As you work in marketing for different industries, one thing becomes evident: There are more similarities than differences. That’s what I’ve found while marketing for animal shelters and the arts.
In the post-pandemic world, I decided it was time to get out. But I wasn’t spending time with just anyone. After visiting my niece Pelé, I realized I needed more dogs in my life. Signing up to volunteer at a local animal shelter, I thought furry friends would be far from my work in arts marketing. After spending my weekend mornings discussing animals with the public and running an Instagram account for adoptable dogs, my experiences taught me these valuable lessons as an arts marketer:
Give people a reason to care
When you look at most marketing for animal shelters, you’ll frequently see messages encouraging people to add a pet to their family or that an animal is looking for their “fur-ever” home. Most messages also include that the shelter is full or an animal desperately needs a new place to live. While these are all important factors to mention, content also needs to show why audiences should care.
While running an Instagram account as a volunteer, I frequently asked myself: There are many crises going on and things to care about in the world, so why should adopting this dog matter? I found that only sharing content with the CTA to adopt limited my storytelling. My content went further when I posted about the dog’s daily life, reasons for adopting senior pets, relationship with their foster family, and what kind of owner might be best for them. This kind of content provided a full picture of the dog and gave a reason for audiences to consider bringing them home.
The same can be said for marketing an arts organization. When you’re planning a big event or putting in a lot of work to launch a major program, you can get stuck thinking about everything from your perspective. After giving an event or program your all, it’s easy to think of reasons why people should RSVP, buy tickets, or donate because you care deeply about it. That’s not the same mindset for someone who doesn’t know anything about your organization.
Before you send an email, publish a webpage, or post on social media, ask yourself, “Why should this matter to someone else? What do they get from attending my company’s event or supporting us?” Asking these questions can help you figure out what your audience wants and how you can provide them with meaningful content and experiences. Showing potential visitors how your exhibition or performance can benefit their lives and resolve their pain points builds a more substantial, long-term relationship.
Manage your audience’s expectations
Effective campaigns and marketing for animal shelters are those that do more than show a photo of a cute kitten or attract potential adopters. They also share any detailed information about the animal, volunteers’ stories of a specific pet, and suggestions for the kind of adopter the animal would thrive with.
Not every animal is a good fit for every potential adopter. Some dogs need an older dog to show them the ropes and be their companion. Others are too territorial or have experienced situations that make them uncomfortable around other dogs. Understanding an animal’s limits, what motivates a certain response, or what they need can help potential adopters decide whether or not it’s the right time for them to have a pet.
Museum visitors, performance attendees, and event participants need the same kind of understanding. If you want someone to come to your exhibition or watch your show, you have to give them an idea of what to expect. Do your descriptions give a clear explanation on the artwork you’re featuring or what the show is about? Is your language clear and concise or is it full of fluff and elitist language?
This isn’t only in the words you use. It’s also in the stories you tell about what you’re presenting. Hearing stories directly from the artists, behind-the-scenes moments, and previews give audiences an idea of what to anticipate. People want to hear from people. The more you do this, the more it humanizes what you’re producing and it gives people a reason to take a desired action.
Ease concerns with education
When you think of marketing for animal shelters, what comes to mind? You probably remember the commercials with sad animals and Sarah McLachlan’s Angel playing in the background. While guilt has been used to motivate potential adopters, it’s not always the best way to get lasting support. You'll get more long-term support from those who believe in what you do. But how do you do that?
The first step starts with education. When an animal shelter provides information on their services, why pets need microchips, or issues they’re experiencing, it gives audiences a better idea of what a shelter needs and why their help makes a difference. It also addresses rumors like pandemic puppies and gives potential adopters an honest look at pet ownership. Having a pet is rewarding, but it also takes time to find the right fit.
I keep the same principles in mind when marketing for the arts. As an arts advocate, I understand the value the arts bring to my life and the difference it can make. But that’s not apparent to everyone. Add complex artwork descriptions and conceptual ideas to the mix and audiences start to wonder if art is for them.
Like animal adoptions, addressing these concerns begins with one thing: Education. Giving audiences information on the artists and the story behind their work not only makes the art relatable but also meaningful. When an artist shares the personal reflections and what they want audiences to take away from their work, it gives audiences a reason to care and debunk the myth that you will only understand art if you’re smart enough.
Identify your customer’s touchpoints
With so many channels, both digital and in-person, audiences come in contact with your brand through many different avenues. I experienced this while volunteering as visitors were not shy asking about a specific dog as I walked them or commenting on social media posts. With each interaction providing quality customer service was top of mind.
When marketing for animal shelters, you learn quickly that people engage with your organization at lots of different touchpoints. Some start a conversation with staff or volunteers, others find their dream dog while browsing your website, and others ask for clarification when they see a social media post about pet tips. Whether I was taking time to socialize and play with a dog or respond to an Instagram comment, I always thought about how a potential adopter may perceive our interactions and where I could get information I didn’t have. I may not know all of a potential adopter’s interactions with the animal shelter, but chances are they haven’t forgotten how a front desk staff member made them feel or the line they had to wait in to get their questions answered by a veterinarian.
As an arts marketer, I’m thinking about the same customer experience. Where are the places audiences connect and engage with my organization? With so many options to engage with us in the digital and physical world, how are people finding what we have to offer? These are all questions I consider when I decide how to respond to a message or figure out where to post a news feature. Understanding where my audience goes to get information and the different interactions they might have had with my organization helps me share more personal messages and make genuine connections. It’s something every marketer strives for, whether you work for an arts organization or an animal shelter.
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Image by LGouley on Pixabay