17 thoughts on “Lexicon, week 6”

  1. Risk: This term encourages me to reflect on the work we are doing in Cultural Administration regarding fundraising, particularly, soliciting donations from corporate donors who view their donation as an investment and expect a return. This is an interesting balancing act for non-profit arts organizations, where breaking even is, sometimes, unexpected, let alone garnering a net profit. For a 501c(3) there is only so much “profit” that is acceptable—hence the tax exempt status: balancing fundraising ventures, logically organized budgets, and fiduciary responsibility are of paramount importance.

    Values: Marketing is steeped in the concept of selling “value,” or, at least, representing a missions value to draw in an audience, or donor, or patron. Non-profit arts organizations are, for the most part, socially viewed as exhibiting high morals, hence are inherently valuable. As a society we tend to value products that deliver instant gratification, which does not necessarily bode well for the small non-profit startup, but if we can utilize similar marketing techniques that make the “Comcast Cable-Networks” and “Disney’s” of the world so profitable, than we may be able to not only survive in the mass media dominated market, but shift the “instant gratification trend” toward more sustainable ventures that over long-term fulfillment.

    Experience: I think this term may have been in a previous lexicon sweep? Regardless, it is a very valuable term, and one that I am constantly considering. Arts organizations—whether it be a museum, ballet, theater company, opera, or independent cinema house—sell a unique—a novel—experience, that, hopefully, cannot be readily found at the local mall. The local mall offers a standardized consumer experience, and the customer would be unsatisfied if that paradigm was flipped on its head. Similarly, while there are certain parameters expected when you attend the opera, the audience anticipates an experience steeped not only in creativity and tradition, but also excellence and artistic integrity.

    Exploit: I attempt to incorporate my experiences from the financial, anthropological, academic, fashion/beauty, and retail/sales worlds with my experiences in arts administration, marketing, and leadership. I do not shy away from utilizing tactics that I see work in other arenas of commerce to help further the mission of the arts organizations I have the privilege of being involved with: particularly, marketing. I think arts administrators do themselves, and their organizations, a disservice by being too “anti:” anti-technology or anti-marketing, for example. The world we exist in, particularly the metropolises, are environments designed to bombard us with a plethora of stimuli that guide us to “buy this,” “think this way,” and “behave that way.” We live in a world where we are being exploited, both overtly and subtly, and for arts administrators to believe that they exist in a sphere outside—or above—this indoctrination, is ludicrous. I intend to utilize every tool in my kit to help create a world full of art and artists, and I will never apologize for that.

  2. Risk: Whenever a consumer chooses to attend a specific arts program, they are taking a risk. They are taking a risk that the program is worth the sacrifice of money and time that they are investing in that particular event. They run the risk that the program will be boring or poorly performed and therefore they would have been better off sitting at home watching Grey’s Anatomy (or some other terrible but addictive tv show). Marketing is about convincing consumers that your product is worth the risk.

    Values: When designing arts programming, one must ask what sort of value the programming provides for the consumer. Value can be monetary, educational, social, cultural, etc. An organization can add value to the art-going experience through making available backstage tours or special cocktail receptions. People will value certain aspects of an artwork or attending a performance differently depending on their interests and background.

    Experience: Arts programming is all about creating an experience for the consumer. We want to convince the consumer that they will have a positive experience at our exhibit/performance/etc. and we want to be able to deliver on that promise. One way to deliver a positive experience is to be knowledgeable about who your audience is. When you know who your audience is you can create programming that will lead those people to have a favorable experience.

    Exploit: This word obviously carries a lot of negative connotations. When advertising art or any other product, we exploit the desires and fears of the consumer in order to achieve a desired result. In order to be able to target an audience in this way, you have to know what motivates them. Advertising tries to convince you that if only you consume this one product, you will be so much better off. If you purchase at Victoria’s Secret, you will look like a supermodel. If you wear Nike shoes, you can be as great an athlete as Lebron James. In these ways ad campaigns exploit the innermost wants and insecurities of the consumers they target.

