Comments on: The Big List http://theaterforthefuture.com/the-big-list/ The Art in the Business of Theater - Collaboration Tools and Technology and the Storefront Theater Movement Thu, 15 Jul 2010 20:12:19 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Deb Clapp http://theaterforthefuture.com/the-big-list/comment-page-1/#comment-1493 Deb Clapp Fri, 04 Sep 2009 19:27:42 +0000 http://nikku.net/blog/?p=768#comment-1493 Thanks for the badge of awesomeness. We're thinking about having shirts made. Yes, the list can do everything you describe and more. It will make our marketing much more targeted and sophisticated and most likely everyone will see a better ROI. Other Cities have used the list to collect data that makes a much better and clearer case with lawmakers and funders. It is very exciting. Thanks for the badge of awesomeness. We’re thinking about having shirts made. Yes, the list can do everything you describe and more. It will make our marketing much more targeted and sophisticated and most likely everyone will see a better ROI. Other Cities have used the list to collect data that makes a much better and clearer case with lawmakers and funders. It is very exciting.

]]> By: nick keenan http://theaterforthefuture.com/the-big-list/comment-page-1/#comment-1492 nick keenan Fri, 04 Sep 2009 14:29:16 +0000 http://nikku.net/blog/?p=768#comment-1492 Thanks for adding, Alyse. On a practical level this particular finding is underscoring for me how storefronts, direct mail campaigns, and rented lists (lists an organization straight up borrows to contact folks they don't know anything about - rather than two organizations leveraging their patron trust to drum up attendance for both companies) just don't mix. If you consider that printing and mailing a brochure usually lands in the $1 - $2 range, you really need a success rate of over 5% (of new patrons) to make the campaign worthwhile. What I love about this system is that, hopefully, this means we can start leveraging data to collectively connect with the folks who are on that tipping point... Folks who see one storefront show a year who are more like 10% likely to come and 80% likely to come back, becAuse the habit and interest in seeing hidden theatre is already there. It also allows us to lay off the folks who see 10-20 shows a year since they already know the scene, know what they want, and don't need that expensive brochure to choose. I'm much more comfortable with an inexpensive viral campaign on the web if the list I'm using promises a 1% return. Again, this list gets us into the realm of microtargeting, which just feels so much more married to DIY theatres that each cater to a very specific audience. What do you think? Thanks for adding, Alyse. On a practical level this particular finding is underscoring for me how storefronts, direct mail campaigns, and rented lists (lists an organization straight up borrows to contact folks they don’t know anything about – rather than two organizations leveraging their patron trust to drum up attendance for both companies) just don’t mix. If you consider that printing and mailing a brochure usually lands in the $1 – $2 range, you really need a success rate of over 5% (of new patrons) to make the campaign worthwhile.

What I love about this system is that, hopefully, this means we can start leveraging data to collectively connect with the folks who are on that tipping point… Folks who see one storefront show a year who are more like 10% likely to come and 80% likely to come back, becAuse the habit and interest in seeing hidden theatre is already there. It also allows us to lay off the folks who see 10-20 shows a year since they already know the scene, know what they want, and don’t need that expensive brochure to choose.

I’m much more comfortable with an inexpensive viral campaign on the web if the list I’m using promises a 1% return. Again, this list gets us into the realm of microtargeting, which just feels so much more married to DIY theatres that each cater to a very specific audience.

What do you think?

]]> By: Alyse Kittner http://theaterforthefuture.com/the-big-list/comment-page-1/#comment-1491 Alyse Kittner Fri, 04 Sep 2009 13:17:52 +0000 http://nikku.net/blog/?p=768#comment-1491 Another word on marketing: Those who have already had contact with you need less communication to make the choice to attend. So, spend less on those in YOUR database (emails/WOM/facebook) so you have the $$ for this new list fro LOCT and other rented ones. I typically find a 1% response from direct mails. The more you send, the wider the net and the more the 1% (or .4%) equals in actual ticket sales. Another word on marketing: Those who have already had contact with you need less communication to make the choice to attend. So, spend less on those in YOUR database (emails/WOM/facebook) so you have the $$ for this new list fro LOCT and other rented ones. I typically find a 1% response from direct mails. The more you send, the wider the net and the more the 1% (or .4%) equals in actual ticket sales.

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