The aim of arts & cultural marketing should be higher than "picking the low hanging fruit." How do you increase visitation, boost revenue, diversify your participants, and drive return attendance? This presentation offers an actionable framework to attract, build, cultivate, diversify and sustain attendance and/or membership amidst the profound new realities of fierce competition, social media, and evolving tastes & demographics. Practical and inspiring, this presentation has been praised as “mind-opening, rut-clearing & possibility renewing."
For leaders of non-profit arts & cultural organizations who have been told to “Be More Entrepreneurial." Audience development isn't merely a marketing challenge, it's an opportunity to invigorate the entire connection between an organization's relevance (i.e. artistic mission) and it’s sources of revenue. This workshop educates and emboldens leaders ready to explore their organizations' options and opportunities to be more artistically ambitious, increase audience engagement and achieve heightened levels of financial success. (No financial expertise is required.)
You’re invited to a candid, thought-provoking, and entirely unscripted conversation with actual audiences and members of your community. Facilitated by Matt Lehrman, there is no one-way mirror - in fact, there's no distance at all - between you and this unfiltered focus group. You are live and in-person with a direct opportunity to seek answers to the most sensitive and profound questions you have ever wanted to ask your patrons. Share this learning experience with your Board of Directors, management team, staff, and key stakeholders as a way to spark new ideas and fresh approaches to longstanding challenges.
We live in times of dramatic change and incredible opportunity - fueled by technology, demographics, economics and much more. Matt Lehrman stretches the capacity of arts & cultural organization managers, Board members, stakeholders and emerging leaders to anticipate, recognize, and adapt to change via a series of thought exercises that energize leaders of arts & cultural organizations to think beyond the constraints & imperatives of today in ways that advance artistic mission, enhance financial stability and strengthen audience engagement. (These exercises stretch mental flexibility only. Stretchy pants are, thankfully, not required.)
One of the most insightful things I took away from Matt's presentation was that we should attempt to "inspire" our customers instead of trying to “market” to them. Today’s students of arts management and administration will graduate into a field in which the imperatives of artistic relevance and financial sustainability demand ever-more innovative and expansive approaches to audience and stakeholder engagement. Matt Lehrman visits colleges & universities to deliver presentations, conduct workshops, and lead immersive projects that connect students' artistic ambition to their approaching imperative to engage a diverse and distracted community.
Matt Lehrman's blog, AUDIENCE WANTED, offers insights into how arts & cultural organizations attract, build, cultivate, diversify, engage, and sustain attenders, donors, and supporters. Audience Wanted is published by ArtsJournal. www.ArtsJournal.com/audience
”This is one enthusiastic and dynamic arts marketer … There is enormous substance behind what Matt is advocating. It was a well thought out, clear-headed workshop, peppered with Matt's unique brand of humor, and with ample opportunities for interaction with the attendees.“Richard Stein, Executive Director, Arts Orange County
”For some, arts marketing is a career. For Matt Lehrman, it’s a calling. His enthusiasm is genuine and infectious.“ The Arizona Republic
"I love how this workshop challenged conventional wisdom about audiences and shifted my thinking. Opening up new ways of thinking about my company’s challenges."
"What a great workshop! It is very easy to feel defeated about re-getting new audiences, particularly when you feel you are checking all the boxes. This woke me up and showed me assumptions I was making."
"I was surprised by how many different arts organizations could benefit from this workshop. It is vital information for any arts group attempting to orient the public to its mission while remaining within the resources available."
"I learned so much about how to shift our museum's thinking toward seeking opportunities and embracing them in order to create positive change!"
"This is how 21st century organizations need to think about their audiences. Do not just send your marketing staff! Send someone from each department!"
"You’ve gotten us to think about the deepest needs and values of our communities. If we want to really do the work of audience development these discussions need to happen throughout the organization all the time. It’s not daunting, it’s invigorating."