  3. Risk implies some sort of potential hazard for the person or entity involved. Risk is also a popular board game that utilizes strategy to overcome unwavering odds! All businesses take risks from time to time for reasons of profit gain, publicity, or expansion. People take risks asking someone out on a date, or jumping off of a cliff with an unknown water depth underfoot. Risks can be rewarding, they are most likely unforeseen, and they can cause problems or losses. It’s taking a chance, it’s playing with something you don’t quite know.

    Values can be described as those things or attributes that have a particular meaning to someone or something. Values can also be those aspirations that are upheld in order to maintain a system of good traits. This can be applied to people, institutions, either religious or otherwise, businesses, towns, schools, etc. Value can help structure something. Usually, values are intangible, but people place value into things and transforms that object into a thing of value, thus the object itself is value or represents value. It is not the same for every person. Value is used by many advertizing agencies to instill a want and need in a consumer. It can be very multifaceted, this idea of value, and it can be manipulated.

    Experience reminds me of things that a person gains over time. Experience says that a person has gained enough life practice and skill to be effective at a certain thing. Experiences make up a person’s memory. We can all draw on our own experiences (if cognitive) to help guide us through unknown times. Experiences are the things that make us who we are, essentially. Most businesses will ask that certain experiences be a part of the potential candidate for a position as a prerequisite. Usually, experience in something is a good thing, a benefit that adds character to that person. An experience is what we seek as consumers going to a show, movie, or some form of entertainment. It can make or break that form of entertainment as well.

    To exploit something means to make it known in the open, and is generally associated with a negative connotation. People and businesses exploit products that they are trying to sell to consumers, or they might exploit a contributing factor to their success to the public. Exploiting is such an action word; it sounds accusatory. It reminds me of something that has been hidden and is now open to view, and it always seems to have a negative ring to it, although exploiting ones talents, as a musician say, can be a good thing.

  4. risk
    Risk means uncertainty about outcome; a person taking a chance aware of the possibility of danger or failure. It alludes to not knowing that everything is going to turn out alright. Arts marketers would do well to anticipate the potential risks their patrons weigh when deciding whether or not to attend an event. For example, when I was planning OUT/LOUD last spring, I anticipated that it being a “queer women’s” event would be socially risky for some potential patrons. I tried to mitigate that risk by having a range of programming that didn’t make the event seem exclusively queer/lesbian.

    This is an interesting one, because “values” definitely has a different feel to it than “value.” Values plural makes me think, first, of deeply held beliefs. Value singular has more to do with, what is this (experience, item, etc.) worth? What is its correlate? In arts marketing, values can include the perceived worth of an event to a patron along these varied dimensions: social; educational; emotional/spiritual; and that intangible personal element. An event has to mean something–perhaps resonate with the patron in a deeply individual way–for that person to make the decision to attend. Or, it has to provide them with something they did not have before (information to be learned or time with friends, for example).

    If someone has experience, they’ve seen or done it before. They are therefore likely to be more confident in their judgments or actions as a result, and perhaps more critical of a repeat experience. Referential marketing gets into this–what was the patron’s last experience like? What are their reference points? A marketer must use that to their advantage when creating a marketing campaign. A cultural producer must also vividly paint a compelling experience for potential customers through all their advertising channels. The patron should be able to imagine themselves there and have the desire to make that fantasy a reality by buying the tickets (for example).

    I think the most common usage of the word exploit is negative, and means to prey on an individual’s weaknesses and use that knowledge to gain an advantage. Traditional advertising exploits the insecurities and feeling of lack that every human being alive has. They do this by showing the potential consumer what they could have–if they buy this product. Emotional branding is a perfect example of this. However, the real definition of exploit is just to make full use of something, to derive its full benefit. So it is possible to exploit a resource or thing in a more or less neutral way.

