Xchange Agent Thoughts and Comments
What is an Xchange Agent and what is their role?
As volunteers, Xchange Agents collaborate with the Arts Learning Xchange Documentarian in order to share their pre-event expectations for the upcoming Metro-wide Forum and provide post-event feedback.
Check out last event’s Xchange Agents.
Pre-event thoughts:
“I’m looking forward to the Arts Learning Xchange program Can You Hear Me Now? because it seems that recently the game has changed dramatically in terms of arts marketing and communication. I have clients who have relied on traditional marketing techniques (brochures, mailings, etc.) for years, only to have them fail miserably for recent events — yet the new world of social networking (interesting and fun as it is) does not seem to be a reliable substitute. I’m excited to learn from some local corporate marketing professionals how they have addressed these challenges, and then use the creativity that is so prevalent in our field to take things one step further.”
Post-event comments:
“I’ve been thinking about the Arts Learning Xchange forum all weekend. Mark Addicks’ presentation really sticks with me. He got me right at the beginning when he said: “We in business work hard all week so we can attend your theaters and your galleries on the weekend.” I admit I’d never thought of the arts as a reward for work. Talk about uplifting!
Addicks’ division at General Mills has a “brand champion” for every product, someone who epitomizes love and loyalty for the product. General Mills gets to know the brand champion. The company develops advertising to appeal to this person. For a long time, I’ve been aware that marketing efforts need to have a specific person in mind, but this is the first time it clicked for me. Yet another great pointer from Addicks is to really listen to people who care about your product through every means possible from focus groups to Twitter.”
Bethany Gladhill 
Arts Management Consultant
Photo by Heather Everhart
Pre-event thoughts:
“The Twin Cities arts community is clearly one of the most vibrant regions in the nation with a wealth of opportunities for audiences and artists across all disciplines. It seems like we may overwhelm our audiences with so many choices for their free time and resources. I’d like to hear more about how we, as arts marketers, might think of new audience development differently in this very competitive arts landscape given the constraints of ever-tightening marketing budgets. Are there ways we can work creatively to collectively develop new audiences while maintaining our current base?”
Post-event comments:
“I found the reminder to continue to experiment very helpful. Too often as arts marketers we get cautious on experimentation with looming box office and attendance goals — especially in a recession with our tight budgets.”
Ryan French 
Director, Marketing and Public Relations
Walker Art Center
Photo by Heather Everhart
Pre-event thoughts:
“The Arts Learning Xchange has been a wonderful opportunity to spend time truly looking at the big picture, and asking the important questions about my audience. I am hopeful that Can You Hear Me Now? How to stand out in a crowded consumer climate will help me define where that next audience is for my organization and how to reach them in strategic ways. Many of our colleagues from the for-profit world have the resource to answer these questions. This opportunity to share in that resource is a welcome one.”
Post-event comments:
“Another well-spent morning with the Arts Learning Xchange! I was especially inspired by Mr. Addicks’ presentation. We all understand that it’s important to know our target audience, but the idea of “brand champions” takes the discussion deeper. I’m eager to learn how to apply the concept to separate performances (and separate champions) under an organizational umbrella. It will be a lot of fun to expand what a choir can mean to its audience and community. Can’t exactly freeze us for your lunch, but you could download us for your run!”
Malia Cole
Marketing and Communications Director
VocalEssence
Photo by Heather Everhart
Pre-event thoughts:
“I’m most interested in attending the upcoming forum because, while I have a fair amount of uniqueness as an artist, I appear to be one among six quintillion on the Internet. I’m looking for ways to highlight my distinction and develop brand loyalty, increasing purchases and converting admirers into buyers. That’s not too much to ask, is it?”
Post-event comments:
“The forum was a mixed bag for me. The opportunity to meet other artists and administrators was welcome and fun. But, as an independent artist and one who works within an organization made up of artists, Artists with Disabilities Alliance, I would have liked more information geared to artists and nonprofit organizations that work with and advise artists. I appreciated the presenters’ senses of humor, and the offbeat PR materials introduced. The reminder to define the audience was good too, as well as the emphasis on social media. I believe I’ve only scratched the surface of Facebook, etc.
Overall, the event was too short for the scope of the material presented. As follow-up, I’d like to see a marketing event oriented specifically to really small enterprises, to independent artists, consultants and organizations working with artists, and even more ideas and detail on defining your market and stakeholders and on how to use and not use social media, including blogs.”
Jane Strauss 
Photographer
Jane’s Prints
Photo by Heather Everhart
