arts & business council

MetLife Foundation National Arts Forums Series

Past Forum Synopsis

Arts & Business Council of New York
New York, New York

Leadership: New Frameworks for the Changing Face of America
09/16/2008

Moderator: Jennifer Rooney, Editor, CMO Strategy ad Talentworks, Advertising Age

Presentation by Patricia Martin author of RenGen: Renaissance Generation: The Rise of the Cultural Consumer and What it Means for your Business

Panelists:

• Paul Melton, Strategist, LaPlaca Cohen
• Jan Ohye, vice President and Director, Wunderman Impact

Within a room full of arts and business leaders Patricia Martin presented her compelling case on the Renaissance Generation. She spoke of the cultural renaissance that is happening around us and explained how arts organizations can jump in and become catalysts. Following Patricia’s presentation, the discussion opened up to panelists and audience members.

 Patricia spoke of the cultural consumer, the RenGen, and the best ways to reach them. As, the RenGen communicates differently and responds to marketing in new ways, she suggested a combination of marketing and media with meaning. “Meaning” could be subscribing to the RenGen’s ideals, relating to their needs or engaging them to participate in an experience. The panel put emphasis on moving from mass marketing to relationship marketing. The RenGen is drawn to companies that speak to them.

The RenGen is eager to express themselves and communicate with organizations. This gives organizations who communicate well, a platform to build relationships with the RenGen and cultural consumers. For example, perhaps there is negative feedback about your organizations services or products, you can take this feedback and turn it into a learning experience. Those that listen, fix the problems, and turn the negative feedback around will greatly benefit.

With new expectations from the RenGen, organizations need to re-invent their marketing and communication techniques to draw in an audience. Arts organizations should use the cultural medium to attract the RenGen; the arts will act as their magnet. ABC/NY is committed to carrying out this dialogue and continues to be in communication with its members and contacts to keep discussion moving. There will be a re-convening to further the RenGen discussion October.