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Site Glossary
ArtsMarketing.org has collected and defined terms that are used throughout this website. Search for a word you are interested in learning more about by clicking the first letter of the term.
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above the fold - a newspaper term meaning all text and images visible above the fold in the middle of the paper--the term now applies to Web sites, meaning all text and images visible on the initial screen, before the user scrolls down to read the rest of the information.
Acquisition - Purchasing another organization in order to acquire its market strength.
Action - Action is the ultimate goal of every aspect of your Marketing plan. Your Target acts – becomes a customer – buys a ticket, signs up for a class, sends for your brochure, and becomes a subscriber. Be sure your communications clearly direct your customers and potential customers on how to act. Don’t assume they know what the next step is – you have to tell them!
Actives - Customers who are your greatest source of revenue.
Actual Data - Data that is collected about a specific individual and saved as part of a computer record pertaining to that individual.
Add-ons - “Extras” that increase the value of a product. For example: high value program guides, post show lectures, restaurant reservations made by the box office, etc.
Address Correction - A technique of cleaning lists mailed by bulk rate.
By printing "Address Correction Requested" in the return address corner of the mailing piece, the Post Office will return those delivered to bad addresses and supply the new addresses. There is an extra cost for each returned piece of mail. Therefore it is only desirable to use this method to update house files.
ADI - (sponsorship) "Area of Dominant Influence" - This refers to market size and is based on television viewership in a given market as measured by Arbitron. (Source: Litlamp.)
Algorithms - A higher-level formula than a match code. Algorithms are based on probability tables that assume that if records have certain similarities they are duplicates.
Ambush Marketing - (sponsorship) This occurs when corporations that do not have official sponsor status gain access to sponsor benefits or otherwise seize attention away from official sponsors. (Source: Litlamp.)
Attainable - One of the three qualities of a well-defined marketing objective for a non-profit arts organization. Attainable means that your organization should realistically be able to reach the goals set in your marketing objective. Your organization should determine whether it has —or can get— the necessary resources, budget, or staffing to accomplish what it is setting out to do?
Attention - Getting your organization's sales messages noticed--Stopping the consumer in his tracks and causing him or her to say, "This is important to me. This fills a need. I should pay attention to this message." Tip: generating attention is far more effective when your customer can jump into your communication (as opposed to having your communication jump out at your customer).
Attitude - What people feel about your organization’s product--usually the result of an experience – an ad, imagery, using the product, word of mouth . . . or all of the above!
Audience (see: Customer) - A body of listeners or spectators. For marketing purposes, ArtsMarketing.org prefers the term Customer.
Awareness - Awareness is related to your organization's Branding Strategy. Generating awareness doesn't happen overnight; it's a building process. It starts with getting noticed. It moves through building interest. It culminates in being remembered – and being remembered for the right reason! Throughout the process, the key is being relevant.
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B2B - "Business-to-business" sales or marketing. This encompasses any business activity where the target buyer is not a consumer, but another business. (Source: LitLamp.)
Barriers - Whatever stands between your artistic product and potential customers for that product. A barrier can be real:“I don’t know where to park” or psychological:“I’ll feel stupid”.
Benefits - The parts of the artistic product that customers find positive.
Boomers - A market research term used in generational marketing, short for "baby-boomer". The term describes the segment of the current population born between 1946 and 1964. Boomers are "the most populous and influential generation in America. Born to prosperity in a time of booming postwar economic expansion, Boomers enjoyed unprecedented employment and educational opportunities...The value system of Boomers, the "Me Generation," was built on the sense of entitlement created by the presumption of continued economic growth." (Source Smith/Clurman, Rocking the Ages, HarperBusiness 1997.)
Brand - noun 4 a : a class of goods identified by name as the product of a single firm or manufacturer b : a characteristic or distinctive kind [a lively brand of theater] (Source: Merriam Webster)
ArtsMarketing.org adds: A brand can be emotional or image-driven (Club Med transports me to a fantasy place) or factual (Kraft Macaroni & Cheese is the cheesiest)
Branding - establishing an identity for your organization/artistic product/event that your customers will recognize and identify with; to create an indelible impression in the customer's mind.
