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Let’s Explore: Engagement
Melanie Harker I am an arts explorer. Investigating ideas, pursuing new bits of information, engaging in conversation, or listening to the buzz around me; I thrive on discovering new perspectives and...
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Act, Don’t Just React: A Holistic Approach to Communications
Megan Wendell Today’s media landscape of shrinking newsrooms, thinner newspapers and less in-depth arts coverage poses challenges for cultural organizations. It also offers new opportunities — as long...
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Working with Public Transit to “Transport Opera Audiences”
Doug Tuck Vancouver Opera recently received a grant from OPERA America’s Building Opera Audiences initiative, funded by the Ann and Gordon Getty Foundation, to help us address three major...
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Breaking Barriers and Embracing Change: A History of the Apollo Theater
Aryana Anderson Before the Apollo Theater opened for its inaugural performance on January 26 1934, Harlem’s 125th street was a shopping center for residents in the mostly white upper-middle class...
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Arts Marketing Campaigns and the Segments Who Love Them
Will Lester Arts marketers are often in the business of predicting the unpredictable: “If I do (insert tactic), will they come?” The question applies to every piece: an expensive brochure, a low-cost...
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What Your Audience is Actually Looking For
Sara R. Leonard A few weeks ago “Pixar’s 22 Rules of Storytelling” was making the social media rounds. The album was inviting and eminently repost-able, but days after reading it, one of the points was...
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More Than Pro Bono: Meaningful Cross-Sector Partnerships Build Community
Rebecca Burrell At The Right Brain Initiative, an equity-based arts-in-schools program in the Portland area, we’re committed to marrying marketing and community engagement in the organic sort of way...
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Participation is Power
American Museum of Natural History Whale Tweetup The National Arts Marketing Project Conference is just over 1 month away and I’m thrilled to be both attending and speaking for the very first time. But...
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Facebook can be effective – if you are willing to pay
Ron Evans I remember three or four years ago when the big push for many arts groups was the learn to embrace social media. Facebook was booming for both business and personal pages, and nobody wanted...
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Show Me: Adapting to the Visual Realm
Amanda Bell I’ve been thinking a lot about how a line from one of my favorite musicals, My Fair Lady, pertains to arts marketing. Bear with me. For those who don’t know it, the Lerner and Loewe...
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Warning: Community Engagement on Social Media Nears Extinction for Brands
James Sims If size matters, community engagement must not, or so the current trend of Facebook advertising and it’s near white-noise moment forecasts. Now that the dust has settled on arts...
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People Make Places
Carol Jones I live and work in a small city, the capital of a small country that has four times more sheep than people. Cardiff (www.visitcardiff.com) has a population of less than 350,000 but has a...
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Retaining and Building Your Community by Working the Margins
Steven Roth Here’s the data* – we all know it: Somewhere between 60% and 80% of single ticket buyers never return. Multi-buyers (including subscribers) can account for over 50% of all ticket income and...
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The Advantages and Strategies of Marketing Arts Products Online
Michael Marchetta If you want to show customers service that surpasses their arts-related wants and needs, you need to go beyond just the standard “bricks and mortar” museum or store and create an...
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Social Media Strategy: Find the Cool Kids
Alex Delotch Davis Social media marketing seems to run the gamut of potential impact — from exponential success, a la Dove’s “Real Beauty” campaign, to screaming in the dark and bargaining for likes....
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