Description
Book SynopsisAudience 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
Trade Review
“…the chapters stand as worthwhile updates of a field that has faced a variety of changes and challenges in that intervening decade.” (Nonprofit and Voluntary Sector Quarterly, 05/01/2008)
Table of Contents
Foreword vii
Philip Kotler
Introduction xi
The Author xix
Prologue 1
1 The State of Performing Arts Attendance and the State of Marketing 5
2 Exploring Characteristics of Current and Potential Performing Arts Audiences 25
3 Understanding the Consumer Mind-Set 49
4 Planning Strategy and Applying the Strategic Marketing Process 65
5 Using Strategic Marketing to Define, Deliver, and Communicate Value 89
6 Delivering Value Through Pricing Strategies 117
7 Conducting and Using Marketing Research 143
8 Leveraging the Internet and E-Mail Marketing 163
9 Identifying and Capitalizing on Brand Identity 193
10 Building Loyalty: Subscriptions and Beyond 209
11 Valuing the Single Ticket Buyer 235
12 Focusing on the Customer Experience and Delivering Great Customer Service 249
Epilogue 263
Notes 267
Index 281
