Managing Your Brand Across Venues
July 2024
This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.
How can performing arts organizations maintain their brand identity when presenting at various venues? This question, posed by an ABA member, led to a research study that traced the customer journey and the touch points within where an institution can best differentiate its identity.
Comprising the insights from interviews with 8 global performing organizations, the studies findings include:
Understand when to lean into your brand — or not: several organizations in our research shared that they let their brand take more of a backseat when presenting a well-known artist or at an iconic venue, drawing in audiences with these well-known elements and then welcoming them into the brand.
Leverage the opportunity of email marketing to go beyond the basics: without a venue to call home, some organizations have created a digital world to build a true brand voice. These “worlds” of content go beyond performance information, instead providing true value to audiences through interesting and relevant stories.
Use data to continue the conversation effectively: when communicating with audiences after a performance, it is important to highlight the value your organization can continue to bring them in ways that will resonate. In particular, programmatic segmenting is a key tool to capture repeat engagement and increase the likelihood of brand loyalty.
To access these findings and more, ABA members can download the report below.
