Arts marketing

• Main Author: OCON, David
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Arts and Cultural Marketing; Arts Marketing; Cultural Management; Arts Management; Management of Not-for-Profit Organisations; Marketing; Nonprofit Administration and Management; Theatre and Performance Studies
• Online Access: https://ink.library.smu.edu.sg/soss_research/3787; https://ink.library.smu.edu.sg/context/soss_research/article/5045/viewcontent/Ocon_2023_Arts_Marketing_chapter_94_124.pdf
• Institution: Singapore Management University

Although there are hundreds of resources on traditional and commercial marketing, the materials available specifically for arts marketing are scarce, posing additional challenges for Gillian. Furthermore, while some focus on arts management, few of them address marketing from the perspective of a small-to-medium (often financially struggling) arts organization. An organization like Gillian’s often has limited resources, both financial and human, and can only approach marketing informally. However, it experiences the same pressures to perform well as larger arts institutions. Often, survival depends on how well it implements the marketing strategies that marketing staff create on their own. This chapter is addressed, in particular, to arts managers like Gillian. It proposes a systematic approach to marketing in the arts sector supported by easy-to-implement tools and methodologies that can apply to a variety of arts organizations: theater, dance, visual arts, music, and community organizations.