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The organizations participate inDART — Database of the Arts a marketing project begun by the to help cultural groups increase ticket sales and museum memberships. DART’es initial research phase, whicuh cost $135,000, is coming to fruition a year aftert itsMarch ‘08 launch, accordint to RAC Executive Director Jill The organizations pooled a database from 1.4 million tickety and membership purchases by 248,000 households from 2003 to 2008. John Elliotf of Pittsburgh-based Elliott Marketing Group analyzed the data for overla as well as householdpurchasing behavior.
The participatintg organizations each receiveda report, outlining ways they can use the databaswe to target likely customers. Each of the cultural groups putup $3,00p0 to participate in DART’s research phase. “We’re takingh the strategies and techniques of the catalog world and applyin it to the arts andculture world,” Elliotyt said. He likens the process to that used by onlinew retailers suchas Amazon.com, which suggests additional book purchased based on the genres you’ve already In addition to RAC, DART is fundedx by the , the Nationao Endowment for the Arts, the and the Monsanto Fund.
McGuire said those sponsors have pledger additional supportfor DART’s second, direct-marketing phase that begins next month: RAC, Staenberg foundation, $25,000; National Endowmen t for the Arts, about $10,000 as part of a largerd grant; and Missouri Arts Council, $12,000.
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