Standing Room Only 2nd Edition

Standing Room Only

Marketing Insights for Engaging Performing Arts Audiences


Published by Palgrave Macmillan, 2014

By Joanne Scheff Bernstein

About the Book

In Standing Room Only, Joanne Scheff Bernstein guides readers to understand performing arts audiences, provide excellent customer service, conduct market research, comprehend the complexities of pricing strategies, and engage audiences.

Bernstein discusses ways to develop loyalty while subscriptions are declining, people want to choose exactly which performances to attend, and competition for leisure time activities is on the rise. In this era of changing customer values and a highly dynamic business environment, Bernstein offers strategies for long-range marketing planning and advises readers how to leverage the Internet, email, and social media as powerful marketing tools.

Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small worldwide—strategies to help the performing arts develop a more diverse audience base and prosper in the midst of an evolving economic and technological landscape.

Table of Contents

Chapter 1.
The Performing Arts: History and Issues–an Ongoing Crisis? A Growing Crisis?
Chapter 2.
The Evolution and Principles of Marketing
Chapter 3.
Understanding the Performing Arts Market: How Consumers Think
Chapter 4.
Exploring Characteristics of Current and Potential Performing Arts Attenders
Chapter 5.
Planning Strategy and Applying the Strategic Marketing Process
Chapter 6.
Identifying Market Segments, Selecting Target Markets, and Positioning the Offer
Chapter 7.
Conducting and Using Marketing Research
Chapter 8.
Using Strategic Marketing to Define and Analyze the Product Offering
Chapter 9.
Managing Location, Capacity, and Ticketing Systems
Chapter 10.
Focusing on Value and Optimizing Revenue through Pricing Strategies
Chapter 11.
Identifying and Capitalizing on Brand Identity
Chapter 12.
Formulating Communications Strategies
Chapter 13.
Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Crisis Management
Chapter 14.
Harnessing and Leveraging the Power of Digital Marketing Methods
Chapter 15.
Building Audience Frequency and Loyalty
Chapter 16.
Focusing on the Customer Experience and Delivering Great Customer Service
Chapter 17.
Audiences for Now; Audiences for the Future