Schedule

Lily Traub, Patron Technology

Greg O’Neill, Patron Technology

Christy Bolingbroke, Mark Morris Dance Group

How do your patrons use the Web and their inbox? What kinds of messages to they respond to, and why? What kinds of results can you expect from an e-mail campaign?

Greg O'Neill and Lily Traub will cover the essential techniques you should be using with your e-mail marketing efforts, including how to build and manage your e-mail list, how to develop an editorial plan, what subject lines to use, and top e-mail design guidelines.

Christy Bolingbroke will show you some e-marketing examples from the Mark Morris dance Group and talk about how she's achieving superb e-mail marketing success.

Eugene Carr, Patron Technology

David Snead, The New York Philharmonic

Advanced e-mail marketing is all about great strategy and flawless technique. We’ll look at effective e-mail marketing strategies, the latest design standards, testing techniques, behavioral targeting, and list growth methods.

David Snead will share some impressive results from the NY Philharmonic, which you can use to benchmark against your own efforts.

Christina Blodgett, Patron Technology

Even the slightest changes to your e-mail design can make a huge difference in the response you  get. Christina Blodgett will select a handful of your e-mails to 'make-over' live. She’ll show you some bad-to-good examples focusing primarily on design and content placement.

You’ll leave with design tips you can easily incorporate into your e-marketing campaigns, and see a showcase of terrific newsletters designed by your colleagues.

Note: This session is not a PatronMail training session - it's for anyone interested in learning about good e-newsletter design concepts.

Eugene Carr, Patron Technology

This session will be a quick tour through other e-marketing techniques you should be thinking about.

First, we’ll talk Web site design, and review sites that have basic design issues. The we'll turn to all the stuff on everyone's mind like MySpace, Facebook, podcasts, blogs, text messaging, and online video. Gene will provide his roadmap for where you should be focusing your time and resources for maximum impact.

Roger Tomlinson, ACT Consultant Services

Roger Tomlinson (the leading expert in arts ticketing systems in the world) offers an international perspective as he reports back from his work in Australia, New Zealand, and Europe on the easiest ways to become an effective e-marketer, and on the challenges in meeting customers expectations.

It turns out that all around the world arts organizations are reeling from the implications of digital marketing. Symphony orchestras, theatres, concert halls, galleries, are overwhelmed by the new opportunities. Web sites, e-mail marketing, and other technology, enable them to always be in touch with their customers. But what do the customers really want? And what really works?

We'll explore issues such as "How personal can you get with your patrons?" and "What exactly is the 'Rule of Nine'?" We'll look at what changes need to be made to Web sites, how databases need to be synchronized to get your best results, and so you can match the right messages to right individuals. Case histories will come from the Barbican in London, Malmö Opera, Sydney Symphony, and others.

Steven Roth, Independent Arts Marketing Consultant

Tim Baker, Baker Richards Consulting

The discipline of marketing is changing: from mass media to direct marketing; from applied creativity to applied science; and from fuzzy measurement to precise analysis. 

This demand for more rigor in marketing is coupled with a need to identify, collect, analyze and report on the results of marketing activities – that’s what data mining is all about. Data mining allows you to convert raw data into actionable information.

These two experts will show you the basics of data mining and how you can use data to optimize your marketing efforts and rationalize your marketing spending. You'll hear case studies from the not-for-profit and commercial industries in the U.S. and U.K. such as Glyndebourne, Edinburgh International Festival, and Hilton Hotels. They will delve into specific issues such as pricing, contact frequency, and campaign measurement.