I have been thinking even more about lazy marketing, and I will be completely honest with you. Even I, if circumstances do not line up, have had to resort to lazier marketing than I would have liked to do. This has been making me take a huge look as to why some of the air has gone out of my sails. I think I have felt deflated due to the fact that some of the people I know are not understanding my plea for audience development.

This means that I will need to stay strong more than ever before so I do not allow myself to get into that lazy marketing rut ever again.

Now if you, someone who is already in a job that has a marketing title, were inspired to leave lazy marketing behind as well, I invite you to take this oath:

I, <insert your name here>, arts marketer extraordinaire, do solemnly swear to never again resort to lazy marketing when building my audiences. Instead, I will take the time to get to know my audiences, make them feel special, and do what is best for them, keeping them in mind at all times, in order to build relationships from the moment they show interest in purchasing their first ticket to the moment they become subscribers and donors.

I will create an audience development plan with programs that bring me closer to my audience members and them to me, and I will carry out these programs to the best of my abilities.

I will always use B.D.A., making sure that before, during, and after the event my audience members are well taken care of, and I will always follow up and follow through to give them impeccable customer service.

From now on, audience members will be thanked and creatively invited back, time and time again.

We will host and produce events and programs that will help them to become a part of the experience so our interactions are a two-way street.

Lastly, I do solemnly swear to evaluate all the programs I have implemented and ask my audiences for their feedback in order to keep providing them the best experiences, instead of doing what we always have done before.

I will continue to work toward the day my audiences are happy and loyal!

With dedication,

<Sign your name here>

Audience Development Extraordinaire

-Shoshana Fanizza
Audience Development Specialists