No Kidding: Sales Really Is The New Arts Marketing

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My recent Halloween post about sales may have been satire, but the message was no joke. Sales is the new arts marketing. If your organization isn’t serious about sales, it probably won’t survive.

If you’re not quite sure what sales is, here’s a definition:

Sales is about engaging with people in the marketplace, persuading them to buy your products, and making sure their transactions are completed.

In the arts we lump many things under the sales umbrella including box office, phone rooms, ticketing system management, websites, etc., but these are really just customer service. If the customer has already decided to buy and has contacted you to make the purchase, it’s not sales.

We also talk about group sales, but this is an archaic pigeonhole that needs to be eliminated.

Sales is a proactive, persuasive endeavor designed to identify potential customers, reach out to them personally, motivate them to buy, and manage their sales transactions to completion. It also involves the development of long-lasting, mutually beneficial community relationships. (Think of it as goal-oriented community engagement.)

I was encouraged to read recently about Seattle Symphony Orchestra’s successful sales initiative. They’ve hired a manager-level salesperson who identifies and then connects with key individuals in the business community who can deliver single ticket sales in bulk. From what I can tell, this is a good example of where most large to mid-size arts institutions should be starting.

If your organization is considering sales, there are several things that require careful consideration. I will be detailing these issues in subsequent posts, but here are a few highlights.

ARTS CULTURE vs. SALES CULTURE

Any arts organization that wants to embrace sales will have to be prepared for seismic changes in its organizational culture. Nonprofit arts organizations are, by nature, self-centered and inwardly focused. Sales culture, meanwhile, is consumer-centered and outwardly focused. Because arts and sales are so diametrically opposed in their fundamental orientations, most arts organizations will find it painful and perhaps even impossible to incorporate sales into their administrative systems.

B-to-C vs. B-to-B

The largest hurdle organizations will face with sales is being operationally capable of satisfying the demand. Nonprofit arts organizations sell tickets to consumers, which means they operate on a business-to-consumer (B-to-C) model. Sales will focus largely on selling tickets to businesses, however, which means that arts organizations will have to modify their operational systems to accommodate business-to-business (B-to-B) practices. Unfortunately, all of our ticketing and box office systems (and cultures) are designed around B-to-C demand and often can’t (or won’t) capitalize on B-to-B potential.

TRADITION vs. SURVIVAL

Arts leaders who have no particular expertise in professional marketing take great comfort in tradition because it gives them something to point to and say, “this is how it’s done.” But there will be no such tradition to fall back on with sales. No one can say, “that’s-the-way-we’ve-always-done-it” because it’s never been done this way. Embracing sales will mean doing something new – or at least new for the arts. Theme parks, major league sports teams and popular visitor attractions have been doing sales for decades. Theirs are the traditions that arts leaders will need to rely on.

PERSUASION vs. PROMOTION

Sales is a persuasive enterprise. Arts marketing is a promotional enterprise. The difference between persuasion and promotion is key to understanding why sales is necessary. As self-motivated audiences die off, promotion loses its power. And as under-motivated audiences become our only hope for survival, persuasion becomes paramount. Arts organizations that fail to sell (a.k.a. persuade people to buy) will die.

 

Sales is coming. Every arts organization will have to deal with it sooner or later. Those who deal with it sooner will stand a far greater chance of making it through this audience crisis.

If you’d like to find out how your organization can increase paid participation by selling tickets, join me for a series of posts focusing on sales – the new arts marketing.

 

 

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“Sales” Talent Wanted in Dallas

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Employment ads say a lot about an arts organization.

Following my last post, I was delighted to read this gem of an ad for a Director of Marketing and Communications at Dallas Theatre Center.

The great stuff starts in the first paragraph:

“The Director of Marketing and Communications is a senior staff leadership position responsible for conceiving and implementing all strategic plans related to growing and sustaining audiences for the theater, and manages the “ad agency” needs for other DTC departments including Development, Education and Public Works “

It is crystal clear that this job is not just about growing and sustaining audiences, but knowing in advance how you’re going to accomplish this with strategic planning. And the “ad agency” bit is priceless as it places ancillary services where they belong. I’ve worked with plenty of arts organizations that don’t use strategic planning in their communications departments, and that wouldn’t know how to distinguish between growing/sustaining audiences and the ad agency services that are there to support the process.

