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Changes in the business models of Cultural companies

From the Innova Institute de La Salle - URL this week we have been working on the analysis of how companies in the Cultural sector are adapting different components of their business models because of the Covid-19.

We have found adaptations of their models in the value proposition, in the ways of distributing their products or services, in the selection of their target audience and other more components. Unfortunately we have not found many changes and adaptations in the income section. Even so, the research carried out is interesting and I think it will give of itself for a not so informative and more scientific article.

The article has been well received by the press and it has been published directly in several magazines, and it has been referenced in others.

You can read it here:

Audiovisual panorama: Nine keys on the adaptation of business models of cultural companies by COVID-19

Entrepreneurs Magazine: How to adapt your business model if you are a cultural company

Today's Economy: Nine keys on the adaptation of business models of cultural companies by COVID-19

Senior Manager: Nine keys to adapting the business models of cultural companies due to the coronavirus

If you are interested in Marketing for Cultural Industries, you may also be interested in an article that I wrote on February 18, 2020 about growth strategies and about the help to create strategic plans of the Department of Culture of the Generalitat.

You will find the article here: Cultural Marketing - Digital Marketing for Cultural companies in 2020

I hope this information from you is useful.

The next article that we will prepare from the Research Institute is about the forced digitization of companies ... it is titled something like "Adaptation or digitization", when we have it finished, I share it through the blog and social networks.

Keep in touch.

Hope it all goes well for you

A hug

Montse.

Cultural Marketing - Digital Marketing for Cultural companies in 2020

Design a good strategy Digital Marketing It is important for all kinds of companies, but especially for cultural given the peculiarity of its diverse publics and the scarce resources with which they must obtain good results.

The secret of the Marketing Cultural is segmentation. The key to success is understanding that you are a sniper attacking certain segments. And the attack must be done with specific content that you know will have value for that segment. It is important that you understand what "will have value for that segment" ... this is the key ... you must know your audiences.

It is also important to have clearly in Digital Marketing There are 4 growth strategies that you can put into practice, and that can be perfectly applied to Cultural Sector. These are:

Market penetration strategy: You are looking for more audiences like the current segments you already have. Enter Google Analytics -> Acquisition -> Search Console -> Landing pages -> click on the most searched. Improve the SEO of these pages and you will have more traffic like the current one.

Product Development Strategy: Get your current clients to hire more services. Create a funnel with various services / products that have more and more value and that the same customer, start with the wide part of the funnel and as he gets to know you, he hires more services of greater value to him and higher turnover.

Market development strategy: You need to attack segments that you don't have now. Make a list of the market segments of your industry and select some of those that are not your clients. Analyze why they are not, adapt one of your products or services to fit that segment and publicize the service (with SEO and advertising).

Diversification Strategy: Attack new segments with new products. This is the riskiest strategy because there are two variables that can fail you ... it is the last one that you should carry out. Select a segment you don't have and create a specific product for that segment. Include it on the web and do SEO and advertising to attract that new segment.

Again, the important thing for the Marketing Cultural is that you don't mix segments. Remember that you are a sniper ... the temptation will be great ... you will think "since I do it for this segment, I also include the rest" ... no! It will not work. This is the key to Digital Marketing for Business Cultural. Believe me, I have designed strategies for many.

If your company is in Catalonia, you should know that the SDE (Business Development Service of the Department of Culture) has opened, just two weeks ago, the aid to create Marketing plans Cultural Enterprise. You will find the information here: Marketing consulting for Cultural Enterprises

If you need us to help you put these strategies into practice, contact us for a first meeting: Contact

If you want to know the techniques Digital Marketing that work well this 2020, you will find them here an article that I wrote last week: Digital Marketing techniques that work in 2020

The image with which I illustrate this article you are reading is taken from my new book “Guide to create your online action plan”. It is not yet for sale (we are in the revision phase of the edition), in the book I explain in more depth the 4 growth strategies. The one with the link will post it under these lines.

I hope the article has been useful to you.

Keep in touch.

Montse.

Slides for Cultural Industries Videomarketing

On Wednesday I had the pleasure of giving a presentation on Video Marketing applied to Cultural Industries organized by the BDS (Business Development Service) the ICIC (Catalan Institute of Cultural Industries) in the Auditorium of the Museum Colet.

In the two and a half hours long event saw what the Videomarketing, what it is, how we can apply it to disseminate cultural works (whatever type they are), and also how we can apply it to promote our businesses. We also saw the factors to consider when creating a video and make it known on the network as well as the key factors of success of the strategy itself.

The truth is that this talk had to prepare well, because among the participants there were a number of companies in the audiovisual sector ... and in the audience were true specialists in creating video and later broadcast. It was quite a challenge to keep up! (... I hope I have been)

I used slides to illustrate my talk are as follows.

I hope you find them useful.

I go all right.

Summary and ppt of the conference "Cities 3.0" made in Huesca

Yesterday I had the pleasure of participating in the conference that have title CiudadesVillesCiutats 3.0 which they took place in Huesca for 2 days.

The program of the conference was interesting (although I missed the Tuesday afternoon with the inaugural lecture given by Javier Celaya and the round table was entitled "Gazes around digital creation"In which they participated Radigales Enrique, Jose Antonio Galaso, Franck Bauchard and Paula Blesa as moderator).

One of the talks I attended to itself was to Marc Le Glatin (author of the book " Internet: an earthquake in culture?") Surprised me by his vision of how it should be the funding of culture (co-funded by all and distributing earnings per use) and the idyllic world that believes (I envy [healthy] to be able to think that something this is possible in our society).

