Greetings from one of the few parts of Texas that voted for Obama.
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Alan Brownknows more about market research, particularly market segmentation then you and me. So when he spoke today at the National Arts Marketing Conference, I figured it would be interesting.
I want to paraphrase an outcome of some research he did with a classical music company.
Imagine if you took 10 arts patrons, not necessarily of classical music . . . just patrons of the arts in general.
Now imagine if you asked those 10 how many of them bought a ticket to a classical music production?
One raises their hand.
Now imagine if you asked that same 10 people, how many of you like classical music?
And then three people raised their hands.
Did you notice the gap there?
Did you see the gap between people who say they like classical music and those who actually bought a ticket?
There are a lot of conclusions you could draw from that. One of them could be that there is still at least untapped market potential for your art.
You could conclude that if you did a better job of reaching those people who have already demonstrated at least a litte affinity for your art form . . . .you could triple your audience.
Maybe the problem isn't that people "don't like the arts".
Maybe the problem is that WE don't do a strong enough job of convincing them to come.
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