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 […]
Artists don’t need more advice. They need different advice
Most marketing systems weren’t built for how art actually works I’ve watched artists try to force themselves into marketing systems that were never built for them. Artists don’t need more marketing advice.They need different marketing advice. Here’s why. 1. Artists Are Not Products (and Don’t Want to Be Treated Like One) You’re not selling soap.You’re […]
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 […]
Good branding starts with knowing your values.
Branding should feel like you, not just look like you. Let’s start here, because this is where things usually go sideways. Everyone thinks they know what branding is.Everyone thinks they have one.Everyone has picked a font, a colour, and a vague adjective and said, “Yeah, that’s my brand.” But branding isn’t your logo.It isn’t your […]
Good branding saves you from starting over every week.
Consistency creates freedom, not constraint. (aka: how to stop reinventing yourself every time you post) If Part 1 was about clarity, this part is about consistency without boredom. Once you know what the work is, who it’s for, and what runs through it — branding gets a lot easier. Now we translate meaning into choices. […]