PIVOT: Customer-centric marketing for arts leaders Ruth Hartt

The arts sector has relied on product-centric marketing for decades. This might have worked before the internet, but our world has changed profoundly in our lifetime. In today’s digital, global, customer-controlled world, the product-centric approach has become, at best, ineffective, and, at worst, a total turnoff.

If you want the kind of change that will actually move the needle, stop driving away potential patrons with egocentric marketing that ignores them, and start centering the customer.

It’s a pivot that has allowed countless industries—for-profit and non-profit—to unlock impressive growth.

One of the biggest hurdles arts leaders face right now is driving organizational change. And one of the most crucial elements required for successfully driving change is a shared sense of urgency around the need for change. 


In this episode I share stats from 40 years of NEA surveys that may help you in your crusade to start shifting the way you do things at your arts organization.


To download the slide deck on audience trends from 1982-2022, go to https://www.cultureforhire.com/1982

For more information on the upcoming course, go to http://www.cultureforhire.com/course

The New Bedford Symphony Orchestra, led by Dave Prentiss and Terry Wolkowicz, has been on a remarkable journey powered by a profoundly customer-centric approach.

The orchestra's deep commitment to forging connections through innovative educational programming and meaningful outreach has helped them double their budget over the last 8 years—while also increasing their concert offerings by 60%.

Most notably, this approach also led to a 23% increase in attendance for their first post-pandemic season.

If you need practical strategies for increasing engagement, forging connections, fostering a sense of belonging, and expanding the reach of your arts organization, you won't want to miss this conversation.

An award-winning choreographer, professional dancer, producer, teaching artist and speaker, Dominic Moore-Dunson believes that the future of the arts sector depends on arts organizations becoming community organizations.

Juilliard-trained pianist and board-certified music therapist Renate Rohlfing is passionate about creating projects that use musical and creative resources to solve challenges, process grief, enhance connections and empower communities affected by violence.

In this episode you'll learn about how she is drawing on the power of music to help her patients heal—and how art can be a powerful vehicle for building relationships with your community.

Join me for an inspiring conversation about rebuilding audiences and growing relevance with Holly Mulcahy, arts innovator and violinist extraordinaire. We talk about embracing the Outsider's perspective, growing emotional bonds to your organization by creating community, and a signature drink called The Blue Electra.



Concertmaster, soloist, and founder of Arts Capacity—a nonprofit that brings the healing power of music to prison inmates—Holly is tirelessly building bridges into the world of classical music, and I know you'll be inspired by her thinking.