Marketing to an Expanding Arts Audience
Poster Number
054
College
College of Arts and Sciences
Department
Interdisciplinary Studies
Faculty Mentor
Ginger Williams, Ph.D.
Abstract
Arts marketing is the oddity of both marketing and arts management, as it can be considered a subdiscipline for both fields. This project, inspired by courses taken throughout my Individualized program of study, combines the discipline of marketing and the field of arts management to understand how marketing can help to capture and cultivate arts fans, both new and old. By understanding why the arts market has become stagnant over the years, my research explains the best ways to utilize current marketing tactics and take advantage of technology changes, as well as consumers’ cravings for new experiences, in order to grow the arts market. A change in the definition of the arts allows for a more expansive target audience to be reached, including all those who have sparked a small interest in the arts, even if they do not consider themselves arts enthusiasts. My research explores issues such as marketing techniques, audience development, for-profit and not-for-profit marketing, and the effects of changes in culture, and how these each contribute toward audience participation.
Course Assignment
IDVS 490 – Williams
Start Date
12-4-2019 2:15 PM
End Date
April 2019
Marketing to an Expanding Arts Audience
Richardson Ballroom – DiGiorgio Campus Center
Arts marketing is the oddity of both marketing and arts management, as it can be considered a subdiscipline for both fields. This project, inspired by courses taken throughout my Individualized program of study, combines the discipline of marketing and the field of arts management to understand how marketing can help to capture and cultivate arts fans, both new and old. By understanding why the arts market has become stagnant over the years, my research explains the best ways to utilize current marketing tactics and take advantage of technology changes, as well as consumers’ cravings for new experiences, in order to grow the arts market. A change in the definition of the arts allows for a more expansive target audience to be reached, including all those who have sparked a small interest in the arts, even if they do not consider themselves arts enthusiasts. My research explores issues such as marketing techniques, audience development, for-profit and not-for-profit marketing, and the effects of changes in culture, and how these each contribute toward audience participation.