Brochure - In the classic direct mail package, an organization's brochure acts as a utility piece for reference. It should be easy to read and should be rich in the organization's details, programs, facts and benefits.
BWFL - (customer relationship management, advertising) specific source code for "Black and White Flyer"
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Category Exclusivity - (Sponsorship) The rights of a sponsor to be recognized as the only company, product or service associated with the event or property within a specifically defined category. (Source: LitLamp )
Cause-marketing - (Sponsorship: Also called cause-related marketing) A promotional element that is transaction based. The marketer creates a tie with a cause whereby a contribution is kicked back to the cause that is a percentage of every purchase of the sponsor's product. (Source: LitLamp )
CFL - (customer relationship management, advertising) specific source code for "Color Flyer"
Collaterals - (sponsorship) Materials used to promote and support an event, cause or program. Typically print materials, these range from on-site signs, posters, brochures, maps, fliers and invitations. Sponsors commonly get their ID or logo on or receive a mention on the cause's collaterals. (Source: LitLamp )
Communication Objective - What your organization wants the communication to do (for example: Raise awareness, Get people to change their attitudes, Move people to action, Buy a ticket, Buy season tickets, etc.)
Communications Strategy - The foundation for creating a message that works, a communications strategy is a tool for focusing your message on benefits versus facts. It addresses five key parameters: Objective, Target, Message, Support and Tone.
Competitive Analysis - Stage 2 of a situation analysis (stage 1 being the Environmental Analysis and stage 3 being the Internal Analysis) where you see the competition through your customers’ eyes, and objectively assess the competition’s strengths and weaknesses, drawing implications for your organization’s further growth.
Compilations - Lists of people taken from directories such as the Yellow Pages or the White Pages of the phone book. A source for direct mail lists.
Core Competence - A component of branding that answers the questions: “What is the one single thing that separates your organization from the rest?” and “Why is that one single thing important to consumers?”
Cost-Benefit Ratio - Divide the costs associated with a barrier-reducing marketing strategy by the revenue generated by that strategy to determine whether this strategy has potential merit, and which barriers can most cost-effectively be addressed.
Your organization’s cost-benefit ratio should be at most 1:1 ($1 spent for every $1 earned).
CPM - (sponsorship, advertising) "Cost Per Thousand" This is a measurement of media value based on the cost of the advertising divided by the number of households reached. Although a crude measure for sponsorship, since it does not account for intangibles such a loyalty, sincerity of message, an integration of multiple marketing elements, CPM is the rule-of-thumb for valuing print and television. Many advertising agencies and sponsors will use CPM to calculate the value of a sponsorship deal. (Source: LitLamp )
CPM - "Cost Per Thousand" - cost of advertising/promotion per each thousand persons reached.
Critical Juncture - An issue or situation in an arts organization with long-term effects that must be addressed in order to move forward. Moving to a new location, experiencing a change in leadership, or a change in size of the organization are examples of critical junctures.
CRM - an acronym for "Customer Relationship Management", the customer service practiced by box office and visitor services representatives, including selling tickets/admission, building membership/subscribers, ticket-return policies, etc. Also encompasses the software used to keep track of this data.
Customer - A person who exchanges something of value for your organization's artistic product. Usually, that thing of value is money, but it can also include the customer’s time and effort. For marketing purposes, ArtsMarketing.org prefers the term Customer over the term Audience.
Customer Profile - A description of a segment (group) of your arts organization's customers. This description can use demographics to create a broad outline of the segment or psychographics to create a detailed portrait of the segment.
Customer Service Policy - a document that defines and outlines an organization's commitment to good customer service.
cutline - (Publicity) Brief description for a publicity photograph with the event and key people pictured and credited.
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Data Processing - The steps involved in making rented lists mail-able and more effective for yielding increased response.
Database - A computerized system used for collecting information. A database allows the user to access collected information (or data) in a meaningful way.
