The title of this article refers to the practical use of data – of any dimension – to gain insight about your customers. This is particularly useful in the performing and visual arts, where patrons “go” for a lot of reasons. And most of them have nothing to do with price. This serves as an overview of a recent consumer research piece I fielded.
During a recent engagement, I had the good fortune to work with our local NBC affiliate – where we created a comprehensive campaign to support an important exhibition here in North Carolina. The link to the TV spot is below. Many thanks to Alison Blevins for her creative and editing skill.
Performing and visual arts organizations have many audiences – visitors, patrons, funders, board members – to share the totality of their programs with. This article suggests a couple of techniques that may simplify this important communications process. My article was originally posted in Philanthropy Journal, and I was lucky enough to have it picked up by another statewide source.
Many people like opera, and others would like to – if they could only understand it. My creative partner Don Pausback and I created this TV and web commercial to promote a performance of a Mozart opera in North Carolina. As you watch the spot (click on the link below to YouTube), please note the concepts – typical opera themes. And that’s the point.
Cosi fan Tutte
Why is marketing so hard? Probably because we make it that way. Practitioners cloak it in jargon and mysticism, clients sense smokescreens. When all that is cleared away, however, it comes down to some basic elements. Peter Drucker saw this back in 1954 and included these in his influential book The Practice of Management. I extracted these elements and tried to apply them to today’s world. Read further:
Giovanni Giacometti, Vue de Capolago, Musee D’Orsay.
I have a bias, but I think “look and feel” – from promotional efforts to the design of the building you or your customers come to – plays a significant role in a company’s success. Apple is the obvious example, but here is another:
Absolutely. The Goodmon Awards celebrate excellence in leadership in central North Carolina, and is a key program for Leadership Triangle. This TV spot – which I produced with Capital Broadcasting in Raleigh, NC – is part of an integrated campaign to promote the awards event and support the LT brand. See the spot here:
The media world is a moving target. One could spend their entire day trying to stay current, and even then it’s a challenge. The Pew Research Center provides a comprehensive review of the current state of the media, and the article linked (mine) attempts to provide some useful applications to marketing and communication campaigns.
Consumer insight is key to creating your brand image and communicating it. These insights take many forms, some more useful than others. One simple – and controversial – measure is whether your biggest supporters (or “promoters”) are wiling to recommend you to others. “Likes” happen every day on Facebook, and the following is a treatment of how it works: