In the dynamic world of performing arts organizations, operating without a marketing department is one of the many common marketing challenges. Marketing plays a crucial role in attracting new audiences and sustaining growth, and while some organizations may have experienced early success through word-of-mouth, there comes a point where active marketing becomes essential to reach untapped markets. However, hiring a whole marketing team can be a daunting task! It requires two things that are often lacking in the arts: money and resources.
But don’t worry, we got you! While we don’t recommend continuing on without a marketing department (Remember, just because you’ve always done it, doesn’t mean that you should be doing it now!), we understand that it just might not be attainable for you right now. To explore strategies for how to function as a performing arts organization without a marketing department or team, keep reading!
1. Define Your Marketing Needs:
There is no “one size fits all” in marketing. Sure, as experts in the field, we have certain tried and true tactics that we often utilize, but we are always customizing our strategies to meet the needs of our individual clients. What works for one organization may not yield the same results for another.
It’s important to avoid the mistake of relying solely on one marketing channel, such as social media, as it may limit your reach. By conducting thorough research, you will be able to identify a smart mix of strategies that cast a wide net. This might not be extremely clear at the start, but by paying close attention to the data and analytics, you will be able to evaluate what works and what doesn’t for you and your audiences.
Some things to consider incorporating are search engine optimization (SEO), digital advertising, social media marketing, and content creation to diversify your marketing efforts.
2. Leverage Existing Resources:
When functioning without a dedicated marketing team, it is crucial that you make the most of your existing resources. Chances are you know this and are already trying to do so, but here are two ideas you might not have considered before:
- Look within your organization for individuals with relevant skills or an interest in marketing. It could be anyone! Maybe one of your artists or even someone in finance!
- Delegate responsibilities and create a marketing committee or task force that meets regularly to brainstorm ideas, plan campaigns, and assess progress.
By harnessing the collective expertise of your team – even if it’s not technically an “official team” – you can effectively execute marketing initiatives without incurring additional costs.
3. Seek External Assistance For Marketing Strategies:
While going it alone might seem tempting (or like your only option), it’s important to recognize that marketing requires specialized knowledge and expertise, especially in the unique world of non-profits. Maybe your organization can’t afford to employ a full-time in-house marketing team right now, but there are other options that can serve as stepping-stones along the way to getting there.
For instance, consider partnering with external consultants or agencies specializing in performing arts marketing. These professionals can provide guidance, develop tailored strategies, and assist with execution. Collaborating with industry experts ensures that your marketing efforts align with best practices and will yield optimal results.
Another resource to consider is Fiverr for some additional quick help. You will just want to make sure that you really search out good reviews before making your selection!
At Confluence Arts Solutions, consulting, coaching, and strategic planning are among the many services that we provide for our clients. We work with a wide range of organizations, some with internal marketing departments and some without. We would love to talk to you more about your organization and how we can help it grow. Click the button below to sign up for your free 30-minute consultation.
Recap: How To Thrive Even With Marketing Challenges
We know that many performing arts organizations are operating without a dedicated marketing team and that it is rough out there! If this is your organization, we hope that we will be hearing from you soon so that maybe we can alleviate some of that burden on you! But in the meantime, remember that you can effectively market your organization and reach new audiences by defining your marketing needs, leveraging your existing resources, and seeking external assistance for marketing strategies (contact us!).
There is no “one size fits all” or simple solution when it comes to marketing, so make sure to continuously evaluate and refine your strategies based on performance indicators and feedback. With a proactive approach and a well-rounded marketing plan, your performing arts organization can persevere and continue to attract audiences even without a dedicated marketing team.