Arts Intranet

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Earlier in this blog salon, Mary Trudel advocated connecting with audiences via mobile technology.  CTIA, the international association for the wireless telecommunications industry, recently revealed that mobile phone market penetration in the United States reached 93% for the nation’s total population in June 2010.  With usage numbers like that, there is no doubt that arts organizations should be investing in mobile engagement.

The dilemma lies in whether to invest in a mobile website or a mobile application.  If your organization’s budget allows you to invest in both, then you need not read any further.  Congrats!  However, if your organization’s budget dictates that you choose between investing in a mobile website or a mobile app, then here are some things to consider.

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From irreverent/provocative videos to sincere/humanizing videos, arts organizations are experimenting across the map with online video. NAMPC '10 video playlist is a collections of video campaigns from NAMPC '10 participants.Read More

It's great to see how much technology is integrated into this year's National Arts Marketing Project Conference. Out of the three conference categories (audience actions, technology treasures, and eye on income), technology occupies a full third and among the others, many of the session panelists are from technology-focused businesses.

And of all the tools available to arts marketers, technology solutions provide some of the most powerful advancements in recent years to effect positive change.

At the same time, technology providers have a responsibility to resist overselling products and services; something I fear is beginning to get out of control to a point where some arts organizations are beginning to suffer from the pursuit of improved technology solutions.

It's become so commonplace among web and IT professionals in the field that dissolution is fodder for satire. For example, I received the following text from a colleague the other week who had this to say about the onset of a technology implementation project at her arts organization:

"...always fun to watch as people realize [Technology-X] doesn't cause gumdrops and lollipops to fall from the sky..."

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This post is for you if you’re one of the thousands of arts organizations holding a fundraising gala with a silent auction component.

Statistics show that you’re failing miserably.

National averages of silent auctions show a 50%-60% return. That means for every $100 item on the table, you’re selling it for $50 to $60. Sooooo sad.

And once we figure in the costs to produce the auction – hours spent procuring goods, preparing displays, buying services – your returns fall further.

So should you bag the idea?

For organizations already holding a silent auction, continuing to offer it is likely in your best interest. Here’s why.

1.  With targeted changes, you can improve returns.
An audit of our clients found that when returns are average, it’s most often due to poor marketing. Simple changes can have a profound effect.

For instance, one of our clients raised an additional $44 per item once we employed aggressive onsite marketing tactics. With 82 silent items, they earned an additional $3600!

Incorporate both pre-gala and onsite marketing strategies for the best results. At a minimum rewrite your descriptions, use vertical displays, and incorporate a sensory experience.

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As the orchestrator of this year’s blog salon I had to laugh when a colleague forwarded me the cartoon below:

Fitting right? Yes, my job was to blog, tweet, like, comment, and share as much as possible about this blog salon. But you, our readers, made my job super easy.

On behalf of Americans for the Arts, I would like to thank all of you for visiting our 2011 arts marketing blog salon and adding comments, tweets, questions, and opinions to the conversation.

With almost 7,000 views, 20 bloggers, hundreds of tweets and retweets, and hundreds more of Facebook likes, the Salon was a perfect way to jump start the National Arts Marketing Project Conference: Winning Audiences next month.

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