It's more than about time that someone provided an in-depth, yet understandable explanation of e‑marketing, social media, and CRM for the arts community.

— Steven Roth, PresidentThe Pricing Institute

Breaking the Fifth Wall

Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century, written for arts marketing executives, leaders, board members, and all those interested in audience development for the arts, proposes a new framework for arts marketing in the digital era.

Advances in technology and shifts in consumer behavior have changed the way arts marketers need to communicate with their audience. The book revolves around the idea that arts marketers must “break the Fifth Wall”-- the act of reconnecting with arts patrons in a meaningful way after they have left a performance venue by creatively and regularly reminding them of everything the organization has to offer.

It covers:

  • A nationwide survey of online arts patron behavior
  • Email marketing
  • Social media
  • Websites and online ticketing
  • Customer Relationship Management (CRM)
  • Future trends in online marketing

Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century encourages managers to embrace the new tools and technology available today which can empower them to transform their organization's audience-development efforts.

This book was written by Eugene Carr, CEO and Michelle Paul, Director of Product Development at Patron Technology, a New York City-based company with a mission to revolutionize the arts industry by offering world class CRM, ticketing, and email marketing technology at a price that every organization can afford. Patron Technology provides PatronManager CRMand PatronMail to over 1,800 organizations in all 50 states and 8 countries overseas. This book, published in March 2011, updates and expands on three previous books published by Patron Technology.

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