1. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com

2. MAXIMIZING GROUP SALES PRESENTED BY- Tyrha M. Lindsey Worldwide President & CEO L.A.I. Communications

3. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com MAXIMIZING GROUP SALES SEMINAR OBJECTIVES I. Assist participants in understanding the behaviors of all potential audiences that can support as arts product. II. Assist participants in how to “invite” groups and keep them by creating “brand relevance” with internal and external efforts. III. Seminar resources for connecting with new groups. 5

4. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com WHO IS THE TARGET AUDIENCE FOR YOUR ART? PRIMARY AUDIENCE Who are they? What do they like? Where do they go? SECONDARYAUDIENCE Who are they? What are their entertainment options? What do they like?

5. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com WHAT IS BRAND RELEVANCE? 1. Television *From Brandweek

6. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com HOW TO INVITE GROUPS TO THE “PARTY” WHAT WORKS- Using appropriate spokespersons Using effective and relevant messages and visuals Making sure internal processes are in alignment with external efforts Effective follow-up in short and long term Saying “Thank You” WHAT DOESN’T WORK- Using inappropriate messages and visuals Making assumptions and catering to stereotypes Internal processes not in alignment with external efforts Inappropriate treatment Insincere follow-up

7. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com CASE STUDY: “Dance Company Ambassadors” GROUP OBJECTIVES I. Strengthen brand’s relationship with the group. II. Generate buzz and build awareness of group about dance company. III. Sell tickets and sell-up if possible. IV. Maximize short term sell to create long-term relationship with group. 5

8. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com CASE STUDY: “Dance Company Ambassadors” WHAT WE DID I. Identified the social butterflies and workerbees in the market that had in-roads to various constituencies. They became our “steering committee” and our core “ambassadors” II. Maximized community outreach -Created introduction letters, e-blasts, and invites on behalf of the “ambassadors” -Launched events headed by ambassadors for their constituencies (and promoted dance company as well as sold tickets. III. Customized Nights/Performances -Created niche/themed performance nights for various groups -Made groups feel very comfortable and “welcomed” 5

9. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com GROUP EXERCISE: YOUR TURN YOUR ASSIGNMENT: Develop a innovative group sales packages for Business professionals / women / seniors 5

10. MAXIMIZING GROUP SALES GROUP DISCUSSION

11. L.A.I. COMMUNICATIONS New York * Ohio www.laicommunications.com