David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Thursday, June 13, 2013
Data-Driven Mailings Create Arts Marketing Success
If you need an example of direct mail power in arts and entertainment marketing, look at the Everyman Theater Company, a nonprofit Baltimore-based theater group. Last year, it incorporated data-driven strategies to optimize its direct mail marketing with impressive results. The total ROI for one campaign was an astounding 552%, with an 80% increase in ticket sales and revenue, for example. Prior to its data-driven mailings, Everyman's traditional marketing had relied mostly broadcast messages: postcards, radio spots, and e-blasts. Everyman's prior direct mail efforts usually equated to mailing to its entire list. Enter Marketing Director Jonathan Waller. He hired a database services firm to clean up the database (mainly removing duplicate names), to identify segments most likely to purchase tickets, and to build predictive models. After direct-mail testing of segments and messaging, both response rates and cost efficiency improved. For more detail, see the Direct Marketing News story at http://www.dmnews.com/data-driven-marketing-gets-dramatics-results/article/290791/
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment