Is the secret of arts marketing really to ‘know thyself’?

A recent international study into arts marketing practices casts light on how an organisation’s core values play a part in achieving audience growth.
a brightly coloured photograph of #D block lettering that spells: "You are" in white letters, and "You" in dark red letters.

It’s the holy grail of arts marketing: a communications strategy that keeps your loyal fans excited while tempting newcomers to join you, which effectively means you can maintain your core audience while achieving steady growth for your company over time… So simple, right?

It may look neat on paper, but the ever-changing dynamics of today’s marketing and media landscape are making this process increasingly difficult for arts marketers working on the front lines of the hugely fragmented and often saturated promotional spaces right now.

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ArtsHub's Arts Feature Writer Jo Pickup is based in Perth. An arts writer and manager, she has worked as a journalist and broadcaster for media such as the ABC, RTRFM and The West Australian newspaper, contributing media content and commentary on art, culture and design. She has also worked for arts organisations such as Fremantle Arts Centre, STRUT dance, and the Aboriginal Arts Centre Hub of WA, as well as being a sessional arts lecturer at The Western Australian Academy of Performing Arts (WAAPA).