Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsive customer service than ever before.

Foreword viiPhilip Kotler Introduction xi The Author xix Prologue 1 1 The State of Performing Arts Attendance and the State of Marketing 5 2 Exploring Characteristics of Current and Potential Performing Arts Audiences 25 3 Understanding the Consumer Mind-Set 49 4 Planning Strategy and Applying the Strategic Marketing Process 65 5 Using Strategic Marketing to Define, Deliver, and Communicate Value 89 6 Delivering Value Through Pricing Strategies 117 7 Conducting and Using Marketing Research 143 8 Leveraging the Internet and E-Mail Marketing 163 9 Identifying and Capitalizing on Brand Identity 193 10 Building Loyalty: Subscriptions and Beyond 209 11 Valuing the Single Ticket Buyer 235 12 Focusing on the Customer Experience and Delivering Great Customer Service 249 Epilogue 263 Notes 267 Index 281

ARTS MARKETING INSIGHTS Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer to choose specific programs to attend rather than to buy a subscription series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences. Arts Marketing Insights offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps readers to understand performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of "valuable customer" to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries. In Arts Marketing Insights, Joanne Scheff Bernstein provides strategies to address changing customer values in a dynamic business environment. This book combines the best of proven marketing wisdom with viable new ideas and approaches that arts marketers can adopt to help their organizations thrive and realize their artistic missions.

"I view this book, Arts Marketing Insights, as the performing arts bible for the times." —Philip Kotler, Kellogg School of Management, Northwestern University "With the same rigor, intelligence, and practicality she brings to her consulting work, Joanne Scheff Bernstein challenges readers of her new book to rethink old ways of marketing the arts. A ‘must include’ in any performing arts manager’s library." —Glenn McCoy, executive director, San Francisco Ballet "The needs and behavior of audiences for the performing arts have changed fundamentally since 9/11. Joanne Scheff Bernstein records these changes and offers invaluable insights into how they can be addressed by laying out the necessity for a new order of thinking." —Robert J. Orchard, executive director, American Repertory Theatre and Institute for Advanced Theatre Training at Harvard University