Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century

Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century, written for arts marketing executives, leaders, board members, and all those interested in audience development for the arts, proposes a new framework for arts marketing in the digital era.

Advances in technology and shifts in consumer behavior have changed the way arts marketers need to communicate with their audience. The book revolves around the idea that arts marketers must “break the Fifth Wall” -- the act of reconnecting with arts patrons in a meaningful way after they have left a performance venue -- by creatively and regularly reminding them of everything the organization has to offer.

It includes chapters that cover:

A nationwide survey of online arts patron behavior
E-mail marketing
Social media
Websites and online ticketing
Customer Relationship Management (CRM)
Future trends in online marketing

Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century encourages managers to embrace the new tools and technology available today which can empower them to transform their organization's audience-development efforts.