Reviewing your marketing campaign strategy: a marketing healthcheck. Sarah Gee & Kate Sanderson Indigo Ltd

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2 Reviewing your marketing campaign strategy: a marketing healthcheck Sarah Gee & Kate Sanderson Indigo Ltd Indigo Ltd 2011

3 Who are we and what do we do?

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5 Why do we think you need a healthcheck?

6 Lots of arts organisations still don t know which bits of their marketing campaigns are working... and which bits aren t

7 But first a quick chat

8 How do you monitor & evaluate your marketing campaigns at the moment? Does it work/ is it used? If so, for what and by whom?

9 A marketing healthcheckcould...

10 Help you manage your budgets better

11 The Lowry measured the impact of their season brochure over several seasons Has now moved to producing a main brochure for most frequent attendersand a mini brochure for less frequent They have reduced the main brochure print run from over 100,000 to around 25,000 This more targeted approach has saved them tens of thousands of pounds without affecting sales

12 Photo to add Put you in control

13 Theatre Royal Plymouth marketing department suspected that their general distribution wasn t really working They tested distribution over a number of seasons to prove their case They have now replaced general distribution with a simple piece of print targeted at key postcode hotspots They are trialling this at present and will track response rates to measure ROI

14 Help you see the bigger picture (& take a longer view)

15 Ulster Orchestra reviewed its approach to season mailings, based on analysis of booking patterns It trebled its bookings and halved its costs And has invested the savings in longer-term audience development campaigns aimed at broadening its audience

16 Give you inspiration

17 The macbirmingham looked at its different customers and ways in which it could 'speak' to them with a view to fundraising Produced a simple matrix of customer/ user segments and communications methods This highlighted that there were people who only came in to use the loos Simple advertising on the back of the loo doors means that they now don t miss out

18 Make you indispensable

19 Systems & Processes Marketing Operation Marketing Strategy Key Performance Indicators Research A full marketing healthcheck looks at 5 areas in detail

20 Indigo s Top 21 for Campaign Monitoring

21 Season Communications 1. Cost per individual brochure 2. Average value of sales per brochure 3. Average number of visitors per brochure 4. Brochure ROI

22 Digital & Social Media 5. Unique visitors to website 6. Time spent on site 7. % traffic from search engines, direct & referrals, including social media 8. % who book a ticket 9. % online sales

23 Direct marketing & advertising 10. Direct mail response rates 11. Direct mail cost per ticket/ visitor 12. Advertising response rates 13. Advertising cost per ticket/ visitor 14. Direct mail & Advertising ROI

24 Sales, Visits & Marketing ROI 15. Marketing spend per visitor and/ or per ticket 16. Average ticket yield 17. % tickets sold at full price 18. Total income from ticket sales 19. Booking/ Visitor patterns 20. % new bookers/ visitors 21. Top 10 postcodes

25 All of which adds up to regular monitoring & reporting of your campaign effectiveness And which you ideally would present in a regular, consistent way

26 Another chat

27 What else would you include?

28 How to present this information

29 Do Keep it simple Use the same information every time Use pictures/ graphs Use quotes to bring it to life Make it a regular item on the agenda for meetings Don t Present endless spreadsheets Apologise for it

30 Who needs to know? (and what and how)

31 Who What How When/ how often Finance Director Colleaguesin marketing team Front of house staff Board Senior management team Chief exec Artisticdirector/ curator

32 Who What How When/ how often Funder Key sponsor Local/regional media Donors/friends Audiences/visitors Otherarts organisations Key decision makers

33 Information about healthcheck, key performance indicators, case studies and more information about benchmarking is available at And it s all free Enjoy!

34 A common lizard which might be useful