This comprehensive sourcebook for marketing the performing arts includes innovate techniques and strategies for developing new audiences and funding sources.

Standing Room Only: Strategies for Marketing the Performing Arts is a comprehensive and up-to-date sourcebook of marketing philosophies and methods. It focuses on strategies and techniques that can significantly improve the impact and practices of performing arts organizations, while integrating their their public missions with their artistic missions. It is an indispensable tool for arts managers, marketers, fund-raisers, board members, arts management educators and students, and others who work closely with arts organizations such as foundation directors, corporate executives, consultants and the artists themselves.

Throughout the book we address a wide range of basic marketing and managerial strategies and issues in terms of the concerns common to performing arts managers and marketers. The book is replete with examples of performing arts organizations that have innovated new approaches to audience building and resource development, organizations that can serve as models for those performing groups struggling to survive, let alone prosper, in a rapidly changing social, economic and demographic climate. (p. 10-11)

CONTENTS
Preface.

Part I. Defining the Mission.

Chapter 1. The Performing Arts: A Growing Crisis?
Chapter 2. The Marketing Mind-Set.
Chapter 3. A Promising Answer: Strategic Market Planning.

Part II. Understanding the Performing Arts Market.

Chapter 4. Understanding the Performing Arts Audience.
Chapter 5. Identifying Market Segments, Selecting Target Markets, and 
                Positioning the Offer.
Chapter 6. Determining Market Size and Desires: Market Research.
Chapter 7. Identifying the Competition and Potential Collaborators.

Part III. Developing the Strategy.

Chapter 8. Defining and Positioning the Product Offering.
Chapter 9. Pricing the Performances for Cost and Value.
Chapter 10. Managing Location, Capacity, and Ticket Distribution Systems.
Chapter 11. Building Audience Frequency and Loyalty.

Part IV. Delivering the Message.

Chapter 12. Formulating the Communication Strategy.
Chapter 13. Developing Effective Advertising and Sales Promotion.
Chapter 14. Employing Direct Marketing and Database Marketing.
Chapter 15. Improving Image and Visibility through Public Relations.

Part V. Managing the Organization.

Chapter 16. Designing and Managing a Market-Effective Organization
                  and Its Volunteer Programs.
Chapter 17. Marketing Plans, Budgets, Implementation, and Control.

Part VI. Securing the Future.

Chapter 18. Attracting Funds and Other Resources.
Chapter 19. Audiences for Now - Audiences for the Future.

Name Index.
Organization Index.
Subject Index.
About the Authors.

 

 

This comprehensive sourcebook for marketing the performing arts includes innovate techniques and strategies for developing new audiences and funding sources.