2. Main points
1. History
2. Environment
3. Marketing Issues
4. Understanding the performing arts audience
5. Segmentation
6. Identifying the сompetitors and potential collaborators
7. Positioning and promoting the product offering
8. Art as a tool of marketing
4. Obstacles for growth:
1950s -1980s •Growing competition
•Audience size is stagnant or decreased
unprecedented •Lifestyles are changing
growth •Costs increase
•Funding is cut
•Difficult to find the resources
• Funding and grants for specific purposes
• Tough competitive
• Spiraling expenses
Nowadays • Small audience
• Lack of time
• Lack of arts education at schools
Marketing tools
11. Art-centered
versus
Market-centered product choice
A market-centered approach calls for
satisfying the customer. But, in the arts, is
Satisfaction the goal?
A serious artistic organization that ignores
the market place is lying – pure and simple
lying.
People who govern, manage or market the arts should not suggest that
the product be changed to make it sell better.
12. The main idea
Company should determine what consumers need and want, and
try to satisfy those needs and wants, provided that doing so is
consistent with the company’s strategy and that the expected rate
of return meets the company’s objectives.
13. The complexities of
marketing the arts
A middleman A middleman A middleman
should find should expand should keep
a market the market its consumers
14. Definition
Marketing is the process by which an organization relates creatively,
productively, and profitably to the marketplace, with the goal of
creating and satisfying customers within the parameters of the
organization’s objectives.
The key feature is that it focuses on exchange
15. The evolution of
marketing philosophy
• The product orientation
• The sales orientation
• The customer orientation
16. Case #1
1. Atlanta Ballet
2. Need to develop new
audiences
3. Created a direct-mail
4. The mailing had
generated $92,000
from the sale of 1,360
season tickets,
compared to $51,025
What was in the
letters?
17. Case #1
1. An avid runner and Braves fan who marvels
at the dancers’ athleticism
2. A lot of us are just pedestrians who can’t do
anything ourselves, but we love to watch
those who can
3. When my parents take me to the ballet, it
makes me fell loved
4. With all the bad news today – the rushing
and the deadlines and the crisis – it’s
wonderful to be able to sit back and
immerse yourself in a thing of beauty
18. Case #2
We can’t go because
we don’t have the
proper clothes. We
would feel really
uncomfortable around
all those fancy-dressed
people.
What did Buffalo
Philharmonic Orchestra
do in order to attract
new consumers?
19. Case #2
1. Orchestra section members began
playing shirt-sleeved chamber music
programs at neighborhood art fairs and
other local outdoors events
2. The orchestra itself even performed a
half-time show at a Buffalo Bills football
game
3. The conductor began appearing on
local television and giving brief, informal
talks to audiences
20. Common errors
• The organization considers its offerings to be inherently desirable
• A minor role is afforded to customer research
• Marketing is defined primarily as promotion
• One “best” marketing strategy is typically employed in
approaching the market and is viewed as being all that is
needed
• Generic competition is ignored or misunderstood
21. Accessibility
The key is how to make the product more accessible to the viewer,
not how to change the artist’s vision or the organization’s mission.
29. Different types of
competition
Intratype competition Intertype competition
The Pushkin Fine Arts Museum Concert “Moscow Virtuosi”
vs vs
Tretyakov State Gallery Opera “Boris Godunov”
Substitute competition Indirect competition
Opera “Traviata” in Bolshoi Photo Exhibition
Theatre vs
vs Spartak - Lokomotiv
CD record of this opera
30. Collaboration
Interdisciplinary crossovers
Discipline Crossovers
Ballet Art museums, opera, classical music, theater
Modern dance Art museums, theater
Opera Art museums, dance, classical music, theater
Art museums All other disciplines
Science organizations Classical music
Arboreta Opera, classical music, theater
Classical music Art, dance, opera, theater
New music Art, dance, theater
Theater Art, history, cultural museums, opera, classical music
33. Advertising
Public presentation Advertising is a highly public mode of
communication. Many people receive
the same message, buyers know that
their motives for purchasing the offering
will be publicly understood
Pervasiveness Advertising is a pervasive medium that
permits the seller to repeat a message
many times. It also allows the buyer to
receive and compare the messages of
various competitors.
Amplified expressiveness Advertising provides opportunities for
dramatizing the organization and its
offerings through the artful use of print,
sound, image, and color.
Impersonality The audience does not feel obligated
to pay attention or respond to
advertising.
34. Personal selling
Personal interaction Personal selling involves a living,
immediate, and interactive
relationship between two or more
persons.
Cultivation Personal selling permits cultivation
of relationships, ranging from
matter-of0fact selling relationships
to deep personal friendship.
Response Personal selling makes the target
audience member feel under
some obligation to respond, even if
the response is only a polite “thank
you”.
35. Sales promotion
Communication Sales promotion gain attention
and usually provide information
that may lead the consumer to
the product.
Incentive They incorporate some
concession, inducement, or
contribution that gives value to
the consumer.
Invitation They include a distinct
invitation to engage in the
transaction
36. Public Relations
High credibility News stories and features seem
more authentic and credible to
readers than to advertisements. PR
can reach many prospects who
might avoid salespeople and
advertisements.
Dramatic appeal PR, like advertising, has the
potential for dramatizing and
building the image of an
organization of offering.
Low cost The costs for PR efforts undertaken
by any organization with an in-
house communication manager
are relatively low.
