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?
This is especially hard to do when your various target audiences may have wildly different preferences when it comes to where and how they engage with your marketing content. For example, if an audience member in seat E7 bought their ticket after seeing your show advertised in their local newspaper, while an audience member in seat G10 bought theirs after seeing people singing and dancing about it on TikTok, how can your marketing strategy strengthen your connection with both of these fans at once and in equal measure? (Answer = it can’t.)
