My colleague, Dan Meagher, Director of Audience Development and Digital Strategy for the Diablo Ballet, has been busy working on inviting first time audience members back for another performance! There is a certain art in wooing a new audience member. It has been likened to a first date ending in blissful matrimony if you impress them right. This turns into happy audience members who will become loyal audience members for as long as you continue to treat them well.
I was thinking about situations where I was brand new to the experience. We all have been in the shoes of that first time audience member who may not have been to a performing arts performance before. You have no idea what to expect. You feel like you may not be well equipped to participate, even as an audience member. You don’t really feel welcomed at times.
What would you like to have happen if you were new to a situation, you being in their shoes? Would you like the information in advance on what to expect? Would you like to be wooed with the extra touches of being welcomed into the experience and into the organization? What do you require to feel comfortable enough to book those tickets? Would it be a discount? Would it be a package deal for newcomers?
Ask yourself these questions. You are a person that has come across new experiences you know nothing about that may have piqued your interest.
I have been told that I am a great gift giver. Two of the reasons for this is because I always make a mental note during the year of what someone would like, and I also look for gifts that I would enjoy as well.
This skill can translate when it comes to audience development. In general, we could use a dose of good, old-fashioned common sense that we too are audience members. How would you like to be treated? How can you show you care about their situation, knowing what it feels like?
In the end, you can provide the biggest gift to these audience members, as well as the benefit of building audiences and support for you.
Give the gift of care this season!
Cheers to happy and loyal audiences,
Shoshana
Shoshana Fanizza
Chief Audience Builder, Audience Development Specialists
Speaking of gifts, do you need a last minute gift for an arts administration loved one? My eBooks can save the day! Be sure to use Amazon Smile to benefit an organization of your choice!
