{"id":259,"date":"2011-12-29T11:00:17","date_gmt":"2011-12-29T18:00:17","guid":{"rendered":"http:\/\/www.artsjournal.com\/audience\/?p=259"},"modified":"2011-12-30T08:35:19","modified_gmt":"2011-12-30T15:35:19","slug":"the-7-virtues-of-arts-cultural-marketing","status":"publish","type":"post","link":"https:\/\/www.artsjournal.com\/audience\/2011\/12\/the-7-virtues-of-arts-cultural-marketing\/","title":{"rendered":"The 7 Heavenly Virtues of Arts & Cultural Marketing"},"content":{"rendered":"

\"\"<\/a>Let’s end the year on a positive note!<\/p>\n

If putting yourself first and your audience last leads to arts & cultural marketing sin, then it is to be expected that putting your audience first will steer you to the Seven Heavenly Virtues of Arts & Cultural Marketing<\/strong>:<\/p>\n

    \n
  1. Temperance<\/strong>. This contrasts with the sin of gluttony. Go easy. Don\u2019t expect to sell, sell, sell. Don\u2019t expect anything but to discover and experiment and work hard. The result will take care of itself. Avoid going hog-wild with new technologies. It\u2019s easy to get caught up in the cool new toys of social media. By all means, play. But again, lower those expectations. Some new thing or idea won\u2019t instantly solve all your problems. Facebook, for example, expanded the range of communications \u2013 but it didn\u2019t entirely replace anything.<\/li>\n
  2. Charity<\/strong>. Reach out to peer organizations, to small and emerging groups, to people wanting to learn about your art form. Allow stuffers in your programs. Pursue collaboration at every level. And do it all without a dollar sign or quid pro quo attached. Share what you have and wait for your audience to learn its value.<\/li>\n
  3. Diligence<\/strong>. Our age of instant gratification isn\u2019t very gratifying on a lot of levels. When something doesn\u2019t work right away, we give up, and then we have to start all over again, anyway. Don\u2019t demand your cookie right now \u2013 wait for the harvest and bake a whole batch. Don\u2019t give up if a mailing gets no response. Try another tack\u2026and another, and another.<\/li>\n
  4. Patience.<\/strong> Related to diligence and contrasted with sloth. Sloth and patience can even look the same from the outside. Yet the inner difference is enormous. The slothful person waits for things to change, but makes no changes himself. The patient person makes appropriate changes and waits for \u2026 nothing. Once more, the lack of expectation is crucial. Patience means creating a sense community with other arts and cultural organizations. These groups are not your competition \u2013 but inertia, apathy and greed.<\/li>\n
  5. Kindness<\/strong>. Word of mouth builds audience, and kindness is key to spreading the word. Have a positive outlook and cheerful demeanor \u2013 there\u2019s no downside to that! Remember as you work that there\u2019s an audience for everything, and your kind attitude will help find the audience for you.<\/li>\n
  6. Humility<\/strong>. This contrasts, of course, with pride. Share credit. Involve partners. If you\u2019ve done your job right, the community will come through for you. But it\u2019s them coming through for you, not the other way around. Remember: no expectations. The prideful marketer expects record-breaking sales and professional recognition. The humble one wants to help nurture potential audience.<\/li>\n
  7. Chastity<\/strong>. In contrast to lust, chastity calls for us maintain distance between ourselves and the process. Avoid personal connection to the design of a brochure or the style of a press conference. It\u2019s not about how sexy you can make things. It\u2019s about the audience and the art.<\/li>\n<\/ol>\n

    Here’s wishing you – and all of us – a healthy, engaging and prosperous new year!<\/p>\n

    # # #<\/p>\n","protected":false},"excerpt":{"rendered":"

    Let’s end the year on a positive note! If putting yourself first and your audience last leads to arts & cultural marketing sin, then it is to be expected that putting your audience first will steer you to the Seven Heavenly Virtues of Arts & Cultural Marketing: Temperance. This contrasts with the sin of gluttony. […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[34],"tags":[],"class_list":{"0":"post-259","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-marketing","7":"entry","8":"has-post-thumbnail"},"_links":{"self":[{"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/posts\/259","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/comments?post=259"}],"version-history":[{"count":0,"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/posts\/259\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/media?parent=259"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/categories?post=259"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artsjournal.com\/audience\/wp-json\/wp\/v2\/tags?post=259"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}