"My customers will be happy I've been honest with them." "I own my shelf-space and I can do anything I want with it." "I don't work, I just play all day long."
More wisdom than you'll get from any marketing conference.
"To me, an amateur photographer is one who is in love with taking pictures, a free soul who can photograph what he likes and who likes what he photographs." Erwin Blumenfeld (Popular Photography 1948)
Book: Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences by Joanne Scheff Bernstein. In this book, the author sets out to describe the shifts in audience behaviors over the past decade, and how it affects the marketing strategies employed by arts marketing professionals. The author does a good job of describing the shifts which have occurred in audience behavior throughout the past decade, but if you are looking for the same level of insight and brilliance which she has demonstrated in earlier works (mostly her collaborative work with Philip Kotler), you will be disappointed. This book gives you the basics—understanding your customer, the use of marketing research, and yes, even the beloved four P’s: product, price, place and promotion. Bernstein even outlines some of the most feared problems in the industry such as declining subscription rates and the aging of our audiences, and suggests using the same techniques which marketers have used over t...
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