The best part, though, comes in the first bullet point under Essential Duties:

  • “Develop and implement an integrated and comprehensive sales program designed to achieve Dallas Theater Center’s financial and ticket sales goals” [emphasis mine]

Notice this doesn’t say “integrated and comprehensive ‘marketing’ program.” It says ‘sales‘ because somebody in a leadership position at DTC knows that the bottom line is all about selling tickets. The next two bullet points are about strategy, and the two following that are about numbers. Sales, strategy, numbers. Amazing.

Further down under Experience Requirements the second bullet points says:

  • “Extensive knowledge of sales techniques, print processes, promotional campaigns, and advertising methods” [emphasis mine]

There it is again. Right up front: Sales techniques. Not marketing techniques, sales techniques. This organization knows where printing brochures, launching promotions and placing ads fit in the grand scheme of things: they all support sales.

And nowhere, thank god, does it say the candidate must be passionate about theatre.

I love this job ad. Makes me want to start over. If you’re a qualified marketer who wants to hone useful career skills in an industry that desperately needs to sell more tickets, this looks like it could an excellent opportunity.

The advertising guru David Ogilvy said, “If it doesn’t sell, it isn’t creative.” I think whoever structured this marketing position understands what Ogilvy meant.

Horrifying News for Arts Organizations: Sales is the New Marketing

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This is not going to go over well…

Turns out that Seattle Symphony Orchestra is having great success with its new outside sales initiative.

SSO’s “Corporate and Concierge Accounts Manager,” Gerry Kunkel, has been reaching out to corporations, hotels, condominiums and apartment buildings where he’s signed up about 70 companies, 30 residential buildings, and most downtown hotels, bringing in ticket sales of $177,000 – more than enough to justify his salary. (Read more about it here.) 

Yes, dear friends, sales – the most abhorrent practice in arts administration – has reared its ugly head as an effective way to build audiences. This gruesome turn of events suggests that arts organizations that have sensibly eschewed sales in favor of the more genteel “audience development” will now have to hire actual sales professionals and send them out into the marketplace to engage with resellers, influencers, destination partners and other third-party businesses in their communities.

Now, this isn’t some low-level hold-your-nose-and-pretend-it-doesn’t-exist sales like telemarketing or group sales. This is real, executive-level sales where mature, professional, fully empowered representatives of the organization will go out into the business world (just like development execs are supposed to do), meet with key figures in real-estate, human resources, hospitality, tourism and destination management, and work out ways to cut mutually beneficial ticket sales deals.

And if that’s not scary enough, sales is going to become a senior management function. We’re going to have to give these people offices, pass them in the hallways and let them come to staff meetings. Staff meetings! They’re going to sit there and talk about sales right in front of us and expect us to listen as if sales is a perfectly normal thing for arts organizations to be doing. Can you imagine? Might as well put used cars in the lobby and let them talk about selling those, too.

But it gets even worse. These sales people are going to ask us to change the way we do business. We sell directly to patrons – which is only fitting and proper – but they’re going to want us to sell to businesses that resell to other people and this is a nightmare. These third-party business buyers aren’t like us; they’re in it for the money. They’re going to want a cut of the take and they’re going to ask for direct access to quality ticket inventory. Try telling your ticketing system developers you need to manage third-party reseller accounts with wholesale rates, back-end commissions and the ability to sell out of live inventory from remote desktop box offices and their heads will explode. Trust me. Trying to find new ways to sell tickets is the last thing your ticketing software provider wants your arts organization to be doing. It is far, far easier not to sell tickets than it is to change ticketing systems to accommodate new ways of selling tickets.

