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Richard Rojo
California State University, Sacramento

Utah Presenters
October 17, 2006
ë
     

¢ownload this presentation at:

þþþ

 
  
Ý ôackground on "




Ý Peer groups
Ý E-mail marketing
Ý ôlogs
Ý Podcasts
Ý Social Networking sites
Ý Other tips
" 


Ý Online marketing is now a mainstream part of

marketing communications ($8.3 billion)
Ý Online techniques are especially suited for viral
marketing and guerrilla marketing, which are
cheaper than traditional media
Ý Internet marketing is typically more measurable
and can be customized for an individual's
interests
Ý New media help you reach a younger audience,
who may not respond to traditional approaches
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ðhat is it ?

Ý dny technique that uses a pre-existing social

network to spread a marketing message without
additional cash expenditures
Ý dcts like an epidemic, spreading quickly and
efficiently
Ý ôy using the product or service, an individual
automatically spreads the virus, "infecting" others
with the desired marketing message
Ý First killer application of viral marketing was Hotmail
|
 

 

Ý "he first dominant free

email service
Ý Founded in 1995
Ý Grew to nearly 10 million
members in two years
Ý ³p.s., I love you´
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Ý ôlog
Ý Click-through Rate
Ý Landing page
Ý .mp3
Ý Online/offline
Ý Open rate
Ý p2p (Peer to Peer)
Ý Podcast
Ý RSS (Really Simple Syndication)
Ý Social Networking
Ý Streaming
Ý "ext messaging/SMS
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Mondavi Center Student-marketing

Initiative:
‡ ddvertising
‡ ðeb
‡ email
i
 ë ë
 
Ý Ran formal & informal student focus
groups to test marketing ideas
Ý ôarriers: MC shows were ³not for them,´
expensive, sold-out, and foreign
environment
Ý One leading suggestion from Rds: free
food
i
 ë ë
 
Ý ôundled blocks of tickets with pizza/soda
for $9
Ý Reserved block of 200 seats with special
access code
Ý Local pizza joint agreed to half-cost
Ý Email blast, student website feature,
Rds distributed dorm posters
i
 ë ë
 
Ý Sold out and had to
open more seats
Ý Students sprawled on
lobby floors
Ý Pizza place was so
pleased they have
stayed on
Ý Student paper covered it
Ý ¢oing it each year
i
 



Ý Low-tech form of viral marketing
Ý Perfect for spreading the word among
social networks
Ý May be time-consuming, but«
Ý Hard to control
á 
i 

" 



Ý Goal: to attract people under 35
Ý Funded by ¢oris ¢uke/dndrew Mellon
Foundations
Ý Core group of networkers called
³dmbassadors´
Ý ³Shindig´ events: $15 for wine, dancing
at performances
Ý www.calshakes.org
ë
 
 

" 
Ý Use a creative brief to articulate objectives
Ý Identify partners who have an incentive to help,
get
to do the work
Ý Put someone in charge (preferably not you)
Ý Pace yourself
Ý ¢ecide on evaluation
Ý ¢ocument

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Ý E-zines
Ý ôlogs
Ý Podcasts & video
P 
Ý Email newsletters with upcoming event info,
background, links to further reading, etc.
Ý Important to keep up regular contact
(quarterly, monthly, weekly)
Ý Subject line is everything: make it count
Ý Should be written to speak directly to the
reader
Ý ôest ones make reader feel like an insider
P 
Ý dmerican Red
Cross
Ý "itle: 




Ý Customized with my
name
P 
Ý San Francisco
Opera
Ý ¢ense, not readily
apparent what this
is about
P 
Ý Mondavi Center
subscriptions
email
Ý "opic is clear
above the fold
Ý Lots of additional
content
P 
Ý Mondavi Center
drtsmail
Ý ds much payoff as
possible above the
fold
Ý Context and fun
reading in effort to
keep the reader
longer
M   


Ý Specifically designed to create

excitement and pass-along
Ý Example from University Musical Society
(Univ. of Michigan)
Ý Related to text-message party
promotions
M 


Ý Post-event e-mail invites those who saw the

show to comment
Ý ³"ell a Friend ± and "ell Us´ flyers distributed
as patrons leave the theater
Ý Selected comments are used as testimonials in
an e-mail blast the next morning
Ý "ool for generating word-of-mouth for
unfamiliar artists/programs
"
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i

   ii

"hank you for attending tonight's opening performance of "HE ELEPHdN" VdNISHES at the Power Center. I
hope your experience was entertaining, artistically rewarding, and intellectually stimulating ± the unique
combination that we continually strive for here at UMS in all of our theatrical presentations.

þ   þ     ! þþ"     
  "  #

For me, personally, some of the most exciting nights in the theater have been those like tonight. I may not
immediately be able to articulate ðHY I was so moved by what I saw, but I knew that I had to rush to my
computer and tell everyone I knew that they needed to see it as well. ôecause UMS presents so many
events for only one night, it¶s especially thrilling when we have a longer run and have the ability to get
people talking about what they have seen and why they have found it so powerful.

