Audience Development

It Isn’t Just About The Price!

Published Thu, Dec 6, 18 at 11:31 am | Updated Mon, Dec 3, 18 at 11:33 am

In the arts administration world, there is always a lot of talk about things that relate to the cost of admission. Are prices too high that they are preventing people from attending? Should we offer free events to bring new people in the doors? Quick, let’s do a discount to sell some last-minute tickets! There is a host of data that shows that discounting and offering free events alone with the aim of reaching new/underserved/low income audiences doesn’t work. (Here is an example, and another, and another for your perusal.) Beyond this data, we know that … Read more

A Library Is Winning Instagram Stories

Published Tue, Nov 27, 18 at 2:00 am | Updated Mon, Nov 26, 18 at 4:58 pm

Yep, that’s right. A library. The New York Public Library is getting people to read the classics 10 seconds at a time using what they call “Insta Novels”. The launch of Insta Novels has been a resounding success. The library says it has seen an increase of 100,000 new Instagram followers and over 40,000 readers completed  Alice’s Adventures in Wonderland. My first thought is that this could be a great way to make operas, ballets, plays, and the visual arts more compelling for new audiences. (If there is anyone out there who is … Read more

Authenticity FTW

Published Wed, Jun 27, 18 at 12:04 pm | Updated Wed, Jun 27, 18 at 12:06 pm

We are bombarded with hundreds, even thousands of marketing messages each day. What cuts through that clutter is engaging, authentic content that your target audience can relate to. A recent article in Forbes asserts that a great way to do this is through user-generated content (UGC) and I don’t disagree. According to a 2014 study conducted by Cohn & Wolfe, 63% of consumers would prefer to do business with a brand they view as more authentic than its competitors. Authentic content can provide customers with an engaging visual experience — what’s more real … Read more

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