Be the first to like this
Isn’t it funny that we use the term “engagement” to describe audience interaction with our organizations? The word can mean ‘get together” -- a meeting or visit. It can also mean commitment as in promise to marry. As that range of definition implies, and two decades of arts consumer research shows, engagement has the plot lines of a love story.
Take, for instance, that first engagement with a new audience member who has never before walked into your organization’s life. Their doing so is the culmination of a flirtation –or first date -- that might end up being a one-night stand or the beginning of a long-lasting relationship that imparts value (money) by both parties. Your organization’s understanding of patrons – especially those you’ve worked hard to bring in the first time –is part of the script. You write a happy ending or tear-jerker, depending on what you do.
"Monetizing Audience Engagement, A Love Story" was presented at the Arts Reach National Arts Marketing, Development, and Ticketing Conference in San Francisco, CA, where TRG Arts’ veteran patron loyalty consultant Keri Mesropov and Director of Network Programs David Seals compared standard ways of relationship-building to the happily-ever-after best practices that are sustaining smart arts organizations.