Arts Reach is a professional development association that supports arts management administrators. Last Thursday, March 16 through Saturday, March 18, 2017, they held their annual National Arts Marketing, Development & Ticketing Conference at New York University’s Kimmel Center for University Life in New York City. Several arts professionals from around the country attended the event, which covered a variety of topics including the value of CRM software, inclusivity, and using research strategically. I live tweeted from most of the panels I attended, but also wanted to share some additional notes and insights from a couple of the sessions.

How to Increase Ticket Sales with Video – A Guide to Making Video Promos More Effective

Mark Ciglar, Founder and Creative Director of Cinevative, led a discussion about creating effective promo videos. The main takeaway was to focus on delivering a promise or feeling rather than just showing the work. 

  • Focus on the intent of the video. Think about what you want to accomplish versus what assets you have. Starting from the latter will only limit your creativity.
  • Don’t just show something. Take someone somewhere!
  • Don’t focus on what’s on stage. Focus on the experience that the audience member is going to have.
  • “Sell the cake, not the ingredients.” This was in reference to the fact that many videos show the costumes, sets, etc. I still think there is a place for these types of videos, but I get the point that you want to display the full product versus bits and pieces.
  • Three steps to conceiving a promo video:
    • 1) Define the response or call to action. Answer what you want the person to do after watching the video.
    • 2) Identify the feeling or values you want to convey.
    •  3) Prove your claim. This can be accomplished by instilling the feeling you identified in step 2, showing quality of productions, showing perceived credibility by highlighting a celebrity or by providing a meaningful testimonial.

We Need to Talk…. About Your Website

Libby Penn, Managing Director of Spektrix, shared the do’s and don’ts of website design, complete with several examples, tips and resources.

  • Some examples of good website design include Melbourne Symphony Orchestra, Queensland Ballet and Donmar Warehouse.
  • People are much more likely to read headlines versus body copy so think about that when creating content for your site.
  • Revisit the URLs of your pages. They should include keywords related to the content, but also stay relatively short.
  • Check out The Webby Awards website for additional examples of strong web design.
  • Use websitegrader.com to measure the accessibility of your website. Web accessibility refers to removing barriers that prevent interaction with websites by people with disabilities.

Did you attend the Arts Reach conference in New York City? If so, what did you learn and what were the most valuable takeaways from the panels you attended? Please let me know with a tweet or comment below.

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