Arts Marketing Blog
As we close the book on 2018 and open a new edition for 2019, the world of arts marketing and marketing in general continues its furious pace. What trends we should be keeping an eye on for the coming year?
The words “new play” or, even more so, “new musical” tend to strike excitement in the hearts of artistic directors, terror in the hearts of managing directors, buzzworthy glee in the hearts of funders, and, unfortunately, hesitancy in the hearts of audiences.
Content presented by PatronManager. In economic news, we sometimes hear that the arts aren’t doing so well. So, how can your arts organization defy this trend and become a sustainable entity for years to come? I have three letters for you: CRM.
As I was preparing for my presentation at the upcoming National Arts Marketing Project Conference, I interviewed a number of bloggers, digital media experts, marketers, and influencers to get their take on the highs and lows of using social influencers to promote your products and experiences.
Social media has become a bona fide and critical component of the customer path to purchase—and arts marketers are taking advantage, successfully using social media to make their organizations more relatable, promote upcoming shows or exhibits, and gain memberships with special announcements and behind-the-scenes content.
My recent foray into professional arts marketing shows me that there’s much we can learn from each other on ways to link historically overlooked and disenfranchised communities with the mainstream theater communities who want to invite them in.
Arts organizations often find a delicate balance in planning a season that generates necessary revenue and attendance, while still being driven by a meaningful purpose. The ultimate goal is to provide opportunities rooted in a place of purpose, guided by your mission, that have the ability to reach a largest possible range of individuals.
An honest, unreserved commitment to community collaboration brings healing and positive growth. If your arts organization feels like their outreach and engagement is not as successful as they had hoped, remember these four key approaches to bring you back to the root of meaningful arts programming.
To communicate effectively, it really helps to know who you’re communicating with. As an arts marketer communicating on behalf of an organization, audience research is one of the most important tools we have to understand who our audiences are and what they want.
Comprehensive marketing planning will help you know your consumers better, which will help you maintain deeper connections and relationships with them. The process, while rigorous, provides the best way forward to understanding all the issues surrounding marketing efforts.
If you could attract neophyte audience members and get them to return by buying them a glass of wine, wouldn’t you do it? And if it was even easier to get them to the next step, becoming regulars—say, all it took was greeting them by name—wouldn’t you do that?