Deborah Obalil
Product is the first P
Posted by Oct 05, 2010 1 comment
Deborah Obalil
Deborah Obalil
As a consultant and trainer on the topic of arts marketing, so often when I'm contacted by potential clients there is an assumption that all I'm concerned with is promotional planning. And even when reading about the topic of arts marketing or having discussions with otherwise enlightened arts leaders, we seem to often forget a basic tenet of marketing – Product is the first of the Marketing Ps. (For more information on the Marketing Ps visit www.artsmarketing.org).
Having worked in the arts management field for over 15 years, I know all too well why this happens. Product is the realm of the artists, marketing is the realm of the managers – or so the conventional thinking goes. The problem with this thinking is that it limits the organization's ability to truly think strategically. The product is the core of the customer experience, which also means it is not limited to what they see on the stage or on the walls of the gallery.
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