Essentials of Tour Marketing. Penny Mills

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1 Essentials of Tour Marketing Penny Mills

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

3 Introductions Your name and organisation What you would like to get from today With your neighbour A moment of marketing success?

4 Marketing Planning Overview

5 Marketing Campaign Planning A goal without a plan is just a wish. Antoine de Saint-Exupéry

6 Structure Vision Messages Objectives Target audiences Evaluation The Plan

7 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?

8 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

9 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

11 The messages What is your tour s USP? Why would audiences pick it out from the crowd?

12 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

13 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

14 Understanding Audiences

15 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?

16 You can segment by Factor Demographics Geography Behaviour Attitudes Characteristics Age Life stage Social grade Family circumstances Where people live Where people work What people have done in the past Values and beliefs Politics/faith Lifestyle

17 Segmentation The process of splitting customers in a market into different groups, within which customers share similar needs satisfied by a distinct marketing proposition. A useful segment is Distinctive Reachable Big enough

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

19 Regional differences?

20 Mosaic Republic of Ireland

25 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?

26 How would you segment your audiences? Age range Life stage family Local / visitor New attender Frequency Artform interests Special interest / professional interest?more

27 Motivations and barriers

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

29 Barriers There s no bus

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

31 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

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

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

34 Refining Messages

35 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?

36 Which message?

37 What do you want people to say about you? We deliver

38 Describing our offer - Features and benefits Features = facts about your offer Benefits = reasons why people will want it Feature Ballet performance Join a samba band Children s art workshop Benefit Escape from everyday life Learn new skills Keep your children busy during the holidays When writing copy ask yourself which means that From This way Up! Flat pack guide to marketing, available from AMA

39 Benefits led

40 Benefits led

41 How is it going to feel?

42 What audiences are looking for? Experiences that provide entertainment relaxation escape socialising learning participation inspiration personal development

43 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 >>>

44 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

45 The elevator pitch Describe your event to a specified target audience in 3 sentences Test it out on someone

46 Match the relevant benefits to your audience segments Segment Family and community focused Benefits Have fun Spend quality with family and friends Celebrate our local community

47 Messaging through images

48 Messaging through images

49 What a Google search gives you

50 Effective Information Exchange

51 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)

52 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

53 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

54 Implementing the Plan

55 The Marketing Mix Product everything about it Place from where to find out to the venue Price - value Promotion - communicating

56 Promotional tools - characteristics Features Broad reach Mass audience High visibility Simple generic messages Targeted 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 Use them when Large number of people see your message High pubic profile Relatively low response rate What you are promoting has a high recognition factor eg star or well known brand Fewer people see your message, but should be the right people Little impact on public profile Higher response rate You have an established relationship that allows you match their interests with your offer

57 Build a campaign Different messages Different types of communication channels On and offline Different locations Different timings

58 Match the relevant tools to your audiences segments Segment Local families Students Etc Local press ads E-bulletin Facebook competition Posters

59 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

60 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

61 A Visitor Perspective

63 TGI Data Arts Audiences Report 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.

64 TGI Data Arts Audiences Report 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.

65 Exercise What would you do practically in response to these statistics?

66 Your choice

67 PR Local Networking Evaluation

68 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

69 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

70 Evaluation planning Objective Measure Evidence How obtained By the end of 2013, increase the proportion of young people aged in our audience from 10% to 15% Young people aged make up 15% of our audience Annual audience survey Assisted selfcompletion surveys across range of programme

71 Audience feedback

72 Primary research

73 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 on-going dialogue Communication, Long term offer, two-way exchange

74 Thank you and goodbye

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