Effective Postcards: The Complexity of Simplicity

The best arts marketing postcards deliver a clear, simple message, but often get there by a complex route through "hot" and "cold" opportunities. Because of its compact, convenient size, the postcard works both as an emotional trigger (hot) to get a patr… more »
Posted under Design, Theater, Expert Eye, Marketing on 08.25.2011 • PermalinkPermalink

Do you talk to your audience? Are they aware of it?

Brochures, by nature, are best served hot. That is, they sell better by using emotion than persuasion (which is the province of newsletters and social media). Therefore, once you have answered the all-important "What is it?" question (all of the examples… more »
Posted under Design, Theater, Expert Eye, Marketing on 08.25.2011 • PermalinkPermalink

Theatre Brochures: Single Image and Slogan

Theatre companies and operas have similar advantages and challenges when designing their season brochure covers. They often have the benefit of wonderful, evocative photography, but must convey to readers the idea that the brochure represents a season of… more »
Posted under Design, Theater, Expert Eye, Marketing on 08.25.2011 • PermalinkPermalink

Symphony Brochures: Maestro on the Cover

Like all such endeavors, symphony orchestra season brochures must convey on their covers the basic "what is it?" concepts, in this case "classical music" and "a season of performances." Naturally, that leads to pictures of violins and/or violinists, musi… more »
Posted under Design, Symphony, Expert Eye, Marketing on 08.25.2011 • PermalinkPermalink

Webinar: Expert Eye for the Marketing Guy (or Gal) - Chor Leoni

A recording of today's Expert Eye webinar regarding the Chor Leoni Men's Choir season brochure has been posted to the Arts Reach site. It is available for viewing or download at: I had a great discussion with Bruce Hoffman, the choir's marketing dire… more »
Posted under Design, Choral, Makeover, Expert Eye, Marketing, Webinars on 12.1.2010 • PermalinkPermalink

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