While surfing the web I came across a very interesting article looking at why theatres should move away from the traditional events guide and develop a more cost effective alternative. This message is not only coming from US arts marketing officers, but also marketing consultants from the UK and Ireland. Make your mind up for yourself? Events guides vs Letter? Yes, NO, Maybe? you decide?
If you want my view, in today's climate where budgets are key and we are all trying to reduce our carbon footprint, can we still justify printing 40 event guides, where a simple letter or email would still have the necessary impact.
Why the Letter Works Better
by Stephen Belth
Consultant and Founder
Source: Arts Marketing Network http://www.artsmarketing.org/node/674
Since the 1970s, the season brochure has been the calling card for performing arts organizations. While this convention continues into the 21st century, rising costs and shrinking direct mail responses has limited its universality. Arts marketers need alternatives. Supplementing, and more typically replacing, the brochure is the very simple but powerful direct mail letter, especially effective in attracting both old and new subscribers at lower acquisition costs.
This brief article expands on ArtsMarketing.org’s observation about the power of letters over brochures as a marketing tool and attempts to put the place of the brochure into perspective.
To understand why well-focused letters prove more efficient than brochures, you must start with the most important sub-segment of your subscription database, your renewing subscribers. Examine the demographics of your most active, long-term, loyal subscribers and you will find that the one characteristic that consistently defines them is their level of higher education. Regardless of age and occupation, the common denominator of an active arts patron is a college or graduate degree. What does that tell you? With education, subscribers share another important commonality: an active and avid interest in reading.
Prove this yourself through an informal survey with the question, “letter or brochure?” You will find overwhelmingly that subscribers prefer to receive clear and concise information about the season. They will tell you to save your money on the colorful graphics and paper quality, especially when they know how hard pressed you are for support. Tell your subscribers what they need to know, as simply as possible, and you will find that they respond.
Here are 5 steps for an effective letter:
1. State the offer right away, and include a call to action:
Renew your subscription by February 23 and keep or upgrade your seats for next season. Plus, save 10% on individual tickets.
2. Lay out the letter like a letter, not a brochure.
Introduce the letter with “Dear Friend:” or “Dear Arts Lover:” and end with “Best wishes.” Don’t right justify the type or it will look like a book. Indent, bold and underline for easier reading.
3. Make the letter conversational and personal, using the words “you” and “your” as much as possible.
You won’t want to miss a single moment of the season. You’ll have your same seats reserved at every performance.
4. Emphasize benefits not features.
When you set your copy points, think in terms of benefits or what’s in it for the responder rather than just giving them interesting facts. Fact: We have great artists and programs this season. Benefit: When you buy your tickets today, you’ll be guaranteed a seat for our sure-to-be sold-out performance!
5. Tell your reader how to respond.
To buy tickets, call 028 7138 4444, visit online at http://www.alley-theatre.com or mail back the attached order form by the deadline of xx/xx/xx.
Despite rising postal costs and increasing use of e-mail, direct mail still offers the most significant returns. Fact: Give the same professional care to your letter as you do to the design of your brochure. Benefit: Your responses will improve and your subscriber base will increase.
If you want my view, in today's climate where budgets are key and we are all trying to reduce our carbon footprint, can we still justify printing 40 event guides, where a simple letter or email would still have the necessary impact.
Why the Letter Works Better
by Stephen Belth
Consultant and Founder
Source: Arts Marketing Network http://www.artsmarketing.org/node/674
Since the 1970s, the season brochure has been the calling card for performing arts organizations. While this convention continues into the 21st century, rising costs and shrinking direct mail responses has limited its universality. Arts marketers need alternatives. Supplementing, and more typically replacing, the brochure is the very simple but powerful direct mail letter, especially effective in attracting both old and new subscribers at lower acquisition costs.
This brief article expands on ArtsMarketing.org’s observation about the power of letters over brochures as a marketing tool and attempts to put the place of the brochure into perspective.
To understand why well-focused letters prove more efficient than brochures, you must start with the most important sub-segment of your subscription database, your renewing subscribers. Examine the demographics of your most active, long-term, loyal subscribers and you will find that the one characteristic that consistently defines them is their level of higher education. Regardless of age and occupation, the common denominator of an active arts patron is a college or graduate degree. What does that tell you? With education, subscribers share another important commonality: an active and avid interest in reading.
Prove this yourself through an informal survey with the question, “letter or brochure?” You will find overwhelmingly that subscribers prefer to receive clear and concise information about the season. They will tell you to save your money on the colorful graphics and paper quality, especially when they know how hard pressed you are for support. Tell your subscribers what they need to know, as simply as possible, and you will find that they respond.
Here are 5 steps for an effective letter:
1. State the offer right away, and include a call to action:
Renew your subscription by February 23 and keep or upgrade your seats for next season. Plus, save 10% on individual tickets.
2. Lay out the letter like a letter, not a brochure.
Introduce the letter with “Dear Friend:” or “Dear Arts Lover:” and end with “Best wishes.” Don’t right justify the type or it will look like a book. Indent, bold and underline for easier reading.
3. Make the letter conversational and personal, using the words “you” and “your” as much as possible.
You won’t want to miss a single moment of the season. You’ll have your same seats reserved at every performance.
4. Emphasize benefits not features.
When you set your copy points, think in terms of benefits or what’s in it for the responder rather than just giving them interesting facts. Fact: We have great artists and programs this season. Benefit: When you buy your tickets today, you’ll be guaranteed a seat for our sure-to-be sold-out performance!
5. Tell your reader how to respond.
To buy tickets, call 028 7138 4444, visit online at http://www.alley-theatre.com or mail back the attached order form by the deadline of xx/xx/xx.
Despite rising postal costs and increasing use of e-mail, direct mail still offers the most significant returns. Fact: Give the same professional care to your letter as you do to the design of your brochure. Benefit: Your responses will improve and your subscriber base will increase.
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