Granted, experimenting with your marketing plan can be hard. In science, when you want to test something out, you control for all of the other variables so you can see the change that happens when you manipulate just one single thing. You generally can’t do that with arts marketing because there are so many variables you can’t control, like competing events, weather, or the fact that you are always producing different shows with different casts and messages. What works once might not work again, or a reliable marketing tactic might not work this particular time. But this is no excuse to not try.
Granted, experimenting with your marketing plan can be hard. In science, when you want to test something out, you control for all of the other variables so you can see the change that happens when you manipulate just one single thing. You generally can’t do that with arts marketing because there are so many variables you can’t control, like competing events, weather, or the fact that you are always producing different shows with different casts and messages. What works once might not work again, or a reliable marketing tactic might not work this particular time. But this is no excuse to not try.
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