Rethinking Arts
Marketing for
the 21st Century

Capacity Interactive is hosting a digital marketing workshop designed for arts administrators in Columbus.

The Details 

When: Wednesday, February 26 from 9:00am - 11:00am EST
Cost: Free
Where: Thurber Center | Algonquin Room 
Address: 91 Jefferson Avenue, Columbus, OH 43215
When You Arrive: Please arrive at 9:00 am. A light breakfast will be served before the session begins.
Parking: Parking on Jefferson Ave. is metered. Free visitor parking is located in the lot directly behind Thurber House and Thurber Center, accessible off 11th St.

Presentation

Rethinking Arts Marketing for the 21st Century

In 2019, Capacity Interactive worked with arts organizations across the U.S. and Canada to survey over 18,000 recent ticket buyers. The main goals were to understand their media habits and influences when deciding to purchase tickets to arts events.

Here are a few takeaways from the research:

Recommendations from friends and family and content created by arts organizations are more influential factors than advertising and the opinions of professional critics when deciding whether or not to see a performance. 

The majority of all surveyed ticket buyers, including those over age 75, indicated that they prefer purchasing tickets online to purchasing over the phone, in person, or by mail. 

Overall, there was a 34% increase in using a smartphone to purchase tickets in the last year since 2017.

This session will reveal more results of the Ticket Buyer Media Usage Study and explore the flywheel model of engagement, which illustrates that effective marketing is about creating delight and reducing friction.

Schedule

9:00am - 9:30am EST: Networking and light breakfast 

9:30am - 11:00am EST: Rethinking Arts Marketing for the 21st Century

Special thanks

Special thanks to Thurber House and the Columbus Arts Marketing Association for their partnership on this event.