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.

Read More >

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.

Read More >

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?

Read More >

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

Read More >

Ask The Industry: Managing Multiple Social Content Contributors

August 23, 2018

Ask the Industry features advice from arts marketers in their own words. We hope you can learn from them and it will spark new ideas for your organization.

This month, we’re asking, “How do you manage multiple social content creators and contributors?”

Natasha Porizkova and Bill Spellman (AT&T Performing Arts Center), Laura Bowman and Jonathan Stiles (Pennsylvania Ballet), and Nessa Ferrell (Wolf Trap) discuss how they successfully work with multiple departments and stakeholders to create compelling social content, and their unique roads to get to this crucial point at their organizations.

Read More >

Loosely Bound: A List of Books and Podcasts for Arts Administrators

August 9, 2018

I sometimes get asked for a list of books or podcasts that I recommend. In honor of National Book Lovers Day (that's a real thing), I’ve compiled a list. I’ve included links to the books on Amazon or, even better, buy them at your local bookstore.

I’m grateful to the authors and producers who put these together. They have taught me so much. Also, big thanks to the many people that have recommended these to me over the years!

Read More >

The Consumers' Truth: Benefits Matter But So Do Costs

August 2, 2018

The American Alliance of Museums asked a group of museum CEOs, “What do you need to know (more) to strengthen your institution’s audience-building results?” Two responses summed up the general reactions: 1) “Behavioral patterns, decision-making prompts,” and 2) “What perceived value would attract prospective attendees?”

Perceived value is critical to understanding why people decide to act or not to act. The tagline of the communications strategy firm Maslansky + Partners says it all: “It’s not what you say, it’s what they hear.” To break through to cultural consumers, we have to speak to their truth, not our truth.

Read More >

UX Research: How One Organization Spent Almost Nothing to Learn Something Priceless

July 12, 2018



We’ve all heard the cry of arts organizations in search of seemingly elusive new audiences. But at every organization for which I’ve worked­—organizations of all sizes and various disciplines—getting new audiences was never really the problem.

Despite what we tell ourselves about the need for new people, it’s getting those new buyers to come back that’s the challenge. In fact, the reigning statistic for orchestras in the U.S. is that 90% of first time attendees never return. That’s a lot of people not coming back, a lot of money on the table, and for other arts disciplines, the no-return rate is similar. The Orchestra X project (named after Google[X], the company’s experimental research arm) was launched to figure out why this is happening.

Read More >

Ask the Industry: Staying Inspired as an Arts Marketer

July 2, 2018

Ask the Industry features advice from arts marketers in their own words. We hope you can learn from them and it will spark new ideas for your organization.

This month, we’re asking, “What keeps you inspired as an arts marketer? 

PennyMaria Jackson (Apollo Theater), Sara Villagio (Carnegie Hall), and Sara Waugh (Marin Theatre Company) discuss their favorite apps, websites, and blogs to keep up with marketing trends, what they do to recharge outside of work, and how they keep their team (and themselves) motivated, even during the busiest times.  

Read More >

Ask the Industry: Advice for Managing a Website Redesign

May 31, 2018

Ask the Industry features advice from arts marketers in their own words. We hope you can learn from them and it will spark new ideas at your organization.

This month, we’re asking, “What advice would you give to a fellow arts marketer before embarking on a website redesign project?" 

Jonathan Carpenter and Jack Wright (Celebrity Series of Boston), Nora Brady (Los Angeles Philharmonic), and Rosemary Devine and Tori Harvey  (People's Light) highlight their most recent website redesigns, and answer everything from choosing a project manager, to their biggest successes and most valuable learnings. 

Read More >
Author





market smarter
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. 

Take Me There  

 


Engage Community
Digital Marketing Boot Camp for the Arts

Stay tuned for 2019 dates, location, and information 

On Sale Soon 

 


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.

 

Subscribe, Listen, Get Inspired