how technology is reshaping patron engagement
TRANSCRIPT
Technology Trends Reshaping Patron Engagement
Presented by Adam Cohn
About me
About Vendini
Our role Build an audience Share epic experience
How we do this Cultivating relationships Earning loyal patrons
Why are we here again?
express
create inspire
feel
share
connect
entertain
The Experience
play
learn
The landscape for engagement is shifting
Then
Now
Patrons today • Mobile device owners
Patrons today • Connected 24/7 • On-the-go
Patrons today • Multi-task • Multi-screen • Limited attention
Patrons today • Desensitized to ads • Oversold online • Value online reviews
Now Connected 24/7
Multi-Taskers On-the-go
Oversold
So…what can we do?
How do we build our audience?
How do we share epic experiences?
Consider the big picture
The complete experience
Website & Mobile Experience
Advertising
Email Marketing
Online Sales
Venue
Box Office
Staff & Volunteers
Events
Community Involvement
Patrons as Participants
Youth Outreach
Fundraising Efforts
Word of Mouth
Online Referrals & Reviews
Social Media
Your Patron
Consider each touch point.
Be authentic.
Show, don’t tell.
Foster participation.
Be a part of the community.
New rules of engagement
����������������
Park Avenue Armory § Participatory,
immersive experiences
§ Patrons contribute to the experience
§ Fosters deep patron connection
Patron immersion
Mobilized sales
Soka Performing Arts Center § Mobile VIP Group
§ Exclusive offers and updates via text message
§ First to know about onsales, special deals, new events
§ Target offers toward patron interests
§ No spam
Crowdsource
Brattle Theatre § Leveraged the power of
crowdsourced fundraising via Kickstarter
§ Promoted cause via rich video content and social media
§ Social media reach to
spread the word and build support
§ Incentivize + reward supporters for donations
Consumer as the marketer Location-based offers & event discovery Gamification Crowdsourcing Emphasis on showing rather than telling
$�
*�
Trends to watch
Sharing an exceptional experience makes it all worthwhile.
Sources Slide 10 Business Insider “Future of Mobile” graphhttp://www.businessinsider.com/future-of-mobile-slides-2012-12?op=1 Go-globe smartphone adoption infographichttp://ansonalex.com/infographics/smartphone-usage-statistics-2012-infographic/ Slide 11 Onbile study where people use their smartphones: http://www.onbile.com/info/where-do-people-use-their-smartphones/ Go-Globe how smartphones are used infographic: http://ansonalex.com/infographics/smartphone-usage-statistics-2012-infographic/ Slide 12 Google Insight study: about “The New Multi-Screen World Study”: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html Slide 13 Solve Media Study decrease in CTR for online ads:: http://news.solvemedia.com/post/37787487410/native-advertising-in-context-infographic Review Trackers’ coverage of Forrester Report on consumer trust of online ratings: http://www.reviewtrackers.com/consumers-trust-online-reviews-advertisements-direct-marketing-messages/