The NEA just released its latest survey of public participation in the arts.
When Americans were asked why they attended at least one artistic, creative, or cultural activity during the last 12 months, 82% said it was to socialize with family or friends.
Thanks to the NEA we know that people make their participation decisions primarily for social reasons having to do with their desire to share worthwhile experiences with those they care about and want to spend time with. The emphasis is on the social experience and not necessarily on the event they choose to share.
Or, in other words, it’s really more about them than it is about us.
This is not news. The NEA has been tracking this for a long time. We know that it’s about them, yet the entire canon of culture sector communications – NEARLY EVERY PROMOTIONAL MESSAGE WE PUBLISH – is still entirely about us and how wonderful and important we think people should think we are.
If you’re a marketer and you know what motivates people to buy your product, this is what the content of your marketing should be about. If you’re an arts marketer and you know the primary reason people attend arts events is to socialize with family and friends, your marketing must be about the joys of sharing your products with family and friends – at least as much as it is about the superior attributes of your organization and its products.
It’s not rocket science. Good marketing is about learning what motivates our customers, and then leveraging that information to get them to buy what we’re trying to sell.
The fact that ailing arts institutions refuse to do this is heartbreaking. And the fact that American arts leaders have never been trained to understand that this is how marketing actually works is a tragedy.
Every couple of years the NEA hands us this insanely useful information. Every couple of years I write this post. And every couple of years American arts institutions continue to send out the same insipid, selfie-stuffed nonsense they’ve been spraying at the world since Danny Newman first screamed SUBSCRIBE NOW! back in the 1970s.
The answer to this audience crisis is simple: Find out what people want then help them understand how our products will satisfy their yearnings.
The NEA just told us what our customers want (again). Our job is to use all of the extraordinary communications resources at our disposal to convince tomorrow’s audiences that among all of the ways they could possibly spend quality time with the people they care about, our arts events are their best possible choices.
If you want to increase sales, start using photos of happy people enjoying one another’s company at your events. And when you write copy, always start by answering the question, “When I look for ways to enjoy quality time with friends or family, why the hell should I choose you?”