Seth Godin made a post last week that aligns with the idea that it is easier and cheaper to retain a following rather than constantly trying to acquire new customers. Aubrey Bergauer will often post on social media about the issue of audience churn in the arts along these same lines.
Godin uses a slightly different, though very applicable, framing to illustrate his point
A farmer might yearn for twice as much land. But it’s far more efficient to double the yield on the land he already has.
Marketers often hustle to get the word out. To reach more people. And yet, activating the fans you already have–the ones who trust you, who get the joke, who want to go where you’re going–is far more reliable.
[…]
This is the overlooked secret of my book streak. I write books for my readers instead of trying to find readers for my books.
Obviously this doesn’t mean one should abandon efforts to better connect with a broader segment of ones community which are core to the purpose of arts and culture non-profits. Since the long time base of arts audiences are dwindling there is a need to add new people.
Godin notes in part of his post I didn’t quote that it is better to double down on those that agree with you and encourage them to bring their friends than to spend a lot of effort convincing those who oppose you.
There are often segments of the community who are inclined to attend, but haven’t yet. Activation efforts focused on existing fans can envelop them as well. I had someone stop me on the street a week or so ago to tell me how interesting an event promoted on a marquee poster looked and assured me he would bring his family to see it. They didn’t attend the event. However the fact that he was engaged enough to stop me on the street and tell me he viewed one of our programs as something he and his family would enjoy was an encouraging sign. I suspect we will see him and his family in our space before the summer is over.
