This is the second in a five-part series about working with arts leaders who stonewall marketing innovation. For a full introduction, click here to read Part I.
Does your boss have a way of supporting new ideas one day and then finding ways to reverse direction the next?
“I know we talked about those new audience images yesterday, but we decided in the development committee meeting to use the production shots instead.”
As we discussed in Part I, arts leaders who have limited professional marketing expertise often take great comfort in tradition. Many will pay lip service to innovation yet work in roundabout ways to preserve the status quo.
“We had a little confab about this at the board meeting and the consensus was that we should hold off on doing anything too risky until we see if the situation improves.”
This isn’t a criticism of inept leadership so much as a description of a flaw in the nonprofit arts model: The arts don’t uphold professional marketing standards, and leaders aren’t expected to possess professional marketing expertise. Thus, under-trained executives often find themselves clinging cautiously to the past rather than moving decisively into the future.
If you’re a well-trained marketer who would like to help your organization move more decisively into the future, you may find that tweaking the model is the most productive way forward. Here’s a modest administrative process you can introduce that should keep your marketing on the right track.
Get Written Approvals on Everything
In the quote above, the marketing team had achieved consensus on a well-thought-out course of action. Armed with plenty of research data, the marketers proposed to make their content more reflective of the customers’ experience by including more pictures of them in the messaging. But shortly thereafter, their boss reverted to a more traditional “it’s-all-about-us-and-how-wonderful-we-are” approach and there was nothing the marketers could do.
If decision-making in your organization is similarly slippery, institute a formal program that requires everyone who has say in the marketing process to sign off on approved plans. Whenever a marketing plan is approved, no matter how large or small, circulate a one-sheet that contains the following:
A description of the approved plan and its essential tactics.
“This plan calls for replacing 25% of the self-centered images we typically use with images of people who reflect our new audience demographic enjoying their experience in our venue. Images will focus on new audience members’ social interaction with one another.”
A summary of the objective market intelligence on which the plan is based.
“Research consistently demonstrates that younger targets need to see their needs and desires being satisfied in our message content. Most say they are looking for quality arts experiences they can share with peers.”
A brief description of how the plan is expected to work.
“By publishing images of young audience members enjoying one another’s company at our events, we will show potential new audiences how our events will satisfy their desires and expectations, thus motivating them to buy more tickets.”
A set of projections that describe anticipated results.
“Based on year-over-year performance, and taking into account an unprecedented shift toward audience-centric content, we anticipate a 7% overall increase in sales and an 18% increase in repeat sales to first-time single-ticket buyers.”
A place for everyone to sign and date.
“Your signature below indicates your approval of the plan as described.”
NOTE: Make sure the market intelligence in the second part is rock solid. If any of it is based on unsupported opinion, this process will be a waste of time.
Will it work? It should if the plan is grounded in facts and rational methods. If your boss is an otherwise competent leader, she’ll be far less likely to make unilateral changes after having approved such a plan in writing. Plus, having given her written assent, she’ll know that altering course arbitrarily will make her responsible for the results. (And she’ll know there’s a signed memo in your files that shows exactly where the process went off track.)
Now there is a caveat: I’ve worked for several executive leaders who kept their organizational decision-making deliberately slippery so the staff were never on firm footing and the boss was always in control. If you work for a leader who won’t allow you to institute an approval process like this, or worse, someone who signs her approvals and makes changes anyway, get another job. Arts marketing is a questionable career move to begin with so there’s no sense wasting time working for leaders who derail innovation.
Marketing in new ways to new audiences is the only hope most traditional arts organizations have for survival. If timid, poorly prepared leaders aren’t up to the task, it’ll be up to confident, well-prepared young administrators to show them the way.