A Life in the Theater

Second article by Exie Abola on Arts Marketing, in the Philippine Inquirer. Excerpts:   Underlying all the practical problems is a lack of forward thinking. “An investment now pays off in seven years,” Dennis claims, which is the amount of time it takes for the ladder of involvement (the process in which someone ascends from mere participant to ambassador, discussed last week) to be completed. Right now companies are content to focus on block sales (devolving marketing to show-buyers) and wooing principals and teachers to bring in hordes of students. It’s a myopic perspective because audiences are not being nurtured. Today’s audience troubles result from years of neglect, and today’s neglect will in turn mean sparse crowds for years to come." Link here:  http://www.philstar.com/arts-and-culture/2013/02/25/912654/seeing-eyes-audience

Following is the link to an article on Arts Marketing as written by Philippine Star's Exie Abola, based on an interview we had during the last holidays.  I hope it contributes to the discussion on the subject. Dennis Marasigan on the Science of Arts Marketing Some excerpts: “A lot of times,” Dennis says, “I encounter people talking about arts marketing not really understanding what marketing really means.” What people often mean by marketing — advertising, sending press releases to the papers, announcing shows in online social networks — is actually promotions. And promotions comes, or should come, at the end of a long and systematic marketing process, a process that includes an assessment of one’s product, pricing strategy, place decisions (product availability and distribution), branding (or positioning), and people. If the earlier parts of the process are done well, then promotions, which should be the finishing kick, will succeed. But don’t expect it to if you haven’t go...