Rethinking Arts
Marketing for
the 21st Century

UPDATE: WORKSHOP IS Postponed

As matters have escalated with COVID-19, we will be postponing our session in Los Angeles, originally scheduled for Friday, March 20. We’re aiming to reschedule the workshop as soon as possible and will reach out again to confirm in the coming weeks.

Presentations

Understanding Arts Buyers’ Media Habits & Influences

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. 

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.

Please note this session is similar to Erik’s presentation, Turning Patrons Into Evangelists, at Digital Marketing Boot Camp for the Arts 2019.

Extracting More Value from Your Web Analytics

Arts organizations collect rich data on how users engage on their sites, but far too often that data is used solely for monthly performance reports. This session will highlight the importance of going beyond using your website data for reporting. You will learn how to brainstorm, conduct, and act on analyses to gain insight on who your users are, where they are coming from, and what they are doing once they get to the site.

Schedule

11:30am - 12:00pm PDT: Networking and light lunch
12:00pm - 1:30pm PDT: Understanding Arts Buyers’ Media Habits & Influences
1:45pm - 3:00pm PDT: Extracting More Value from Your Web Analytics

SPECIAL THANKS

Special thanks to the Wallis Annenberg Center for the Performing Arts for their partnership on this event.