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Philly Theatre Week - Rethinking Arts Marketing for the 21st Century

Rethinking Arts Marketing for the 21st Century: Understanding Arts Buyers’ Media Habits & Influences

Philly Theatre Week:
Friday, 2/7 at 10:00am

Although we’re twenty years into the 21st century, many arts organizations are still relying on 20th-century marketing tactics. In today’s crowded landscape, arts organizations must prioritize patrons’ attention, engagement, and loyalty. In 2019, Capacity Interactive worked with arts organizations across the U.S. and Canada to survey over 18,000 recent ticket buyers. The main goals were to understand their media habits and influences when deciding to purchase tickets to arts events.

Here are a few takeaways from the research:

  • Recommendations from friends and family and content created by arts organizations are more influential factors than advertising and the opinions of professional critics when deciding whether or not to see a performance.
  • The majority of all surveyed ticket buyers, including those over age 75, indicated that they prefer purchasing tickets online to purchasing over the phone, in person, or by mail.
  • Email is still by far the most reported source of information about performing arts events across all age cohorts.

This session will reveal more results of the Ticket Buyer Media Usage Study and explore the flywheel model of engagement, which illustrates that effective marketing is about creating delight and reducing friction. Using data and case studies, this session will help you reimagine your organization's marketing and outreach practices.

30 minutes: Breakfast and networking
90 minutes: Session and audience Q+A

Who Should Attend?
Marketers at all levels
Executive Directors and Managing Directors
Artistic leaders
Board members
Development leaders

You are welcome to bring multiple people from your organization.

Past CI Research WhitePapers:
2017 Ticket Buyer Media Usage Study
27,000 patron responses from 58 organizations across the US and Canada.

2018 Arts Industry Digital Marketing Benchmark Study
Findings from a survey of 180 arts organizations


Erik Gensler, President, Capacity Interactive

Estimated Run Time

2 hours


Philly Theatre Week
Closing Soon
Feb 7 - Feb 7, 2020
Buy Tickets

Box Office


The Wilma Theater
265 S. Broad Street
Philadelphia, PA 19107
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