Before someone commits to seeing your artistic event they have to . . .
1. Decide the event is worth their time, money and energy. Maybe they made this decision because of a great review, word of mouth, your positive reputation as an artist, etc.
2. Decide if they can afford a ticket (and probably more then one because they will bring a friend)
3. Call a friend/spouse/family member to coordinate their schedule
4. Think about where they are going to dinner (adds more money to what they are spending on the evening)
5. Think about where they are going to park
6. Hire a babysitter (if they have kids)
7. Actually purchase a ticket (did you notice how late in the process this step came?)
8. Get to the event
9. Park
10. Find their seat
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Let's call these 10 things the "Arts Consumer Checklist".
Great marketing isn't just about a cool looking website, an ad in the paper or a nice direct mail piece.
Great marketing is about understanding the mental process people go through when deciding to see your art and doing everything you can to make that decision process easier.
So maybe instead of buying that print ad, you spend that money on a really nice person to answer your phone when patrons calls.
Or maybe instead of printing a big subscription brochure, you spend that money to negotiate a deal with that parking lot across the street to get your patrons free parking to your events.
That's marketing too.
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