gga conference 09 - matt lehrman
Post on 08-Mar-2016
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A Match Made in Heaven
Matt Lehrman
Founder & Executive Director
Alliance for Audience & ShowUp.com
June 5, 2009
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89 days a year over 100 Fahrenheit (37.8 Celsius)
Record: 122 degrees (50 Celsius)
It’s a Dry Heat
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“There is no list of best practices and no generally accepted operating model. If anything, we’ve learned
that different responses are required in different
communities, based on the community’s unique cultural landscape, marketing challenges, history of
collaboration and resource base.”
Alan Brown, Wolf/Brown
5
2002 Survey of
Public Participation in the Arts
http://www.arts.endow.gov/research/NEASurvey2004.pdf
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a “convention & visitors bureau” for arts and culture
“The Alliance for Audience is a great entrepreneurial idea
born out of the Valley’s growing cultural sector…this type of creative thinking sets a great example on how we can work
together and make the most of our resources.”
March 5, 2004
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“Many organizations feel that they have neither the resources, the expertise, nor the institutional stamina to move far beyond their existing constituencies…”
“The mismatch between their rhetorical public genuflections toward long-term audience development and the reality of what they are able to do causes genuine discomfort.”
AEA Consulting
The Arts in ArizonaOctober 2002
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Empty seats:
– Drains budget
– Demands more advertising
– Pressures to raise ticket prices
– Strains program quantity & quality
– Diminishes pool of future donors
– Compromises mission
– Appearance of failure• to Audiences
• to Donors & Sponsors
• to Stakeholders
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“If they don’t want to come to the ballpark,nobody’s gonna stop them.”
Yogi Berra
I don’t know.
That’s not my thing.That’s not for me.
I can’t afford it.
Why I don’t attend:
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Today, ShowUp.com serves more than
60,000 unique visitors monthly who, on
average, visit ShowUp.com every week.
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Arts Marketing
• Always Immediate
• A “Job”
• A Transaction
• Return on Investment
• Fiercely Competitive
Motto:
The only thing worse
than having no
audience, is having the
wrong audience.
Audience Development
• Short, Mid & Long Term
• A “Lifestyle”
• An Ongoing Investment
• Return on Engagement
• Fiercely Collaborative
Motto:
An empty seat never
recommended anything to
anybody.
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Audience Development is the responsibility to diversify and broaden audiences
● ALWAYS missionALWAYS mission--criticalcritical
● NOW businessNOW business--criticalcritical
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““““I just cannot believe that there are such wonderful things to doI just cannot believe that there are such wonderful things to doI just cannot believe that there are such wonderful things to doI just cannot believe that there are such wonderful things to do. . . . I know it sounds funny but, wow! I know it sounds funny but, wow! I know it sounds funny but, wow! I know it sounds funny but, wow! I cannot believe I waited this I cannot believe I waited this I cannot believe I waited this I cannot believe I waited this long to take my baby girl out to see something like this and long to take my baby girl out to see something like this and long to take my baby girl out to see something like this and long to take my baby girl out to see something like this and she is already 17 but boy we are hooked cannot wait to see the she is already 17 but boy we are hooked cannot wait to see the she is already 17 but boy we are hooked cannot wait to see the she is already 17 but boy we are hooked cannot wait to see the next performance..next performance..next performance..next performance..””””
Rosa MRosa MRosa MRosa M
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