![\"Bazaar\"](\"https:\/\/www.artsjournal.com\/engage\/wp-content\/uploads\/2013\/02\/Bazaar-300x174.jpg\")
I am in the process of considering marketing as part of my ongoing series on mainstreaming community engagement\u2013figuring out how to be engaged without adding a lot of new “stuff” to do. Here, I want to discuss how the sales process can be “engaging.”<\/p>\n
(NB: In posts on mainstreaming engagement, I am addressing only those individuals or organizations that want broader and deeper relationships with their communities but are uncertain how to begin or even whether it is possible to do so without completely reinventing the organization.)<\/em><\/p>\n Messaging\/Advertising<\/strong> Box Office The point here is that these interactions (and, of course, today many of them are online rather than face to face) are happening anyway. How might they be made to promote relationships with the purchasers rather than being mere sales transactions? The answers will come only after we ask the question. That’s the point of “mainstreaming engagement”\u2013asking how engagement might be fostered through things we are doing anyway. In this instance, the gathering and presentation of information (two-way) about relationship-building options might be a simple add-on to the sales processes.<\/p>\n Engage!<\/p>\n Doug<\/p>\n Photo: I am in the process of considering marketing as part of my ongoing series on mainstreaming community engagement\u2013figuring out how to be engaged without adding a lot of new “stuff” to do. Here, I want to discuss how the sales process can be “engaging.” (NB: In posts on mainstreaming engagement, I am addressing only those […]<\/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":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[5,10],"tags":[12,13,31,27],"class_list":{"0":"post-2683","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-principles","7":"category-the-practice-of-engagement","8":"tag-arts","9":"tag-community-engagement","10":"tag-mainstreaming","11":"tag-marketing","12":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p1G6h9-Hh","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2676,"url":"https:\/\/www.artsjournal.com\/engage\/2013\/03\/engaged-marketing-research\/","url_meta":{"origin":2683,"position":0},"title":"Engaged Marketing: Research","author":"Doug Borwick","date":"March 27, 2013","format":false,"excerpt":"In my ongoing effort to imagine arts management structures\/practices\/programs in a community engagement context (what I call mainstreaming engagement), I'm in the midst of several posts attempting to do that with marketing. In the beginning (Engaged Marketing: Introduction), I discussed (with myself) what marketing is\u2013a task not without its own\u2026","rel":"","context":"In "Principles"","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"Bazaar","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2013\/02\/Bazaar-300x174.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2307,"url":"https:\/\/www.artsjournal.com\/engage\/2013\/01\/mainstreaming-on-my-mind\/","url_meta":{"origin":2683,"position":1},"title":"Mainstreaming on My Mind","author":"Doug Borwick","date":"January 12, 2013","format":false,"excerpt":"My basic beliefs about the arts and community engagement are fairly well-known to anyone who reads this blog or who has read my book. 1) Community engagement is vital to a healthy future for the arts; 2) substantive community engagement is relatively rare in the established arts world; and 3)\u2026","rel":"","context":"In "The Practice of Engagement"","block_context":{"text":"The Practice of Engagement","link":"https:\/\/www.artsjournal.com\/engage\/category\/the-practice-of-engagement\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2012\/12\/OnMyMind.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2761,"url":"https:\/\/www.artsjournal.com\/engage\/2013\/04\/engaged-fundraising-ii\/","url_meta":{"origin":2683,"position":2},"title":"Engaged Fundraising: II","author":"Doug Borwick","date":"April 10, 2013","format":false,"excerpt":"When last we met, I talked about community engaged fundraising providing the option of gaining us access to more diverse funding sources. [Engaged Fundraising: I (More Pies)] Here, I am revisiting the \"math\" of a former post (Arts 2.0: 40k x $25=$1M) in which I waxed rhapsodic about the potential\u2026","rel":"","context":"In "Arts 2.0"","block_context":{"text":"Arts 2.0","link":"https:\/\/www.artsjournal.com\/engage\/category\/arts-2-0\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2011\/10\/40kx25-300x35.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2755,"url":"https:\/\/www.artsjournal.com\/engage\/2013\/04\/engaged-fundraising-i\/","url_meta":{"origin":2683,"position":3},"title":"Engaged Fundraising: I (More Pies)","author":"Doug Borwick","date":"April 6, 2013","format":false,"excerpt":"There is probably no element of the nonprofit arts management structure that better understands the importance of relationships than the development department. Fundraisers spend their life initiating, fostering, and maintaining relationships with individual donors, corporate sponsors, and foundations. Especially with respect to individual donors, they have great clarity about the\u2026","rel":"","context":"In "Principles"","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"Pies","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2013\/03\/Pies-300x163.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":5026,"url":"https:\/\/www.artsjournal.com\/engage\/2017\/10\/community-engagement-training\/","url_meta":{"origin":2683,"position":4},"title":"Community Engagement Training","author":"Doug Borwick","date":"October 4, 2017","format":false,"excerpt":"Community Engagement Training: Training in effective community engagement","rel":"","context":"In "The Practice of Engagement"","block_context":{"text":"The Practice of Engagement","link":"https:\/\/www.artsjournal.com\/engage\/category\/the-practice-of-engagement\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2017\/08\/I_LoveLearning-300x200.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":4025,"url":"https:\/\/www.artsjournal.com\/engage\/2015\/03\/yep-we-do-that-sequel-part-ii\/","url_meta":{"origin":2683,"position":5},"title":"Yep, We Do That-Sequel (Part II)","author":"Doug Borwick","date":"March 18, 2015","format":false,"excerpt":"Questions for assessing engagement readiness-Part II","rel":"","context":"In "Principles"","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"ThumbUp","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2014\/04\/ThumbUp-e1396538778275.jpg?resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts\/2683","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/comments?post=2683"}],"version-history":[{"count":0,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts\/2683\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/media?parent=2683"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/categories?post=2683"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/tags?post=2683"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nI guess since I am writing about marketing, it’s only natural that I refer to Katya Andresen again. (Engaged Marketing: Research<\/a>)\u00a0 In Message isn\u2019t working?\u00a0 Here\u2019s a three-point diagnosis.<\/a> she says (like so many marketing experts are saying these days) that it doesn’t matter what we <\/em>think. “The messages that appeal to us aren\u2019t the ones that necessarily resonate with others.\u00a0 . . . We must think like the people we want to reach if we want to succeed.” And, as I have said before, how do we get to where we can think like them? Shut up and listen<\/a>. Form a relationship. In order to create effective sales messages we need the deep understanding of those we seek to reach that can be gained through balanced (reciprocal) relationships with them. Community engagement can form the basis for constructing effective marketing messages.<\/p>\n
\n<\/strong>For ticket-sale-based arts organizations, point of sale interactions are vital. A friend of mine, who used to run a presenting hall, had a great rant about how the most direct contacts with the public\u2013box office personnel\u2013were often the lowest paid. When he did consulting work, he would often arrive a day ahead, go to the box office, and make a scene (pitch a hissy fit as some of us in the South might say) to see how the staff was trained to treat customers.<\/p>\n![\"Attribution\"](\"http:\/\/l.yimg.com\/g\/images\/cc_icon_attribution_small.gif\" "\\"Attribution\\""){kind=icon}
![\"Noncommercial\"](\"http:\/\/l.yimg.com\/g\/images\/cc_icon_noncomm_small.gif\" "\\"Noncommercial\\""){kind=icon}
![\"Share](\"http:\/\/l.yimg.com\/g\/images\/cc_icon_sharealike_small.gif\" "\\"Share"){kind=icon}
<\/a> Some rights reserved<\/a> by eldan<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"