Marketing for the Arts

While studying marketing for numerous years, there has been a lack of focus on marketing within the arts sector. Sure I've seen advertisements for concerts, posters for the ballet, and the promotion of a band, but can marketing concepts which are used for food, for example, be used to promote the arts? The Arts Marketing Association (2010) states that marketing is the activity to be taken if one wants to cover the complex characteristics of the arts. Furthermore, Butler (2000) states that a traditional marketing framework cannot be applied to the arts sector, and thus it is through general marketing concepts and a strong focus on the distinct characteristics of the arts organization that a marketing strategy can be achieved. Now this makes for an interesting thought: Is Lauderdale House applying just general marketing concepts or thoroughly combining them and tailoring them to the services they offer? While printing off hundreds of "What's On" brochures and mailing them out to a list may seem time consuming in a digital age, is this what strategy fits the organization due to its unique nature? While corporations and businesses are using e-marketing, advertising space, and public relations, Lauderdale House is posting a monthly brochure. However, is this more effective?
When developing the website for the House, one of the new additions was a menu of social media consisting of Facebook and Twitter as well as signing up for a mailing list and reading a blog. Therefore, it seems as if the House has found a balance between their own unique strategy, one which has been used for years and reaches their target market, and a new age concept of expanding their reach to internet users and social media fanatics. It is difficult to say which one is more effective, but it is refreshing to see an organization which has not abandoned its traditional ways. Score card stands as House: 1, Social Media Trends:...well we'll say 1/2 for now.

Arts Marketing Association. 2010. History and Achievements [Online] Available at: http://www.a-m-a.org.uk/history.asp [Accessed 12 December 2009].

Butler P. (2000). By Popular Demand: Marketing the Arts. Journal of Marketing Management. 16(4):343-364.