the art of contextual marketing

The Art of Contextual Marketing:

Maximizing Relevancy in the Age of Personalization

2015 National arts marketing Project conference

#nampc

#contextmarketing

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Hello! My name is…

David Dombrosky

Ronia Holmes

Amelia Northrup-Simpson

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@InstantEncore @HubbardStreet @TRGArts

#contextmarketing#nampc

Workshop Flow

Overview of Contextual Marketing

The Patron in Context

The Arts Organization in Context

Self-reflection exercises

Final group exercise

Q & A

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SEGMENT 1

WHAT IS CONTEXTUAL MARKETING?

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PATRON CONTEXT:

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the unique combination of the patron’s

disposition and situation, coupled with

the arts organization’s disposition and situation

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Patron Disposition

Demographics

Behavioral

Psychographics

Affinities

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Patron Situation

States

Needs

Sentiment

Events

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Arts Organization Disposition

Firmographics

Product Catalog

Strategy

Market Segmentation

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Arts Organization Situation

Inventory

Personnel

OrganizationalFactors

Environmental Activity

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Social Media 17

Location 18

Mobile 19

Three Questions

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Exercise 1:

Write down 2 examples of how your

organization is engaged in contextual marketing.

Share one of your examples with your neighbor.

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The Beginning (or Middle or End) of a Beautiful Relationship – Part 1

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SEGMENT 2

gatherING DATA

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Geographic

Demographic

Psychographic

Behavioral

(mostly facts)


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Sam

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Sam

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Sam

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Sam

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Sam

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Sam

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Sam

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Sam

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Sam

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Sam

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Sam

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Sam

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city-data.com

factfinder.census.gov

esri.com

claritas.com

zipwho.com


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city-data.com


esri.com

claritas.com

zipwho.com

Esri- Top Tapestry

Claritas- PRIZM

Passport

Pew Research

Student intern


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city-data.com


esri.com

claritas.com

zipwho.com

Esri- Top Tapestry

Claritas- PRIZM

Passport

Pew Research

Student intern

Internal data sources


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Sam#contextmarketing#nampc

Three Questions

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Exercise 2:

Make a list of the places you get data from.

Think of one piece of data you’d like to know about your patrons.

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SEGMENT 3

LEVERAGING DATA

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Mediumism – focusing on tools, platforms, and content at the expense of context and personal (patron) value.

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“Technology facilitates context;

empathy drives engagement.” –Brian Solis

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Why don’t they just _________?

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Personalization

Individualization

Stalking

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Personalization

Individualization

Stalking

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Personalization

Individualization

Stalking

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Needs

States

Sentiment

Events

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Three Questions

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Exercise 3:

List two distinct situational contexts for your single ticket-buying patrons.

Needs

States

Sentiment

Events

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SEGMENT 4

The arts organization circumstance

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HOT STUFF MUSEUM

Firmographics

Catalogue

Strategy

Marketing Segmentation

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Segmentation Targeting Positioning

How attractive is

each segment and

which do you

choose?

What is the

positioning concept

for each segment?

What variables can

be identified to

segment the

market?

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HOT STUFF MUSEUM

Environmental Activity

Personnel

Inventory

Organizational Factors

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Image: Helena Perez García (CC BY-NC-ND 2.0)

TOO BIG

JUST RIGHT

TOO SMALL

NEED TO BE

MORE SPECIFIC

TO HAVE IMPACT

NEED TO

CONSOLIDATE

TO HAVE IMPACT

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Developing the Patron Relationship

Is selling the ticket is the immediate goal?

What are you actually selling to Patron A?

What do you want to sell to Patron A next?Is there anything to sell to Patron A next?

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Three Questions

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Exercise 4:

Consider an objective you are not meeting.

For example: little success moving multi-

buyers to membership; can’t get enough

attendees in your lecture series; or unable to secure a corporate sponsor.

What gaps in your contextual marketing are contributing to this problem?

What can you do to fill those gaps?

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General Questions

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