This session gives organizations three crucial components to improve their marketing processes. The workshop begins by looking at consumer trends affecting arts audiences, moves on to conducting a competitive analysis, and finishes with conducting a S.W.O.T. analysis (strengths, weaknesses, opportunities, and threats.)

Participants will gain the benefit of recent arts audience participation research, be able to assess their competition for consumers’ hearts, and understand how to conduct an organization-wide, objective analysis of their organization’s ongoing potential by the end of this workshop.