It’s proven that marketing communications need to be simple, clean, direct with a clear call to action. The days of sending out long email marketing messages that contain all the upcoming events at your performing arts organization are just not effective. Overwhelming your viewer leads to inaction. They simply stop reading and delete the email.
Instead, the better approach is to segment your marketing messages by creating carefully worded and targeted messaging to selected patron groups who have expressed interest in the type of specific event that is coming up. Communicate about the show content, message, artists, special promotions, and other details that relate to former events they’ve attended, or how the style is something they might enjoy. If you can include specifics around why this group of patrons will enjoy this event, all the better. It can create a personal touch to the communication that patrons will appreciate, and lead them trust you more.
Communicate about one event at a time. Choose selected patron segments that will receive the message favorably and target the language to each segment group. How will THIS group of patrons connect to this material? Versus how will this OTHER group of patrons connect to this material? Or maybe some patrons don’t receive communications about this event at all, based on their past history. Over time, test your segmentation and communication choices to see what is the most effective so you can hone your future messages.
Within the Arts People marketing system, utilizing database / CRM data, you can create as many lists as you wish, with different segments based on expressed interest, past purchases, donations, membership and much more. Using the Public Opt-In feature, you can establish lists for patrons to opt into themselves online, such as based on their areas of interest. Then you can also create lists based on buyers of each specific event, or types of event, such as comedy, Shakespeare, musical, classical, jazz, traditional, modern, etc. When preparing to send out communications of various types you can use these lists to segment your message and repeat messaging over time.
Yes, this type of segmentation takes planning and time to set up, but your patrons will pay more attention to the messages you send out, will feel more confident that this is something they will enjoy, and trust you moving forward to communicate with them personally and efficiently.
Patrick Spike is the Marketing Director, system expert, and one of the original architects of the Arts People software system, with over 30 years in performing arts creation and administration. His work with clients has helped them to increase their revenue while streamlining their box office and back office operations. www.patrickspike.com
Arts People, software for the performing arts, serves theatres, music and dance groups, choirs and opera, high school, college and university programs, performing arts center facilities and more.