Arts Marketing: Questions to Maximize Your Marketing Impact

This article was collaboratively written by Cheri Jamison Consulting and ASYMM Digital,
​a digital marketing agency for arts and entertainment organizations.

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In the realm of arts marketing, the landscape is as diverse as the art forms it represents. From captivating campaigns to digital dominance, the strategies available to arts leaders are vast and varied.

Understanding the nuances of these approaches can be pivotal in crafting effective marketing messages and maximizing your marketing dollars.

Here are a few ways arts organizations can reach their audiences:

1. Campaigns: Crafting compelling campaigns is about storytelling. Whether it's a thematic approach to a season's programming or a spotlight on a particular artist, campaigns create narratives that resonate with audiences, drawing them into the world of your organization.

2. Direct Mail: Despite the digital age, direct mail still holds its ground, especially for reaching older demographics. Postcards, brochures, and newsletters can provide a tangible connection to your audience, serving as reminders or invitations to upcoming events.

3. Digital: In today's digital age, online presence is paramount. Social media platforms, email newsletters, and website optimization are essential tools for engaging with audiences, driving traffic, and promoting events.

Now, let's delve into the questions you should ask yourself to maximize the impact of your marketing efforts:

What are you trying to achieve? Define your objectives clearly, whether it's increasing subscribers, boosting ticket sales, or driving website traffic. Prioritize or choose one thing; sometimes multiple goals cannot be achieved within one effort and may require separate initiatives and budget.

How will you measure success? Establish benchmarks and track progress meticulously. For example, if you typically only see ~1,000 site visitors a month; consider what kind of lift would be typical versus ideal. (“Lift” refers to the additional likelihood that consumers will make a purchase after receiving your ad versus those that didn't receive it.) 

Be sure to also note where success typically comes from, like whether ticket sales occur more online versus at the box office, so that you spot an increase easily. Whether it's monitoring subscriber growth, ticket sales, or website analytics, having quantifiable metrics ensures you can assess the impact of your efforts accurately.

Who are you trying to reach with your marketing? Understanding your audience demographics and behaviors is crucial in crafting targeted campaigns. Tailor your messaging and timing to different audience segments: existing audience, lapsed patrons, and the ever-desired “new to file” audience members. 

• Often existing audiences need a nudge or reminder when programming is announced, tickets are on sale, subscriptions renewals deadlines are approaching, etc. You can’t assume returning patrons will come back on their own without your engagement. Consider a more direct “call to action” since these patrons already are familiar with your brand.
  
  
• When targeting lapsed audiences it may take longer to engage these patrons and you might consider experimenting with incentives to invite them to return.
  
  
• Audience-building aka reaching new people requires on-going attention and different strategies. This is where market research, patron surveys, intentional advertising campaigns, and the support of a marketing agency may help.

What do I want to learn? Continuously evaluate and adapt your strategies based on insights gained. Experiment with different mediums and techniques, and be open to learning from both successes and failures. For example, if your organization has historically invested in traditional media such as direct mail, brochures, newspaper ads, or broadcast advertising, consider adding a QR or promo code to these efforts to measure impact/redemption to test if these mediums are still valuable.


So, when does it make sense to bring in a marketing professional?

Knowledge/Experience: A seasoned marketing professional brings expertise and insights that can elevate your strategies and campaigns. Look for a marketing professional with similar clientele to your organization. This is useful for benchmarking, industry trends and learnings that can be applied to your marketing efforts.

Resources (technology and staff): Investing in the right tools and personnel can streamline your marketing efforts and ensure efficient execution. Consider onboarding marketing automation, social listening, hiring professionals experienced in media buying or licensing ad buying platforms.

Budget: You’ve heard the phrase, “You’ve gotta spend money to make money.” Well, this is where that comes into play. While hiring a marketing professional represents a financial commitment, the returns in terms of audience engagement and potential revenue generation can often justify the expense. If you’ve never run paid advertising before, be sure to set clear goals - such as ROAS (Return on Ad Spend) or CPA (Cost Per Action) - to measure success and determine value in the investment. Consult with a marketing professional if the budget you have set aside is enough to “move the needle” and if you’re best set up for success by running the ads on your own vs. working with a marketing agency. 

Goals: If your organization has ambitious growth targets or complex marketing objectives, the guidance of a marketing professional can be invaluable. Marketing consultants or agencies can often provide a fresh perspective and help “see through the trees” to assist with goal setting at a measurable level. You can work collaboratively with a marketing professional by bringing organizational goals and sales figures to the table and align them with marketing strategies to find which goals make the most sense.


Marketing is a key aspect of any business. Arts and entertainment organizations can benefit from engaging content strategy and ongoing communication that draws patrons in and keeps them engaged. It’s a continuous effort of audience-building with smart strategies and a commitment to continuous improvement.

​By asking the right questions and leveraging the expertise of marketing professionals when needed, arts leaders can amplify their impact and cultivate thriving audiences for their organizations.

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ASYMM Digital is a full-funnel, digital-first marketing agency that combines forward-thinking strategy and advanced technology to drive impactful results for arts and entertainment organizations. ASYMM boasts 25 years+ of digital marketing experience with 16 dedicated to the arts. www.asymmdigital.com 

Cheri Jamison is an Arts Consultant with over 12 years of experience in the arts and nonprofits. Cultivating a non-judgmental, solution-oriented environment, Cheri meets her clients wherever they’re at with their business or creative career. The focus of Cheri Jamison Consulting LLC is strengthening organizations from the inside out through capacity-building, executive coaching, board training, and professional development. www.CheriJamison.com