Standing Room Only: Strategies for Marketing the Performing Arts
A complete and up-to-date sourcebook of marketing strategies and techniques for music, dance, opera, and theater organizations, Standing Room Only is an indispensable tool for performing arts managers, marketers, board members, fund-raisers, educators, donors, corporate sponsors, and consultants. Written by one of the world's leading marketing authorities and a well-known educator and consultant to the arts management community, the book will significantly help performing arts organizations define their goals and improve their practices and impact - while ensuring that they remain true to their artistic and public missions. From cultivating an organizationwide marketing mind-set, doing market research, and understanding your target market to delivering an effective message, designing attractive offerings, managing volunteers, and sustaining viability through fund-raising, the book covers everything you need to know to put a strategic marketing program in place and run it for the future. Standing Room Only offers dozens of examples of innovative and effective marketing strategies from performing arts organizations all over the world - strategies that will ensure that the performing arts will prosper in today's rapidly changing social, economic, and demographic climate.
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The Marketing MindSet
Selecting Target Markets
Determining Market Size
Identifying the Competition
Defining and Positioning
Pricing the Performances
Managing Location Capacity
Building Audience Frequency
Formulating the Communication
Developing Effective Advertising
About the Authors
activities advertising arts attendance arts managers arts marketers Atlanta Ballet attract audience members Ballet behavior benefits board members box office brochure budget building campaign Chicago Chicago Symphony Orchestra collaboration competition concert consumer corporate costs create cultural dance Danny Newman decision develop direct mail direct marketing discount donors effective example factors fund-raising funding gift goals identify important income increase interest levels Los Angeles Philharmonic major marketing mix marketing research mission musicians needs nonprofit Nutcracker offer opera opportunities orga organiza organization's patrons percent performing arts organizations person Philip Kotler play potential promotion public relations purchase Ravinia Festival response revenue season seats segments selling single-ticket buyers specific staff strategy subscribers subscription Symphony Orchestra target audience target market telemarketing theater Theatre Communications Group tion Vancouver Symphony Orchestra volunteers York