It used to be that the success of arts marketers was dependent on how well they could predict the future and then pray for success. But those days are over.
Today, arts marketers can rely on data analysis and market research to make well-thought-out strategic decisions.
I, for one, am glad that marketers no longer have to rely on future telling because marketing is an essential part of the arts experience. As a jazz trombonist, I had to learn how to market myself to land gigs and then market my gigs so that people would come to them. Arts organizations have to do the same. But they must market their organization as well as individual performances.
Several years ago Brooklyn Academy of Music (BAM) ran an institutional marketing campaign with the theme “BAM and then it hits you.” The message they conveyed was that the experience at BAM lingered long after you left. This campaign excited people about BAM as an entire organization, as opposed to a singular performance.
There are countless other examples of successful marketing campaigns in the arts. As emerging arts leaders I think it is essential we pay attention to trends in marketing. What are the latest trends in arts marketing? How do arts marketers use data analysis and market research to make strategic decisions? What type of programming is becoming most difficult to market? There is an endless amount of questions we can ask. Read the rest of this entry »