Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century

Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century

by Eugene Carr, Michelle Paul

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Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century, written for arts marketing executives, leaders, board members, and all those interested in audience development for the arts, proposes a new framework for arts marketing in the digital era.

Advances in technology and shifts in consumer behavior have changed the way arts marketers need to communicate with their audience. The book revolves around the idea that arts marketers must “break the Fifth Wall” -- the act of reconnecting with arts patrons in a meaningful way after they have left a performance venue -- by creatively and regularly reminding them of everything the organization has to offer.

It includes chapters that cover:

A nationwide survey of online arts patron behavior
E-mail marketing
Social media
Websites and online ticketing
Customer Relationship Management (CRM)
Future trends in online marketing

Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century encourages managers to embrace the new tools and technology available today which can empower them to transform their organization's audience-development efforts.

Product Details

BN ID: 2940012600332
Publisher: Patron Publishing
Publication date: 04/01/2011
Sold by: Barnes & Noble
Format: NOOK Book
Sales rank: 707,321
File size: 11 MB
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About the Author

Eugene Carr, founder and CEO of Patron Technology, has been an innovator in the area of e-marketing for arts & cultural organizations since 1996, when he founded, which became an award-winning nationwide arts calendar and online ticketing service.

Gene earned a BA in history from Oberlin College, and a music degree from Oberlin Conservatory, earning Phi Kappa Lambda honors, and then earned an MBA from Columbia Business School. After receiving his MBA, he worked in Gold and Platinum Card marketing at American Express. Gene worked in arts management serving as the executive director of the American Symphony Orchestra from 1991 to 1996, while serving in the same role for the Concordia Orchestra.

Gene is the author of three previous books on e-marketing: Wired for Culture: How E-mail is Revolutionizing Arts Marketing (Third Edition) (2007), Sign-Up for Culture: The Arts Marketer’s Guide to Building an Effective E-mail List (Second Edition) (2007), and Web Sites for Culture: Essential Principles for Great Arts Web Sites (2005).

Michelle Paul, Product Manager for Patron Technology, oversees the technology development of Patron Technology’s new products and services. Michelle is primarily responsible for guiding the development of PatronManager® CRM, the company’s ticketing, fundraising, and e-mail system.

Michelle has also been closely observing and tracking social media trends, and has been giving seminars on the topic since 2008, including sessions at Patron Technology’s annual E-marketing E-mersion E-vent, the Arts Reach National Arts Marketing Conference, ELNYA, and the Arts & Business Council of New York, as well as Patron Technology’s webinar series, “Facebook for Arts Organizations.”

Michelle has a BA in classics from Wesleyan University, where she served on the board of Second Stage, the school’s student theater organization, and stage managed many of its productions.

Patron Technology strives to revolutionize the arts industry by offering world-class CRM, ticketing, and e-mail marketing technology at a price that every organization can afford.

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