• What kind of offer would you make them?

How would you segment your audiences?

• Age range
• Life stage – family
• Local / visitor
• New attender
• Frequency
• Artform interests
• Special interest / professional interest
• ?more

Motivations and barriers

Motivations and barriers

• Motivations – what makes people want to attend
• Barriers – what discourages/stops them
• Need to decrease barriers and develop motivations

Barriers

There’s no bus

Practical barriers

• Transport
• Timing of programme
• Location of programme
• Useful information in advance
• Ticket pricing/merchandise
• Signs and information at the venue

Psychological barriers

• Messages that say ‘it is for people like you’ and

‘it will be worth it’

• Images in publicity
• Word of mouth – ambassadors
• Staff reflects audience
• Customer service
• Third party endorsement
• Benefits not features in communications

….. and programme that is relevant and engaging

Passed me by Trip or treat Trophy-Hunters Lifestyle Lapsers In search of.. Popular & unperturbed Keen to share Knowledgeable niche Knowledgeable

Segmentation – infrequent attenders

Motivations

• Socialising
• Entertainment and fun
• Treat, special occasion
• Family time
• Escape and relaxation
• Learning and self improvement

Refining Messages

• Describe something you’ve seen recently
• Describe something you did for the first time
• What sorts of things are you talking about when you

describe it?

Which message?

What do you want people to say about you?

We deliver

Describing our offer - Features and benefits

• Features = facts about your offer
• Benefits = reasons why people will want it
• When writing copy ask yourself ‘which means that…’

From This way Up! Flat pack guide to marketing, available from AMA

Feature Benefit Ballet performance Escape from everyday life Join a samba band Learn new skills Children’s art workshop Keep your children busy during the holidays

Benefits led

Benefits led

How is it going to feel?

What audiences are looking for?

• Experiences that provide
• entertainment
• relaxation
• escape
• socialising
• learning
• participation
• inspiration
• personal development

Exercise – make these features into benefits

• Following its launch in Dublin, the exhibition goes on tour>>>
• We are performing at The Cube, National University Ireland,

Galway>>>

• Tickets can be purchased by phone using all major credit/debit
• cards. Advance booking recommended>>>
• Showing all films in High Definition on a screen that measures

3.6m x 2.74m. Sound is provided via a pair of 265 watt speakers and a suitably sized AMP >>>

AIDA

• Make your message grab attention
• Use key selling points to attract interest
• Develop the promise with endorsements to inspire

desire

• Finish with a call to action
• Build campaigns and messages around AIDA

The elevator pitch

• Describe your event to a specified target audience

in 3 sentences

• Test it out on someone

Match the relevant benefits to your audience segments

Segment Benefits

Family and community focused Have fun Spend quality with family and friends Celebrate our local community

Messaging through images

Messaging through images

What a Google search gives you

Effective Information Exchange

Top Tips for venue relationships?

• What would your top tips be?
• Have a discussion about particular successes
• Or where it has gone wrong (or you think it might go

wrong)

My top tips

• Think about the sizzle not just the sausage
• Make venues/promoters feel special
• Get in early on negotiations
• Meet face to face
• Show them what they have to sell
• Get to know your audiences
• Make it personal for audiences
• Take audiences on a journey to action - AIDA
• Seek out ambassadors and advocates
• Contingency plan in advance

Top tips from the group

• Keep connected year round with venues/promoters
• Dialogue/conversations
• Tell them about plans
• Invite them to an event
• Make suggestions
• Visit face to face
• Check out what else may be distracting a venue
• Tailor messages for staff at venues
• Provide video/audio
• Take care to protect shared folders ie. thro’

dropbox

Implementing the Plan

The Marketing Mix

• Product – everything about it
• Place – from where to find out to the venue
• Price - value
• Promotion - communicating

Promotional tools - characteristics

Broad reach Targeted

Features Mass audience High visibility Simple generic messages Individual High relevance Targeted and detailed message Examples Outdoor media Transport posters National newspaper ads Direct mail Social networking Cost Relatively expensive Cost effective when aimed at the right group Results you can expect Large number of people see your message High pubic profile Relatively low response rate Fewer people see your message, but should be the right people Little impact on public profile Higher response rate Use them when What you are promoting has a high recognition factor eg star or well known brand You have an established relationship that allows you match their interests with your

• ffer

Build a campaign

• Different messages
• Different types of communication channels
• On and offline
• Different locations
• Different timings

Match the relevant tools to your audiences segments

Segment Local press ads E-bulletin Facebook competition Posters

Local families



Students

 

Etc

Some ideas

Advance booking:

• Special offers to ‘friends’
• Multi-buy to attract more frequency
• ‘January sale’ as introductory offer
• Launch events to attract PR
• Other added value packages

More ideas

Local engagement

• Workshops pre-event
• Events, talks around the events
• Tailoring of the programme regionally
• Community Outreach
• Transport

Local marketing

• Local radio
• Clubs and societies
• Local online influencers

A Visitor Perspective

TGI Data Arts Audiences Report 2012-13

• Plays and art galleries are the two most attended

artforms

• People still do not attend very often. The frequency

with which audiences attend at the arts remains a key issue.

• There are differences in attendance at certain

artforms between the regions.

• There are marked differences between the regions

in terms of newspaper readership: nearly half of Dublin arts attenders are regular readers of The Irish Times, while a quarter of Munster arts attenders are.

TGI Data Arts Audiences Report 2012-13

• Young people between 15 and 24 make up the

smallest percentage of the audience of any of the age groups except in contemporary dance.

• Just over 10% of the Irish population regularly use

Twitter: and fewer than 15% of arts attenders in all the regions. Just under 50% of arts attenders regularly use Facebook.

• A quarter of arts attenders now regularly access the

internet using a mobile phone.

Exercise

• What would you do practically in response to these

statistics?

Your choice

• PR
• Local Networking
• Evaluation

PR Top tips

• Consider what’s newsworthy
• Get to know the journalists and the media
• Identify local online ‘journalists’
• Make local connections
• Find the stories behind the story
• Follow up with new information
• Build profile
• ‘launch’ your tour
• National/local briefings
• Events
• Set up a photo story

Monitoring and evaluation

• Monitoring = are we on track?
• Evaluation = how did we achieve our objectives?
• Think back to your SMART objectives – put measures

in place at the start to know if you have achieved them

Evaluation planning

Objective Measure Evidence How obtained

By the end of 2013, increase the proportion of young people aged 16-19 in

• ur audience from

10% to 15% Young people aged 15-19 make up 15%

• f our audience

Annual audience survey Assisted self- completion surveys across range of programme

Audience feedback

Primary research

Community engagement: A five step process

Process Outcomes

• 1. Desk research

Demographics, Priorities, Groups

• 2. Networking

People, Activity, Culture

• 3. Face-to-face / reaching out

People, Interests, History

• 4. Tailor activities / offer

Short-term offer, Partnerships, Learning

• 5. Develop mechanisms for
• n-going dialogue

Communication, Long term

• ffer, two-way exchange

Thank you and goodbye

Penny.mills@theaudienceagency.org