  5. Risk
    When I think of risk, I think of taking a chance to make a business better or worse, stepping out of the comfort zone, and altering the method of operation. From my previous job, I had an experience to work with a for-profit company to create an exhibition together. Before working with them, hosting shows is all about showing to the audience the great works of artist and getting feedback from the participators. However, when cooperated with a for-profit organization, they estimate the income of ticket price and the beneficial result carefully. At first, it was hard for our organization to follow the principles of calculating the benefit of exhibit because the only concern for us was to gain the spotlight for the artist and we did not measure how much money we earned. Also, we wanted everyone to participate in the event without worrying about the ticket price. We did not want the public to be considered an organization that only cares about finance. However, we took a risk of working with an enterprise, which gave us the chance to understand how they precisely estimated the budget, how the kept the cost down, and how they broke even. Therefore, the risk became the chance for us to accommodate the advantage of controlling budget and maintaining the role of a non-profit organization.
    Values have been discussed seen the first day of our program. When making a marketing decision or creating an art event, we keep this word in our mind as a core concept of the value of art. How can we gain a value to the arts world? The most important question is how can we create the value that lets a consumer participate? In my opinion, the values of art are an emotional experience to make unforgettable memories and click on someone’s mind. Those personal experiences can inspire people and become irreplaceable.
    Experience can be utilized in creating and arranging an art event . The basic concept of organizing an arts event can be learned from books or schools; however, particular details come from an experience. For instance, if you had an experience for hosting a performing art, you would know where you should host the show, how long it should be, how much the suitable ticket price is, and what kind of people will attend.
    On the other hand, the experienced audience would be more difficult to convince. It knows what its interest is and chooses to participate more cautiously. In addition, it pays attention to the details such as who the performers are, how the venue is, what the story is about, and what the cost is worth. In my point of view, despite the organizers or audiences, more experience can improve the quality of an arts event.
    Exploit to me is to employ the greatest possible advantage. Most of the time, we consider it a negative word. In the marketing sector, exploitation has been overused. We all had the same experiences in which we purchased products that we don’t need just because of the temptation by the advertisement. However, in art sector, we seek a deeper connection with people and try to attract them to participate. Perhaps the control of exploit is the skill we should imitate.

  6. Risk
    In order for organizations to properly market a product, they need to understand any potential risks to the consumer. When people see an advertisement or hear of an event, they make quick judgements based on the information they have, and one of their considerations is the risk factor involved. Some risks include timing, preconceived notions, and cost.

    We have talked about values a few times, and I think it’s something that lingers beneath the surface of most discussions because it’s just inherent in marketing. The organization will have certain values that it aims to promote through advertisements and programming, but the customers also have values that they want to see demonstrated.

    Experience can mean a couple things. It can refer to the actual experience an organization is giving to its patron. The experience is what is remembered, so in order for an organization to survive over time, it is responsible for creating quality experiences for its audiences. Experience is a part of the decision making process; if people have had a poor experience with a similar event or organization, they aren’t likely to want to participate.

    Though the word has a negative connotation, exploitation is pretty much a given strategy in marketing. And in regards to marketing, I don’t think exploitation is bad; it’s necessary. The purpose of advertisement is to get someone to buy what you’re selling, so you have to figure out what people are interested in, what makes them care about your product.

  7. I loved the “insurance” picture accompanying this post…

    Risk: Well, to a lawyer, this term is their job description. They analyze and quantify exposure to risk and determine ways to mitigate that exposure. To a dancer, or an artist, this term is something completely different. The word risk is a question of your commitment and artistry. For example, are you being risky enough in your delivery to explore new territories and allow discovery to occur? I believe that artists should add a risk element to their work in order to push boundaries and ask more questions. Risk generally means what you stand to lose if unsuccessful in your objective. I see it opposite, more as what you have to gain by allowing that risk. Which is the same idea, just framed differently.

    Values: I always see this word as an art term first. The value of color. That being said, it is the same definition in general terms. The lightness and darkness. The worth of something. The depth of color, or of money and importance. Also, value can rarely be held by a single individual, and usually as a collective. The larger the group of people that agree on a value, the more stable the valuation becomes.

    Experience: Experience is eduction. Not necessarily formal education, but occurrences that give knowledge. Experience is not only exclusively about one’s own experience. Depending on someone else’s experience is vital in our arts world full of collaboration. Using other’s experience often furthers our own in decision making and setting goals, as well as creating new vision.

