The Links #322--7/10/10

There seems to be much talk about corporate sponsorship among small arts organizations lately. Of course, with the protests against the embattled BP, discussion of ethics is at the fore. But there is also a strong undercurrent of rather wistful wondering about some big, strong corporation coming in to save the day. (Or, in the case of LA, some big, strong Board of Sups.)

For smaller organizations or for individual artists, however, this may be overthinking. Take the example of Opera San Jose, for instance. They recently announced a plan to offer an al fresco concert at the new luxury shopping center to promote their company. The center, in turn, wiill offer two 'Tosca' seats to any shopper who spent $500 in a single day. This may seem like artistic hubris, but it's also smart target marketing: they're finding a way to reach those who can afford to become not only ticketholders, but patrons. They're reaching out to people who might not have tried opera otherwise, and 'qualifying the sale' in advance.

Not sure how to do this? It may not exactly be easy, but the steps are clear:

First, decide 1) who you want to reach, (i.e. your target audience) 2) who already serves them, and 3) what you and that type of business have in common. Write these down.
Make a list of at least 20 potential businesses that you could approach. Be creative, including some that might even seem ridiculous.
From this list, pick two or three businesses you already love. Look for matches which seem to hold real potential for mutual benefit.
Brainstorm several promotional ideas that you might discuss with them. Work up the best of these until you have a clear picture in mind and can present them well.
Finally, make an appointment with the owner or manager of the establishment you're most interested in. You'll know if you've found someone you can work with, someone who 'gets' your company.

A few general tips:

When you meet, don't give away all of your ideas: feel them out first, share one or two, and see how they respond.

Remember, this may take a few attempts, so although you may have to give up on individual businesses if they aren't a good match, don't give up on the process. If they don't bite right away, ask if you can follow up with them in three to six months (perhaps before the holidays?). It may just be a matter of timing.

Local companies have recently worked deals with local restaurants, bookstores, and even other performing arts organizations. The sky really is the limit. Just remember, audience-building is an ongoing process, and stepping outside your usual realm is the best way to find new followers.

Go get 'em!