The person behind Data!

I had a thought pop into my head. I have been thinking about the trend currently, and it is a good one, of the arts finally collecting the data needed to make smart decisions. We do need to get to know our audiences, and collecting the right data that answers the right questions is a step in the right direction. However, it is not the complete picture.

There is more to getting to know someone than learning about what deodorant they buy and why, or in our case, what shows they buy and why. There is much more to it than this.

There are layers to people and stories behind each layer that would be good to discover. As I have mentioned several times, there are real people behind all those numbers. The numbers can give you a general sense of how to relate, what programs to implement, and who to collaborate with, yet, knowing someone on a one-on-one level is the most powerful getting to know someone there is.

During my thought process, a general sense that we need to start humanizing again came to me. Amazing things happen when you have the authentic contact with another person. Ticketing systems and eBlasts will save time, but they do not have the power to establish the real connection.

It is similar to using general marketing as opposed to putting yourself out there to meet people, shake their hand, smile together, and have a conversation that can take the new relationship deeper within minutes.

Here are a few ways you can humanize your arts business:

• Choose a few of your best patrons and have coffee with them. Take the time to have a conversation with them and get to know them personally.
• Go the route of focus groups before establishing anything new. This will open up the channels of relating to your patrons and allowing them to relate back to you. It also starts the ball rolling in the direction for people feeling invested in your arts organization.
• Try sending out some personal messages to thank people. Form letters, form eBlasts, form anything is only going to get you so far in relating to people.
• Celebrate your people. Celebrate the groups that come to your shows from the stage. Celebrate a patron’s birthday. Celebrate big anniversaries. How many of you go out of your way to celebrate the milestones of your patrons? It’s time to do this again.
• Throw smaller house parties. The people that show up are the ones to develop further relationships with!
• Use the data to guide you to form deeper connections. Yes, you can use the numbers to get even more involved with your patrons. Choose people behind the numbers to take the next steps. See the above points for ideas!
• Get yourself out there at community events! People need to see that you are people too!

In a world that is getting smaller and smaller through technology, we have the ability to “know” what people are about. The technology, does not go beyond this. Only old fashioned connections will enable you to know who people are!

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza
Chief Audience Builder, Audience Development Specialists