Capacity Interactive helps arts organizations strategically employ interactive tools to engage audiences, build community, and market smarter.
Manifesto
Adopt new technologies only if they serve a specific marketing goal.
Embrace Permission Marketing to win more fans and develop loyal customers.
Utilize Google's marketing tools and insights...many are free, even more for not-for-profits.
Set up analytics to track everything.
Test, learn, change, test, learn...
Founder Bio
Erik Gensler is the President of Capacity Interactive Inc. an electronic marketing consulting firm whose clients include: Alvin Ailey American Dance Theater, Pacific Northwest Ballet, Carnegie Hall, Roundabout Theater Company, and the 5th Avenue Theatre, among others. He has worked on projects for the Metropolitan Opera as well as New York City Opera. Erik has presented sessions on digital marketing at the 2009 Opera America Conference, The Arts & Business Council of New York, The New York Foundation for the Arts, and the Tessitura Conference. He has guest lectured at Columbia, NYU, and Baruch College and has been featured on the Carnegie Mellon Arts & Technology podcast series. As Senior Marketing Officer at New York City Opera, Erik oversaw electronic marketing activities including the redesign of nycOpera.com, as well as implementing a text message club, blog and podcast series. He served as Director of Sponsorship for The Marketing Group where he secured over $3 million in sponsorships and marketing partnerships for nonprofit arts clients. He spent four years at NBC Universal in roles in sales, marketing, and business development. Erik began his career at Marakon Associates, an international management consulting firm. Erik holds a dual degree in Economics and Communication Studies from Northwestern University.
Books
Permission Marketing by Seth Godin
Made To Stick by Chip & Dan Heath
What Would Google Do by Jeff Jarvis
Don't Make Me Think by Steve Krug
Resources
Seven Characteristics of Orgs that are Succeeding in the Age of Digital Marketing
I've worked with a lot of arts orgs and I've seen some similar characteristics among the ones that are succeeding with their digital marketing. Here are seven characteristics of the orgs that are flourishing:
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Six Ways to Improve How Your Arts Organization Uses Google Analytics
If you sell tickets or accept donations on your website, you are, at least in part, an ecommerce company.
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