Cari Hatcher Director of Marketing and Publicity, Northrop Braving the Storm: Getting your message out no matter what the economic weather

Clichés can squelch your creativity. Have you heard this lately?  We need to do more with less.  We need to stretch our marketing dollars.  We need to spend less, but earn more money.  Don’t print anything!

Rejuvenate the Mission! At Northrop we have a new focus  Continue to present world-class artists  A fresh thematic approach  New U of M & community partnerships  Opportunities to engage in a unique way  Deeper relationships with our customers

Get to Know Your Influencers 1 in 10 Americans tell the other 9 what to do Active, well-connected, informed Motivated by desire to help others make smart choices Give them a way to do this

Utilize your Influencers Volunteers are 6 times as likely to be conversation catalysts/influencers CURRENT customers are most credible Give them things to share with their network  Information, discounts, invitations, free stuff  Exclusive opportunities  Invite friends/family to join their experiences

Survey Seek and use data regularly Get to know your people Can’t look at past purchases, attendance, or participation without looking at why  If you buy a book on car mechanics for your brother, you are forever tagged

Value & Impact Study MUPS  Intrinsic impacts resulting from participating in live performing arts  Explore ways of illustrating impact  New attitudinal segmentation models 

Buyer Segmentation Model Survey of cultural interests, preferences, and core values Results matched with purchase data to see how attitude predicts purchase 10 segment buyer model  Diversity Seekers, Faith and Family, etc.

Segments and Campaigns Refocus on the audience and not the artists For Mavericks  Expect the Unexpected For Serenity Seekers  Comfort Music for your Soul Same stage / New view

A Smithsonian Example registration for your favorite topics  It’s not just about what you directly offer  Northrop dance patrons enjoy gardening “I’m a Monet-admiring, Buddhism-curious, Jane Austen aficionado with a taste for astronomy”

A New Tool Marketing database warehouse Web based Survey entire database Survey users continuously Can build a targeted mailing list Operationalizes attitudinal preferences

A New Tool Can query info from survey data Find your initiators or influencers  Ask, “Do you like to organize cultural outings with your friends? Marketing database will overlap with customer database Immediate acces for sales

Applies to Donors Why do you give? If you had to designate your gift to a specific purpose, what would it be? Results in a deeper relationship Networkers attach high importance to social opportunities, want others to see they are contributing, less risk tolerant, work full time Co-creators are risk-seeking, with an appetite for living artists and a wide range of world cultures  Commission work, support programming

Trade, Share, Negotiate Offer products or services in exchange for advertising or sponsorships  Free or discounted tickets  Traditional logo exposure  Space for their group to meet  Cross promotion  Access to what they value

If All Else Fails… Real life twitter Thank you!