Growing up in the 80s and 90s, I shared a hobby with other Generation X-ers: I made my own mix tapes. Simply pop a cassette in the dual tape deck, and tape songs heard off the radio, from compact disc, or even vinyl.
Younger generations would find this procedure outdated. Dead, even. Yet the art of the mix tape isn’t dead, entirely. It is the technology that’s changed.
Now instead of tapes we use playlists generated from sources like iTunes that are synced with iPods or other such devices. Music lovers today simply need to grasp the new tools at hand to make your own mix tape.
The same can be said about the Marketing Mix. I’ve been in the arts marketing field for over a decade, and in recent years I’ve heard variations on a theme. Advertising is dead. Direct mail is dead. Subscriptions are dead. Even Marketing itself is dead.
However, it is also the case that technology has evolved, giving us marketers even more ways with which to communicate the products we have to offer our audiences, test new tactics, and analyze the results. One individual marketing tactic may not make or break your ticket sales as they once had; it is all about your Mix.
The trick is to figure out the tools best suited for your audience, find the right beat, and strike the appropriate balance for your organization’s Marketing Mix, taking advantage of the new tools at hand.
Some points to consider the balance of your Marketing Mix, which has helped my many campaigns move and groove into ticket sales and audience development:
Who is my audience? Who else could we/should we be serving? This can help you make decisions for your price, packaging, and messaging throughout your advertising and social media engagement. Read the rest of this entry »