Schedule
Welcome! Today's conference will feature presentations by Eugene Carr and members of the Patron Technology staff, as well as guest speakers including Damian Bazadona (Situation Interactive), Ken Davenport (Davenport Theatrical), Chris Hunt (Classicaltv.com), and Rick Lester (TRG Arts). Check out the full schedule below.
Registration - 8:30am
Keynote Session - 9:15am
Eugene Carr, Patron Technology
The world has changed, and so has your audience. It now takes more than sending out subscription brochures, placing newspaper ads, and making telemarketing calls to succeed. Arts marketing in the age of CRM and social media requires a new set of objectives. To address what’s truly ailing the arts, we must focus on specific goals that can transform your organization’s audience development efforts. Using research from Patron Technology’s 2010 National Arts Patron Survey, this opening session will set the stage for today’s conference. We’re proposing a new framework for arts marketing for the second decade of the 21st century.
Morning Sessions
Beginner Level Sessions
9:50 - 10:40am
E-mail Marketing for the Uninitiated Greg O'Neill, Patron Technology If you’re new to professional e-mail marketing, this is the session for you. Learn the fundamentals of starting your e-mail program: design, content, mailing frequency, how to build your list, and the latest on the CAN-SPAM law.
10:45 - 11:35am
Social Media for Beginners: Where to Start?
Chelsea Jones, Patron Technology Social media has arrived, and it is not going away. What perhaps seemed like a fad a few years ago has evolved into a worldwide phenomenon. Today, if arts managers ignore social media, they do so at their peril. We'll focus on Facebook and Twitter, providing essential tips about how to get started and what you should be doing — and what common mistakes you need to watch out for.
11:40 - 12:30pm
CRM and Cloud Computing for Beginners Customer Relationship Management (CRM) is the most revolutionary new technology for the arts to come along in 50 years. We'll explain what it is and why it, along with “cloud computing,” offers an entirely new paradigm for running your organization.
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Advanced Level Sessions
9:50 - 10:40am
Advanced E-mail Marketing: Tapping the E-mail Marketing Lifecycle Stephanie Miller, Return Path, Inc. Three key trends are changing the environment for e-mail marketing – a new environment that is mobile, social and integrated, and arts e-mail marketing must become more personal and customized in order to break through inbox clutter. Broadcast style promotions can still work, yet many arts organizations (as well as their corporate brethren) struggle with the right balance between broadcast and customized campaigns. Learn five best practices for taking your e-mail marketing up a level: What and how much to send, when, and how targeted. This session will include lots of examples from corporate marketers such as Williams-Sonoma, LifeScript, National Geographic and Hewlett Packard. 10:45 - 11:35am
What Does Social Media Success Mean, Anyway? Michelle Paul, Patron Technology We'll assume you're familiar with Facebook and Twitter, and we'll skip right ahead to the main question on everyone’s minds: “Is this stuff worth the effort?” We’ll look at case studies from arts organizations working with tight budgets and small staffs, and then develop a framework for how to analyze your efforts in a measurable way. With all the generalized information and advice out there, it can be hard to find tips that are specifically relevant to the arts, and that's what this session will provide. 11:40 - 12:30pm
CRM in Action: Five Ways To Revolutionize Your Business Eugene Carr, Patron Technology Steven Roth, Independent Marketing Consultant For those who already understand the basics of CRM, this session focuses on why it matters. We'll review five essential business strategies that CRM will enable your organization to achieve quickly and easily. We'll focus on reducing churn, targeted fundraising, staff alignment, segmented marketing, and data management. This session is ideal for executive directors and leaders of organizations. |
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Lunch - 12:45pm
Enjoy a free box lunch...
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And feel free to join us for a demonstration of our newest product, PatronManager CRM. (If you do, you’ll have a chance to win the iPad we’re giving away at the end of lunch.) |
Afternoon Sessions
(Afternoon sessions are for all levels of expertise)
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Damian Bazadona, Situation Interactive Damian Bazadona is the founder of Situation Interactive, which has managed the online marketing strategy for such shows as Billy Elliot, Mamma Mia, and Wicked. In this session, he will take a look the at key opportunities, threats, and responsibilities that marketing directors face daily, and discuss case studies of the Next to Normal Twitter Performance and the Hair Digital Curtain Call. Soon we will all be watching Internet video on our TVs, iPads, and other devices, and it will be just as available as broadcast TV. But who can break through to be noticed, or better yet, break even? Chris Hunt, co-founder of the market-leading British site, Classicaltv.com, will look at the situation for streaming performing arts content in Europe and worldwide. Apart from his own site, he will discuss medici.tv, monteverdi.com, berliner-philharmoniker.de, metopera.org, the Royal Opera House’s roh.org.uk, and others. He will look not merely at their creative efforts and achievements, but also at the revenue models that underpin them and ask, "Has anyone found the secret of success yet?" |
What determines the value of a seat? How do you earn the most possible for every paid admission? These and other questions drive demand-based pricing strategies from TRG Arts. Rick Lester, CEO, will discuss how consumer demand for your programs impacts the price patrons are willing to pay. You'll learn the basic principles for using price to maximize revenues and create fuller-looking houses. Ken Davenport, Davenport Theatrical Broadway and Off-Broadway producer Ken Davenport, author of the widely read blog, TheProducersPerspective.com, and a recent Crain's "40 Under 40," leads this seminar which is designed to help you break through whatever obstacle is getting in the way of marketing your events. Ken will take town-hall type questions and then lead a brainstorming discussion. You’ll leave with a specific set of action items that will help you get your product to the next level.
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Panel Discussion - 4:00pm
Moderator: Carol Fitzgerald, The Book Report Network
We'll end the conference by revisiting our new framework for arts marketing as a group of today’s speakers take questions from the audience.
Panelists: Damian Bazadona, Eugene Carr, Ken Davenport, Chris Hunt, Rick Lester, Michelle Paul
Wine & Cheese - 4:45pm
Join us for a short happy hour at the end of the day to mingle with your colleagues, meet the conference speakers, and talk about what you've learned.