Demographics - (also known as Identifying Characteristics) shared characteristics held in common by a group, such as age, sex, income, education, occupation, and geographic dispersion that are used to identify target markets. Demographics are an example of Inferred Data: data that is collected about a market through market research and applied to everyone in that market.
Direct Marketing - The field of marketing in which individuals are reached at their homes or businesses, and directly solicited and instructed to make purchases or take action. Direct Marketing includes direct mail, telemarketing and e-mail marketing.
Dollar Value - The amount a patron spends on a solicitation. People tend to make mail-order purchases in a consistent range. When evaluating outside lists, look for dollar values in the range consistent with your customers. High dollar responders will respond better to high dollar solicitations and low dollar responders to low dollar offers.
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E-mail client - Software/Program that hosts your e-mail account, through which you receive and send your e-mail messages.
Examples: Yahoo, Hotmail, Outlook, AOL, Earthlink.
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Environmental Analysis - Stage 1 of a Situation Analysis (stage 2 being the Competitive Analysis and stage 3 being the Internal Analysis) where you examine issues and trends in the broader society, including economic, demographic and cultural phenomena, drawing implications for your organization’s further growth.
Exact match - Only records that are identical in every way will be unduplicated. This method is ineffective for thorough unduplication because of typos and different standards of data entry by list owners.
exchange policy - Providing service through exchanges and refunds can leave your customers with a favorable and memorable impression of your organization.
A document that defines and outlines how an organization allows exchanges for tickets already purchased. The exchange policy makes a consistent approach possible, so every customer is treated with the utmost regard and courtesy. A written policy ensures that customer relationship staff members know the rules and processes to fulfilling an exchange request, and also know when they are empowered to bend the rules.
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FL - (customer relationship management, advertising) A general source code that stands for "Flyer".
Formal Surveys - A formal method of market research that involves using a questionnaire that asks structured questions about your organization's customer-related issues. Remember, you'll need to describe your customer segments as individuals, not as an undifferentiated mass.
FR - (customer relationship management, advertising) General source code for "Friend"
Frequency - The number of times a customer responds to a solicitation. The more frequently customers respond, the more likely they will respond in the future.
FSI - (sponsorship, advertising) "Free-Standing Insert" These are large, glossy, four-color advertising sections, that carry a brand message with a series of coupons. They are slid into daily newspapers, especially Sunday editions.(Source: LitLamp )
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Gen X - A market research term used in generational marketing, short for "Generation X". The term describes the segment of the current population born between 1965 and 1978. "Dubbed the 'Why Me?' generation [Xers were] born in the wake of the dominant Boomers...this is a savvy generation, enthusiastically ready, willing and able to take on the challenges they face." (Source Smith/Clurman, Rocking the Ages, HarperBusiness 1997.)
Gen Y - Generation Y - "Born during a baby bulge that demographers locate between 1979 and 1994, they are as young as five and as old as 20, with the largest slice still a decade away from adolescence. And at 60 million strong, more than three times the size of Generation X, they're the biggest thing to hit the American scene since the 72 million baby boomers. Still too young to have forged a name for themselves, they go by a host of taglines: Generation Y, Echo Boomers, or Millennium Generation." (Source: BusinessWeek Online February 15, 1999.)
Generational Marketing - A strategic business perspective that studies effects on cohorts (members of the same generation--people linked through the shared life experiences of their formative years--things like pop culture, economic conditions, world events, natural disasters, heroes, villains, politics, and technology--experiences that create bonds tying the members of a generation together." [According to the generational marketing perspective, "these shared experiences [help cohorts] develop and retain similar values...affecting everything from savings and sex, to a good meal and a new car."(Source Smith/Clurman, Rocking the Ages, HarperBusiness 1997.)
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Hierarchy of needs - Psychologist Abraham Maslow's theory that human needs are arranged in an order or hierarchy based on their importance. The need hierarchy includes physiological, safety, social/love and belonging, esteem, and self-actualization needs. (source: Marketing Monthly)
Household level - Removing all but one name per household.
