While the “Golden Circle” probably sounds like one of your mid to high end donor categories (depending on whether or not you have platinum, diamond, and dilithium levels), it’s also a a concept by author Simon Sinek that’s all about starting with the question “why?”, noting that many companies start their marketing with “what” they’re selling (i.e, events), then decide “how” to sell them, and may never even get to the “why”. Instead, he suggests putting the “why” at the heart and moving outwards from there.
In How to Apply the ‘Golden Circle’ to Your Marketing and Performance Measurement on marketingprofs.com on October 15th, Laura Patterson applies the Golden Circle concept to creating a marketing plan. While the article is for-profit / business focused, it’s still very much applicable to marketing the arts. One particular gem stuck out for me that’s always a good reminder:
“Marketers do not market to buckets of revenue, they market to people.”
Indeed.
