How to fix your concerts and marketing, with Ruth Hartt

Ruth Hartt is an arts marketing genie! Join us to discuss how we can fix our concerts and our marketing to be more welcoming to the outsiders that we desperately need. 

Insider audiences are too small, and we don't know how to attract classical music outsiders to our concerts. So how do we get new people to listen to classical music?

Through "The Art of Gathering" and "Jobs to Be Done Theory," Ruth Hartt has developed principles for attracting, welcoming, and changing new audiences for the better.

1:47 Why classical music organizations are struggling and how Ruth is helping build back audiences5:37 How “The Art of Gathering” redefines the purpose of our concerts9:45 "Jobs to be Done" Theory and its radical implications for arts marketing22:07 New marketing examples for arts organizations24:33 Why unspoken concert etiquette is anti-diversity33:28 Ego-Centric Marketing and how to fix our message42:00 What has Ruth changed her mind about?44:04 Closing: Plugs, Hidden Gem, and Billboard

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