Today’s blog post is written by Paul Miller, VP Sales – Non-Profit Ticketing, PatronManager.
Indulge me a paragraph or two while I set the scene. My assignment was to teach a class of 50 students as much as I could about arts marketing in two hours. The class makeup? All musicians and vocalists who perform hundreds of times each year, all over the world. To get there, each had to complete a four-year performance degree in music, endure several months of intense physical and mental training, and make a multi-year commitment to joining one of the busiest organizations in the country. They take on various forms: fine concert and marching bands, choirs, chamber ensembles, jazz quintets, rock bands… you name it; and they travel for months at a time, mostly by bus. Sounds like a cool gig, right?
Here’s where things get tricky: besides a grueling travel and performance schedule, they’re also in charge of the “business” side of things. Without any formal training or experience in arts administration, they are responsible for booking, marketing, and promoting their own performances. Furthermore, they’re expected to do all of this without collecting any personal information from their audience (including email addresses). Still sound great? Did I mention that they are also full-time, active duty members of our military?
It was my privilege last week to meet with the dedicated men and women serving in the United States Air Force Bands at their annual marketing summit at Scott Air Force Base in Shiloh, IL. It was one of the most rewarding sessions I’ve ever led, and I want to share with you what I told them.
If I could reduce everything I’ve ever learned (and combine it with everything I know right now), about arts marketing into four big ideas, here’s what they would be:Read the Article