The Customer Journey

Click to explore each phase

An effective marketing strategy is grounded in the customer’s perspective. And the customer journey helps you do just that. It’s a roadmap of how your target customers interact with your organization—from first learning about you to becoming a loyal Insider.

All too often, arts organizations target their core audiences—the Insiders who reside in the “Buying” and “Using” phases—and totally ignore the Outsiders. But engaging with consumers at every stage of the customer journey is essential to sustainability.

Phase 1: Reach the Outsider

RETURN TO JOURNEY OVERVIEW ➤

At this stage, your goal is to raise awareness and introduce your organization to people who don’t yet know about you. It’s about getting in front of new audiences and making them aware of the problems you solve, the experiences you offer, and why they should care. Investment in top-of-funnel content that reaches Outsiders is an investment in future revenue.

  • Raise brand awareness and increase social media followers who engage with your content.

  • Curiosity & Intrigue

  • New followers
    Number of website visitors
    Ad impressions
    Ad click-through rate
    Referral traffic from partner sites

  • What problem are you solving for me?

  • Tie your offerings to their struggles or pain points.

  • Intriguing, Informative. Avoid the hard sell.

  • "Feeling overwhelmed? Discover how live performances can help you relax and recharge."

  • Spark passive looking by bringing awareness to their struggle or problem

    • Use non-industry hashtags that tie to the outcomes consumers are seeking to increase visibility on social media platforms

    • Digital awareness campaigns (Roku, Facebook, Instagram, YouTube pre-roll ads, Spotify or podcast ads) that highlight the problem you solve

    • Partnerships with local businesses, experts, and leaders—those that are connected to the problem you solve

    • Content marketing (blog posts, videos) tied to the problem you solve

    • Geotagging competitors who solve the same problem you solve

    • Step in / reach out during key life moments (send welcome letter to new homebuyers; create programs for new moms)

    • Pop-up concerts in the community

    • Contribute to other nonprofit events in the community

    • Leadership and artists developing through leadership platforms on social media, including LinkedIn

    • Show up where they're seeking solutions (advertise at your competitors' places of business: yoga, meditation, doctor, spa, church, massage, etc)

    • Advertise at movie theaters

    • Billboards, public transit

    • Print ads

    • Interviews on local TV

    • Direct mail

    • Non arts-related hashtags (like biohacking)

    • Radio ads

    • Host a local event: free, family-friendly in a park or public space

    • Feature local businesses like restaurants, bars, coffee shops

    • Invite attendees to wear costumes; post their photos on social media so they'll share with their friends

    • Create shareworthy content that your followers will want to share with their followers. What is shareworthy content? 

      • Valuable because it’s immediately useful

      • Entertaining

      • Makes me look cool / helps me signal my identity

      • Helps me connect with others

      • Helps me align with or contribute to social issues

Phase 2: Attract the Passive Looker

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In this phase, you're working on building a deeper connection with those who have heard of you but aren’t yet actively seeking your offerings. This is where you spark their interest and provide value, helping them see how your offerings can improve their lives. You’re moving them from awareness to engagement.

  • Convert interested prospects into newsletter subscribers who engage with your content.

  • Empathy & Connection

  • New followers
    Number of website visitors
    Ad impressions
    Ad click-through rate
    Referral traffic from partner sites

  • How will you solve this problem for me?

    How will my life be better?

  • Highlight outcomes without pressuring.

  • Human, Relatable, Empathetic.

  • "We offer more than just performances—we offer a moment of calm."

  • Spark active looking by highlighting the potential consequences or risks of not addressing the problem.

    • Email signup incentives / lead magnets (guides, playlists)

    • Show up often on social media. Use bite-sized, relatable content and storytelling. Make your customers the hero of the story.

    • Create polls, quizzes, or challenges on Instagram stories and LinkedIn to engage passively interested customers: "What was the first piece of music you listened to this morning?"

    • Partner with local influencers, experts, or artists to co-create content, such as joint videos or interviews that both of you can share.

    • Highlight scientific studies on how art improves wellbeing, learning outcomes, etc

    • "Inspirational quotes that highlight the problem you solve: “When I am constantly running there is no time for being. When there is no time for being there is no time for listening.” 

    • —Madeleine L’Engle

    • Show how your artists are real people (rather than putting them in formal wear on a pedestal)

    • Puppies and kids always win the internet

    • Feature the human side of your brand: What's the weirdest sound your instrument can make? What does the trombone section do when they dont play in the first 3 movements of Brahms Symphony No 1?

    • A series of welcome emails when a consumer signs up for your newsletter.

Phase 3: Convince the Active Looker

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Now that you’ve captured their interest, it's time to convince potential attendees that your offering is the best choice. In this phase, you’ll showcase your unique value, differentiate yourself from competitors, and provide social proof that builds confidence in their decision to choose you.

  • Drive meaningful website trafffic that leads to ticket sales.

  • Trust & FOMO

  • Landing page conversion

    Click-to-purchase rate via email or ad

    Email newsletter churn rate

  • How are you a better choice than others that offer this outcome?

    How can I be sure you'll deliver?

  • Show them how your competition is the lesser choice—and how your offering is the best way to achieve the outcome they seek.

    Back up your promises with social proof.

  • Confident. Trustworthy.

  • 10,000 attendees reached each year.

    Stop doomscrolling and do something that will actually make you feel better!

  • Spark a purchase by offering limited-time promotions, discounts, bonuses, or some sort of exclusive deal.

    • Landing pages highlighting outcomes, differentiation, and social proof

    • How can your offering help them achieve the outcome they seek faster?

