Arts institutions of all sizes have business data, some organizations have a lot it. In many cases, relationships and insights are locked inside it, or are revealed when brought together in one comprehensive point of view. These insights form the foundation for an analytical approach that can unearth opportunities for patron engagement and revenue growth. My approach involves a deep view into measures including patron segments and their involvement with your offerings, earned revenue efforts (ticket buyers), contributed revenue (donors), the relationship between the two, cost of patron acquisition, and marketing exposure (both digital and traditional), among others.
A fresh, external view of patrons and prospects can provide additional insight to a comprehensive view of the organization – which provides critical linkages, as well as fill in gaps that may exist in your data. I have developed a unique primary research protocol through the Qualtrics analytical suite that sheds light on measures like attitudes and motivations, how your patrons perceive and participate in your offerings, arts participation among your target audience, and relevant demographic variables. Further, my extensive experience in this area can unearth these insights in a detailed and cost-effective manner.
Arts institutions compete every day. They compete for awareness, consideration, ticket buyers, donors, grants, the works. They compete against other arts institutions, entertainment venues, sporting events. They compete geographically, with other adjacent markets. Understanding your position in the minds of arts lovers as they go through their decision-making process to attend, to give, to support adds another important layer of insight about the arts market – and your role in it. I provide an easy-to-view contextual map of the relationship between your organization and your most relevant competitors - the final piece of the puzzle that can lead you toward an effective market strategy .
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