Audience Development

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

Out, Damned Jargon! Out, I Say!

Published Thu, May 10, 18 at 11:53 am

jargon noun  jar·gon  \ ˈjär-gən , -ˌgän \ 1 : the technical terminology or characteristic idiom of a special activity or group sports 2 : obscure and often pretentious language marked by circumlocutions and long words an academic essay filled with jargon Arts organization descriptive copy is filled with jargon. We have lots of words that are specific to our art form which we use to describe our organization or events. The problem with this is that people who are not familiar with us don’t understand what we are saying. It is like we are speaking a foreign language. It is hard to … Read more

Audience Diversity Is Not A Fad

Audience Diversity Is Not A Fad

Published Mon, Feb 26, 18 at 2:00 am | Updated Sun, Feb 25, 18 at 7:33 pm

Over the course of the year, I will be creating a series of posts on the topic of audience diversity. This incredibly important topic has become more and more important to me over the past few years. With the US population becoming more and more diverse and our “traditional” audiences dwindling, arts organizations simply must make a concerted effort to engage with multicultural populations in the communities they serve. We know from multiple national data sets as well as our own internal data (anecdotal and scientific) that the patrons of most arts … Read more

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