Marketing is vital to making sure people see the benefit and value of culture. How can you find value in what you do – and how can you make sure audiences and visitors see that value too?
What we have to offer does not need to be framed economically as our principle argument; it needs to be framed in personal terms to every single person who experiences what we have to offer.
The moral high ground has been a comfortable place for all of us in the not-for-profit sector. We know the space, we’ve completely inhabited it, we’re not just involved in art which gives us the halo, but we lose money doing it, which gives us the wings. But that’s not a great value proposition.