Audience development, arts marketing and communications

Volume: 6 Issue: 8

Legacy ID (armUID): 
In this issue: a focus on arts marketing and communicating the value of the arts. A recent Australian conference, relevant to organizations around the globe, provides numerous resources on this topic, including advice on communicating values and benefits of the arts, peer-to-peer marketing, media strategies, digital marketing, engaging audiences, as well as connecting with diverse audiences.
ARM_vol6_no8.pdf94.17 KB


  • Presentation by Alan S. Brown, WolfBrown
    In a presentation about Communicating Value, Alan S. Brown outlines the "benefits emanating from the arts experience", including individual, interpersonal and community impacts. Alan S. Brown's second resource available on the conference website is a presentation about Peer-to-Peer Marketing, including key concepts, implementation approaches and marketing practices.
  • Presentation by Anne Parsons, Mediacom
    Anne Parsons' presentation stresses the need to start a dialogue and create a connection with recipients of marketing messages. The presentation concludes that "the ideal relationship between a brand and its consumers is a loving one, and advertising is therefore courting, seduction and flirting".
  • Presentation by Simon Van Wyk, HotHouse Interactive
    These two presentations characterize the new age of digital marketing as letting your message go "out of control". Indeed, user contributions are becoming much more common. Organizations are advised to work within this framework, by "opening the front door" to the customer and giving them "the tools to talk to you".
  • Presentations by Andrew McIntyre, Morris Hargreaves McIntyre
    In The Case against Arts Marketing, Andrew McIntyre argues that arts marketing practices commonly in use today do not constitute best practices. In Exploiting the Value of our Empty Seats, McIntyre argues that current subscription techniques, advertising and season brochures are aimed at the core audience, not non-attendees. In The Golden Rules of Persuasive Copy Writing, McIntyre provides rules distilled from focus groups, experience and other sources.
  • Panel discussion
    There are four resources available as part of the Communicating Value conference's panel on engaging diverse audience.