Book description
Audience behavior began to shift dramatically in the mid 1990s. Since
then, people have become more spontaneous in purchasing tickets and
increasingly prefer selecting specific programs to attend rather than
buying a subscription series. Arts attenders also expect more responsive
customer service than ever before. Because of these and other factors,
many audience development strategies that sustained nonprofit arts
organizations in the past are no longer dependable and performing arts
marketers face many new challenges in their efforts to build and retain
their audiences. Arts organizations must learn how to be relevant to the
changing lifestyles, needs, interests, and preferences of their current
and potential audiences.
Arts Marketing Insights offers managers, board members,
professors, and students of arts management the ideas and information
they need to market effectively and efficiently to customers today and
into the future. In this book, Joanne Scheff Bernstein helps readers
to understand performing arts audiences, conduct research, and provide
excellent customer service. She demonstrates that arts organizations
can benefit by expanding the meaning of "valuable customer"
to include single-ticket buyers. She offers guidance on long-range
marketing planning and helps readers understand how to leverage the
Internet and e-mail as powerful marketing channels. Bernstein presents
vivid case studies and examples that illustrate her strategic
principles in action from organizations large and small in the United
States, Great Britain, Australia, and other countries.
Joanne Bernstein is the executive director of Lake
Forest Symphony in Illinois.
