Audience Development

Engaging new audiences and deepening connections with existing ones.

Show Me What You Love About The Arts Without Using Pictures Of The Arts

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Advisory Board for the Arts sponsored a webinar discussing how Utah Symphony shifted its marketing focus to emphasize emotional factors and shared values.  Karen Freeman, Executive Director of Research at Advisory Board for the Arts, observed that this approach can be effective because “people make choices based on emotional factors but justify it with rational considerations.”  Essentially, how this might manifest is you may choose what car to purchase based on an emotional association but decide it is a good choice based on things like gas mileage, dealer incentives and utility to … Read more

Plan For An Inclusive Post-Covid Cultural Experience

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In mid-December 2020, LaPlaca Cohen and Slover Linett Audience Research released an analysis of the data they collected in the Covid edition of the CultureTrack survey through the lens of race and ethnicity. The three broad categories of change the survey results indicated are: • Becoming more inclusive and community-centered is the most widely desired category and includes greater diversity of voices and faces, greater focus on localness (local artists, local nonprofits, and the local community), more engagement with young people, treating employees fairly, and being friendlier to all kinds of people. … Read more

Retargeting Website Visitors With Direct Mail

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Disclaimer: I receive no compensation or consideration from Modern Postcard, nor are any links affiliate links.  You’re probably familiar with retargeting visitors who come to your website with Facebook content or Google advertising.  This is when you place a pixel on your website that tracks users and then deploys content or advertising to them on another digital channel. What if you could send your website visitors a postcard in the mail? My friends at Modern Postcard have created a way to do just that. I have used Modern Postcard many times over … Read more

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