Arts marketers spend most of their time thinking about communicating with potential ticket buyers but there are plenty of other points of contact to consider.
To that end, there’s a good piece at Muse by Damian Bazadona titled 7 Challenges of Marketing Live Events, Advertising’s High-Wire Act (h/t Scott Silberstein). While I don’t think it was the author’s intent, I found the challenges he listed to function as talking points arts marketers can use when describing what they do to friends, colleagues, and yes, even board members.
“Feelings” are tricky.
Selling live events is also selling feelings, and not all feelings are for everyone. Selling an experience is less about the latest features and practical benefits, and more about the impact the experience could have on your soul. It’s an emotional transaction as much as a financial one.
Overpromising carries a sizable cost.
Advertising messages must reflect the experience itself. Marketers need to inspire action but do so without overpromising.
The final one applies to the orchestra field in particular. The use of over-the-top language is still far too common and it never hurts for a reality check on this every now and then.