Current issues in cultural marketing

Autora e consultora em Marketing Cultural, Joanne Scheff Bernstein destaca um conjunto de preocupações dos gestores na área das artes e da cultura, que se transcrevem abaixo(http://www.artsmarketinginsights.com/). Trata-se de um conjunto de questões que pode, e deve, ser abordado do ponto de vista do Marketing: Comportamento do consumidor; influência macro-ambiental e relação com os vários agentes do micro-ambiente: desenvolvimento de uma oferta que vá de encontro à missão artística e organizacional da organização e à realidade do mercado.

Obviamente, esta conciliação entre a "verdade artística" e o mercado, ou, na verdade, a própria possibilidade dessa conciliação pode ser um interessante tema de discussão. Existirão alguns puristas para quem a verdadeira arte, por definição, tem que ser acessível e intelegível apenas a uma elite. Segundo este ponto de vista, arte e sucesso no mercado dificilmente serão conciliáveis. Este será um tema para a primeira aula da Marketing Cultural, a pretexto de um texto sobre o caso de Joana Vasconcelos, artística plástica portuguesa.

Current Issues in Arts Marketing
Arts managers in my seminars in various cities and countries repeatedly describe the same concerns:

Arts audiences are aging. The younger generations haven't experienced the levels of exposure to the arts, especially at school, that their predecessors have enjoyed. How can we attract more young people to attend our programs and build their interest in our offerings?

As a result of the arts boom of the mid-1960s through the mid-1980s, competition among arts organizations has greatly increased. Furthermore, competition for the arts has spiraled with the ever-growing number of alternative leisure-time pursuits. How can we regularly attract significant audiences to our performances and build their loyalty and commitment?

The subscriber base is slowly eroding and the tried and true methods for implementing subscription campaigns are no longer as effective as they once were. What can we do to attract and retain more subscribers?

As our costs continue to rise, so do our ticket prices. How can we manage our ticket pricing structure so that we do not lose current patrons or create barriers for potential patrons?

How can we leverage new technology in a cost- and labor-efficient manner in order to build interest in our organization, provide timely information about our offerings, educate our consumers, and increase ticket sales?

How can we develop a distinctive image and brand identity for our organization and its offerings that will be compelling to our current and prospective patrons and supporters?

Given that our ticket sales may be managed externally and box office personnel may be out of our control, that we have limited and overworked staff and frequently rely on volunteers, how can we provide great customer service?

With minimal media coverage for the arts and the high cost of paid advertising, how can we most effectively and efficiently get the word out about our programs?

How can we create a valued and memorable total experience for the customer -- an experience that begins when a patron first hears about the organization and its programs and ends, hopefully, long after the curtain has gone down.