The arts have always been a reflection of community -- creating from the cultural fiber of their environment and serving as the original grassroots marketers.
This connection between community and the artist has been the key to building support. In the technical terms of marketing professionals, artists create brand loyalty and businesses have started to recognize the value of partnering with the arts to reach their loyal customer base.
Check any social media site and you will find a wealth of businesses trying to show their support arts and charitable organizations.
Pepsi has their Refresh Project, CITGO offers to Fuel Good, Maxwell House offers Drops of Good, and Tom’s of Maine offered a nationwide promotion entitled 50 States of Good.
This drive to connect is beneficial as the programs offer access to funds for groups both large and small, while providing marketing a media that expands the reach of groups. Yet, many of these programs although seemingly altruistic, are just efforts by corporate marketing departments to create a program that makes a national company feel local.
Still, these programs have value because they encourage smaller, local companies to think about how to support their communities.Read More