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Marketing

How to communicate your value – segmentation, targeting, positioning

Your Value Promise

NAS Director, Dallas Shelby, shares a process that arts and culture organizations can use to define the value they want to create in their communities.

What is the role of the publisher in the digital age?

Chris Fischbach, Publisher of Coffeehouse Press, talks about the value that publishers add, the misconception of the “cultural gatekeeper” and how his organization chooses what gets published.

What is the place of cultural institutions within their communities?

Tisa Ho, Executive Director of the Hong Kong Arts Festival, suggests that to be truly relevant an organization must be “in, of, for and about” its community.

What is the role of arts organizations in society?

Eduardo Vilaro, Artistic Director of Ballet Hispanico, stresses the importance of art as a connector and being true to your mission.

What can science tell us about the art experience?

Dr. Gary Vikan, former Director of The Walters Art Museum, discusses how neuroscience, evolutionary biology and the cave paintings in Lascaux might point to the fact that aesthetics is “hard-wired into our heads.”

How do we communicate the instrumental and intrinsic values of the arts?

Dr. Gary Vikan, former Director of The Walters Art Museum, talks about the dangers of using economic impact as argument for the arts, the importance of articulating the intrinsic nature of the art experience and how neuroscience might unlock the mystery of that experience.

What are the arguments for the arts that resonate with contemporary society?

Patrick McIntyre, Executive Director of the Sydney Theatre Company, talks about the need to talk about the arts in terms of its benefits rather than its features.

What effect does an organization’s dominant logic have on programming?

Peggy Sloan, Director of the North Carolina Aquarium at Fort Fisher, talks about the challenge and importance of questioning your assumptions.

How does an organization establish a clear identity while serving multiple communities?

Jessica Robinson Love, Executive & Artistic Director of CounterPULSE, talks about the challenges of serving diverse communities.

How do you connect a local community to a global event?

The London Olympics present enormous opportunities – as well as some challenges – for local youths. Steve Moffitt, CEO of A New Direction in London, describes how he and his team have worked to localize and truly global event.

What do changes in customer mindset mean for cultural organizations?

Thomas Kinnear, Ph.D. is the Eugene Applebaum Professor of Entrepreneurial Studies and professor of marketing at the Stephen M. Ross School of Business, University of Michigan. He is also a member of The New Nature of Competition faculty. In this clip he discusses the impact of convergence on the cultural customer.

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