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marketing

Confusing the pitch with the plan
Your strategic thinking needs to pick a lane.
1
Find your superfans
Two questions to identify your most passionate and productive audience members.
The trouble with market research
Your conscious brain is an unreliable witness about what you do and why you do it.
Audience or algorithm, which do you serve?
Social media algorithms can leave you gambling your attention, money, and time – distracting you from what actually matters.
4
To see a world in (five grains) of sand
Many imagine audience research to be complex and expensive. But often a useful answer is just five questions away.
Selling the unknown and unknowable
How do you "sell" an arts experience when its value cannot be known in advance?
Why do we "hire" an arts experience?
"Jobs to be done" shifts focus from who might buy a ticket to what they want that ticket to buy.
Two questions to find your superfans
If you could only ask two questions to unleash word-of-mouth referrals and increase group attendance, consider these.
Sorting your lists into useful bits
Your list of active patrons, attendees, or ticket buyers shouldn't be an all-or-nothing communication tool.
Value and the arts experience
How does the artistic work you make or share into the world solve a problem, alleviate a pain, or amplify a gain? Does it have to?
2
Churn, baby, churn
Attracting new audiences to your arts organization is essential, but 80 percent of them may never return.
2
Neutral questions and considered opinions
Liz Lerman's Critical Response Process offers tools not only for arts inquiry but also for arts management.
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