HTML - "Hypertext Markup Language" - HTML files are text files that contain formatting tags that control how information (text and graphics) is displayed on the computer monitor also control how other audio and video files are executed. In the past one had to use HTML tags to create web pages. Today, with the "What You See is What You Get" HTML editors (such as DreamWeaver and FrontPage) the proper HTML is created automatically.
HTML E-mail - E-mail messages that include text formatting and images, much like you would see on a typical web site. In contrast, Text E-mail only features unformatted copy, typically in a basic font (Courier or Times).
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Identifying Characteristics (see: Demographics) -
Incremental Goal - A specific goal with measurable results. “To increase attendance among young urban professionals at after-work gallery talks by x%” is an incremental goal. The problem with focusing exclusively on these types of goals is they can be lacking in inspiration and therefore, are hard to mobilize support behind.
Inferred Data - Data that is collected about a market through market research and applied to everyone in that market.
Informal Interviews - A method of informal market research that involves talking to individual customers during intermissions or at other appropriate times during their visit, or inviting groups of customers to participate in focus group discussions. When you conduct these interviews, you'll want to have some specific questions in mind, but also be ready to pursue other ideas as they come up during the conversation.
Use informal interviews to explore customers' feelings and motivations, paying careful attention both to what they say and to what they leave out.
Informal Interviews - A method of informal market research that involves talking to individual customers during intermissions or at other appropriate times during their visit, or inviting groups of customers to participate in focus group discussions. When you conduct these interviews, you'll want to have some specific questions in mind, but also be ready to pursue other ideas as they come up during the conversation.
Use informal interviews to explore customers' feelings and motivations, paying careful attention both to what they say and to what they leave out.
In-Kind Sponsorship - (sponsorship) The payment of a sponsorship fee in products or services, in lieu of cash. Perceived to be a contribution because of the term in-kind. (Source: LitLamp. )
Inquiries - Individuals who request information about an institution’s offerings.
Internal Analysis - (Also known as SWOT--Strengths, Weaknesses, Opportunities, Threats--Analysis)
Stage 3 of a Situation Analysis (stage 1 being the Environmental Analysis and stage 2 being the Competitive Analysis) where you impartially assess your organization’s strengths and weaknesses, and the external opportunities and threats facing the organization, again, through your customers’ eyes, drawing implications for your organization’s further growth.
inverted pyramid - (publicity) a method of writing that begins with the main story idea and then works it's way down to the little details.
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Key Codes - To keep track of which lists work and which ones do not, you will want to ask your service bureau to assign a special identifying code by list to each record. By knowing how many names are mailed from each list and counting the number of responses that come to you with each code, you will be able to determine the response rates of the lists you mail.
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Lapsed - Customers who have not responded to any solicitation in a reasonable period of time.
lead - (publicity) the first sentence of a press release, designed to grab the attention of the reader.
LI - (customer relationship management, advertising) General source code for "listing"
Life stage - "How old you are and, therefore, where you are in life--physically or psychologically. We need different products and services as our responsibilities and requirements in life change." (Source: Smith/Clurman, Rocking the Ages, HarperBusiness 1997.)
List Broker - A marketing professional who specializes in renting and purchasing of commercially available lists.
List sanitizing - A program to check addresses records for accuracy.
Some service bureaus have programs that will be able to correct addresses that have been incorrectly entered.
Local Cultural Organizations - Customers of organizations in your area. A source for direct mail lists.
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Mail-order buyers - Individuals who shop by mail and tend to respond to mail solicitations. A source for direct mail lists.
Market - The group of your most likely prospective buyers; the first (and most important) of the three elements of direct marketing.
Market Research - The process of collecting and analyzing data about your products, your organization, your customers and your prospects in a methodical, organized and proven manner.
Market Segment - A portion of the total population defined through demographics and/or psychographics.
Market Segmentation - The process of dividing a market into distinct groups that have common needs and will respond similarly to a marketing action. (Source: Marketing Monthly) ArtsMarketing.org adds, Marketing Segmentation helps your organization determine which groups of people you will attempt to attract in order to motivate them to use your artistic product.
