David Dombrosky, National Arts Marketing Project Conference 2015

1. The Art of Contextual Marketing:
Maximizing Relevancy in the Age
of Personalization
2015 National arts marketing Project conference
#nampc
#contextmarketing
1

3. Hello! My name is…
David
Dombrosky
Ronia
Holmes
Amelia
Northrup-Simpson
3
@InstantEncore @HubbardStreet @TRGArts
#contextmarketing#nampc

4. Workshop Flow
Overview of Contextual
Marketing
The Patron in Context
The Arts Organization in
Context
Self-reflection exercises
Final group exercise
Q & A
4

5. SEGMENT 1
WHAT IS CONTEXTUAL MARKETING?
5
#contextmarketing#nampc

6. PATRON CONTEXT:
6
#contextmarketing#nampc
the unique combination of the patron’s
disposition and situation, coupled with
the arts organization’s disposition and
situation

7. 7
#contextmarketing#nampc

8. 8
#contextmarketing#nampc

9. Patron Disposition
Demographics
Behavioral
Psychographics
Affinities
9
#contextmarketing#nampc

10. 10

11. Patron Situation
States
Needs
Sentiment
Events
11
#contextmarketing#nampc

12. #contextmarketing#nampc

13. Arts Organization Disposition
Firmographics
Product Catalog
Strategy
Market
Segmentation
13
#contextmarketing#nampc

14. 14

15. Arts Organization Situation
Inventory
Personnel
Organizational
Factors
Environmental
Activity
15
#contextmarketing#nampc

16. 16
#contextmarketing#nampc

17. Social Media 17

18. Location 18

19. Mobile 19

20. Three Questions
20

21. Exercise 1:
Write down 2 examples of how your
organization is engaged in contextual
marketing.
Share one of your examples with your
neighbor.
21
#contextmarketing#nampc

22. The Beginning (or Middle or End) of
a Beautiful Relationship – Part 1
22
#contextmarketing#nampc

23. SEGMENT 2
gatherING DATA
23
#contextmarketing#nampc

24. 24
#contextmarketing#nampc

25. 25
#contextmarketing#nampc

26. 26
Geographic
Demographic
Psychographic
Behavioral
(mostly facts)
#contextmarketing#nampc

27. 27
#contextmarketing#nampc

28. Sam
28
#contextmarketing#nampc

29. Sam
29
#contextmarketing#nampc

30. Sam
30
#contextmarketing#nampc

31. Sam
31
#contextmarketing#nampc

32. Sam
32
#contextmarketing#nampc

33. Sam
33
#contextmarketing#nampc

34. Sam
34
#contextmarketing#nampc

35. Sam
35
#contextmarketing#nampc

36. Sam
36
#contextmarketing#nampc

37. Sam
37
#contextmarketing#nampc

38. Sam
38
#contextmarketing#nampc

39. Sam
39
#contextmarketing#nampc

40. 40
city-data.com
factfinder.census.gov
esri.com
claritas.com
zipwho.com
#contextmarketing#nampc

41. 41
city-data.com
factfinder.census.gov
esri.com
claritas.com
zipwho.com
Esri- Top Tapestry
Claritas- PRIZM
Passport
Pew Research
Student intern
#contextmarketing#nampc

42. 42
city-data.com
factfinder.census.gov
esri.com
claritas.com
zipwho.com
Esri- Top Tapestry
Claritas- PRIZM
Passport
Pew Research
Student intern
Internal data sources
#contextmarketing#nampc

43. 43

44. 44

45. 45
Sam
#contextmarketing#nampc

46. Three Questions
46

47. 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.
47
#contextmarketing#nampc

48. The Beginning (or Middle or End) of
a Beautiful Relationship – Part 2
48
#contextmarketing#nampc

49. SEGMENT 3
LEVERAGING DATA
49
#contextmarketing#nampc

50. Mediumism – focusing on tools, platforms, and content
at the expense of context and personal (patron) value.
50
#contextmarketing#nampc

51. “Technology facilitates context;
empathy drives engagement.”
–Brian Solis
51
#contextmarketing#nampc

53. Why don’t they just _________?
53
#contextmarketing#nampc

54. Personalization
Individualization
Stalking
54

55. Personalization
Individualization
Stalking
55

56. Personalization
Individualization
Stalking
56

57. 57
#contextmarketing#nampc

58. 58

59. Needs
States
Sentiment
Events
59
#contextmarketing#nampc

60. Three Questions
60

61. Exercise 3:
List two distinct situational contexts for your
single ticket-buying patrons.
Needs
States
Sentiment
Events
61
#contextmarketing#nampc

62. The Beginning (or Middle or End) of
a Beautiful Relationship – Part 3
62
#contextmarketing#nampc

63. SEGMENT 4
The arts organization circumstance
63
#contextmarketing#nampc

64. #contextmarketing#nampc

65. HOT STUFF MUSEUM
Firmographics
Catalogue
Strategy
Marketing Segmentation
65
#contextmarketing#nampc

66. 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?
66
#contextmarketing#nampc

67. #contextmarketing#nampc

68. #contextmarketing#nampc

69. 69

70. HOT STUFF MUSEUM
Environmental
Activity
Personnel
Inventory
Organizational Factors
70
#contextmarketing#nampc

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

72. TOO
BIG
JUST
RIGHT
TOO SMALL
NEED TO BE
MORE SPECIFIC
TO HAVE
IMPACT
NEED TO
CONSOLIDATE
TO HAVE
IMPACT
72
#contextmarketing#nampc

73. 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?
73
#contextmarketing#nampc

75. Three Questions
75

76. 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?
76
#contextmarketing#nampc

77. The Beginning (or Middle or End) of
a Beautiful Relationship – Part 4
77
#contextmarketing#nampc

78. General
Questions
78