Standing Room Only Marketing Insights for Engaging Performing Arts Audiences

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  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 5/6/2014
  • Publisher: Palgrave Macmillan
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Supplemental Materials

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  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.


If you are a performing arts manager, marketer, educator, student, board member, or consultant, you will find this book indispensable. Standing Room Only is a comprehensive, newly revised, and up-to-date sourcebook of marketing strategies and techniques for theater, music, dance, and opera organizations. It presents the ideas and information you need to attract and engage current and potential customers effectively and efficiently today and into the future. This book combines proven marketing wisdom with viable new ideas and approaches that will help arts organizations improve their practices and impact and realize their artistic missions.

In Standing Room Only, Joanne Scheff Bernstein guides readers to understand performing arts audiences, provide excellent customer service, conduct market research, comprehend the complexities of pricing strategies, and engage audiences. Bernstein discusses ways to develop loyalty while subscriptions are declining, people want to choose exactly which performances to attend, and competition for leisure time activities is on the rise. In this era of changing customer values and a highly dynamic business environment, Bernstein offers strategies for long-range marketing planning and advises readers how to leverage the Internet, email, and social media as powerful marketing tools.

Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small world-wide—strategies that will ensure that the performing arts will prosper in today's rapidly changing social, economic, digital, and demographic climate.

Author Biography

Joanne Scheff Bernstein is a theater consultant, speaker, and adjunct professor at Northwestern University, USA, where she teaches courses in arts management, marketing, and development. She has worked with numerous theater groups to optimize their marketing abilities, including the Ford Foundation, the Chicago Opera Theater, Houston Arts Alliance, the Australian Arts Counsel, the Illinois Symphony Orchestra, Ballet Memphis, and the American Conservatory Theater. She is the author of two books, Standing Room Only with co-author Phillip Kotler and Arts Marketing Insights.

Table of Contents

1.The Performing Arts: History And Issues; An Ongoing Crisis? A Growing Crisis?
2.The Evolution and Principles of Marketing
3.Understanding the Performing Arts Market: How Consumers Think
4.Exploring Characteristics of Current and Potential Performing Arts Attenders
5.Planning Strategy and Applying the Strategic Marketing Process
6.Identifying Market Segments, Selecting Target Markets, and Positioning the Offer
7.Conducting and Using Market Research
8.Using Strategic Marketing to Define and Analyze the Product Offering
9.Managing Location, Capacity, and Ticketing Systems
10.Delivering Value and Maximizing Revenue Through Pricing Strategies
11.Identifying and Capitalizing on Brand Identity
12.Formulating Communications Strategies
13.Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Crisis Management
14.Harnessing and Leveraging the Power of Digital Marketing Methods
15.Building Audience Frequency and Loyalty
16.Focusing on the Customer Experience and Delivering Great Customer Service
17.Audiences for Now; Audiences for the Future

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