I have, recently, found myself writing fewer blog posts about arts marketing and my work.
This is for a few reasons. Firstly I’ve started a new job so spare time has dissolved into a thing of the past, along with worry-free sleeping and relaxation. Secondly I’ve found myself struggling to know what to write about. I am constantly conscious that although I’ve worked in the arts for 10+ years and have been a Head of Marketing for 7+ years that I do not regard myself as a consultant, nor as an expert.
That in some ways goes to explain why I’m being incredibly non-committal with this blog – it’s opinions not fact, it’s experience rather than research. Anyway, I thought I’d write down a few things that have crossed my mind recently. If you like this then do comment below. If you don’t like this then fuck off*.
- No-one cares about creatives
This is a pretty simple one I imagine that many marketeers will relate to. Often we’re told that a creative team, or company, or writer will sell a show. This isn’t always the case**. Yes, sure, there is a small minority of audiences who might recognise a creative name, past credit, or understand that an Evening Standard award is an honor, or even what the word “Brechtian” might mean – but generally, with the large proportion of your audience, “normal people”, they don’t. Very few creatives or companies have followings in regional theatres to make a substantial difference to the bottom line. There are exceptions of course, celebrity, major national companies (RSC, National) and (did I mention) celebrity. We mightn’t like it but this seems to be the reality. What they care about is story – not the context or how seminal it is, or how it’s important to the world today, but what it’s about.
- Mixed priorities are a real challenge
Marketing departments play two games – the one that gets audiences in and the one to make people feel better internally – departments have priorities pulled all the time – it’s a real challenge to prioritise and to work out what to say no to. We have too much to do and not enough time, there is a wayside, something will fall there. That’s okay, just make sure you can explain it and focus on the greater good. Of course defining that…
- Support from Executive and Artistic Directors
I am incredibly lucky, I’ve an Executive and Artistic who are supportive of me, our department and the challenges of what we do – we celebrate together and we commiserate together. Without that my job would be immeasurably worse and less enjoyable. It’s not about carrot or stick, it’s about enabling and supporting – it seems from colleagues in the industry that this isn’t universal. For any artistic types reading – ask, if the show’s not selling, where is the problem, is it the marketing or is it the wrong show at the wrong time? Finger pointing at marketing about what’s not working is like trying to ride a cat, it’s incredibly hard to do, keeps moving and often has limited value other than to alienate the cat.
- The need to be fascinated and excited
The best people are those who try new things, are excited about things and will spend endless hours fascinated about your cause. They will make a difference to any organisation. If someone keeps showing you “interesting***” stuff, has crazy ideas that “just might work” or are never satisfied then keep them (or abduct them).
- Connecting with your audience
With every show we should ask why should people care about this show now. And not just the theatre-loving segment, all segments. As an industry I worry that we pay too much attention to the accessibility of shows in terms of pricing but forget about the very content, the narrative, the type of work we produce… I also worry that we’re too white, left-wing, Guardian reading, liberal and broad minded. Did anyone in the Arts anticipate Brexit? Or Trump? Do we reflect society, influence society or transfer our values on to society.
*only kidding. Or am I?
** Shock erupts
*** could be incredibly dull stuff…