And Why That’s Not Your Fault
There’s a special kind of exhaustion that comes from hearing, “Marketing is marketing. Just apply best practices.”
This sentence is usually spoken by someone who has never tried to sell a contemporary dance piece on a Tuesday night in February.
Yes, marketing principles are transferable.
No, the context is not.
Arts marketing lives in a strange in-between place. You’re not selling a utility. You’re not selling a luxury. You’re selling an experience that doesn’t exist yet, often to people who are already overscheduled, underfunded, and emotionally tired.
And yet—here we are.
The core difference: risk and reward
When someone buys a toaster, the worst-case scenario is crumbs.
When someone buys a theatre ticket, the risk feels personal.
Arts audiences are making a judgement call:
- Will this be worth my time?
- Will I feel out of place?
- Will I regret this more than staying home?
That’s a higher bar than “free shipping.”
Why “best practices” often fall flat
Many mainstream marketing tactics assume:
- consistent demand
- repeat purchasing cycles
- clear functional benefits
Arts organizations often have:
- irregular buying patterns
- one-off attendance
- deeply subjective value
So when a board member asks, “Why don’t we just do what Netflix does?” the answer is: because Netflix is solving a completely different problem.
What actually works
Effective arts marketing:
- reduces uncertainty
- builds familiarity
- rewards curiosity
- respects intelligence
It’s less about persuasion and more about invitation.
If your marketing feels like shouting, you’re doing it wrong.
If it feels like guiding someone toward something they might love—you’re closer.
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