What's the hardest part about marketing art?
Having no control over the end outcome.
Maybe people love the work.
Maybe they hate it.
All you, all any of us can do, is put the work out there and let the chips fall.
How do I deal with that?
I control what I can.
I manage every single "touchpoint", which I define as every interaction a consumer has with my organization.
Buying tickets on the website = touchpoint.
When a person calls my box office = touchpoint.
When we are seating a person for the performance = touchpoint
When someone visits our website = touchpoint
I need to make each one of those interactions as enjoyable and effective as possible.
If the actual performance increases that person's enjoyment . . . super. But again, that's not under my control.
In a world as unpredictable as the arts, we need to manage what we can.
Identify your touchpoints. Make every interaction with a touchpoint as strong as you can.