Corroboration

As a followup to my last post,

about my students, here’s the conclusion from a very useful paper, “

href="http://www.aeaconsulting.com/site/platform/v05i01/index03.htm">Some

Thoughts on Consumer Behavior,” originally published in

style='mso-bidi-font-style:normal'>

class=SpellE>ArtsReach (a magazine for

arts marketers) and reprinted in Platform,

a publication of AEA

Consulting, which is where I saw it. The authors are Alexis

class=SpellE>Frasz & Chris Lorway.

Here’s how they conclude. People who’ve been reading me

ought to find these thoughts familiar:

The world has changed dramatically

and will continue do so. So what is the non-profit arts community to do?

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Offer “high value” experiences and appeal to

consumers seeking a wide variety of leisure experiences at a range of price

points.

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Develop your skills at maneuvering the web and

using other digital technology and establish supportive virtual communities of

producers, dealers, visitors, buyers, and commentators. Consumers increasingly

expect to be able to find information about whatever they are looking for

online, and culture is no exception. Organizations that find ways to link to

other convenience services – such as ticketing, accommodation, travel, and

restaurant reservations – will find that they have a competitive edge in the

marketplace.

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Convince consumers you are worth the trip. Arts

organizations that depend on the presence of an audience in some form (museums,

theatres, opera houses, festivals) will need to make a convincing argument for

the unique value of the live experience. Visitors may expect a unique, intense,

all-consuming experience when they do venture out, and not be satisfied with a

high-quality show or exhibition alone. At the same time, high artistic quality

and a powerful, involving experience continues to distinguish successful

artists and institutions from the rest – mid-quality theatre, exhibitions, and

live music are struggling to survive.