Marketing - The process by which you come to understand the relationship between your product and your customer.
Marketing objectives - Goals to be accomplished by an organization's overall marketing program such as sales, market share, or profitability. A good objective will be measurable, attainable, and socially significant.
Marketing Plan - A written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or a brand. (Source: Marketing Monthly)
Marketing Ps - (Also known as the Marketing Mix) The controllable elements of a marketing program including product, price, place and promotion. (source: Marketing Monthly)
Product: The arts experience that your organization offers. You should use consumer language to describe your product, rather than arts-related terminology.
Price: The cost to the customer. Includes money, time and effort involved. Price equals value. Customers pay for what they value, so be careful about decreasing your price—you may be lowering the value.
Place: Where you provide your product/service. In the arts, you often don’t strategically choose your locations, so it is the enhancement of the existing venue that marketers concern themselves with.
Promotion: The way in which you communicate with your current and prospective customers. You should focus on consumer benefits, rather than facts. Planning for promotion can solve that problem.
Mass Marketing - (also known as mass communication) Mass marketing groups people into large categories based solely on their demographics – age, income, gender, education level, etc. It assumes that all, or at least most, people in the same categorical group will react similarly to one marketing message. Because of this broad sweep approach, mass marketers rely primarily on mass media – television and print media – to reach their target in large numbers. The downfall of this approach, as you might guess, is that all people in a group do not share the same interests, desires and needs simply because they are the same age, same gender, or have the same income.
Match codes - A formula by which service bureaus pick elements of a name and address, thereby catching a certain percentage of duplicates that are not identical matches.
Mature - A market research term used in generational marketing. "Mature" describes the segment of the current population born between 1909-1945. "Matures grew up in tough times so they had a more constrained set of expectations. As a result their core values are what we think of today as "traditional values--discipline, self-denial, hard work, obedience to authority, and financial and social conservatism." (Source Smith/Clurman, Rocking the Ages, HarperBusiness 1997.)
Measurable - One of the three qualities of a well-defined marketing objective for a non-profit arts organization. If your organization's goal isn't measurable, then you can't really determine whether you succeeded or failed. Establish methods to measure your progress towards your goal, and to determine if you met your goal. For example, do you have a standard set of results (also known as a benchmark) to compare your own results to?
media advisory - (publicity) a news release used to announce an upcoming event (compared to a media/press release, which is sent out on the day of the event/announcement)
media release - (publicity) also known as a "press release"
A news release sent out on the day of the event, or on the day you make your announcement.
Medium - (pl. Media) The means by which you communicate with your current and potential customers. Can include advertising, direct mail, publicity, posters, flyers, etc.
Memberships - While not usually resulting in high revenue, memberships become a means of identifying interested patrons for additional offers throughout the season.
Mental Ladder - The ranking order or "top-ten list" of your customer's mind. If you are marketing an art museum then your aim is to be in the top three names when your target customer thinks of "art museums". This is especially important since each customer is bombarded with thousands of messages daily, and will only retain a fraction of those messages. He or she will remember those messages that catch his or her attention and seem to be speaking directly to him or her.
Merge/Purge - The process of unduplicating the names between lists. Direct mailers hear constant complaints from their customers about receiving duplicate pieces of mail. When mailing to several different lists, especially lists of a similar nature, it is easy to find the same names on more than one list. The proper merge/purge program is important not only to save unnecessary costs of duplicated mail, but also to provide a higher level of customer service to your patrons. Merge/purge can be achieved at different levels of competence. You should become familiar with the method your service bureau uses.
Merger - Joining with another organization in order to acquire its market strength.
Message - Also known as the "promise" or the "benefit", the message is one concise statement – just a line or two – that tells the Target why your organization is different and better than the competition.
Multiple Single-Ticket Purchases - A powerful offer that, like subscriptions, can achieve a high dollar order.
