Redefining Arts Marketing with Dave Wakeman

In the latest episode of ARTS Redefined, Angela P. Meleca sits down with marketing strategist Dave Wakeman to discuss the evolving world of marketing in the arts. Dave, whose expertise has helped global brands like Nike and American Express grow and thrive, brings a fresh perspective to arts marketing, challenging traditional approaches and encouraging organizations to rethink how they connect with audiences. This episode covers a wide range of essential marketing insights, from long-term brand investment's critical role to discounting's dangers.

Key Themes from the Conversation

1. A Fresh Perspective on Marketing in the Arts

Dave opens the conversation by explaining how many arts organizations need to rethink their marketing approach. Traditional tactics often focus on short-term gains rather than long-term brand building, which is crucial for sustained success. Dave highlights how the arts sector can learn from other industries by balancing sales activation with brand investment.

2. The Role of Strategy and Sales in Marketing

Dave makes one of the most thought-provoking points about how the term "strategy" has become overused and diluted. According to Dave, effective marketing strategy is about making interconnected choices that lead to long-term goals. He also discusses the importance of sales supporting marketing rather than leading it. Sales should harvest the efforts of a well-thought-out marketing plan, not drive decisions based solely on short-term objectives.

3. Understanding Customers—and Non-Customers

Dave emphasizes the importance of understanding not just your current customers but also your non-customers. Often, arts organizations focus on squeezing the most out of their existing audience, leading to stagnation. The real growth opportunity lies in engaging those who haven’t yet been reached and broadening the scope of potential patrons.

4. The Pitfalls of Discounting

According to Dave, one of the most dangerous traps in arts marketing is discounting. While it may seem like a quick fix to boost ticket sales, it undermines the perceived value of your brand and can eat away at profitability. He advocates for finding ways to create value that resonates with audiences rather than lowering prices to drive attendance.

5. The Importance of Product Launches and Branding

Product launches, Dave explains, are crucial moments for any organization. Unfortunately, many arts organizations fail to plan and execute product launches effectively. A strategic launch can build anticipation and engage audiences in a meaningful way. Furthermore, Dave stresses that building a robust and unique brand is essential for long-term success in the arts. Your value proposition—what makes you unique—should be at the forefront of your messaging.

Key Takeaways:

- Marketing in the arts needs a fresh perspective prioritizing long-term success over short-term sales tactics.

- Strategy has become a diluted term and needs to be redefined when making deliberate, interconnected choices.

- Sales should support marketing, not lead it. Marketing's role is to build the foundation that sales can then capitalize on.

- Data offers a snapshot of the past, but understanding your audience and potential non-customers requires continuous engagement.

- Discounting undermines brand value and should be used cautiously, if at all.

- Product launches require strategic planning, and a unique value proposition is essential for setting your organization apart.

- Investing in brand building will pay off in the long run, even if the results aren’t immediately apparent.

- Engaging audiences requires understanding their needs and values and crafting experiences that resonate with them.

In this dynamic episode, Dave Wakeman’s insights offer a roadmap for arts organizations looking to enhance their marketing efforts, build stronger brands, and grow their audiences sustainably.

Tune into the full episode of ARTS Redefined for more actionable insights on transforming your marketing approach and creating lasting impact in the arts.

Subscribe to ARTS Redefined on [Spotify](#), [Apple Podcasts](#), [YouTube] or your preferred platform to stay updated on the latest conversations and episodes.