Standing Room Only:
Strategies for Marketing the Performing Arts
By Philip Kotler and Joanne Scheff
About the Book
If you work with the performing arts or are concerned about their future, this book is for you. It is an indispensable tool for arts managers, marketers, board members, educators, fund-raisers, donors, corporate sponsors, arts journalists, and consultants.
Standing Room Only: Strategies for Marketing the Performing Arts is a complete and up-to-date source book of marketing strategies and techniques for music, dance, opera, and theater organizations.
Written by Philip Kotler, one of the world's leading marketing authorities, and Joanne Scheff, a well-known educator and consultant to the arts management community, this book will significantly help performing arts organizations define their goals and focus on strategies and techniques that can improve their impact and practices -- while ensuring that they remain true to their artistic and public missions.
It combines theory, philosophy and innovative examples, all with the objective of improving the ability of arts organizations to better meet the needs of audience segments and thereby increase audiences.
From cultivating an organization-wide marketing mind-set, developing a strategic marketing plan, doing market research, and understanding your target market to delivering an effective message, designing attractive offerings for multiple market segments, managing volunteers, and sustaining viability through fund-raising, the book covers everything you need to know to put a strategic marketing program in place and run it for the future.
In the wake of numerous challenges facing performing arts organizations - reduced funding, changing lifestyles among audiences, and increased competition - this book addresses questions that are critical to their survival, including how to:
Standing Room Only offers dozens of examples of innovative and effective marketing strategies from performing arts organizations all over the world - strategies that will ensure that the performing arts will prosper in today's rapidly changing social, economic, and demographic climate.