Four strategies to reach outsiders now
A young intern at Classical Uprising asked an insightful question after an arts marketing webinar I led last week:
"What if your arts marketing truly is customer centric, but it's still not reaching the Outsiders?"
It’s a good point. All of your efforts to make your arts marketing customer centric won’t actually grow your audiences if you continue to market only to your loyal followers.
Here are four strategies I recommended. Are you implementing these?
#1. Boost social sharing
Create content that is so moving / local / fun / useful that your followers can't help but share it with their followers. Here are a few examples:
Create share-worthy photo opps (red carpet, photo booth, giant sign/prop, period dress code.) Here’s an example from the Detroit Symphony.
Provide an unexpected, over-the-top perk (food or beverage, a rose for moms on Mothers’ Day, Groucho glasses…the sky’s the limit!)
Hire a photographer to take photos of patrons in the lobby; post them on your social platforms the next morning (à la @lastnighatthemet)
Make your content valuable. Offer an immediate benefit like a mental health reset, or a hearty laugh. Here’s an example from the for-profit world.
Underscore a value your followers care about. Here’s an example from Philadelphia Orchestra.
Spark a strong emotional response with an impact story that tugs at the heartstrings. Here’s an example from Queensland Symphony.
Motivate ticket buyers to make a post-purchase social media post (offer a free drink, etc)
Feature a local business, nonprofit, restaurant, celebrity/influencer, or patron (and tag 'em) à la the Philadelphia Orchestra.
Highlight a local issue your followers care about. Here’s an example from English National Opera.
#2. Advertise somewhere else
Where are your target audiences congregating? Where are they seeking solutions for their problems? Show up there. Here are a few examples:
Planning a family-friendly event? Snag some air time before a kids' movie at the movie theater.
Programming music suited for reflection, relaxation, or meditation? Advertise at yoga/massage/breathwork studios.
Marketing your event around the health benefits of art? Persuade the local physicians to hand out postcards to their patients.
Looking to attract tourists? Boost your online reviews. Invite your patrons to submit reviews on TripAdvisor, Yelp, Google.
Get featured in the local gift guides leading up to holidays that involve gift giving (Valentine's Day, Christmas, Mothers' Day, Fathers' Day).
Marketing your event as a way to meet likeminded people? Offer a discount to members of the local newcomers club or local groups on Meetup.com.
#3. Collaborate with others
Leverage the networks of local celebrities and organizations (non profit or for profit.)
Invite a local mixologist to create a signature drink for your post-concert gathering (hat tip to Holly Mulcahy for that idea.)
Ask a local restaurant to offer a patron discount or host an intimate soirée.
Add value to your event by featuring a local expert in yoga, mindfulness, breathwork, social justice, sustainability, etc.
Got a show that features dancing? Invite a nearby dance studio to offer ballroom lessons in the courtyard before the performance.
Shine the spotlight on a local nonprofit. Philadelphia Orchestra does this well.
Participate in regional festivals/street fairs.
Ask a regional corporation to partner with you on a specific social issue.
Invite the members of your regional sports team or local government to perform with your org. (The BSO recently invited Boston’s mayor, Michelle Wu, to perform with them.)
#4. Optimize your hashtags
Think outside the arts. Recalibrate your hashtag strategy to get more eyes on your posts.
People follow hashtags that matter to them. So if you want to reach the Outsiders (nonconsumers), skip the arts-centric hashtags.
Instead, ask: What problems, needs, or issues are our offerings well-positioned to address? (The book Your Brain on Art outlines several.)
Explore Instagram thought leaders or influencers who post about these issues (mental wellbeing, physical health, neuroplasticity, longevity, brain development, learning, awe, wellness, meaning, loneliness, healing, connection, etc.)
Create a list of their most used hashtags. Incorporate them into your posts.
What would you add to this list? Comment below.
