For many arts organizations, summer can feel like a strange season – no matter how relaxing you want it to be.
If your main programming takes place between fall and spring, the pressure of selling tickets every weekend may finally ease, and it can be tempting to take a break from marketing altogether.
But while summer may be a slower sales season, it shouldn’t be a silent marketing season.
Marketing Is About More Than Immediate Sales
When budgets and staff time are limited (and trust us, we know they are), marketing efforts often become laser-focused on direct outcomes. Every email should sell tickets. Every post should drive attendance. Every advertising dollar should generate a measurable return.
The logic makes sense. After all, organizations need revenue!
The problem with that approach, though, is that audiences don’t suddenly become interested in an organization the moment tickets go on sale.
The decision to attend a performance is often the result of dozens of interactions that happened long before a purchase was ever made.
Can I say that again?
The decision to attend a performance is often the result of dozens of interactions that happened long before a purchase was ever made.
A patron may have seen photos from one of your previous productions, read a story about an artist, watched a tour video, attended a free community event, or simply become familiar with your organization over time.
All touchpoints matter. In fact, they are often what make ticket sales possible in the first place.
The Value of Brand Awareness
The term “brand awareness” can sometimes feel abstract, especially when compared to a clear metric like ticket sales. Because it doesn’t always produce an immediate result, it is often one of the first marketing elements organizations cut when time and resources are stretched.
But brand awareness is not a luxury.
It is the process of helping people know who you are, what you do, and why they should care.
When audiences regularly encounter your organization, it builds familiarity. Familiarity builds trust. Trust makes people more likely to engage, attend, purchase, donate, subscribe, and advocate for your work in the future.
The organizations that seem to have the most loyal audiences are rarely talking only about upcoming events and getting people to buy tickets. They are consistently sharing stories, celebrating their community, highlighting their impact, and reminding people why they exist.
Summer Is the Perfect Time for Evergreen Content
So if there isn’t a performance opening next week, what should you talk about?
The things that make your organization worth supporting year-round!
Summer can be an ideal time to share evergreen content that often gets pushed aside during busy production seasons.
This might include:
- Artist and staff spotlights
- Behind-the-scenes content
- Patron stories and testimonials
- Organizational history
- Community impact stories
- Educational content
- Volunteer recognition
- Mission-focused messaging
- Archives, throwbacks, and memorable moments
Unlike event-specific promotions, this content remains relevant long after it is published. It helps build a deeper connection with audiences while creating a library of material that can be repurposed throughout the year.
Summary: Stay Visible
Summer may be quieter; we encourage you to seize the opportunity!
While audiences are making plans, scrolling social media, attending community events, and deciding how they want to spend their time in the months ahead, your organization has a chance to remain part of the conversation.
Remember: You don’t need to sell something every time you communicate.
Sometimes the most valuable thing your marketing can do is simply remind people that you’re here, doing meaningful work, and worth remembering when the next season arrives.
Want help figuring out your off-season marketing? We are here to help!