Digital Marketing for Arts and Culture Enterprises
Marija Valcic, DuÅ¡ko LjuÅ¡tina, Ivan Simunic
Journal of Data Processing, Vol. 9, No. 2, 2019.
DOI: https://doi.org/10.6025/jdp/2019/9/2/37-39
Link: http://www.dline.info/jdp/fulltext/v9n2/jdpv9n2_1.pdf
Abstract:
As marketers, we know when looking at the 4 Ps of marketing (product, place, price and promotion) that by far product is the most impactful on box office revenue. In an attempt to adapt to the worsening economic environment, some theaters began to program â€œsaferâ€ seasons and increased ticket prices to drive more revenue. Many adopted models looked far more similar to Broadway than the regional theater just a few years prior. We donâ€™t say this to be judgmental, only to illustrate that desperate times required desperate measures for some.
Marketing and communications for arts and culture organizations were once less complicated than today. Just ten to fifteen years ago, most arts and culture organizations focused marketing strategies and tactics on traditional print and radio advertising campaigns for single ticket sales, brochure mailings, and telemarketing for subscription and membership campaigns. This was supplemented by standard public relations outreach in the form of press releases for each program, production, exhibit or even.