Marketing

Audience Development

Innovator Series

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17 min

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Sara Billmann, Marketing & Communications Director, University Musical Society (UMS), University of Michigan | Sara explores recent work by leading behavioral economists and how their theories might be applied in the arts.

From Theory to Practice: Applying Behavioral Economics to the Arts

Sara Billmann

Marketing & Communications Director, University Musical Society (UMS), University of Michigan

From Theory to Practice: Applying Behavioral Economics to the Arts

10/2/2013

17 min

The fields of behavioral economics and consumer psychology provide us with theories about why people behave the way they do.

But do these theories work for the arts? Sara explores recent work by leading behavioral economists and how their research can become your reality.

Sara Billmann

Sara Billmann

Marketing & Communications Director
University Musical Society (UMS), University of Michigan

In her role Sara oversees the strategic and creative campaigns for a 50-event season in classical music, theater, dance, jazz, and world music.
She has recently overseen a rebranding of UMS, as well as the launch of umslobby.org, an interactive website that engages with audiences in new ways. She co-chaired the Major University Presenters Value and Impact Study (released in 2007). In 2010, she was invited to join 50 international arts professionals in the Salzburg Global Seminar on "Performing Arts in Lean Times: Opportunities for Reinvention".

Topics

Marketing

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Audience Development