    Exploit: I tried to think of a positive connotation of this word since it is most often used negatively. For example, exploiting a hole in the marketplace can give opportunity to fill it and perhaps monetize the filling of the hole. However, the negative definition of this word is more pervasive and tends to mean taking advantage of a disadvantaged party. For example, in the performing arts world, we must be careful not to exploit our performers and pay them under what they are worth because they are willing to sacrifice pay for experience and exposure.

  8. Risk is the awareness of a potential danger when investing in a certain activity or situation. Typically, to the participant, the reward is greater than the uncertainty of a given situation. It is emotionally connected, including such feelings as fear and anxiety.

    Values are an individual’s standards for behaving, usually involving a moral code or obligation to oneself and the larger community. It is a sense of social responsibility in that one’s choices impact the social and economic structures, surrounding that person.

    Experience is an emotional and physical connection with an activity. It elicits a response – positive, negative, or neutral – which may be linked to mechanisms of memory, such that an experience is retained by a person for an extended period of time.

    Exploit is a manipulative tactic or series of tactics from one individual, group, or entity over another to achieve a certain objective or goal. Usually, these tactics are at the expense of the other group that is inferior, in terms of authority, resources, race, and ethnicity.

  9. RISK is a gamble. It’s about taking chances. In our lives, many major decisions involve risk one way or another. Often, taking a risk can be a catalyst for change or growth. Arts organizations can take risks in programming, curating, marketing campaigns, hiring staff, acquiring works, or any number of areas of operation. These risks should be highly calculated, with the consequences carefully weighed before decisions are made.

    VALUES have meaning, worth, importance, and sometimes morality associated with them. They often set a standard against which actions are measured. Values can be very personal, but also exist on institutional and societal levels. Successful arts organizations often determine a set of values that are reflected in their vision and mission statements and filter down throughout all levels of the organization. From the selection of board members, to daily operations, to training volunteers, it is wise to ensure these actions support and are supported by the inherent values of the organization. These values are then translated into the visitor experience. Programming in the arts must have value for the audience in order to maintain loyalty among its constituents and attract new visitors.

    EXPERIENCE is how a person relates and comprehends the world around them on both sensory and mental/emotional levels. Experience ultimately what generates a connection between institutions and the people they serve. It all comes down to whether or not the visitor has a positive or negative experience. Arts organizations should place the visitor experience at the top of their priorities list. Last month I attended the WMA conference in Salt Lake City, and visitor experience was probably one of the most talked-about issues. I wrote about what I learned in this blog for ELAN: http://aaablogs.uoregon.edu/elan/2013/11/03/a-night-at-the-museum-reflection-on-the-western-museums-association-conference/

    EXPLOIT is a term that brings negative connotations for me. There is such a long dark list of exploitation in human history, that it’s almost painful to think about. I immediately connect it to big bad corporations taking advantage of … well, everything and everyone. BUT! I do know that exploitation can be used to “make productive use of something,” as the Merriam-Webster dictionary states. So the key here, is for arts organizations to figure out how to exploit their own talents, the creativity and skill of their staff, generous funding sources, networks of institutions and schools, the curious nature of their constituents and potential audience, and more, to be successful as positive forces in the community and world of education.

  10. risk – Besides being a fun board game…risk involves the possibility of harm. Risk involves uncertainty and gives something stakes. In the context of arts administration, do we always want to minimize risk? If risks pay off, the reward can be huge both for the artist and the audience.

    values – I think we consciously recognize values. We give our values names. The names then get loaded with emotion because we identify as a holder of a particular value and to consciously go against it violates our sense of identity. But I think there is also an emotional gut reaction to “what is the right thing to do” in a particular situation. I think values find their names in the interpretation of the gut reaction and the search for others who have had similar experiences.

    experience – Experience is a kinesthetic event. It exists at the boundary between our body and the outside world. We interpret the physical phenomena by pulling out pieces of sensory information. These collections of sensory information (both in the world and in our minds) become the conscious experiences and accumulate in our history. Objectively, experience is everything that our senses absorb. Subjectively, experience are the pieces of those sensations to which we ascribe meaning. Experiences are carbon chains of phenomenon.

    exploit – the dictionary says it’s is to make full use of a resource. Where does the negative connotation come from? Perhaps it is in the term “resource.” When we exploit something or someone we reduce it to a “resource,” to matter, and we strip it of agency. We objectify it. I think this is why I move away from the word. The definition shades differently when we’re not talking about a person but a gap in knowledge or a blind spot, but it still connotes a sense of opposition.

