Market Smarter, Not Harder: Using Your Own Data for Marketing Success
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The key to a successful marketing campaign is using data to deliver the right message to the right person at the right time. This webinar will show you how to mine your patron data for predispositions and propensities in order to target your potential buyers with communications targeted and relevant to each individual recipient. You will learn how to segment your digital and traditional communications (yes, including direct mail!) to strategically attract and retain audiences. This webinar is relevant to marketers of all levels at organizations of all budget sizes and focuses on free and low-cost resources. In this webinar you will: -See how data can be used to determine interests and propensity to buy -Learn how segmentation can lower costs and maximize results -Discover how you can use messaging variations to engage each segment -Set up strategic communications to allow your patrons to self-select their interests
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Market Smarter, Not Harder: Using Your Own Data for Marketing Success
- 1. MARKET SMARTER, NOT HARDER www.theformgroup.com Using Your Own Data for Communications Success
- 2. Ceci Dadisman Digital Marketing Manager at FORM 15 years of experience working with arts & culture and nonprofit organizations Focus on digital marketing and technology www.theformgroup.com
- 3. First, let’s talk about your communications ecosystem. www.theformgroup.com
- 5. Marketing and development are really the same thing. We are all trying to get people to take action. www.theformgroup.com
- 7. The average person can receive upwards of 7,000 marketing messages per day. Email. Online Advertising. TV Commercials. Radio Ads. Social Media. www.theformgroup.com
- 12. Right Message Right Person Right Time Right Channel www.theformgroup.com
- 13. Using storytelling to create meaningful engagement with current and potential audiences. @cecidadisman
- 15. To communicate effectively, we must establish targeting, messaging, and desired outcomes.
- 16. @cecidadisman
- 18. Eliminate jargon and org speak. Focus on the patron experience and impact.
- 19. When you ASSUME, you make an ASS out of U and ME. @cecidadisman
- 20. What Ballet Austin found when they stopped assuming and started getting real. www.theformgroup.com We unknowingly create barriers through our most fundamental communications.
- 21. We can’t rely on anecdotal data to make big decisions. www.theformgroup.com
- 23. A great next step? A data append. www.theformgroup.com
- 24. Use a data append identify current audience and next logical audience. www.theformgroup.com
- 26. Not everyone on your list should get the same mailing. www.theformgroup.com
- 27. Send multiple versions of a mailing to your list segments. www.theformgroup.com
- 28. The messaging must match the segment. www.theformgroup.com
- 29. www.theformgroup.com Age ● Daytime Programs ● Young Friends Event ● Next Demographic Audience Target Income ● Daytime Programs ● Young Friends Event ● Next Demographic Audience Target Children ● Date Night Messaging ● Daycare During Performance ● Children’s Programming
- 33. Not everyone on your list should get the same email. www.theformgroup.com
- 34. Segmented email campaigns increase opens, click throughs, and conversions, all while decreasing unsubscribes and complaints. www.theformgroup.com
- 35. www.theformgroup.com Basic Segmentation Data ● Purchase History ● Event Attendance ● Discount Use ● Raffle Entry ● Membership/Donor Level ● Geography ● Email Behavior History ● Repertoire/Program Interests This is data you already have!
- 36. Instead of sending one email to everyone, start by segmenting that into three targeted messages: www.theformgroup.com New Acquisitions Highly Engaged Already Bought
- 37. People who have already bought are exactly that: patrons who have already purchased tickets to this particular show. www.theformgroup.com
- 38. New acquisitions are people who have not yet purchased to the show and are not highly engaged with your organization. www.theformgroup.com
- 39. Highly engaged patrons are people who regularly purchase tickets and perhaps are also donors or subscribers to your organization. www.theformgroup.com
- 41. Three Segments of Follow-Ups 1 2 3 Didn’t Open These are the people who didn’t open the first sales email at all. Opened But Did Not Click They opened the first sales email, but they didn’t click on the CTA. Click But Did Not Buy They opened the first sales email, clicked on the CTA, but didn’t make a purchase. Here is where you will see the results! www.theformgroup.com This group didn’t open the first email so they haven’t seen the information in it. Try sending the same email again with a more compelling subject line.
- 42. Three Segments of Follow-Ups 1 2 3 Didn’t Open These are the people who didn’t open the first sales email at all. Opened But Did Not Click They opened the first sales email, but they didn’t click on the CTA. Click But Did Not Buy They opened the first sales email, clicked on the CTA, but didn’t make a purchase. Here is where you will see the results! www.theformgroup.com Interested enough to open but not enough to click. Try sending additional information about the show, performers, or behind-the-scenes activities.
- 43. Three Segments of Follow-Ups 1 2 3 Didn’t Open These are the people who didn’t open the first sales email at all. Opened But Did Not Click They opened the first sales email, but they didn’t click on the CTA. Click But Did Not Buy They opened the first sales email, clicked on the CTA, but didn’t make a purchase. Here is where you will see the results! www.theformgroup.com Here is where you will see your highest conversion rates. Offer additional help with seating location or the ticket buying process.
- 44. www.theformgroup.com Campaign URL Builder Recommended Resources They’re both free!
- 46. Not everyone on social media should get the same content/messaging. www.theformgroup.com
- 48. Every social media platform has a different feel, voice, and post structure. www.theformgroup.com
- 50. www.theformgroup.com Fancy Facebook Tools ● Promoted Post Campaigns ● Custom Audiences ● Lookalike Audiences ● Dark Posts Easy to use through Business Manager
- 51. www.theformgroup.com Campaign URL Builder Recommended Resources They’re not all free, but all are good!
- 54. WE DO GREAT WORK FOR THE GREATER GOOD We are a digital-first creative agency for arts + culture and nonprofits. We help organizations thrive through strategy and design. We are interdisciplinary zealots dedicated to blending creativity and code, philanthropy and commerce. We love what we do, and we love what our clients stand for. We are collaborative, inventive, inspired. We connect our clients with current and undiscovered patrons through integrated websites, digital marketing, print design, and new technology. theformgroup.com • 216-921-9460