Monday, March 19, 2012
Bringing Patrons Back
I don't consider myself a marketer, but I will admit that my love of deepening relationships with patrons does fall firmly within the aspects of marketing. Seth Godin says in When Should We Add Marketing?: "Build virality and connection and remarkability into your product or service from the start and then the end gets a lot easier." That connection is what I'm interested in. How can an arts organization build connections from the start? It's not enough any more to assume the connection with the art itself will be enough to bring patrons back. We have to give them more: relationships with staff, with actors, with designers or directors, musicians, composers, writers, dancers, painters, sculptors, etc etc etc. Once we can open up and share the artists--not just the art--will we start to be remarkable.