Many, many, thanks to the people I had the honoring of working with this year:
I want to thank the hundreds of people who subscribe to get the blog via email and the entire group that gave this blog over 11,000 page views this year. I'm well aware that I don't post nearly as often as I did in years past but I'm working on that. Your support is very much appreciated.
As we turn to 2016 let's ponder the road ahead.
I think there are two important mindsets you must adopt if you want success in the arts (or any field) in 2016 and beyond.
An empathetic mindset - Empathy. The ability to understand the perspective of other people. You can understand every single marketing skill but if don't increase your empathy then consistent success will be challenging. Let me give you an example. For New Years Eve the Olive Garden in Times Square is offering a $400 per person dinner service.
$400 per person and Olive Garden is a challenging concept for many people. It's so challenging that many people respond to the idea with scorn.
"Who would be stupid enough to do that?"
Of course people could say that about what you and I do.
"Who would be stupid enough to pay to go to museum when you can learn stuff from Wikipedia?"
"Who would be stupid enough to watch a play when Star Wars is running at the movie theater?"
But instead of scorn it is important to understand WHY someone might be interested in such things. Read this blog post that gives some logical reasons why people may want to do NYE at the Olive Garden.
You can't market to people if you are unwilling or unable to understand their perspective, so practicing empathy is key.
A learning mindset - People hire me to help with their social media. But when it came time for me to improve the social media at my day job I hired someone else to help in the process.
Because I know that I still need to learn from others. I teach classes and I take classes. I get paid to help people and I pay others to help me. The world of arts marketing is WAY to dynamic to feel comfortable. If your knowledge of customer service, social media or web is even a couple of years old then it is dated. It's time to get updated. In fact I would argue that updated learning is more important then any particular day to day element of marketing.
Take an online course.
Take a class.
Hire an expert.
Pick the brains of your colleagues.
We all need to get smarter in 2016.
I'll see you there.