But the most horrific part of this whole mess is that these sales people will be spending an awful lot of time out in the community talking to common people, listening to their needs and desires and trying to gain insight into their thoughts, feelings and motivations. Then they’re going to waltz back in to our conference rooms and tell us we need to be more tuned in to what people on the outside care about – like we don’t already know what those people are supposed to care about. It’s our job to tell them what’s valuable and important; they don’t tell us.

If you’re like most arts professionals, you understand intuitively that sales is beneath us. That it threatens our elevated status. That the work we do is too valuable and important to have to be sold. Sales brings us down to the level of the customers and we don’t belong there. We’re better than they are. Our job is to beckon from on high, champion our superior artistic and organizational attributes and pull as many people up to our level as possible. The entire history of arts communications is an expression of this model.

Accepting sales is the same thing as admitting that we’re somehow dependent on customers – that our value, relevance and sustainability is somehow tied to our communities. It’s almost like saying that we need these people, which is, of course, ridiculous. Everyone knows they need us. They just don’t know it. The only reason we need them is to keep the doors open so we can continue trying to satisfy needs they don’t know they have.

I don’t know about you, but I’m inclined to think that filling theaters, concert halls and galleries with new paying audiences is an awfully high price to pay just to keep us from going out of business.

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So Scorsese Doesn’t Like Rotten Tomatoes

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Martin Scorsese doesn’t care for Rotten Tomatoes. He says so here.

He prefers more thoughtful criticism by film industry insiders.

And he uses the gawdawful mess mother! as an example of a movie that’s been unfairly trashed.

Well, I think Rotten Tomatoes is the greatest thing that’s happened to movie audiences since popcorn. It’s an extremely useful resource that I refer to regularly to plan movie outings or to decide if a movie is worth watching at home. The service has saved me countless hours that might otherwise have been wasted on bad movies, and it has turned me on to all sorts of wonderful fare that might not have made it onto my radar.

My only regret is that I didn’t consult Rotten Tomatoes before going to see mother!

Yeah, I get it. Environmental allegory. I’ve read all the discussion and I’ve carefully considered multiple perspectives. But that doesn’t change the fact that I did not enjoy watching the movie. Call me a Philistine, but I don’t like movies where raging mobs appear out of nowhere to eat the protagonists’ newborn babies.

Why am I writing about this? I don’t know. Just felt like venting.

But since this is a marketing blog, it’s worth mentioning that Rotten Tomatoes is only giving public voice to a dynamic that has influenced arts participation for decades. Rotten Tomatoes is word-of-mouth magnified and made evident for all to see.

It’s easy to understand why film makers loathe it. Movie marketing is all about trying to influence public perceptions before word-of-mouth has a chance to exert its influence. Rotten Tomatoes lets us bypass the marketing hype and learn what other people think, which cuts a lot of the marketing out of the equation.

Will it change the movie industry? Certainly.

It it a bad thing? Depends on who you are. If you’re a person who’s considering a movie and want to know what other people think, it comes in pretty handy. If you’re someone who’s trying to sell an unsatisfying movie, not so much.

Is it going to fuck up the creation of art? Probably not. Good movies are good movies. If filmmakers make good movies that critics and audiences like, there’s nothing to worry about.

And mother!? It’s an amazing movie. It’ll probably be talked about for a long time and may one day work its way up into the ranks of Hollywood’s great films.

 

If The Arts Sold Girl Scout Cookies…

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Any arts organization that wants to sell more tickets can do so quickly and inexpensively by employing these basic sales principles:

  • Know your customers
  • Demonstrate how your products will satisfy their desires
  • Close the sale

But in the arts we employ a less customer-centered, more passive promotional approach that looks like this:

  • Assume what audiences want (or should want)
  • Tell as many people as possible how wonderful and important we are
  • Hope that those who agree will respond

There are exceptions, of course; telemarketers use sales techniques all the time. But arts marketing is by and large an under-informed, self-centered, uni-directional process that consists of spraying self-congratulatory bombast at the world and hoping enough people still care.

“Hey, whoever you are: Lookie here! We’re the best thing ever. Even The New York Times thinks so. Look at all these colorful selfies of us doing this rare and special thing! And if you’re smart enough, and rich enough, you can come see us do this in person.”

