The Art Of Marketing For New Works Essay

The Art Of Marketing For New Works Essay

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The Art of Marketing for New Works:
How do You Retain an Audience Without a Name?

The American Marketing Association’s definition of marketing “is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Marketing creates awareness of the product and a personal connection with the consumer. Marketing strives to achieve a match between the consumer and product or service in order to satisfy their needs or wants.

Marketing planning is necessary in establishing the target market. By establishing the target market, effective marketing strategies and content can be created in order to drive in audiences and retain them in regards to new works. For the purposes of this study, I will be defining a new work as “a work that is yet to be produced or in developmental stages.”

William J. Byrnes states in his book Management and the Arts that “an arts manager must plan, organize, implement, and evaluate various marketing and fundraising strategies in an effort to maximize revenue to meet the organization’s established objectives.” I have questions I would like to answer in regards to marketing. How is social media used as a platform to gain and retain a youth audience? How is marketing different for a young adult audience? How is program content used instead of traditional advertising? Why is word of mouth so important for new works?

My name is Lydia Shirley and I am an Arts Administration major at Rider University. This research was done in order to discover the effective ways an institution uses marketing for new works. As a member of the theatre community with an educational background in arts administrati...


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... Theater’s strongest forms of social media.

Instagram was extremely important in marketing their new musical Be More Chill. With cast takeovers, silly skits, contests, reposting audience material and hashtags. Matt Britton states in his book Youthnation: Building Remarkable Brands in a Youth-driven Culture that “the #Hashtag has made it easy for users of social media platforms to follow commentary on an issue or trend of the moment, or contribute their thoughts in a forum dedicated exclusively to a particular topic or event.” Instagram was extremely effective in creating a buzz and engaging with patrons. While information about the impact of social-media campaigns, including videos, on ticket sales is proprietary, content generators say the effect can be strong and direct. Social media impact ranges dramatically due to the type of show, its needs and demographic.

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