Get to Know Your Audience: A Human-Centered, Data-Driven Approach

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.

The Case for Comprehensive Marketing Planning; and/or, Know Your Consumer—or Else

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.

The Arts Experience and Reducing Audience Churn

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?

Taking Down Practical Hurdles

Try taking a youngster to a museum. It’s not easy. Where will you put the stroller? What about the crackers and the Cheerios? Such practical thoughts, and others like them, run through the minds of people who are interested in participating in the arts—but haven’t yet committed.

The Road to Participation: Countering Misperceptions

Reviewing theoretical and data-driven research, along with practical experiences from arts organizations over the past 10 years, The Wallace Foundation and its partners have developed a much better understanding of the reasons people choose to go, or not to go, to an arts performance or exhibition. The decision is not a simple case of yes or no.

Getting your Priorities Straight

Every new season at a performing arts organization is like a road trip to a new destination. We’re experienced enough after taking these trips for years to know how to prepare and what to pack. But since the trip changes every year, there are still plenty of adventures (and challenges) to be had. 

The Room Where It Happens

The individuals who are in the room when decisions are made can make all the difference to the following weeks and months of labor to build brand, engage the community, and develop future audiences.  Here are a few helpful hints for you to make the case why marketing should be “in the room” to influence positive outcomes.

The More Arts Marketing Changes, The More it Stays the Same

While the arts marketing landscape changes, and the methods are changing with them, some things will stay the same. This week, read tips, thought-provoking questions, and “lessons learned” from a broad range of professionals in our arts marketing blog salon. 

Writing a Marketing/Advertising Plan? Start Here!

Many organizations approach writing a marketing/advertising plan like a deer in headlights. But, it’s really not that hard! You just need to ask (and answer) the right questions. 

National Arts Marketing Project Kicks Off Second Pennsylvania Cohort

Thursday, June 28, 2018

Americans for the Arts, the leading organization for advancing the arts and arts education in America, is pleased to announce the second cohort of the Arts Marketing and Audience Engagement in the 21st Century: Building the Capacity of Pennsylvania’s Cultural Sector, a new, five-year initiative to strengthen and advance the arts marketing and audience engagement skills of Pennsylvania-based arts and cultural professionals. 

Win More Grants: Integrating Evaluation with Stories

Do you want to wow your donors and secure more funding? Arts programs that consistently attract more funding intentionally combine evaluation results with stories to inspire action.

Engaging a Fan Base: Arts Patrons as Fanatics

What can we, as arts marketers, learn from sports marketers about how they cultivate a culture of fandom? How can we benefit from thinking about our patrons as fanatics?

Ballin’ on a Budget? Five Reasons Why You Need to be Using Canva

Arts marketers, if you’ve never used the online design platform Canva, then you need to change that—starting today! Here are five reasons why.

Help, I’m Marketing and I Can’t Get Up

How many of us are walking a line at our jobs between being an arts marketer, or not? Nowadays it seems as if dual and blended roles are becoming increasingly the norm for all except the largest arts and cultural organizations.

What does hosting a birthday party for a hotel duck have to do with arts marketing?

Participating in a special marketing initiative for Pennsylvania arts administrators gave our organization the tools we needed to expand our reach and strengthen our storytelling strategies.

Pennsylvania Council on the Arts, Arts Marketing and Audience Engagement Initiative

Thursday, March 8, 2018

Focusing on the Western part of Pennsylvania, the second Cohort of this program will participate in an intensive two-year curriculum that provides all participants the opportunity to build new skills in arts marketing and audience engagement. Applications for the 2018-2020 program are open through April 27, 2018.

Customer Retention is Broken. Here's How to Fix It.

Content sponsored by Spektrix.

For arts organizations, retaining customers means building a core audience who are loyal, will take risks with you and in general are easier to sell to. These customers are also more likely to support your organization with donations.

Memphis to Host Nearly 500 Arts Marketing Professionals at Americans for the Arts’ National Arts Marketing Project Conference

Wednesday, November 1, 2017

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Americans for the Arts and ArtsMemphis will host the annual National Arts Marketing Project (NAMP) Conference in Memphis, Tennessee, November 10-13, 2017. The largest gathering of arts marketers in the country, the conference is a critical forum for arts groups to discuss the rapidly changing demographics and behaviors of U.S. consumers, as well as how arts and culture organizations can remain relevant in the era of consumer control. 

Arts and Cultural Solidarity

For many artists, making art is a coping mechanism to find inner calm and some kind of understanding about a confusing, chaotic world. So how might art heal our world? How might the artist become the healer?

Questions to Begin a Conversation about (Re)Designing Your Organization for Equity

As we approach the upcoming National Arts Marketing Project Conference in Memphis, I’m excited to enter a new conversation about the possibilities for our sector that can be unlocked by embracing a designer’s mentality to address the critical need to diversify our audiences, our leadership, and our organizations.

Please, Do Your Own Facebook Advertising

Facebook’s changes suggest a general direction towards offering incentive for DIY advertising. Anyone who can send an email, shop on Amazon, or navigate around a basic spreadsheet can learn Facebook advertising basics by launching a campaign in under an hour.

A Perspective on Accessibility

I’ve long held that audiences with disabilities, including deaf audiences, would benefit from being considered from a marketing perspective and understood from a multi-cultural standpoint, rather than a strictly legal requirement/service perspective.

Engaging a Mid-Size Community with Digital Content

When you work for a non-profit arts organization outside of a metropolitan area, it’s easy to fall into the mindset that what works for the big organizations won’t work for you—even when you know your mission is BIG.

This is Not Your Grandmother’s Arts Scene.

Or maybe it is? Or maybe it isn’t. The challenge that arts marketers face is navigating the changing landscape and being mindful of the identity and personality of the organization balancing against welcoming the whole community.

NAMPC Early-Bird Registration Ends Friday, August 25

Monday, August 21, 2017

On November 10-13, the NAMP Conference and more than 650 arts marketers from across the country will head to Memphis, TN to explore latest arts marketing trends, skills and innovations in technology. Register by August 25 to lock in early-bird pricing and save up to $100.

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