This is not complicated stuff. Any Girl Scout can tell you that the key to selling cookies is to ask your customers which ones they like best, remind them how happy they’ll be with a few boxes of Thin Mints in their freezer, and don’t let them get away without taking the order.

If the arts sold Girl Scout cookies, we’d send out overblown emails bragging about the superlative qualities of our culinary achievements and telling condescending stories about the history of the art of baking. “The essential motif in this compelling morsel of transcendent deliciousness comes from mentha, or mint, a genus in the family Lamiaceae, which was a popular ingredient in Hungarian folk traditions.”

If you want to sell tickets, you have to learn what makes your event attractive to the customers. And if you bother to ask them, they’re likely to describe a range of motivations that are all about them, that are mostly about the personal benefits of enjoying artful entertainment events wth friends or family, and that have comparatively little to do with the self-indulgent stuff you put in your brochures.

And if you’re lucky enough to learn what motivates your customers to buy your product, that’s what the content of your marketing should be about.

Arts marketers are like Girl Scouts who don’t bother asking which cookies their customers want and then spend all their energies lecturing about the cultural history of Do-si-dos to people who just want to scarf down a box of Thin Mints on their way home.

 

 

Marketer Wanted: Must Be Deeply Skeptical Of The Arts

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Take a look at just about any employment ad for arts marketers, and you’ll find passion for the art form listed among the essential qualifications for the job. Often it is the single most important criterion.

Ironically, this is just about the last thing arts leaders should be looking for in their marketing personnel. In fact, passion for the art form could be your candidate’s least useful qualification.

Here are five things arts marketers should be more passionate about than art:

Customers

Arts marketers should be just crazy about customers – especially new customers. They should be driven to spend as much time as possible engaging with them, learning about them, understanding what motivates them and discovering where their needs and desires overlap with what the organization wants to sell. The best marketers will be the ones who see the world through the eyes of unpersuaded outsiders, identify with their lack of avidity and know how to move them to respond.

Marketers who have a passion for the art form are often least likely to identify with those who don’t, and those who don’t are tomorrow’s audiences.

Strategy

Marketing is a strategic enterprise rooted in research, logic and numbers. A marketer should be passionate about the marketing process – making sure that the right communication is occurring among the right people in the right places, utilizing optimized content to elicit predetermined responses, synthesizing available data for maximum efficiency and always measuring, measuring, measuring.

If you were hiring a plumber to fix a malfunctioning toilet, you’d want someone who was passionate about the system, not what’s flowing through it.

Sales

In a business that’s steadily losing customers, good marketers must be passionate about sales – not the mechanics of satisfying demand; that’s customer service – but the process of motivating people to come. Arts marketers today need to be passionate about persuasion. They need to have an evangelist’s zeal for satisfying the needs and desires of willing but under-motivated outsiders.

Marketers who are passionate about their art form can’t wait to tell people how wonderful the product is. But marketers who are passionate about persuasion can’t wait to show people how happy they’ll be when their yearnings are satisfied by the product.

Change

Marketing is a process of monitoring, adapting to and capitalizing on constantly changing external conditions. Good marketers welcome change with enthusiasm and they respond to it with inquisitiveness and innovation. And the best marketers function as change agents who, because they bring external perspectives into their organizations, keep them flexible, relevant and robust.

The sad state of affairs in the arts today is that marketers who are passionate about art have been regurgitating the same self-indulgent promotional nonsense for the last half century with little regard for what’s happening outside their doors – and with steadily diminishing results.

Making Money

Good marketers are passionate about making money. They choose jobs that reward them for their talent and hard work and that help them build resumes that will maximize their career opportunities. And good marketers naturally expect to be well compensated for the results they produce.

Marketers who are passionate about their art forms, however, are often willing to work cheap and to sacrifice professional marketing careers for arts marketing, which is a largely amateur enterprise.

Leaders who buy cheap passion to avoid paying for professionalism will get what they pay for.

