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“One Size Fits None”: a total loser…

I. “One Size Fits None” is a loser:

The right question isn’t “are the arts/entertainment/sports dying?” The right question is, “Are you relevant?”

One Big Thing: Focus on your customer. 

The sad reality is that too many arts organizations, sports teams, concert venues, start with the point of view of “what works for me?” 

As I was listening to the replay of our conversation, it got me thinking about some bullet points for improving the marketing of arts/culture:

  • Research is as simple as going to Google and inserting your hypothesis to see if someone has done any research on the topic. 
  • Know your numbers: If you have 60-70% of a “segment” that’s saturation and you need to target a different segment if you want to grow or expand your audience. 
  • Stop throwing money at PR, Facebook ads, or anything until you know what success looks like. A lot of these solutions are built on “the way things have always been done” and not what is going to work now. Your potential customers might not be there. 
  • “Lookalike” audiences are often BS. Alternatives matter. New customers buy differently than regular buyers. 
  • Pricing is a terrible driver of demand. Okay, it doesn’t drive demand at all. Using price based promotions tells the market, “I don’t believe in the value of my product.” 
  • Stop “navel gazing”. What you find valuable doesn’t matter. You aren’t the one spending your money to come to your show. 

I put some more thoughts on my blog

Follow Drew on LinkedIn if you don’t.

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