    • How can your offering help them arrive at the outcome they seek in a more enjoyable way?

    • What unique features does your offering have that others do not?

    • What specific problems or pain points does your offering address that others overlook?

    • How does the cost of your offering compare to the cost of not finding a solution?

    • Social proof: Testimonials, collaborations, stats on how people's lives were improved or how many people you've impacted, reviews, case studies, science

    • List the number of pieces performed that are written by composers of color and women, living composers, LGBTQ, etc

    • Reshare content that your audience members post about attending your events

    • Comparison with competitors

    • Trial offers

    • Use chatbots or interactive FAQs on your website to answer common questions and guide people to purchase.

    • Interactive Virtual Previews: Offer short, virtual behind-the-scenes tours or a sneak peek into a rehearsal.

    • Limited-Time Offers: Offer a short-term discount to encourage immediate action: Get 15% off tickets if you book in the next 48 hours!

    • Countdown Timers: Add a countdown timer on the landing page or emails to visually show how much time is left for a special offer: Only 24 hours left to get your exclusive discount!

    • Exclusive Content Access: Offer limited-time access to behind-the-scenes content or early booking for premium seats: Unlock exclusive backstage content when you book by midnight.

    • Limited Availability Messaging: Emphasize the limited nature of tickets or availability to create scarcity: Only 10 seats left at this price—book now!

Phase 4: Guide the Ready-to-Buy

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At this stage, the focus is on making the purchasing process as seamless as possible. You want to ensure a friction-free experience, provide all the necessary information, and alleviate any anxieties. This phase is about helping potential customers confidently complete their purchase and feel good about their choice.

  • Ensure a seamless ticket purchasing experience that minimizes drop-off and maximizes conversion.

  • Reassurance & Ease

  • Purchase completion rate

    Number of tickets sold

    Coupon redemption rate

  • Will I get my money's worth?

    How do I get the most bang for my buck?

  • Show them how to get maximum value out of your offerings. Remove barriers.

  • Reassuring. Clear.

  • “Here’s how to pick the best seat in the house.”

    “Free ticket exchanges if your plans change."

  • Prepare them attending by providing content that helps them feel ready to experience and engage with the event

    • Offer a first-timer / newcomer guide 

    • Provide detailed information about the event before ticket purchase: Concert running time, venue & parking details, ticket exchange policy, short previews or samples.

    • Make recommendations for how to plan the perfect night out. Package deals with local businesses.

    • Invite them to a pre-concert lecture

    • Invite them to a post-concert meetup at a local bar or icecream parlor

    • Ask a local mixologist to create a special cocktail that captures the feel of a piece you perform

    • Offer reassurances about ticket exchanges, refunds, and other policies

    • Create an online quiz: Which opera should I see this season

    • Let them know in advance what to expect in terms of audience behavior (phones, attire, clapping, etc)

    • How to choose the perfect seat (Instagram carousel or video)

    • The word subscription may seem scary (Instagram carousel)

    • Podcast with entertaining stories about the art work they're going to experience

    • Playlists of the music they're going to hear

    • Have one of your artists hand deliver their subscription tickets to their home

    • Create a friction-free UX.

    • FAQs and customer support for common concerns,

    • Early-Bird Discounts: Offer discounts to those who purchase tickets well in advance of the event: Book by October 1 to save 20% on your tickets!

    • Tiered Pricing: Introduce pricing tiers where customers who book early get the best price: The first 100 tickets are 30% off—grab yours now!

    • Flash Sales: Run a short, unexpected sale to encourage immediate purchases: Flash Sale! 25% off all tickets for the next 24 hours only!

    • Bundled Offers: Combine time-sensitive ticket purchases with additional perks (e.g., drink vouchers, meet-and-greets): Book now and get a free drink voucher for the event!

Phase 5: Delight the Attendee

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The final phase focuses on delivering a memorable and valuable experience that exceeds customer expectations. This is where you build long-term loyalty by delighting your audience, creating moments of surprise, and ensuring they’ve received exceptional value, prompting them to return for future events. (And don’t forget to follow up!)

  • Create memorable experiences that encourage repeat attendance and brand loyalty.

  • Excitement & Belonging

  • Post-event survey completion
    Referral program participation
    Repeat purchase rate
    Social shares
    Loyalty program signups
    Subscription signups
    Customer reviews/testimonials

  • Should I come back?

  • Overdeliver with memorable experiences.

  • Warm. Exciting. Personal.

  • "We loved having you! Use #hashtag to win backstage access."

  • Spark a repeat purchase by nurturing the relationship and following up.

    • Surprise bonuses (backstage tours, videos),

    • exclusive events for members only

    • Referral programs for future events

    • Welcome note on the seat of new attendees

    • Loyalty programs for repeat attendees; gamification that offers reward points for attending events, referring friends, etc

    • Instagram traps: Step and repeat, props, professional photographer

    • Interactive exhibits in the lobby

    • Personalized thank-you emails with post-event survey

    • Event Reminders: Send countdown emails or texts leading up to the event, with FAQs and tips to get the most out of the experience.

    • Personalized Souvenirs: Offer small, unexpected tokens of appreciation after the event, such as custom bookmarks or local goodies.

    • Exclusive Content: Give attendees access to exclusive post-event content, like a recording of a Q&A session with the artists.

    • Thank You Videos: Send a short thank-you video featuring artists or the leadership team to show your appreciation and foster a personal connection.

    • Complimentary photography

    • Complimentary caricatures

    • Personal handwritten postcard from one of your artists