Marketing, like everything else in life, evolves.
In the beginning it was all about impressions and dollars. The goal was to take a thing and get it in front of your eyes as many times as possible.
Some people haven't evolved past that point. They still see marketing about noise, impressions and spin. They want bigger email lists, not better ones. They want more audience, not necessarily a deeper relationship with the audience they have.
But the ones that have evolved realize that marketing isn't really about any of those things. Marketing is about making and keeping promises.
And the trick is to keep delivering more powerful promises.
Think about Netflix. Their promises went from "a DVD in your mailbox" to "streaming video in your home" to "original series you can only get here."
That's the marketing. Everything else is the execution.
Of course in the arts there are certain promises we can't make. We can't promise the end outcome will always be great. We can't promise that you will not feel offended or have your belief system challenged.
But can we promise better customer service?
Can we promise that our audience will be better informed about the art?
Can we promise that we will deliver more interesting content through our various platforms?
I think we can.
Promises are the new marketing.
What promises are you ready to make and keep?