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To market or not to market that is the question. Are Minnesota performing arts organizations creating marketing plans?

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To market or not to market that is the question. Are Minnesota performing arts organizations creating marketing plans?. Kerry DePalma University of St. Thomas December 15, 2003. Current challenges. Decreasing funds Increasing competition Shifting audience behavior.

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Presentation Transcript
slide1

To market or not to market that is the question.Are Minnesota performing arts organizations creating marketing plans?

Kerry DePalma

University of St. Thomas

December 15, 2003

current challenges
Current challenges
  • Decreasing funds
  • Increasing competition
  • Shifting audience behavior
arts marketers aren t getting what they need
Arts marketers aren’t getting what they need.
  • Better marketing tools
  • Strategic marketing
what is strategic marketing
What is strategic marketing?
  • Strategic analysis
  • Market planning
  • Marketing plan implementation
  • Measuring results
why is strategic marketing important
Why is strategic marketing important?
  • Identify long-term trends and their implications.
  • Recognize when there is a need to reevaluate the organization.
  • Develop and communicate clearer organizational messages.
  • Identify successes and failures.
slide6

Research question

Do Minnesota performing arts organizations create and implement integrated marketing plans?

research goals
Research goals
  • Identify whether written plans are being created.
  • Identify if organizations research their audiences.
  • Determine if there is staff committed to marketing and who it is.
methodology
Methodology
  • Sample
    • 200 managing directors and marketing managers of Minnesota performing arts organizations
  • Survey
    • Printed survey sent via mail
    • 27 Questions
  • Response
    • 39% Overall response rate
do you market your performances
Do you market your performances?

96% of respondents reported they

market their performances.

does your organization research and gather information about your audience
Does your organization research and gather information about your audience?

36% collect both lifestyle and demographic information about their audience.

who is responsible for marketing
Who is responsible for marketing?
  • 57% have a full-time or part-time employee handling marketing in some capacity.
  • 71% said marketing was not their primary job function within the organization.
conclusion
Conclusion

Do Minnesota performing arts organizations create and implement integrated marketing plans?

YES

AND NO

what needs to happen next
What needs to happen next?
  • Identify current arts marketing educational resources.
  • Research arts marketers’ opinions on marketing education.
  • Compare organizations’ marketing plans to their execution.
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