Arts Marketing Insights

Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences. Arts Marketing Insights offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps readers to understand performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of "e;valuable customer"e; to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries.

Audience behavior began to shift dramatically in the mid 1990s.Since then, people have become more spontaneous in purchasingtickets and increasingly prefer selecting specific programs toattend rather than buying a subscription series. Arts attendersalso expect more responsive customer service than ever before.Because of these and other factors, many audience developmentstrategies that sustained nonprofit arts organizations in the pastare no longer dependable and performing arts marketers face manynew challenges in their efforts to build and retain theiraudiences. Arts organizations must learn how to be relevant to thechanging lifestyles, needs, interests, and preferences of theircurrent and potential audiences.Arts Marketing Insights offers managers, board membersprofessors, and students of arts management the ideas andinformation they need to market effectively and efficiently tocustomers today and into the future. In this book, Joanne ScheffBernstein helps readers to understand performing arts audiencesconduct research, and provide excellent customer service. Shedemonstrates that arts organizations can benefit by expanding themeaning of "valuable customer" to include single-ticket buyers. Sheoffers guidance on long-range marketing planning and helps readersunderstand how to leverage the Internet and e-mail as powerfulmarketing channels. Bernstein presents vivid case studies andexamples that illustrate her strategic principles in action fromorganizations large and small in the United States, Great BritainAustralia, and other countries.

Foreword viiPhilip KotlerIntroduction xiThe Author xixPrologue 11 The State of Performing Arts Attendance and the State of Marketing 52 Exploring Characteristics of Current and Potential Performing Arts Audiences 253 Understanding the Consumer Mind-Set 494 Planning Strategy and Applying the Strategic Marketing Process 655 Using Strategic Marketing to Define, Deliver, and Communicate Value 896 Delivering Value Through Pricing Strategies 1177 Conducting and Using Marketing Research 1438 Leveraging the Internet and E-Mail Marketing 1639 Identifying and Capitalizing on Brand Identity 19310 Building Loyalty: Subscriptions and Beyond 20911 Valuing the Single Ticket Buyer 23512 Focusing on the Customer Experience and Delivering Great Customer Service 249Epilogue 263Notes 267Index 281