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Volume Two
Issue Nine
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Welcome to our September Monthly Update, coming to you now regularly on Tuesdays (instead of Wednesdays). This issue features PatronMail client, The New York Philharmonic and its New Media Manager, Stacey Trzesinski who discusses why it is becoming imperative for arts organizations to focus seriously on e-marketing.
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Client Feature: The New York Philharmonic
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New Media Manager,
Stacey Trzesinski
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PatronMail Client since: November 2003
E-list size at start of PatronMail: 28,500
(The eList started in December, 2002 at 10,000)
Current e-list size: 39,200
(Includes eClub and Sub versions of eNotes)
Frequency of mailing: 1-2 times per month
The New York Philharmonic is getting a lot of things right. Last year they created a new position within their marketing department, designed to focus specifically on e-marketing. Stacey Trzesinski is the NY Phil's New Media Manager and in the Q & A that follows she describes the e-marketing initiatives that have been her focus in this new role as well as some of the resulting successes.
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Q & A with Stacey Trzesinski, New Media Manager
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NY Phil summer campaign
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TELL US ABOUT YOURSELF AND YOUR ROLE AS NEW MEDIA MANAGER?
I've been with the New York Philharmonic for a little over 4 years now, since May 2000. I started here just 3 days after graduating from Carnegie Mellon University with a Masters in Arts Management. My background is in music and theater. I started as the Marketing Associate in the department, working on a wide variety of Marketing campaigns, including the Web. The position of New Media Manager was created last summer to recognize the steadily-increasing role the Web is playing in our day-to-day Marketing activities. My responsibilities include managing all of our events and text updates on our Website, overseeing our eCommunications, overseeing all of our special offers and prospecting efforts.
TELL US ABOUT THE NEW YORK PHILHARMONIC'S OVERALL E-MARKETING STRATEGY. IN PARTICULAR, WHAT ARE YOU DOING WITH E-MAIL?
We understand that eCommunications has become the most effective, efficient and economical way to reach out to our audiences. Our existing eClub started in December 2002 and currently has 39,200 members. To mail even a simple postcard to a group that large would cost thousands of dollars between design, print and postage costs, not to mention the lead time needed. With eCommunications, we can decide the week before the concert if we need extra last minute advertising, and throw together an email message within 24 hours or less.
We are currently doing a variety of eMessaging, including monthly eNotes to our eClub members, monthly enhanced eNotes to our current Subscribers, eOffers to our Subscribers, Donors and eClub members, and ePostcards highlighting upcoming performances. Shortly after creating our eClub we did some research to determine how frequently our audience wanted to hear from us, and learned that every 2-4 weeks is just about right. Our average opt-out rate seems to concur, as we're right on track with the average rates of all PatronMail organizations.
OVER THE LAST TWO YEARS YOU DID PRE-SEASON SALES IN AUGUST. CAN YOU TELL US ABOUT THAT?
Over the last two years, we did a web-only, one-week sale promoting 3-concert subscriptions at a discounted rate the week before tickets went on sale to the general public. Since the sale was web-only the costs involved with implementing it were very minimal, as we were able to utilize our Website and eClub to spread the word. The sales have done very well for us, bringing in over $850,000 over the two years for 18,500 tickets. We are very pleased with these results and the boost in our subscription sales numbers.
WHAT DO YOU FIND TO BE YOUR BIGGEST CHALLENGES AT THE PHILHARMONIC? WHAT OBSTACLES DO YOU FACE PROMOTING CLASSICAL MUSIC VIA THE WEB?
One of our biggest challenges is tracking the effectiveness of each advertising piece we do. At this point, we have built out detailed mechanisms for all of our Web based offers and eBlasts. Gathering information from single ticket buyers as to what exactly prompted them to purchase their tickets is an ongoing project we are working to improve.
One of the biggest obstacles we face in promoting classical music in New York City in all mediums is that there's so much competition. We are constantly battling to remain top of mind with our audiences along with the hundreds of other performing arts organizations throughout the city. Our ongoing task is to convince our audiences that the New York Philharmonic performs the must-see events of the season.
IN THE WORLD OF ARTS ORGANIZATIONS, THE NEW YORK PHILHARMONIC IS ONE OF THE BIGGEST FISH IN THE POND IN TERMS OF BUDGET AND RESOURCES. BASED ON WHAT YOU HAVE DONE AND LEARNED AT THE NY PHIL, WHAT ADVICE CAN YOU GIVE OTHER ARTS ORGANIZATIONS TO HELP THEM SUCCEED, REGARDLESS OF THEIR SIZE AND SCALE?
The best advice I can give to other arts organizations is to make sure you utilize your audiences' email addresses properly. If you don't have an eClub, start one, and if you do, try to gain new members every chance you can. eCommunications are the most effective way to reach out to current and prospective audiences. Just be sure to make your eClub members feel that they're part of your family, and make it worth their while to sign up, including offering them discounts and insider information that the general public doesn't have access to. This will help build your eClub's loyalty and keep them opening your communications.
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Visit the New York Philharmonic's Web site.
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How Does Your E-Mail Look?
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It's tough to handle e-marketing in-house. If you're using Outlook, your mail probably looks like the first image - not exactly the kind of professional image you'd like to project.
In addition, you're probably having to handle opt-out requests and bounced e-mail in your inbox.
If you're feeling that you'd like to move up from your "in-house" method, we'd welcome the opportunity to demonstrate PatronMail to you.
With PatronMail you can:
* Create and Send professional looking e-mails without knowing HTML
* Track & Compare your results with other arts organizations
* Build your list automatically on your web site
* Manage undeliverables and "remove" requests automatically
We invite you to schedule a free 15-minute phone demonstration to see how easy and cost-effective PatronMail is.
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Click here to request a PatronMail demonstration
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Last chance to register for the 2004 National Arts Marketing Conference!!
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Submit your registration online or via fax by Wednesday, September 22. After that date, you must register on site!!
The Conference begins with Sponsorship Saturday - a full day of sponsorship bootcamps, sessions, case studies and 1-2-1 clinics. The High-Touch/High-Tech Marketing Conference begins Sunday, October 3 and includes a historic Lifetime Achievement Arts Marketing Award presentation to Danny Newman, author of "Subscribe Now!" - the premier text on subscription marketing.
Click the link below for session details AND your last chance to register for the Conference!
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Click here to visit www.ArtsMarketingConference.org
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Please watch for our next Monthly Update, coming October 26, 2004.
Our mailing address is: 850 Seventh Avenue, New York, NY 10019
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