  11. risk: I feel like marketing in itself is a risk. In the examples that were shown in class each was risk or gamble that it would would work with their target audiences. I feel like no matter how much research or data collection or pricing strategies an organization comes up with when it comes to the arts, it always a large risk.

    values: Values are what are important to an audience. These values are what an organization want to market towards so that patron will invest in them. Values can be individualistic, relate to a space or even a community.

    experience: This is what marketing creates for you, an experience with a product or art. Experience is the emotional, visual, physical and beyond relationship you have with a product.

    exploit: Ad agencies exploit the nuances of a individuals values and their needs for certain experiences in order to sell products. I think in some ways exploitation is just taking advantage of an open opportunity and I don’t necessarily think that is bad.

  12. Risk: In marketing, trying to predict what risks individuals might feel like they are taking when deciding to attend an event is very important. There are both physical risks and psychological risks– both very real and sometimes inseparable. Not all risks can be perceived and accommodated.

    Values: This is a vague term. A value could stem from any number of greater convictions and might change regularly. Still, a marketing plan must be able to convince consumers that they might receive some (good) thing from attending an event. Unfortunately, one person’s perfect event is another’s worse nightmare. It turns out though, that there are probably some things that make a good time for almost everyone, like saving money, being lightheartedly entertained, feeling physically and emotionally comfortable, etc.

    Experience: This is what is created by an event, the product seen through the lens of an individual consumer or group of consumers. It is emotional, physical, visual… It is a driving force in defining what benefits/values a consumer may receive from an event.

    Exploit: Exploit is generally negative, but I think that in the sense of exploiting as taking advantage of an entry point into roping an consumer into something… well, that’s business, I suppose. Our emotions are exploited daily when we watch commercials, shop for things… We might as well not pretend that arts programming does the same kind of thing.

  13. Risk is what happens when you take a chance. You give something up temporarily to perhaps gain something in return. In marketing, that momentary sacrifice may be finances, time, and energy towards advertising, the release of a new product design, or a different promotional campaign; however, the gain may be increased exposure, enhanced reputation, higher sales, or heightened audience consumption. I appreciate these quotes about risk:
    “Risk is something that you can put a price on.”
    – Frank Knight
    “Risk greases the wheels of a free-market economy; uncertainty grinds them to a halt.” – Nate Silver

    Values are a person’s or company’s set of standards. It is interesting how when used singular, the term value is more readily associated with money, but when pluralized, it applies more to principles and beliefs. Values suggest an emotional investment in truth, respect and loyalty. To determine the value of a product or service, we assign meaning by comparing its worth to a comparable product or service.

    Experience makes me think immediately of the Jimi Hendrix album. Are you experienced?! This goes to show experience can be tied to a single word. It is the process of translating perception into understanding. Experience refers to the period of trial and error you go through in a situation and how the reference to what you’ve learned influences your decisions in the future.

    Exploit means to make the most of something or someone. This term may have a positive or negative connotation although I most often associate it with the latter. Exploit can be used as a verb or a noun; to exploit means to take advantage of, whereas, an exploit refers to the actual attainment of. In class, we talked about advertising tactics exploiting the emotional dispositions of potential consumers. Exploit is the aesthetic of our time; if you are not appealing to the emotions of consumers, then what is it you are appealing to?

  14. – Risk

    Risk in marketing is related to the fluctuation of some parameters which are considered to be stable. These parameters are not stable in nature but their stability in a period of time will bring some profit. Market risk can be categorized to some sub-categories
    like Equity Risk, Interest Rate Risk, Currency Risk, Commodity Risk … . According to non-profit times (http://www.thenonprofittimes.com/management-tips/top-10-risks-faced-by-nonprofits) , there are 10 major risks that non-profits usually face like financial loss, social media misuse, incivility and …

    – Values

    Values are what mission and vision of an organization is based on. Values are the sole of the organization which form the way of achievement of goals. According to “How to Build Inclusive Nonprofit Organization” (http://www.nonprofitinclusiveness.org/files/Module%209.pdf) “value statements spell out core principles that guide and organization’s work”

    – Experience

    Is the practices that one do in facing a new situation and through that learns how to deal with that situation. Experiences are usually unique but there are similarities in reactions to them. In marketing, experiences leads to better navigation through possible decisions and help the risk taking of an organization.

