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#TBT

#TBT: Who Wants to Be a Pontiac?

Happy #TBT! Here’s an oldie-but-goodie post from Jim: Who Wants to Be a Pontiac? [Editor’s Note: When Jim wrote this on February 20, 2009, Pontiac was still in business. GM discontinued manufacturing and marketing Pontiac on October 31, 2010. This post is a helpful reminder about the importance of branding.] Not many takers on that, I’m guessing. To put it the way The New York Times Business section did, Pontiac will “shrivel up” over the next couple of years. Here’s the key...

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#TBT

#TBT: How to Drive Young People Away From Your Venue in Droves

Happy #TBT! Here’s an oldie-but-goodie post from Jim: How to Drive Young People Away From Your Venue in Droves. I was reading Anne Midgette’s terrific article [2009] about the obsession with the development of young audiences by classical music organizations, and something Anne said led me to take the idea further. Here’s the key tidbit from Anne’s piece: “ … I think the idea of 'a young audience' is one of those fictive Holy Grails that has emerged into the conventional classical-music wisdom...

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#TBT

#TBT: Captured on Film: How to Be a Successful Arts Marketer

Happy #TBT! Here’s an oldie-but-goodie post from Jim: Captured on Film: How to Be a Successful Arts Marketer. If you want to see how good marketing works, read up: First, You Are Your Own Marketing by doing something courageously and consistently that most people think is crazy at first. Second, You Make The Future in a Niche Market because you build a small but motivated and loyal following. Third, You Have a Meaning because instead of just being a weirdo doing something weird, you...

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