Internet Marketing & Public Relations for the Arts

lessons for promoting your arts organization on the web.

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Lesson: 6

Microwooing: Creating Arts Relationships


Data mining for new customers on the web is not as tricky as you might think--forget trading lists with other organizations, lets look at how we can dive deep into discovering where our potential customers are lurking.

What is Microwooing?

Microwooing or Microtargeting is exactly what it sounds like.  As opposed to throwing a wide net using Mass Marketing techniques, you attempt to create one-on-one, or one-on-few relationships with select patrons.

Nowhere is this more apparent then on the web. Where communities spring out of the ground like grass.

read more »

Hunting the Elusive Patron

In the previous article, I spoke about some examples you could use for increasing online awareness for a Salvador Dali exhibit--most of them were pretty obvious.  A simple search on Google will show you the top sites you want to be listed, and then it is just a matter of read more »

Datamining for the Arts

Datamining, also know to geeks at KDD (Knowledge Discovery in Databases), is defined as "The nontrivial extraction of implicit, previously unknown, and potentially useful information from data."

In plain terms, it is a way to use the information you have gleaned from your patrons to help you find new patrons, read more »

One Database to Rule Them All

I could teach an entire class on databases and database structures, in fact the subject is so large you could major in it at most universities.  However, my position here is not to instruct you on how to build a database, but the best practice is setting up your database. read more »

SEO for your CEO

"How do I get my Arts Website Higher on the Search Engines?"

If you work in the web development field you get that question a lot.  Its called SEO (Search Engine Optimization) and even though there are firms out there that will charge you from $1,500 to $50,000 to optimize read more »