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National Change of Address (NCOA): - A postal computer program that tracks changes of address. An advantage to this program is that it will supply the mailer with a correct new address. If a household has not moved out of the area, they may well be recovered as a respondent.
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Observational Research - A type of informal research that involves looking carefully at your organization's customers and taking note of what you can directly observe or infer details such as what types of groups visit your arts organization or what do people do during intermissions? What do they do as they walk through exhibit areas, or take refreshment breaks? Observational research can also be used to collect more obvious details such as the approximate age, gender and race of the people your organization appeals to.
Offer - What you want your prospective customer to do; the second (and second in importance) of the three elements of direct marketing.
Opportunities - External forces creating a positive situation for the organization and/or product. Example: Economic growth in the organization’s geographic market creating greater disposable income for its customers.
Opt-in - E-mail communication the user has given his/her permission to receive. [The opposite of "spam".]
opt-in - The opposite of "spam", "opt-in" e-mail is mail you’ve requested by filling out a form of some type.
Outer Envelope or Mailing Panels - The outer envelope or the outer panels of a self-mailer brochure are the first thing the prospective customer will see.
Letter: organizes the sales story, presents the offer in a clear and simple way, and explains the benefits of responding to the offer.
Overkill vs. underkill: - In specifying the level of unduplication, overkill indicates very tight parameters in eliminating names. Underkill refers to loose parameters in unduplicating names.
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Package - The direct mail appeal in physical form; the third (and third in importance) of the three elements of direct mailing. The classic direct mail package consists of five pieces: 1. Outer Envelope or Mailing Panels 2. Letter 3. Reply Device
4. Organization Brochure 5. Return Envelope.
pitch - (publicity) Your verbal story idea for the news media--usually no more than two sentences.
POP - (sponsorship, advertising) "Point-of-Purchase." In-store promotional materials that are strategically placed to attract attention and expand product presence to stimulate customer purchases. (Source: LitLamp. )
Positioning (See: Branding) -
Postal discounts - The Post Office offers discounts to all mailers if they can meet certain specifications. Ask your mail house about qualifications for postal discount. Your mail house and computer service bureau should work together to insure that the final output of name and address records conform to postal service standards.
PR - (Public Relations) The strategic process of obtaining and managing publicity.
Premiums - (sponsorship, advertising) Promotional items, souvenir merchandise, or apparel produced by an event or sponsor promoting either or both, to be worn, sold, or given away. (Source: LitLamp.)
Prepare - To sort and code a list in a particular order, for specific reasons
Order: a request placed to another organization or list broker for a specific list or lists; needs to be detailed regarding qualifications such as specific zip codes, usage categories, etc.
press kit - (publicity) A collection of an organization's informational collateral materials (brochures, flyers, etc) along with its recent press materials (magazine/newspaper articles) and the media release detailing the event--usually given to reporters at the event itself, at a press conference, or sent to the reporter at his/her request. The press kit gives the reporter sufficient background information on the organization and the event.
Promotion - The coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or to promote an idea. (Marketing Monthly)
Property - (sponsorship) A sponsorable event, cause, or celebrity. (Source: LitLamp.)
Prospects - Those persons who may be prospective customers based on a need or desire for the product or service. (Source: Marketing Monthly)
Psychographics - (also known as Enriching Characteristics) (sponsorship, market research) Information that characterizes an audience based on attitudes, interest, behavior, and preferences. Used to profile and give life to data such as demographics. (Source: LitLamp.)
Public Relations - (also known as "PR") The strategic process of obtaining and managing publicity.
Publications - Readers of magazines and books where editorial content matches lifestyle interests of your customers. A source for direct mail lists.
Publicity - Communications regarding an organization, product, service, or idea that is not directly paid for or run under identified sponsorship.(Source: Marketing Monthly)
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Qualify - To determine what lists will be the most effective for the direct mailing or telemarketing campaign
Qualitative Research - The method of market research that is useful when you need an explanation of why or how consumers behave. This type of research produces insightful stories. To put it in marketing research terms, however, qualitative research results in “directional” data. The opposite of “projectable”, directional data can give you a pretty good guess about your market, but you cannot project them onto the larger population. Examples of qualitative research include focus groups and customer interviews.
