Ideas

Meet the New and Improved Benchmark Study

November 19, 2018

The 2017 Arts Industry Digital Marketing Benchmark Study is available for download and this sixth edition holds a ton of new data to help you market smarter. We rethought our approach to make sure we’re giving you the metrics and key performance indicators that can fuel conversation about growth and help you make informed decisions. It’s double the length of previous versions, since the data’s cut in a couple new ways. Here’s a guide to help you get the most out of it.

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Taking a Different Approach to #GivingTuesday

November 16, 2018

Let’s hop into our digital marketing time machines. The year is 2012, and the 92nd Street Y, in partnership with the United Nations Foundation, established #GivingTuesday. The power of social media was used to launch a movement of philanthropy in communities worldwide.

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The Flywheel: A New Model for Arts Marketing

November 8, 2018

There is a new marketing model I can't stop thinking about. It's called the Flywheel. It's a new paradigm to model modern marketing that I learned about at the 2018 Inbound Conference from HubSpot’s CEO, Brian Halligan. His presentation outlining the Flywheel is long, but it’s worth watching.

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The New Duel: Subscriptions vs. Memberships

October 15, 2018

For years the arts and cultural industry has been on edge. We keep waiting, and perhaps hoping, for packages that yield our largest quantity of repeat attendance to die. Why?

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Leveraging Email’s Unrivaled Marketing Strengths

October 10, 2018

It’s quite a trick. How did email, the original digital marketing channel born in 1970, become not just reliable, but effective, trusted and dare I say, cool?  No doubt you’ve seen the data on email’s conversion rates. It’s still your best marketing spend by a mile. But there’s a bigger story to email than just conversion stats. Why has email been so resilient, why is it so effective and more importantly, is there still a tangible opportunity for the modern marketers with email?

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Email Campaign Strategies that will Multiply Your Resources

October 4, 2018

Digital marketers of the world, if we all had the budget, time, and staffing resources that we wished we had, then we’d be unstoppable. But, working in a non-profit often means having to market on a shoestring. That’s why it’s important to be strategic and prioritize high-impact, low-effort campaigns.

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Overcoming Social Content Challenges

October 1, 2018

The road to social content bliss is often met with some challenges along the way. Whether you’re creating content from scratch or only have a small pool of artist-approved assets, you don’t have to put the brakes on creativity. That’s right. There are solutions ahead.

Arts marketers from two different organizations and genres discuss their social content challenges and how they found solutions to keep their content fresh and engaging. 

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Planning for High Volume On-Sales (The Donut Problem)

September 26, 2018


Let’s say you have twelve delicious donuts in a box. You bring them into a classroom of first-grade kids, frothing with glee after recess. You put the donuts on a table. Cake donuts. Glazed donuts. Different flavors. They smell good. They’re even still a bit warm.

You say, “Who wants a donut?”

What happens? All thirty kids come rushing to the table and start grabbing donuts in a fierce dustup of flying sugar, elbow jabs and colorful uses of the word booger

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Website Navigation: Tips for Smooth Sailing

September 12, 2018

Navigation, whether you’re talking ships or the web, refers to a method of determining one’s current position, distance traveled, and plotting the course to a destination. When it comes to your organization’s website, you want your users to be able to quickly and easily find what they’re looking for. This is accomplished by putting an interface into place that clearly plots out the information and actions available and encourages them to move through your site with confidence.

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The Best Google Product You're Probably Not Using

September 6, 2018

The beginning of the fall arts & culture season is a great time to review all the platforms and features in your digital marketing toolkit. Most savvy marketers already know the basics of Facebook, Snapchat, Instagram, Twitter, and Google Adwords. But there’s one product you may have overlooked: Google My Business.

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2017 Arts Industry Digital Marketing Benchmark Study 

Want to see how your organization stacks up with data from 180 arts and culture organizations? Download this free study and market smarter. 

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Digital Marketing Boot Camp for the Arts

Stay tuned for 2019 dates, location, and information 

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Podcast Series 
CI to Eye 

Erik Gensler, the President of Capacity Interactive, speaks with thinkers and leaders inside and outside of the arts about leadership, marketing, organizational culture, and innovation.

 

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