- Paperback: 85 pages
- Publisher: Patron Publishing (June 2004)
- Language: English
- ISBN-10: 0972914110
- ISBN-13: 978-0972914116
- Package Dimensions: 8.8 x 5.8 x 0.3 inches
- Shipping Weight: 6.4 ounces
- Average Customer Review: 1 customer review
- Amazon Best Sellers Rank: #10,725,376 in Books (See Top 100 in Books)
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Sign-Up for Culture: The Arts Marketer's Guide to Building an Effective E-mail List Paperback – June, 2004
About the Author
Eugene Carr is the founder and president of Patron Technology and author of "Wired for Culture: How E-mail is Revolutionizing Arts Marketing" (2003) and Sign Up for Culture: The Arts Marketers Guide to Building an Effective E-mail List" (2004).
Patron Technology is an arts e-marketing software company which offers PatronMail, an e-mail marketing system. Its client base of over 200 arts organization in the U.S. and the U.K. includes the Whitney Museum, Cleveland Orchestra, Roundabout Theater, New York City Opera. Prior to Patron Technology, Mr. Carr was the founder and president of CultureFinder.com, an award-winning arts information portal, which was funded by America Online and Comcast.
Mr. Carr has been involved in both arts management and the corporate world for the last two decades. From 1991-1996, he served as the executive director of the American Symphony Orchestra at Lincoln Center, and simultaneously served in the same position for the Concordia Orchestra beginning in 1994. He founded High Five - Tickets to the Arts an award winning organization that offers a five dollar ticket program for NYC high school students sponsored by Citibank & TicketMaster, and served as its first chairman of the board. He earned undergraduate degrees in History and Cello from Oberlin College and Conservatory and an MBA from Columbia Business School.
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By "patrons" he refers to the audience of individual consumers rather than corporate sponsors.
It's a slim volume at 85 pages, with no padding or hype, just usable tips.
Chapter 2 reports on a survey on 50,000 venue-goers in the USA. It sets the tone for the book - a focus on practical facts and no hype. It reassures arts organisers that they have a very receptive audience, compared to any other commercial organisation.
Chapter 3 on the CAN-SPAM law in the USA is equally applicable to European readers and contains much good sense.
Chapter 4 is a good introduction to the management and internal marketing needed to start the email campaign.
But it does show you that America is a continent. The fictitious example is a 100-seater theatre putting on 4 shows a year - with a huge mail list of 10,000!
Chapter 5 is the core - 20 ideas you can use. Really. If you set up a suggestion box and offered people $1 for each good idea, you'd be delighted if you ended up with this list - except that buying the book gets you $5 change! It stresses the fun aspect and personal touch, which is the only way to gain the trust essential to get people to disclose their addresses. He provides stimulating ideas for working with the community and other businesses, even those thought of as "competitive".
This book is worth it. If you're wondering why you can't divert more people to email, to save on ever-increasing postage charges, or reach a wider audience, read it.
Patrick O'Beirne, [...]