Engagement and marketing are not the same thing, but they can work very well hand in hand. As a marketing tool, engagement has everything to do with fostering a richer, fuller experience for those who are already in the building, and then, in turn, encouraging them to tell others about their experience.
As Snapchatters make their way around our cities, attending performances in our venues and viewing exhibitions in our museums, they’re Snapping and sharing those experiences in the moment.
Nina Simon's book, The Art of Relevance explores how mission-driven organizations can matter more to more people. The book is packed with inspiring examples, rags-to-relevance case studies, research-based frameworks, and practical advice on how your work can be more vital to your community.
The Brooklyn Museum is making great strides with audience engagement through their latest technology tool, the ASK app.
Art and artists have historically provided social commentary and a critical lense our society needs, something the arts and culture sector could also contribute.
The pursuit of cultural equity is a journey of mountains and valleys, someone once told me. It is a series of hard climbs, brief moments of celebration, if you’re lucky, and then the progression begins again. It is the type of work we do against our comfort, because it is necessary.
Univeristy Musical Society works to develop insights into how exemplary performing arts organizations can successfully expand their audiences and retain them over time.
What can a church show us about marketing . . . How about a slew of audience development activities that could serve as a model for arts organizations?
There are two groups standing on opposites sides of the parking lot. Bruised and battered, knuckles taped up, and ready to go at it again. If it’s your first time, you almost always have to fight. This is the fight club that sometimes happens between the artistic and Marketing departments after a production fails to sell well.
Recently I was privileged enough to conduct a NAMP workshop in Western NY…Buffalo.
Andy Horwitz, writing in the Atlantic, concludes that the federal government, because it has not adequately supported the National Endowment for the Arts, is contributing to the weakness of the culturally diverse and ethnic arts organizations in the country. He misses two key points and, I believe promotes the wrong solution.
The rapidly changing landscape of technology and the digital experience has led to innovative ground breaking opportunities to connect your arts group with new audiences.
Creativity in the arts has a counterpart in the tech and entrepreneurial sector, so we ventured to neighboring tech firms, and what we heard about the ways in which creativity factors into their work inspired us.
As quickly as we become comfortable with the latest electronic messaging and social media platforms, we find we are playing catch-up on the next important trend or the newest process.
What gets measured gets managed. Is your organization measuring the right things?
We, artists, make products that are themselves high impact experiences. We are experts in making meaningful experiences, and yet we shroud our products, our works of art, in austere identities and formulaic experiences.
Your organization sets its priorities as an institution by what you collectively decide what to measure.
Each year, in partnership with the Destination Marketing Association International (DMAI), Americans for the Arts honors the synergistic relationship and outstanding cooperative efforts between a Local Arts Agency and its Destination Marketing Organization in two communities across America.
Across the country, arts organizations are constantly seeking ways to do more with less and fundraise creatively and collaboratively. For artist led organizations, this need is only amplified by lack available funds that can be dedicated to operational support, and the need to create an artistic product.
On your website, landing pages are where the action happens—at least, that’s the goal. Good nonprofit landing pages can make your website a converting machine. If a landing page is designed well, users will know exactly what you want them to do within five seconds.
The Utah Museum of Contemporary Art (UMoCA) is one of the many arts and cultural destinations when visiting beautiful Salt Lake City, Utah.
To become a truly stable organization, you need to have a strong brand recognized well beyond your own social circles.
If there is one word that keeps me up at night it’s “community.” Keeping my mental wheels in a twirl is the question: "what are we really talking about when we talk about community. . ."
Despite their show’s touchy subject material, this event’s producers have developed a number of canny audience engagement techniques that make viewers feel welcome and comfortable.
Let’s face it: sometimes it seems like marketing and development couldn’t be more different.
The thing about surveys is that they often tell us what people think they think rather than what they actually think.
What’s the most common reason people who want to attend the arts don’t follow through?
“Socializing is still the most commonly cited reason for attending the arts. Lack of time is still the most frequently named barrier to attending the arts.”
Art can be transient and can be enduring. It can be sold or solely experienced. Still, among the many types of encounters with art, the process of marketing art fits into a peculiar place.