Why do people go to performances and museums?

KONICA MINOLTA DIGITAL CAMERA

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.

http://philanthropyjournal.blogspot.com/2013/12/a-useful-approach-to-big-data.html

 

Storytelling for arts organizations.

imagesPerforming 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.

http://www.philanthropyjournal.org/resources/marketingcommunications/bring-your-nonprofit-stories-alive-enhance-support-grow-donations

 

Selling Opera.

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

Peter Drucker, marketing guru.

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:

http://www.philanthropyjournal.org/resources/marketingcommunications/business-principles-marketing-practically-applied

Television for a nonprofit?

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:

http://bit.ly/lIXFmv

Do your customers like you enough to tell their friends about you?

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:

http://www.philanthropyjournal.org/resources/marketingcommunications/turning-nonprofit-supporters-promoters

Connecting customers to companies