Arts marketing isn’t hard because you’re bad at it
It’s harder because the product is emotional, subjective and time-bound There’s a special kind of exhaustion that comes from hearing, “Marketing is marketing. Just apply best practices.” This sentence is usually spoken by someone who has never tried to sell a contemporary dance piece on a Tuesday night in February. Yes, marketing principles are transferable. […]
You’re not selling a product. You’re selling a leap of faith
Good marketing lowers risk before the experience exists Why Arts Experiences Are Difficult To Market A thoughtful look at how arts organizations can reduce uncertainty and communicate value before the experience. Many arts experiences are what economists call experience or credence goods — where the value isn’t fully known until after the moment itself. Selling […]
Use the internet on purpose.
Digital works best when it supports decisions, not noise Digital marketing for creatives gets wildly overcomplicated for no good reason. Digital strategies are not about chasing trends or pleasing algorithms.They’re about using the internet on purpose. Here’s how to do that. 1. Use Digital to Show Process, Not Just the Polished Finish The final piece […]