A pandemic silver lining

Written By Ruth Hartt

Amidst all of the difficulties that the pandemic brought to the arts sector, here's one silver lining:
 
In a recent podcast interview with Capacity Interactive, Colleen Dilenschneider pointed to how the covid lockdown forced cultural organizations to "prove that they were relevant beyond their walls."

The result? A significant shift in messaging from "come visit us" to "here's how we can help."
 
This pivot away from the EGOCENTRIC approach to an EMPATHETIC one is powerful—and it's already making a difference in consumer perceptions of cultural organizations, according to Dilenschneider.

I'm not surprised.
 
The Jobs to Be Done framework tells us that consumers are much more inclined to pay attention to marketing that acknowledges their real world context and offers a solution to their struggles.

How will you center the customer in your 2023 marketing? Get your inspiration from the Arts Marketing Hall of Fame.

Ruth Hartt

Former opera singer Ruth Hartt leverages interdisciplinary insights to champion the arts, foster inclusivity, and drive change.

Currently serving as Chief of Staff at the Clayton Christensen Institute for Disruptive Innovation, Ruth previously spent nearly two decades in the arts sector as an opera singer, choral director, and music educator.

Merging 23 years of experience in the cultural and nonprofit sectors—including six years’ immersion in innovation frameworks—Ruth helps arts organizations rethink audience development and arts marketing through a customer-centric lens.

Learn more here.

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