How did you learn to market a show or market your business?
Did you study marketing in school?
Do you follow a marketing plan or organically make a plan when a need arises?
Is your focus on a marketing plan or "marketing strategies" right now based on the size and scale of your organization?
These are common questions that many administrators and business owners wonder but are a bit timid to ask! So - I took a chance and reached out to ten colleagues around the country to ask them the questions. (Please note that I reached out to a small pool of colleagues at predominantly modern/contemporary dance schools, companies, and festivals.) This small sampling aims to open the window into a larger conversation and through-line on the blog about training and marketing plans.
On training. Here's what these 10 marketing professionals shared:
The group of 10 hold titles as marketing/communication associates, managers, and directors.
When asked about their training (college degrees, graduate degrees, internships, workshops, etc):
- Only 1 out of 10 had an undergraduate degree in business, marketing, or arts administration
- Only 1 out of 10 had a graduate degree in business, marketing, or arts administration
- 20% of the group engaged in a marketing-related internship
- 80% participated in continuing education workshops and conferences in recent years related to marketing
When asked, "Did you 'grow' into your marketing position through having a prior job at your organization/school?":
- 6 of 10 arts administrators talked about internships or prior positions at their org before their current marketing/communications role
When asked, "What informal ways ways you have developed as a marketer over the years?" the 10 administrators surveyed shared:
- Learning by doing
- Learning from colleagues and supervisors
- Webinars, LinkedIn Learning Courses, and YouTube videos
- Online resources and articles
- Americans for the Arts Conference
- Following other marketers on social media
- Working with a marketing consultant
- Transferring personal experience from being a choreographer and producing my own shows into my current job
On Marketing Plans. The 10 administrators surveyed were equally split between "project-based plans" and "yearlong plans." While doing this survey, I also stumbled upon this great article about marketing plans: How to Create a Crystal Clear Marketing Plan (+ Templates) by Katrina Balmaceda .
Let's keep the conversation going! Please add below your thoughts and questions about training for marketers and about marketing plans.