On completing a consumer survey for the Melbourne Theatre Company. I was intrigued to come upon this table.
Which of the following would encourage you to attend the theatre more frequently?
Apparently, the problem that I think is central, in marketing and advertising generally, but particularly in the arts on account of the diversity of arts offerings and the diversity of tastes and values, hasn’t occurred to them. It’s extremely hard for me to know whether I’ll like anything they put on. The best way they could get me to their shows is to find a way to signal me when reviewers I respect think well of the offering but not to try to get my arse onto their seats if I’ll dislike the show. You wouldn’t think that would be so hard, but there you go. Looks like you’d be wrong because I know of no examples of it happening. Anywhere.