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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 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.

Michael Norton: How to buy happiness

How would the world be different if we could get all of our donors to…

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.

What does the convergence of consumer interests, markets and industries mean for cultural organizations?

Keith Winsten, Executive Director of the Brevard Zoo in Brevard County, Florida, discusses how increased competition helped the organization focus on relevance and redefine its mission.

What are the three most interesting trends in the arts and culture field?

Sally Sterling, an executive search consultant within Spencer Stuart, discusses trends in arts organizations.

How can we broker relationships between people and the arts?

Diane Ragsdale warns that attracting and retaining new audiences may require arts organizations to stop “selling excellence” and start brokering relationships between people and art.

How do we build a slow arts movement?

Diane Ragsdale compares the issues facing the arts with those that faced the restaurant industry, sparking the Slow Food movement. She suggests that an answer to the mounting challenges for arts organizations might be to start a Slow Arts movement.

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