Ruth Hartt has hobbled together a demo video that every executive director of every traditional arts institution should see. It’s a raw mockup she’s created to illuminate the future of arts marketing and it may well be the salvation that audience-hungry arts organizations are searching for.

Click the link above, read the post carefully and watch the video.

If you’re member of the funding community, this is what you guys should be paying for.

If you’re an arts policy wonk, this is what the policy community should be advocating.

If you represent an arts industry trade organization, this is an initiative your group should be spearheading.

If you’re a leader of an arts organization who thinks your old-fashioned, self-centered promotional boasting is a good idea, you need to stand down, get out of the way and let this happen.

Promoting shows doesn’t work anymore. We have to sell the personal, emotional, customer-centered value of going to shows and Ruth has just given us a template for doing that.

It’s time.