Everybody gets a share. A share of attention. A share of money. A share of trust. Some get a lot. Others not nearly enough. But we all get a share.
Think of it this way. Where I work if we did no marketing at all we would still get a few people to show up to our performances. If we literally shut down our website, didn't spend a dime on advertising, etc. we would still get some people to show up based on our history and reputation.
Of course the people that show up wouldn't be enough to achieve our goals, but that group is an example of what I mean by our "fair share".
But the goal of real, authentic, arts marketing is to build a relationship with your potential audience that leads you to getting MORE audience then you "deserve".
That's what every great company does.
A lot of companies sell athletic apparel but for years Nike got more then their fair share of the market. Now companies like Under Armour are trying to find ways to get more then what their size, history, etc. implies they deserve.
You can't really advertise your way to more than your fair share. You don't have the money.
And you can't work a PR spin into getting more than your fair share. You don't have the clout.
But what you can do is tell a story that resonates with more people. You can turn your email marketing, your social media, your website, your show program, your lobby, your front of house staff, your packaging . . .
(Get the idea)
You can turn ALL of that into something that communicates a message to the public about why you deserve more than your fair share.