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March 23, 2016


Sara Cohen

Hi Adam! I love what you're saying about turning patrons into advocates--and I'd be curious to read about different strategies/process by which you've seen this conversion effectively happen!

That said, I think the idea that we don't need to consider the benefits a given piece of art will offer our audiences is a flawed premise. As an audience member, I want to know if I am going to laugh at a show, or hear amazing music. An obvious benefit could include the opportunity to spend a night out with friends or a partner. I don't think we should be afraid to consider and market specific benefits of a show and to help people envision themselves at our arts space for clear-cut reasons.

I think it's worth investing time and resources into patron-centered marketing: considering and conveying what they will enjoy about a show, rather than just sharing what is impressive about our organization or our play. I agree that if the patron experiences a magical moment of "high art," where they feel transformed for personal reasons, that's a wonderful and difficult-to-convey benefit. But I think there are still lower-hanging fruit, so to speak, of reasons and benefits why patrons should see a show. And I think it's important to share and promote those benefits, especially to get new audiences (who might not know much about "A Long Day's Journey Into Night" or Beethoven's Fifth) in the door.

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