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

nexusstc/Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences/c11f24bb08dc895f6f6dc523597077c0.pdf

lgli/20091101_C11F24BB.pdf

lgrsnf/20091101_C11F24BB.pdf

zlib/Business & Economics/Industries/Joanne Scheff Bernstein, Philip Kotler/Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences_561995.pdf

Bernstein, Joanne Scheff

Jossey-Bass, Incorporated Publishers

New Lexington Press, The

John Wiley & Sons, Inc., San Francisco, 2007

MyiLibrary, 1st ed, San Francisco, ©2007

San Francisco, Calif., Chichester, 2006

United States, United States of America

San Francisco, Calif, 2007

November 17, 2006

1, PS, 2006

1, 2009

52768

mexmat -- 2009 01-11

lg134196

producers:
ÿþA

{"edition":"1","isbns":["0787978442","9780787978440"],"last_page":317,"publisher":"Jossey-Bass"}

Table of Contents
Foreword vii
Philip Kotler
Introduction xi
The Author xix
Prologue 1
 The State of Performing Arts Attendance and the
State of Marketing 5
 Exploring Characteristics of Current and Potential
Performing Arts Audiences 25
 Understanding the Consumer Mind-Set 49
 Planning Strategy and Applying the Strategic Marketing
Process 65
 Using Strategic Marketing to Define, Deliver, and
Communicate Value 89
v
ftoc.qxd 10/5/06 7:44 PM Page v
 Delivering Value Through Pricing Strategies 117
 Conducting and Using Marketing Research 143
 Leveraging the Internet and E-Mail Marketing 163
 Identifying and Capitalizing on Brand Identity 193
 Building Loyalty: Subscriptions and Beyond 209
 Valuing the Single Ticket Buyer 235
 Focusing on the Customer Experience and Delivering
Great Customer Service 249
Epilogue 263
Notes 267
Index 281
vi Contents
ftoc.qxd 10/5/06 7:44 PM Page vi

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. 1. The State Of Performing Arts Attendance And The State Of Marketing -- 2. Exploring Characteristics Of Current And Potential Performing Arts Audiences -- 3. Understanding The Consumer Mind-set -- 4. Planning Strategy And Applying The Strategic Marketing Process -- 5. Using Strategic Marketing To Define, Deliver, And Communicate Value -- 6. Delivering Value Through Pricing Strategies -- 7. Conducting And Using Marketing Research -- 8. Leveraging The Internet And E-mail Marketing -- 9. Identifying And Capitalizing On Brand Identity -- 10. Building Loyalty : Subscriptions And Beyond -- 11. Valuing The Single Ticket Buyer -- 12. Focusing On The Customer Experience And Delivering Great Customer Service. Joanne Scheff Bernstein ; Foreword By Philip Kotler. Includes Bibliographical References (p. 267-280) And Index.

Arts Marketing Insights offers strategies to address the changing lifestyles, needs, interests, and preferences of their current and potential audiences. nonprofit performing arts managers, marketers, board members, and professors and students of arts management Joanne Scheff 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.
Bernstein helps readers understand current and potential 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. This book combines the best of proven marketing wisdom with viable new ideas and approaches that arts marketers can adopt to help their organizations thrive and realize their artistic missions.

This resource shows arts managers and marketers how to reevaluate their marketing strategies in light of changes in their audiences, the economy, and the place the arts hold in people's lives. It offers both long-range marketing planning and short-term solutions

Unlike the classics, which remain fresh for each generation, many aspects of the performing arts world are in constant flux.

2009-11-09