Customer interaction and engagement: A theoretical exploration of live promotional tactics in the arts

This paper explores the evolving role of live promotional tactics in enhancing customer interaction and engagement within the arts sector. It begins with an overview of customer engagement theories and their relevance to live events, highlighting the unique opportunities live interaction models present. The paper then examines various live promotional strategies, using case studies to demonstrate how these tactics have been successfully implemented to create immersive and interactive experiences. Challenges such as logistical, financial, and audience-related obstacles are discussed, alongside opportunities offered by digital platforms and tools. The paper concludes by offering recommendations for optimizing live promotional tactics to maximize customer engagement, emphasizing the role of personalization, sustainability, and emerging technologies such as artificial intelligence. These findings underscore the importance of live promotional tactics in fostering deeper audience connections and driving long-term loyalty in the rapidly evolving digital landscape of the arts.