Audience development, arts marketing and communications

Volume 6 No 8 / January 23, 200823 January 2008

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.


Strategies for Creating Diverse Audiences

Arts Research Monitor

There are four resources available as part of the Communicating Value conference’s panel on engaging diverse audience. Kim Kruger’s presentation on Ilbijerri’s “Blak Bums on Seats” initiative notes that Ilbijerri makes “theatre by Blakfellas for Blak… View this resource

The Case against Arts Marketing / Exploiting the Value of our Empty Seats / The Golden Rules of Persuasive Copy Writing

Arts Research Monitor

Andrew McIntyre provides three resources on engaging audiences for the Communicating Value conference. In The Case against Arts Marketing, he argues that arts marketing practices commonly in use today do not constitute best practices. He asks where a… View this resource

Out of Control / Web 2.0

Arts Research Monitor

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 fron… View this resource

From Shock and Awe to Hearts and Minds: Navigating the Changing Media Landscape

Arts Research Monitor

Anne Parsons’ presentation stresses the need to start a dialogue and create a connection with recipients of marketing messages. The current advertising landscape is characterized by boundless choice but limited attention, low barriers to competitive… View this resource

Communicating Value / Peer-to-Peer Marketing

Arts Research Monitor

In a presentation about Communicating Value, Alan S. Brown outlines the “benefits emanating from the arts experience”, including individual, interpersonal and community impacts. The presentation notes that benefits can be felt before, during and afte… View this resource

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