Joanne Scheff Bernstein 
Arts Marketing Insights 
The Dynamics of Building and Retaining Performing Arts Audiences

Audience behavior began to shift dramatically in the mid 1990s.
Since then, people have become more spontaneous in purchasing
tickets and increasingly prefer selecting specific programs to
attend rather than buying a subscription series. Arts attenders
also expect more responsive customer service than ever before.
Because of these and other factors, many audience development
strategies that sustained nonprofit arts organizations in the past
are no longer dependable and performing arts marketers face many
new challenges in their efforts to build and retain their
audiences. Arts organizations must learn how to be relevant to the
changing lifestyles, needs, interests, and preferences of their
current and potential audiences.

Arts Marketing Insights offers managers, board members,
professors, and students of arts management the ideas and
information they need to market effectively and efficiently to
customers today and into the future. In this book, Joanne Scheff
Bernstein helps readers to understand performing arts audiences,
conduct research, and provide excellent customer service. She
demonstrates that arts organizations can benefit by expanding the
meaning of ‘valuable customer’ to include single-ticket buyers. She
offers guidance on long-range marketing planning and helps readers
understand how to leverage the Internet and e-mail as powerful
marketing channels. Bernstein presents vivid case studies and
examples that illustrate her strategic principles in action from
organizations large and small in the United States, Great Britain,
Australia, and other countries.

Tabella dei contenuti

Foreword vii
Philip Kotler

Introduction xi

The Author xix

Prologue 1

1 The State of Performing Arts Attendance and the State of Marketing 5

2 Exploring Characteristics of Current and Potential Performing Arts Audiences 25

3 Understanding the Consumer Mind-Set 49

4 Planning Strategy and Applying the Strategic Marketing Process 65

5 Using Strategic Marketing to Define, Deliver, and Communicate Value 89

6 Delivering Value Through Pricing Strategies 117

7 Conducting and Using Marketing Research 143

8 Leveraging the Internet and E-Mail Marketing 163

9 Identifying and Capitalizing on Brand Identity 193

10 Building Loyalty: Subscriptions and Beyond 209

11 Valuing the Single Ticket Buyer 235

12 Focusing on the Customer Experience and Delivering Great Customer Service 249

Epilogue 263

Notes 267

Index 281

Circa l’autore

JOANNE SCHEFF BERNSTEIN, coauthor of the acclaimed and best-selling Standing Room Only, is an educator, consultant, speaker, and author in the field of arts and culture management and marketing. She is adjunct associate professor of business institutions at Northwestern University and taught arts management at the Kellogg Graduate School of Management for eight years. She consults with arts and service organizations and speaks frequently to audiences worldwide.