This resource was published in May 2014. The project aims to better describe the cultural value of opera through a study of its most devoted audience members.

To study this group, they conducted a number of qualitative surveys (177 respondents) and open-­‐ ended interviews (18 individuals) with audience members for three London-­‐based companies. They did this in collaboration with the companies involved, who added their own questions relevant to their marketing needs.

Authors:
Sinéad O’Neill, Creativeworks London
Joshua Edelman, Royal Central School of Speech and Drama
John Sloboda, Guildhall School of Music & Drama

The development of customer loyalty in the performing arts differs from the development of customer loyalty in other sectors. The goal of this study is to understand, describe and explain customer loyalty to performing arts venues.

This resource was published in 2013 by Pieter de Rooij.

MARKETING MIX FOR THE PERFORMING ARTS is a presentation by Lanfranco Li Cauli (Marketing and fund raising director of Teatro alla Scala, Milan). Teatro alla Scala is constantly engaged in loyalizing and developing its audience. In these slides we could see the strategies of fund raising, communication and audience development of this theater.

This presentation was published in november of 2017.

Several studies have focused on the marketing mix of goods, but it shouldn’t be neglected that services, through its characteristics, cause major problems for marketers, when adopting appropriate marketing strategies. This problem is prevalent in the field of cultural services, where marketers face the lack of funds to implement appropriate marketing strategies, either an internal system that restricts the possibilities for action, or simply a lack of experience and marketing information applied within cultural services. The purpose of this study is to compress information regarding the characteristics of cultural services and the specific marketing actions used in the field of performing arts, providing thus several directions in knowing and understanding it. Many cultural institutions are still adopting traditional marketing strategies but this approach is not sufficient. New approaches and strategies are required in order to ensure their survival on the cultural market. This paper offers for the reader a literature review of arts marketing and the main issues approached in specialized literature regarding marketing in performing arts. Several ideas based on this survey are formulated in order to improve the marketing strategies adopted by cultural institutions.

This article was published in 2015 for Claudia Maria CACOVEAN (PhD Student Babeş-Bolyai University, Cluj-Napoca, Romania).