You can also attend the panel discussion moderated by José Luis Latorre, Director of Walqa Technology Park (which is where the conference was held) Florence Corrionero, Deputy Director of the Development Centre Sociocultural Foundation Germán Sánchez Ruipérez in Peñaranda de Bracamonte (Salamanca) Olivier school tree, Co-founder Platoniq Jaime I cry (Head of Art-Lab projects of the City of Huesca) and Ana Pueyo (Cerebral Palsy Association ASPACE-Huesca and J. Patxi Larrañaga, Director of the Center for Technology Show at the National Institute of Performing Arts and Music (Ministry of Culture). It was an interesting round table. Larrañaga also surprised me by the way they see the culture ...

After this Rendoda table, we visit the Technology Park and then had lunch. After lunch, with well-filled bellies and wanting to nap, it was my turn, and I had to get the audience did not sleep, was attentive and she'll have fun ... while explaining the mistakes cultural enterprises when making communication on the internet ... it was not easy :-)

The presentation that I used is as follows:

In this link you can see the "Event participant" created by @Culturepunk (José Ramón But) in which all the tweets made by participants (and non-contact) are collected during the event. You can also see it in Twitter if you follow the hashtag # cv30. And the tweets of my 10 mistakes can see summarized in this document preparado by Oscar Ciuró from the tweets Think Joseva.

I hope you find this information useful.

I take these lines to thank all attendees who tweeted the conference (my paper included) and especially the organization of the event, which was flawless in every way.

A big hug to everyone.

We talk to each other.

Digital Marketing Course for Cultural Enterprises, Barcelona.

He BDS (Business Development Service) insitió the Catalan Cultural Industries (ICIC) organizes once more the workshop on web and digital marketing for cultural enterprises. The aim of this workshop is to give a guideline for companies in this sector on how they should be their websites and how they can promote themselves on the Internet.

The course is held on 27 and 28 September at the University Pompeu Fabra, and is aimed at companies and organizations in all cultural sectors (music, performing arts, publishing, etc.) is specially designed to train professionals responsible for the Marketing and Communications, as well as web administrators of these companies.

As in previous editions, the speakers are Victor Francisco from (Reexporta) And myself.
For more information and to register, you will find more information here SDE.

10 practical ideas to promote child, youth and family theater Internet

Today I had the pleasure of participating in a round table dedicated to "How to promote and attract audience for children's theater, youth and family"Within the Fair Youth Theatre organized by the Barcelona Provincial Council Y The exhibition.

The aim of the conference was to introduce the various projects and initiatives that different entities held to bring theater to young people and families.

They participated in the round table a representative of the Administration (Cristina Navarro City of Mataro), a representative of a theater (Paco Flor the Theatre Chapí Villena), two representatives of a theater company (Berta i Clara Pons, of the Brodas company) and myself, offering the point of view of a specialist digital marketing consultant. The round table moderated Mireia Sabaté, Director of the ODA (Office for Artistic Diffusion of the Provincial de Barcelona).

The slides with which I illustrated my participation in the round table are what I show below.

You can find more information about the conference by clicking here:
Theater and young audiences - Province of Barcelona

You can also find more information here: Show Igualada

10 shares of Digital Marketing for Municipal Theatres

On Tuesday 23 February, I had the pleasure of participating in the conference "The challenge of filling a Theater"Organized by the Barcelona Provincial Council 16 and 23, with the aim of helping local theaters to market more effectively their spaces.

My participation was in the form of practical paper that I listed and explained some Digital Marketing actions that can be performed easily and cheaply by the theaters themselves.

Prepare this paper was not easy. Most theaters do not have their own website and use the website of their respective municipalities to publicize their programs. On the other hand, promotion budgets are scarce and human resources devoted to the management of these theaters are also scarce, although these professionals make up with dedication and commitment to improve day after day the results obtained by their establishments.

So although SEO is one of the most effective techniques of Digital Marketing in this case was dismissed for lack of website on which direct control you have. This caused had to seek actions were feasible but were based on the use of other techniques used to attract visitors to a website.

The end result was 18 concrete actions (although the title enunciated 10 shares), that theaters can apply from tomorrow, and in many cases, without extra funding, although with working hours on the network.

This is the presentation I used for the presentation.

New technologies in the field of performing arts

On Wednesday 18 November, I had the pleasure of participating as a speaker at the symposium "New technologies in the field of performing arts" organized by cONTRIBUTED Y CIATRE, In order to help theater companies, and in general all companies related to the performing arts, in their online communication.

The day began with a presentation by Jordi Sellas interesting entitled "New Generation Cultural Marketing"Among other things, he explained how the Cultural Marketing is a Marketing Experiences and how this is a competitive advantage and, therefore, should focus communication transmission is a" positive and direct experience " , something that is increasingly rare in this world of virtual experiences.

After leaving the bar very high in both the quality of the paper and the rapporteur, it was my turn to me. My presentation was titled "The 10 most common mistakes in online communication companies in the world of performing arts". To make this presentation, previously analyzed the websites of twenty assistants and in my presentation I was enumerating communication errors being committed (although I tried to use the pages more like best practice, that as examples of malpractice). Some of these errors are, for example, not of who is the target audience of the site, using technology not suitable for web pages, not taking into account the potential of web 2.0 in their communications, etc.

Deputy under these lines the power point I used to illustrate the presentation.

After my presentation, we made a break for lunch and afternoon rebuked the day with a session given by Daniel Olivares, in which we explained the basis of conversion of visits to users.

The day ended with Georgina Cisquella, an excellent communicator, with extensive experience in cultural communication, which gave us a very interesting presentation entitled "Theater, Internet and Media"In which he showed us the latest trends in communication. For me, it was really an inspiration.

From these lines I can only thank the CIATRE provided as to be invited to participate in this conference and congratulate them for organizing the event so much.