Quantitative Research - The method of market research that is useful when you need to rank or predict something. It answers questions such as What do consumers buy? When? How much? How many? This type of research results in numbers and percentages that make it “projectable”—the opposite of directional. Projectable research relates information with almost absolute accuracy about the larger population. An example of quantitative research: closed ended survey questions such as the Census.
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Recency - A key data point of purchase history, tracking when a customer last made a purchase. People tend to be most responsive to solicitations when they have just responded to a previous solicitation.
Reply Device - Otherwise known as the order form; a well-crafted reply device helps the prospect immediately recognize the offer and understand what action should be taken.
Return Envelope - The value of a return envelope is that the return address is already filled out, and the postage may even be paid. All the prospective customer has to do is mail in the response.
Rights of First Refusal - (sponsorship) The rights of a sponsor to bid for the same or similar arrangements in advance of their competition. Normally negotiated as part of initial agreement. (Source: LitLamp.)
ROI - "Return on Investment" Sponsors measure their ties in a variety of ways, but all seek to gauge their return on a sponsorship based on specific business objectives. Return-on-investment can be the number of sales achieved, new accounts opened, business allies recruited, number of live leads generated, etc. (Source: LitLamp.)
RV - (customer relationship management, advertising) General source code for "review"
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Sampling - A method of encouraging product trial where consumers are offered samples, typically free-of-charge. (Source: LitLamp. )
Secondaries - Customers who have purchased or contributed but not frequently. One of your major marketing goals should be to upgrade a secondary customer to an active customer.
Segment - A group of customers--or potential customers--that share similar characteristics and behavior patterns. The similarities between people in a segment make it possible to look at the behavior of the segment as a whole and create a message that appeals to all the individuals in that particular customer segment.
Service Bureau - A company that processes lists and prepares them for mailing.
Mail House: a company that prepares mailings for post; they are knowledgeable about US Postal Service regulations and current practices that can save non-profits money.
Single Voice Communication - A term used by marketers to describe the technique of creating a message that communicates the same benefit or uniqueness even through different types of media. Single Voice Communication is effective because the more consistently your communications speak with a single voice, the more effectively they can build upon and reinforce one another to create a single, strong, memorable impression of your organization. Different people are reached and persuaded by different communications vehicles, so a multimedia approach is definitely in order, but your message should always be clear.
Situation Analysis - An intense self-examination that starts out the marketing planning process. The situation analysis involves answering the question “Where are we?” by asking a series of questions about an organization and the world in which it functions. The process of answering these questions helps the organization narrow down its problem and the potential solutions to that problem. The situation analysis should lead the organization to its best short and long term solutions. There are three stages to a situation analysis: the Environmental Analysis, the Competitive Analysis and the Internal Analysis.
Socially Significant - One of the three qualities of a well-defined marketing objective for a non-profit arts organization; "Socially significant" is broader than "mission-driven." It indicates an intersection between the organization's mission/vision and the target customers' perspective.
soundbite - (publicity) a catchy, memorable piece of dialogue (a quote, commentary) that is no longer than 7-10 seconds long.
source code - (customer relationship management, direct mail) a code that represents any form of advertising such as a newspaper ad, a radio spot, a special offer, reviews or word of mouth. Source codes are tracked to show the effectiveness of the advertising.
source code specificity - The Marketing department and box office can mutually decide the specificity of coding and reporting. General source codes do not provide as detailed a picture of activity as specific ones do. However, the margin for error is greater when using specific source codes (if a customer heard about the show through a method other than is on your list, that data can be lost).
source code tracking - (customer relationship management, advertising) The secret to analyzing the impact of advertising is "source code tracking." If the Marketing department wants to save money by placing a Friday ad instead of a Sunday ad, the ad's effectiveness can be measured by source code tracking. If a source code doesn't "track," then money will not be wasted the next time around.
