The Mass Market Ain’t What It Used To Be (And What That Means For The Arts)
November 30, 2015 by
I read this article via You’ve Cott Mail this week. It was a good summary of how we are attempting to engage on a mass level, and how the arts industry still has not figured out the best ways to engage and capture the data in the process. He comments on why our engagement with audiences might be overshadowed by the constant cry for more numbers. You can read the article for an in depth view.
What is interesting is my mind did not automatically think more about engagement after reading his summation. Instead, I thought about the focus. The focus from this perspective was all about the money, the numbers, the sales. Yes, these are important factors to consider when running a business, but people will see through what you are doing if this is your only focus, and it will not bring you good results.
I had someone in my circle once say that it was all about the money. The money, making those goals is what matters. I mentioned that relationships were more important because it will be more cost effective in the long run instead of constantly courting new people, which as you know costs more money. He did not want to focus on the relationships since he felt the immediate results were what mattered.
What a shame! I know he is not the only arts administrator that is stuck in this mentality. Especially when times are challenging, it is easy to slip into this mindset of money goals. Fear factors in.
What I have found out in my career, focusing on the money may work for a little while, but it is like a house of cards that can be blown over at any time to reveal no foundation. As I mentioned before, people can feel and see when the money is all that matters, and that is not what captures and persuades people to purchase a ticket, buy your art, or donate to your cause.
What does matter is a mission and quality that speaks to them and for you to speak to them more personally in order to establish relationships that will build a foundation for the future.
The money, the numbers, the sales, are good indicators that you are on the right track (or not), but these factors are best to be used as guideposts only, not as the main focus.
If you do not believe me, look at what happens when politicians focus on the money (greed and power) instead of the people. Countries start to unravel at the seams. When arts organizations only focus on the money, they go bankrupt. We are witnessing this now.
So do yourself a favor for your future. Focus on the people and building relationships. Capture the data to help guide you, and use the money, numbers and sales as indicators for reaching goals. You will find that you will build more mass interest with this mentality, a more solid foundation for your arts business, and a magical onslaught of success.
Cheers to happy and loyal audiences,
Shoshana
Shoshana Fanizza
Chief Audience Builder, ADS
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