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Wayne Andrews
Partnering Under a Banner
Posted by Dec 09, 2011
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Wayne Andrews
Competition is hard. In the business world market share, loss leaders, and incentives are used to drive product loyalty. This does not work in the creative economy.
You can’t coupon a radio listener into supporting your local songwriter’s organization, or celebrate that the ballet has gained market share over the orchestra.
The arts are one of the few business models where we don’t celebrate growth by one organization over another. Never have we heard the Opera Generation is involved in an art war with New Ballet.
There are a host of incentives and promotions arts groups utilize to entice people to try the ballet or opera. Every arts group has tried a “pay what you can night” or “free tickets promotions” hoping to expand their audience.
Still I don’t care that a prune is a dried plum because to many people it is still a prune. Just as opera is opera or modern art is confusing. Most products realize once the discounted price, coupon, or gimmick that lured the consumers to buy their brand of soap is gone, and so is the customer.
How will art groups build a new audience? By merging more than marketing efforts, but by merging their programs.
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