Audience behavior began to shift dramatically in the mid 1990s.
Since then, people have become more spontaneous in purchasing
tickets and increasingly prefer selecting specific programs to
attend rather than buying a subscription series. Arts attenders
also expect more responsive customer service than ever before.
Because of these and other factors, many audience development
strategies that sustained nonprofit arts organizations in the past
are no longer dependable and perf...
Audience behavior began to shift dramatically in the mid 1990s.
Since then, people have become more spontaneous in purchasing
tickets and increasingly prefer selecting specific programs to
attend rather than buying a subscription series. Arts attenders
also expect more responsive customer service than ever before.
Because of these and other factors, many audience development
strategies that sustained nonprofit arts organizations in the past
are no longer dependable and performing arts marketers face many
new challenges in their efforts to build and retain their
audiences. Arts organizations must learn how to be relevant to the
changing lifestyles, needs, interests, and preferences of their
current and potential audiences.
Arts Marketing Insights offers managers, board members,
professors, and students of arts management the ideas and
information they need to market effectively and efficiently to
customers today and into the future. In this book, Joanne Scheff
Bernstein helps readers to understand performing arts audiences,
conduct research, and provide excellent customer service. She
demonstrates that arts organizations can benefit by expanding the
meaning of ‘valuable customer’ to include single-ticket buyers. She
offers guidance on long-range marketing planning and helps readers
understand how to leverage the Internet and e-mail as powerful
marketing channels. Bernstein presents vivid case studies and
examples that illustrate her strategic principles in action from
organizations large and small in the United States, Great Britain,
Australia, and other countries.