Spam - E-mail marketing term for e-mail that you receive, but didn't request--the equivalent of "junk mail" in which the recipient has not "opted-in" i.e. given his or her permission to receive this communication.
Splash Page - On some Web sites, the "Welcome" page--the first page that comes up when the site is accessed. The splash page usually consists of graphics and/or Flash animation, and contains one command: Click here to enter. The splash page is generally regarded as bad design since 50% of users leave a site after the first click.
Sponsor I.D. - (sponsorship) Audio or visual acknowledgment and recognition of sponsor: PA announcements, on-air mentions, merchandise, publications, etc. (Source: LitLamp.)
STBs - Market research abbreviation for Single Ticket Buyers in relation to SUBs (Subscribers).
story angle - (publicity) the aspect of the story that you find the most compelling.
Strategy - The overall plan for reaching an objective.
Strengths - The aspects of your organization that are strong and solid.
Stretch Goal - A broad goal that is inherently appealing because it represents a larger vision for the organization/product, such as “becoming the world-leader” in your field. Strong marketing objectives contain both stretch goals and incremental goals.
SUBs - Market research abbreviation for Subscriber in relation to STBs (Single Ticket Buyers).
Subscription - A powerful direct marketing offer because of high dollar average order and the ability to sell multiple performances at once.
Successful Need Fulfillment - This process focuses on your customers needs, by first determining what people want from their leisure activities. What is the need you are attempting satisfy with your artistic product? Is it to enable customers to have a great time, to relax and unwind, to share a great emotional experience, to see the world in a new way? Next, identify how you can position your product as a way to satisfy these needs. Finally, bring your venue to life by communicating the kinds of experiences prospects can expect to have if they use your artistic product.
Successful Need Fulfillment - A process that focuses on your customers needs by first determining what people want from their leisure activities:
What customer need/s is your organization attempting to satisfy with its artistic product?
How you can position your product as a way to satisfy these needs?
Bring your venue to life by communicating the kinds of experiences your prospects can expect to have if they use your artistic product.
Support - Facts and features about your organization that support the message. Supporting facts and features give your customers permission to believe that your organization’s message is true.
SWOT analysis - An analysis of an organization's Strengths/Weaknesses/Opportunities/Threats (see Internal analysis)
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Tactics - The tools you employ to fulfill your strategy and achieve your objective.
Target - The group of consumers to whom you are going to direct your marketing initiatives.
teaser - (advertising) a clever, catchy headline message
The Third Place - A social science term; the idea that everyone needs three places to be - home, work and a third place. While that third place used to be filled by church or civic groups, over the last 30 years these options have been losing popularity with the general public.
Threats - External forces that create a negative situation for your organization/product. Example: New competition moving into your geographic market.
Tiered-Pricing Systems - This method of pricing takes into account that different customer groups place different values on the artistic product. The different needs of each customer group are reflected in the price levels.
Tone - The feeling your customers should take away from your organization’s communications; The personality of the product or service your organization is offering? If the tone of your communication isn't compatible with your customer's mindset, you’ll miss the target.
Turn-key - A phrase used by sponsors who want the sponsee to help execute their relationship. Under such an arrangement the sponsor expects assistance with PR, event logistics, employee involvement, signage placement and client
hospitality to make the relationship "turn-key," for the sponsor.(Source: Litlamp.)
tween - A market research term describing the age group of 8 - 12 years old; kids in this segment are between childhood and their teenage years, hence the term "tween".
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Unduplicating - Eliminating duplicate records from a mailing list sot that recipients don’t get multiple pieces within the same mailing.
Upper-Level Contributions - A more difficult offer. You can’t expect to receive high numbers of upper-level contributions from mailing to outside lists. However, response to an upper level contribution is a means of upgrading customers within the database.
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Value - The worth or utility a consumer identifies with your product or organization. Can be equated by subtracting the total costs (or negatives) associated with the experience from the total benefits (or positives).
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Weaknesses - The aspects of your organization that are currently problems or could really benefit from some improvement.
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