C. ALERTING AUDIENCES

1. Direct Marketing

Direct Marketing allows you to personalize and customize a message to different persons and groups at a specific time. The most popular forms are direct mail and e-mail marketing. Direct marketing is perhaps the most effective form of promotion because you have total control over what message you send, who receives the message, and when it is received. You can create general direct marketing pieces that go to a mass audience, such as an invitation, or specific marketing pieces that go to a target audience, such as a letter.

Direct Mail

Direct mail allows you to communicate with current and potential audiences. It can be used to offer a subscription or membership, to communicate some interesting news (such as an award or rave review) or to alert audience members of an upcoming performance.

Expenses runs the gamut. While a large direct mail campaign can be a costly investment, there are less-expensive alternatives. Postcards are fairly low cost and can look professional whether designed on your computer or by a designer. If you cannot afford postage, postcards can always be handed out at events. A virtually free form of direct mail is through e-mail marketing.

E-mail Marketing
If you do not already have e-mail addresses for your existing audience, start gathering them immediately! Email is a versatile, low-cost medium whose format can range from simple text to HTML & rich media. Content can be generic or highly customized. E-mail should be used as a way to notify your audience of upcoming events but also as a form of communication that allows you to learn more about your individual audiences' needs and interests. Although e-mail can play a valuable role in customer acquisition, it is in retention and loyalty that e-mail truly excels.

• Subject line should be brief and descriptive enough to make it obvious why you are sending the message and include the name of your organization.
• Give subscribers the option to unsubscribe with a note at bottom of email.
  
  
• Provide a valid, working reply address in the "from" line.
  
  
• Provide a privacy policy on your e-mail and/or Web site. For some good examples of how to write a privacy policy, visit TRUSTe's site at www.truste.org.
  
  
• Include a link to your Web site, if you have one, or to the organization with which you are working.
  
  
• Include a message that encourages recipients to forward the e-mail to a friend. This is known as a "forward to a friend" e-mail campaign, or viral marketing. It helps your organization reach out to new prospects. The power of your constituents’ network of friends, family, and co-workers can be a highly effective way to attract more people far beyond your initial supporter base.
  
  
• Send e-mails out in smaller bunches. Some e-mail servers, such as AOL, consider e-mails to a bulk number of people as spam mail and will block the incoming e-mail.

HTML Email
Recent studies have shown that HTML email gives better response rates than text email. Catchy graphics, attractive formatting, varied text style (color, size, and font), and other factors help make such messages appealing to the eyes. With today’s technology, less than 1% of e-mail users are unable to read HTML email.

The following are tips on designing HTML E-mails:

• First impressions count! Include a descriptive subject line and be conscious of what part of your design will appear in the preview window. What appears in the subject line and preview window may determine whether or not the recipient will open the e-mail.
  
  
• Keep the design clean and simple. HTML e-mail can be interpreted with slight variations despending on the recipients e-mail provider (yahoo, netscape, etc.) and computer type (PC vs. Mac). The simpler the html, the more likely it will appear as you intended it to.
  
  
• Limit the number of graphics and images. If there are too many images or graphics, the file size will be too large and the e-mails may be suppressed due to the length of time the emails take to download. Make sure that your images are prepared for web use (72 dpi) and try to keep your e-mails to a maximum of 15-20k.
  
  
• Use links and formatting to provide emphasis and scanability. Formatting (i.e. color and bold) can be used to highlight key points. Links will catch a viewers eye and encourage them to visit your site.
  
  

Whether you decide to use text or HTML, e-mail is one of the most effective forms of direct mail that is immediate, personal, and at a low cost.

2. ADVERTISING

Advertising is one of the most expensive forms of publicity unless you have corporate underwriting. For advertising to be effective, an ad must run more than once—the more times an ad runs, the more effective it is. If you can only afford to run an ad once, it would be wise to invest your money into alternative publicity methods.

Organizations who do advertise should consider the following:

• Be familiar with the technical specifications and appropriate submission deadlines required by the publication. Publications’ advertising representatives will be happy to go over this with you.
  
  
• Ads should appear prior to the event and during the event if appropriate.
  
  
• The more times the ad appears, the more effective it will be in reaching and effecting audiences. Publications reduce ad rates when an ad is placed multiple times.
  
  
• Design the ad to reflect your art or organization in typeface, photo images, etc. Use an image that will attract the eye and get the attention of readers.
  
  
• Some publications will allow you to choose where the ad will appear (i.e. in the arts section). This may be for an additional fee.
  
  
• Ask about discounted rates for nonprofits. Most publications have a policy on this.
  
  

The size of your budget should be a strong determining factor in deciding whether or not to place advertisements. Paid-for ads are not always considered essential for arts events, and many organizations rely on free or lower cost alternatives. Some publications will accept free "drop-in" ads, but these ads are run only on a space–available basis; the lack of control in timing and placement make them ineffective for event promotion.

3. OTHER PUBLICITY IDEAS

101 Ways to Promote the Arts

Compiled by the Arts & Business Council of Miami

Laura Bruney, Executive Director of the Arts & Business Council of Miami says, "The 101 list came about when one of our steering committee members thought people would respond [to a list of ideas] and they did! The steering committee came up with some unique items for the list. We focused on innovative and unique promotional opportunities between business and the arts. We also tried to emphasize neighborhood marketing—promoting the event/performance in the area surrounding the theatre or performance site."

When looking at the suggestions on this list, consider your target customers. Try to see things through the Target customer’s point-of-view. Will they respond well to this particular type of promotion? Is the type of promotion likely to reach the customers your organization is trying to capture? Do you have facts to back up your assumptions?

Click here for full list.

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