When I first started working as a professional arts marketer few things pissed me off more then the amount of money we were giving to advertisers. It's not that I think advertising is a bad idea. In fact sometimes I think it's a very good idea.
But the prices.
Good lord, the prices.
Hundreds or thousands of dollars for one print ad to run one time. Hundreds for a thirty second radio spot. Things can get expensive fast.
And that day (over six years ago) began the process of building our own marketing tools that would go direct to the audience.
Direct mail (because at least that arrives in a mailbox).
Print publications like our show program and magazine.
An improved lobby experience.
Where I work people talk about exceeding earned revenue expectations 4 out of the last 5 seasons but that is only part of the story. The other part is this slow, steady move of money out of the hands of advertisers and into the sorts of tools that go direct to the audience.
And it isn't just about money. It's about investing time, personnel and other valuable resources. Sometimes that's the hardest part.
So here's the question for you to ponder this week . . .
What if you spent a hour this week making your email marketing better?
What if you spent a hour this week investing in the visual quality of your photography of your website?
What if you made the committment that over the next six months, one year, or three years the amount of money you spent on paid advertising would constantly decrease?
It could change everything.
Reminder: I've helped dance companies, visual artists and many others sell more art. Want to be next? Then be a part of my coaching program. Deadline is August 1. Details here.