Ms. Rachel Ciprotti
Being David in a Goliath World: Finding Your Place in the Marketing Noise
Posted by Oct 07, 2014
Ms. Rachel Ciprotti
The ancient story of David, a young man who defeated the giant Goliath using only a small stone and a slingshot, is an apt metaphor for the situation most (perhaps all?) arts organizations find themselves in these days. The marketing world has become entirely fragmented, with hundreds of different channels competing for the attention of every consumer – that means every potential audience member. We are all inundated with emails, ever-multiplying social networks, television, radio, print, digital magazines, review sites, event sites, crowdfunding, discount ticket sites, etc, etc.
How can we cut through the clutter? How can we get our message across when the channels are overflowing with behemoth corporations spending the equivalent of our yearly operating expenses on a month’s worth of Facebook ads?
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