I’d be hard pressed to find a member of an arts organization who doesn’t believe in the power of providing the option to sell tickets online. It gives many people a way to serve themselves (thus reducing your manpower needed at the box office to answer the phone), offers the patron the peace of mind of knowing that the ticket has been purchased, and usually offers additional benefits such as seeing your seat location, and being able to buy a ticket any night or day. Some groups I know have chaffed at the additional credit card processing fees, merchant account fees, or ticketing vendor fees of using a real ticketing system, and opted instead to collect credit card information online via a form, through an email, or into an unsecure database. Yes, you avoid additional fees that way, but is the cost of potentially exposing your patron’s credit card and identity information to hackers and thieves worth it? I don’t think so — and one lawsuit from an angry patron would seal the deal.
There are many ways to spend your time marketing or developing your arts organization. But which are the most effective? We’ve narrowed it down to 9. A recent survey of arts organizations compiled by the Wallace Foundation tells us that most groups feel that the use of next-generation technology is vital to audience development. On the next question, when asked how organizations feel they are doing with implementation of next-generation technology, the vast number of groups surveyed said “not as well as we’d like to be.” One issue seems to be that many groups have yet to master what we like to call “previous-generation technology.” Let’s examine what is known to work, in an effort to build an arts marketing foundation for you, the arts group. We feel that groups should focus on having all 9 of these techniques in place before putting a lot of effort into other technologies. So, play around with the “new” stuff, but remember your marketing roots first. In no particular order…
As arts marketers, we know that having an up-to-date website is one of the primary ways our patrons find out about our activities. But after serving on the board of a small community theatre group, I know the pain that cultural groups feel when they have to wait for that one board member to update the website. Or perhaps it’s waiting for your friend’s cousin to respond to your email that it’s time to put up the cast list. The great news is it doesn’t have to be like that. Imagine a scenario where any company member who knows how to use Microsoft Word can login and make changes to their section of the website? That updating the content could be shared by multiple people without getting in each other’s way? It’s called a Content Management System (CMS) and it should be a part of every marketing plan for arts organizations.
Here’s a great definition: A CMS is used to edit your website by giving the user an interface where they can log in and make text, graphic or structural amends to then publish the new pages on the live website. So the important thing to know is that arts groups can make changes to their websites by just logging int
The invention of email was a gift to arts marketers. Zero cost and instant up-to-the-minute communication with plain text. Nice. Then came email marketing with graphic newsletters. Even better! Your copy and your brand’s “look and feel.” When used correctly, graphic email marketing is one of the most effective ways to keep up a conversation with your patrons. Make sure they are saying more than “unsubscribe”!
Write each message as if you were writing a sweet note to Mom (Hi, Mom). Create engaging and intelligent content that people at least have the potential to enjoy reading. Some background on the performers or the show. A backstage interview of the director. A short note on something that make this arts experience especially relevant. In the way you would talk to Mom. You wouldn’t send Mom an ad, would you?
People don’t like getting what they’ve already read. Make sure that each email you send is unique — something must be different, and it must be right at the top. You’re not only trying to sell