The Artist’s Post-Digital Playbook for Marketing and Engagement
- Mar 23, 2017
- Resources for Individual Artists
- Laguna Beach, CA
In order for the arts to have a sustainable future, artists must become the masters of creating lasting connections with the modern consumer. The daily life of the post-digital consumer is dominated by fleeting headlines on Facebook, ‘Netflix & chill’, and Beyoncé’s Lemonade. The successful artists of tomorrow will embrace the fact that we must compete with pizza rats and angry cats to win the attention and loyalty of new arts patrons.
In this workshop, we’ll explore some of the most commonly utilized tactics for marketing and audience engagement from top industries and businesses. We will investigate the media consumption habits of today’s arts patrons. We will then use these insights to inform a strategic approach to marketing communications with a focus on audience growth.
To guide our communications planning, we will spend some time to understand the principles of personal branding, strategic positioning, and consumer retention management. In order to gain value from this workshop, artists must bring along their own sense of who they are. Artists, like businesses, must have a compelling reason for how and why they can make a positive impact on the world. We will learn how to use this artistic compass to create marketing communications that are authentic and effective.
After completing this workshop, participating artists will be able to:
- Identify the most appropriate traditional and digital marketing mediums which align to their practice
- Leverage all available and appropriate marketing tactics using the most effective strategies
- Create a sustainable plan for managing the selected marketing communications methods