 "     $   þþ     
   

       
    %  þ 
þ   "   þ   þ

UMS¶s ability to continue to bring works like "HE ELEPHdN" VdNISHES to dnn drbor depends on people like
you«I hope that you¶ll take a moment to respond. Please note that we may use your comments for
promotional purposes, so if you would prefer that they not be used, please indicate that in your message
as well«

ðarm regards,
Sara ôillmann, UMS ¢irector of Marketing and Communications
"
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"
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Ý Send to everyone on
your e-mail list, board
members, staff, ticket
buyers to other
performances
Ý Post prominently on
website
Ý Support with print
advertising if possible
M 


Ý ôe ¢irect
‡ ¢  

 


  



Ý ôe Personal
‡ ë


 










 

 

Ý ôe Immediate
‡ 




 







  


Ý Let them know that you may use their remarks
for promotional purposes
P 


 
Ý Manages your email list for you
(bouncebacks, unsubcribes, vacation
messages)
Ý Compliance with anti-spam laws
Ý ddvanced database features:
‡ Individualized naming
‡ Custom content
‡ "esting open-rates with different content
‡ Easy reports
P 


 
Ý PatronMail
‡ www.patrontechnology.com
Ý Constant Contact
‡ www.constantcontact.com
Ý MailerMailer
‡ www.mailermailer.com
Ý "opica
‡ www.topica.com
á 

Ý ôuilding a list
Ý Someone has to be responsible for the
mailings
Ý Generating content
Ý "racking and evaluation
 

Ý eôlogger: the first
dominant blogging
service
Ý Purchased by
Google in 2002
 

Ý ðay to provide exclusive or insider-feeling
info to patrons
Ý Great opportunity for pass-along and peer-
to-peer effects
Ý Challenges:
‡ Establishing your blogger(s)
‡ Promoting them
‡ Keeping up interest
 

Ý On the ôoards
Ý www.ontheboards.
org/
 

Ý St. Louis
Symphony
Ý www.slso.org
 

Ý Mondavi Center student bloggers
Ý www.mondavistudents.org
 

 
Ý Google¶s eôlogger
‡ www.blogger.com
Ý Search for them on "echnorati.com
‡ www.technorati.com
Ý Look up a favorite blog and check out their
service
ë

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" 
 ë


Portable
music players
allow user to
bring tunes
with you
ë


Ý dlso allows you to bring a ³broadcast´

with you for later listening (i.e. ³Podcast´)
Ý Online music stores (i"unes, Napster)
now carry extensive classical, jazz,
podcast streams
Ý Spreading from blogs and messaging to
music- and video-sharing
ë


Ý Podcasts can
deepen the
experience
Ý California
Shakespeare
"heater
ë


Ý Podcasts can
broaden your
reach
Ý UC ¢avis
Symphony, Royal
Philharmonic, San
Francisco
Symphony
|

Ý You "ube has
revolutionized
digital video
Ý dllows users to
upload and share
video with anyone
Ý Highly addictive
|

Ý You "ube has
revolutionized
digital video
Ý dllows users to
upload and share
video with anyone
Ý Highly addictive
|

Ý ôeing used to
market
mainstream
products (Saw III,
Milwaukee¶s ôest
Light)
|

Ý Remains to be
explored by arts
organizations
Ý Requires that you
have video (and
the rights) to
upload
i 

 
Ý Part of ðeb 2.0
Ý Online social gathering places
Ý Spreading from blogs and messaging to
music- and video-sharing
i 

i 
Ý MySpace.com
‡ Music and fraternizing
‡ Entertainment
Ý Facebook.com
‡ Similar to MySpace but school-based
Ý Yelp.com
‡ Local guide like Citysearch
i
Ý ¢ominant social
networking web site
Ý Founded in 2003
Ý Purchased by Newscorp
in 2005
Ý 100 million members
Ý Focus on music and
emerging bands
connecting directly with
their audiences
i
Ý Increasingly used by
fine artists/PdCs:
‡ Kronos Quartet
‡ Steve Reich
‡ Renee Fleming
‡ Pat Metheny
‡ Skirball Center
Ý www.myspace.com
©
Ý www.facebook.com
‡ Profiles are identified with your school,
college, or university
‡ Must have a valid email address from the
school¶s domain
‡ Cheap fliers, targeted advertising
î
Ý Similar to location guides like Citysearch
Ý Emphasis on user reviews, ratings
Ý User registers and creates a profile
Ý www.yelp.com
i
 

 

Ý Your three-line listing displays when

someone uses your keywords in a
search
Ý Your listing displays free²you only pay
when someone clicks on your ad
Ý Pricing by bid: you set parameters such
as $0.30 per click
Ý adwords.google.com
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Richard Rojo
California State University, Sacramento

Utah Presenters
October 2006