    – Exploit

    Taking advantage of the out come of all strategies that led an entity to a certain place. Although exploit usually implies a positive sense, but in economy exploitation bares a negative meaning which is about using another labor without offering adequate compensation. There are two different types of exploitation Organizational (Micro-Level) and Structural (Macro-level). As long as marketing in considered exploitation will be organizational.

  15. Risk—the potential emotional and physical costs to a consumer should they choose your product or event over someone else’s, or over something more familiar.

    Values—things/people/ideas held in regard and importance to someone. Ideas that dictate decision making.

    Experience—both something that has happened, that someone has learned from, and something that is happening. In regards to art, we want to create a memorable experience for our patrons so they learn to trust us and return.

    Exploit—to know of someone’s weakness or sentimentality and play off of it to gain entry into their circle of trust in order to influence their decision making, particularly as regards getting them to attend events or to develop brand loyalty.

  16. Risk: To take a chance or be susceptible to danger. When one takes a risk he or she is getting out of the comfort zone and doing something where the results are unpredictable. It may turn out very good, very bad, or somewhere in between. The unknown result is part of taking the risk. Risk taking can be a good thing. Although dangerous, the results may be surprising or rewarding and can make the risk taking worthwhile.

    Values: To have meaning or substance. When I think of values I automatically think of color having value. Also, I think of personal values. To have values means you cherish something. An object, theory, or moral has meaning or substance. Some things hold greater weight or value than others. This relates back to color value, shades, etc. Although color value and moral value are very different they connect in some ways.

    Experience – To be a part of an event. To be present in a particular moment. An experience can be good, bad or somewhere in between. I think of an experience as a combination of sights, sounds, feelings, emotions, etc. An experience as a whole incorporates what is happening physically, emotionally, and spiritually. It doesn’t have to include all these things, but can. All experiences we have as individuals shape who we are.

    Exploit –To use for one’s benefit. To expose. When I think of exploitation I think of the term in a negative way. Like one person taking advantage of something or someone.

  17. Risk in arts marketing schemes can be potential damages to hurt the organizations financial stability to public image. It is an uncertainty about an outcome based on the organizations strategies and plannings. There will always be risks involved when decisions are being executed, and that the risks can either be minimal or monumental based on statistical calculations. However, statistical calculations can not really interpret the intangible emotional risks that are involved in any planning and marketing because it is the the most unpredictable and should be considered with more weighted when it comes to planning and marketing.

    Values, how the marketing strategy presents the core value(s) of the organization takes good deliberation of solid product and understanding how the audiences perceives the product. Values in our patron’s perception can be multi-dimensional; cultural, social, monetary, educational, emotional/spiritual etc. The kinds of values that cultural organization holds should resonate with their patron for the benefit of the visions and goals for the organization.

    Experience is like an impression. If you leave someone with a good impression, they are mostly like going to remember you some how. To experience or have experienced with positive feelings and fulfillment will mostly likely bring your audience back for more. As arts marketers creating such nurturing environment for our target audience to feel at ease and “good,” only adds points to the organization. Not only this “good” experience comes from a good plan, but in involves every person from the organization to the ticketing office’s tones of voice and to the colors and packaging of your season announcement news letter. A good experience is like that favorite sent of yours from the apothecary where you are lead to it without knowing. And vise versa, you would not want to be part of it anymore.

    Even though exploit is a negative term, we see it everyday in emotional branding and advertisement that targets insecurities and fear of not being the norm. Marketers use it as a powerful weapon to maximum profit gain and have been very successful. It is important to note how strong of a dose it is to exploit human emotions but perhaps as arts marketers instead to exploit our audience’s emotions maybe we can help them explore what they didn’t they have?

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