4E Arts Marketing (Part 2 Exchange)

The Exchange in arts marketing involves more than just monetary transactions; it encompasses the sharing of information, emotions, and experiences between an organization and its audience.

Understanding audience preferences allows organizations to tailor their services for mutual benefit.

Co-creation is a form of exchange where engaged consumers actively participate in creating and giving meaning to products, services, and experiences (Charron 2017, 8).

Symphonies like the San Angelo Symphony and the Amarillo Symphony exemplify this concept by actively involving their audiences in marketing and artistic decisions.

Strategies:

• San Angelo Symphony invites logo design submissions, with the board selecting the winner

• Amarillo Symphony allows audiences to vote for their music director from a panel of finalists who perform intimate concerts (Bedell 2012, 65).

This direct interaction between the audience and the orchestras not only enhances engagement but also demonstrates a commitment to Exchange.