MeaningMatters

The embargo has just been lifted for the research report by Alan Brown on values-based segmentation models for Ticket Buyers and Donors. Attached is a brief Resource Guide. The full reports will be available on the WolfBrown website next week.

It's my opinion that this work (and future iterations) will be seen as a key breakthrough in our work to increase participation in the arts.

The Oakland Athletics baseball team has recently used text messages to send online coupons. Might be a good way to evaluate the effectiveness of online strategies.

http://www.1to1media.com/PrintView.aspx?DocID=30777

From Editorial Emergency – How to make your E-Newsletter Stand-Out from the others http://www.editorialemergency.com/content/view/173/51
• a distinctive voice that cements the brand
• pithy, interesting information
• a lively layout
• interactivity

I recently received a well written email from the Penn State Center for the Performing Arts with the subject line: "BILLY JOEL INVITES YOU TO SEE MOVIN OUT!"

The body of the email had a 'note' from Billy Joel describing the show and encouraging me to "check it out." Jpeg of 'note' is attached.

Very smart use of email. I wonder how effective this message will be in encouraging people to buy tickets?

A recent Los Angeles Times story described the phenomenon of adults beginning to take piano lessons and scheduling social piano playing at “piano parties” in people’s homes. See Perri Knize’s book "Grand Obsession: A Piano Odyssey."
http://www.latimes.com/features/books/la-ca-knize27jan27,0,1759200.story

It also mentioned an online website that supports social piano playing http://www.pianoworld.com/
For those of us who present piano recital series, it might be a good place to put information about future events, as well as to offer discounts for groups of six to ten people. For example, the Ark in Ann Arbor, Michigan posted information on the November 13, 2007 performance by George Winston. However instead of putting up a generic listing, it’d be great to have fans post-up concerts to which they’ve already purchased tickets.

If the current Writers Guild Strike lasts any longer, it's predicted that several television programs will be showing reruns beginning in January and February. I'm wondering if anyone is thinking about marketing campaigns that might encourage people to come out again for a live performance.

The lack of availability of new broadcast programming is predicted to be an 'unfreezing moment.' Most are predicting that this is a time when more people will go to the internet for entertainment. I'm wondering if others might be willing to 'test drive' a live performing arts experience?

Roger Tomlinson mentioned 'test drive' briefly during the NAMP conference in Miami in November '07. Here's more on test drive - a transcript of a radio interview with Andrew McIntyre.

Businesses and arts organizations are re-creating their press kits online, particularly using audio and video to enhance text. It's another example of doing something we've done many times before and doing it better using new technology.

http://www.marketingprofs.com/print.asp?source=/7/best-of-mp-2007-martin.asp

A new free service is now available to send messages from artists and organizations via the telephone. With this service, patrons/fans sign-up to received messages from you and/or call in to your site to hear your messages. These could be messages from the Director talking about upcoming performances, comments from artists, and possibly even sound files of music or sketches from a comedian. - http://www.saynow.com/

From http://marketingprofs.com/

Vol. 1, No. 44 July 18, 2007 - Would a Rose by Any Other Name Smell as Sweet?

According to marketing strategist Michael Goodman, there are five common ways to name a brand or a company. The next time you're stumped when trying to think of a name for your new product, service or organization, try brainstorming a little down each of these different paths.

1. Take the names of people, animals, places or symbols: Johnson & Johnson, Procter & Gamble, Scientific Atlanta, Ford, Heinz, Alamo, Eli Lilly, Disneyland.

2. Literally describe the business, product or service: American Airlines, General Motors, Metropolitan Life, General Electric, Universal Studios.

This week, I'm working with the Alliance of California Traditional Arts to raise money online as a precursor to a more robust face to face and online campaign this fall. If you're interested in our project, go to http://acta.chipin.com/video-camera to see what we're doing. At the time of this writing, we've already raised ten per cent of our goal. If you'd like to donate a small amount, we'll keep you in the loop regarding our progress as well as lessons learned at the end.

The Alliance in recent years has been using the acronym ACTA. I've read several places recently (apologies that I can't cite the source) that acronyms communicate very little, particularly to those unfamiliar with the group. So IBM might be able to communicate who they are (vs. International Business Machines), but it's more difficult for small organizations, particularly non-profits. I recommended that ACTA use 'the alliance' or 'traditional arts alliance' in their written materials vs. ACTA.