copyright © 1998-2008
Durham Arts Council, Inc.
120 Morris Street
Durham, NC 27701
919.560.ARTS

FUNDAMENTAL STRATEGIES

7. Pick your niches.

Understanding the total arts landscape in a region will help each individual organization capitalize on its strengths and recognize its potential position in the mix. Addressing all prospective audience groups at once is rarely feasible. As a number of the ADI participants found, connecting with particular groups for individual events is one avenue to developing new connections. Rotating among niches in the effort to connect and build audience loyalty and anticipation for different events is more manageable than trying to be all things to all people all the time. Targeting different audience segments may require different communications strategies, various kinds of special offers that help overcome resistance, alternate scheduling of performances and events, or the choice of more convenient venues depending on the target group. One size never fits all.

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