Sunday, April 25, 2010
The Biggest Marketing Challenge of the Next 10 Years (Part 4)
Arts Marketing: "The final response in this series of posts belongs to Julie Peeler, a close friend and expert arts marketer. Prior to her current position at Americans for the Arts, Julie headed the National Arts Marketing Project, which was where I met her in 2004. She is a wealth of knowledge, and someone that I look to for advice when I am navigating particularly difficult marketing decisions. I hope you enjoy her insight"
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7 comments:
I strongly agree with author's opinion. Arts field has influenced on economic and social situation. Also, I agree that nowaday, audience want to participate in arts positively. For this reason, arts marketer should find audience's needs nimbly and manage their space and make programs.
Even though theater is a dying art its been so pertinent in our arts culture thus far, despite all the advances in technology and how accessible other modes of entertainment are. I think that the way theater is marketed is to blame for a large part of why theater is not as popular as it is. People who aren't theater goers and who are not active in seeking shows that pertain to their particular interests, are often unaware of the shows that come out besides big broadway productions, etc. Last year, before I transferred to the school of drama, I had a really limited knowledge of the type of shows in theater and wish I had known more.
Increasingly, interactivity is becoming more and more prototypical to consumers. The rise in alternate reality video games, where the user can build their own experience and world, is one indication of this trend. I don't necessarily think that all theater should be surrounded around this, but it is something to consider when moving forward in theater and theater marketing.
The author said two things that really interest me. The first is that traditional methods will no longer work to attract audiences. The way we have always done it will no longer work. It seems to me that theater has always been at the forefront of many cultural movements. Why can't we use the work we do as inspiration for how we market it? Of course people might already be doing this, but it seems to me that if people like theater, they will appreciate advertising done "in the style of" theater. We are in a unique place in that the work we do can be very easily converted to marketing and advertising. Secondly, the author makes a very interesting, very valid statement that our audiences are moving away from being passive receptors to customers and participants in our art. This is interesting given how hook in our society is to TV which is a passive form of entertainment. It may be that theater is differentiating itself.
I definitely agree with the author that theatre is starting to become a much more interactive experience for audiences, and we need to be aware of that change and how we market these shows to audiences who are developing different expectations for theatre. To a certain extent, it's not enough to just throw something up on a stage and expect the audience to connect with it. We need to find new and different ways to get the audience to connect with theatre, because if they can't become very interested in the show, they will not want to spend money to see the show. With the financial situation right now, we have to give people reasons to spend their money on theatrical performances.
I agree with he authors statement. I think that overall the marketing needs to drastically change over the next few years. Even today the overall marketing campaigns nave had to adapt to the ever changing people and marketing platforms. I don't know where the marketing platforms are going but I think that no matter what the marketing ideas are going to have to innovative. These ideas need to creative and reach out to the masses and their desires as the Technology improves.
The article seems to touch on the fact that currently, everyone needs a smaller budget and that while we'd all like the world to bounce back to the way it was, it's not getting there all the quickly. I don't think that the current economic climate is an accurate representation of what there will be five years form now, which makes this obsession with changing everything up seem a little impulsive to me. It's all about surviving long enough for everything to recover, not re-inventing everything based on our current state of paranoia.
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