Durham Arts Council

Come face-to-face with the arts in Durham.

A Practical Guide to Audience Development

FUNDAMENTAL STRATEGIES

8. Repeat often.

More than anything else, good marketing requires good research, and research becomes quickly dated. Developing a rigorous program of ongoing audience assessment, measuring customer satisfaction, and evaluating changes in community demographics and psychographics are all essential for the long-term sustainability of any arts organization.

Return to "Fundamental Strategies" index.

About
How this initiative might be useful to your arts organization...

The Big Picture
The major factors that are driving consumer behavior in the arts...
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Fundamental Strategies
How to respond to present trends...
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Case Studies
How the six participating organizations changed their habits...
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ArtsMarket Report
Detailed findings of the research itself...
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Customer Service
A diagnostic tool for evaluating customer service...
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Newsletters
Information and progress reports sent during the project...
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African American / Hispanic Markets
Patterns of participation, barriers to attendance and communications preferences...
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Links
Connections to national organizations and resources...
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Funders
This project was funded by...
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