Simply put, artists and the institutions that support them generally count on culturally engaged “artsy” folks to foot the bill for the work and labour through admission prices and charitable donations. The AGO (Art Gallery of Ontario), New York Metropolitan Opera and the SF Moma, for example, would all fold if it weren’t for the millions of dollars generated each year through membership fees, general admissions and big donations from wealthy philanthropists.
Economics and ADD
In the 21st century, with a scarcity of job security and a wealth of media and entertainment that is either cheap or free, these kinds of historic institutions can’t count on the kind of support they’re accustomed to. Going back in time is not an option, however, teleporting these more traditional types of media into the future may be possible through creative marketing that incorporates digital media. Considering the attention span of your average young person, a robust, eye-catching ad campaign is necessary to have an impact.
Preaching to the Choir
Digital media can take the form of videos, animation and integrated ads targeted at smartphone and tablet users, or displayed on digital billboards to catch the attention of bustling commuters and distracted teens. While many old-school institutions may have a sentimental preference for traditional advertising, the truth is that print and non-digital billboards will go largely unnoticed by the younger generations. Advertising by traditional means may only have an effect on folks who are already likely to buy tickets or make a donation – which amounts to preaching to the choir.
Beating Them at their Own Game
At the same time, maintaining visibility and awareness amongst established demographics has its value. In terms of attracting fans of ballet or abstract art who’d forgotten about an upcoming event, it could make a significant difference. That said, converting distractible millennials is a much more comprehensive task that requires using an arsenal of tactics typically espoused by the mainstream media. If you want someone to spend money on Bellini’s Norma Rather than Marvel’s Avengers, you’ve got to beat them at their own game.
Finding the Right Design Studio
The right design studio for your project should have a respect and understanding of whatever it is your selling (a Brahms concerto, Kandinsky exhibition, etc.), while at the same time possessing the creative vision and technical ability to create videos, animations and images that will turn heads on digital platforms. Cosmic Design, for example, is an award-winning design studio skilled in crafting traditional posters and digital ads or a wide variety of entertainment brands – from classical orchestras to theatres – and festivals that host live shows throughout the city.
Economics Part II
While the price of admission to a film has risen over the years, it is still much less than the price of an opera or ballet ticket. Promoting discounts for rush tickets, under thirty tickets and seasonal promotions should hook a younger audience, who will hopefully pay full price as they get older. Many art galleries also offer student rates and memberships with perks so twenty-somethings can look forward to showing off their VIP status on a culturally impressive date.
While opera houses and art galleries are no longer where most of society goes for their entertainment, there is a value in keeping these profound art forms alive. Digital marketing can help.