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Back in the old days when arts audiences were abundant, it made sense to hire passionate marketers: “Hey! We love this thing were doing and you love this thing were doing so let’s get together.” But those days are gone.

Today arts marketing is a process of finding and persuading people who might come, but who lack self-motivating enthusiasm for the product: “Hey! We love this thing we’re doing and you… well… uh… you… Did we tell you how much we love this thing we’re doing?”

When potential customers lack self-motivating interest, passion alone is unpersuasive and may actually be off-putting. Under-motivated customers need to know what’s in it for them, not what’s in it for you.

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Are there good marketers in the arts who are also passionate about their art forms? Yes. Absolutely. And they should be recognized and rewarded for their achievements. There’s nothing wrong with having passion for the product.

But the arts organizations that survive this audience crisis are likely to be marketed by clear-eyed professionals from outside the bubble – audience-oriented strategists who are as passionate about the process of filling venues as they are about what those venues are there to do.

 

 

 

Five Copy Rules That Arts Administrators Ignore

Here are five copy writing rules that professional marketers follow closely.

Sadly, arts administrators tend to ignore them.

If you’d like to grow audiences by developing smart marketing content, try this:

Be Customer Centric

If you’re like most arts organizations, virtually all of your marketing content is about you and how wonderful and important you think other people should think you are. This may have worked well back when everybody agreed that you were wonderful and important, but nobody cares about that now. Your future customers want to know if they’re going to have a worthwhile time with their friends or families in your venue.

If you’re just blathering on about how wonderful you are, your marketing content is untethered drivel. But if you write about your customers’ positive experiences with your products, your strategic content will motivate more people to buy.

Know Your Customer

Go stand in your venue and pick out one of the seats you have trouble filling. Do you know the person you’d like to see sitting there? If you don’t, you can’t possibly know how to find her or what to say to her to get her to come.

If you’re like most arts administrators, you toss around vague phrases like “younger, more culturally diverse,” or you complain bitterly about churn, or you sit in conference rooms guessing what new audiences care about, or you’re one of a growing number of arts professionals who believe that data will replace relationships, but that’s all wasteful nonsense. If you want to speak persuasively to the customer who hasn’t yet decided to fill that empty seat, you have to be as well engaged with her as you are with the loyal, long-time subscriber/donor in the center of the tenth row.

Satisfy Desires

Sales is about convincing people that your products will satisfy their desires. To do this you have to learn what your customers want, then you have to describe how your products will make them happy. Write down everything your new customers told you they want, then write down a list of your products’ most salient features. Everything you need to know to create persuasive sales content will be found where these two lists intersect.

If you haven’t learned what your new customers want, you have to go ask them.

(If there’s no overlap between what your customers told you they want and what you’re trying to sell, don’t bother. It’s over.)

Talk Normal

If you’re like most arts organizations, your sales copy is atrocious. It’s old-fashioned, artificial, overblown, presumptuous, selfish and shamelessly boastful (yeah, go look). Effective sales copy, meanwhile, is fresh, natural, generous, customer-centered and confidently assertive. It’s the way you’d speak to a friend who you think might enjoy your next event. If you can’t figure out how to write effective copy, go find a friend who you think might enjoy your next event and record yourself trying to persuade him to come. What you say will probably be the right language for the brochure.

Always Be Closing

Sales copy is like a finely crafted machine. Every part is essential and all parts work together to help the machine do its job. In good sales copy, every word, phrase, sentence and paragraph is designed to impel the reader toward completing the transaction. A good message strategist can point to any part of the copy and describe exactly how it works, alone or with other parts, to close the sale.

If whoever’s developing your strategic sales content can’t describe how it works, they shouldn’t be writing copy.

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Arts leaders can be forgiven – to some extent – for the amateurish way they speak to their communities. No one has ever asked them to use more professional methods. But with audiences in steady decline, it’s worth wondering if this is a good time to stop all the self-indulgent boasting and start speaking to tomorrow’s audiences in a language they can relate to.

If you’re looking for an example of how to do this, here’s a great place to start.