Services : Frequently Requested Speaking Topics
Consumer Behavior: Understanding Arts Audiences, Segmenting and Targeting the Audience and Positioning the Offer
During this seminar, we discuss approaches for understanding current and potential performing arts audiences and the application of consumer behavior theories to marketing strategies. Topics such as the ticket buying decision and purchase processes, pricing issues, segmentation and targeting of audience segments, and positioning strategies will be presented. Throughout the workshop, findings of relevant market research of arts audiences and brief studies from arts and business organizations that exemplify the principles being discussed will be presented. We will also discuss how new technology is changing consumer behavior and expectations and, as a result, how managers are reconsidering their approaches to marketing.
Building Audience Commitment and Loyalty
As competition increases for leisure time activities and people's lifestyles become more spontaneous, building audience commitment and loyalty becomes a greater challenge for performing arts organizations and museums. This workshop will focus on how to design, package, and sell market-oriented alternatives to traditional subscriptions and memberships that build audience commitment and loyalty. This workshop will also help arts managers learn how to strengthen a subscription/membership campaign and realize the lifetime value of subscribers and members with strategies for retaining current patrons and re-attracting lapsed patrons. We will also discuss how to leverage people's spontaneous lifestyles by effectively and efficiently building single-ticket sales. Integral to the discussion of these strategies are issues in consumer behavior.
The Strategic Planning Process: Understanding, Defining, Implementing, and Evaluating Mission, Objectives, and Goals
In this session, we explore the centrality of mission to arts organizations, the characteristics of effective and appropriate objectives and goals, and the process for strategic marketing analysis, planning, implementation, control, and evaluation. Examples from arts organizations will be used to highlight the principles, as will a case study of strategic planning at the San Francisco Ballet.
Great Customer Service
Great service feeds the soul. Good service isn't enough to ensure differentiation from competitors, to build solid customer relationships, or to inspire employees to want to become even better at their work. Developing great customer service requires an integrated, holistic approach. Leadership is required to inspire service achievement. In this workshop, I will present concepts and strategies on how to go about establishing an overall service strategy, supported by several examples. Participants will be encouraged to discuss approaches to handling some customer care situations and to present situations of their own for evaluation.
Board Development
This session focuses on characteristics of effective organizations and boards of directors, including the roles and responsibilities of board members and their developments duties.