The Rule of Seven (and Why Arts & Culture May Need Fifteen)

In marketing, the “Rule of Seven” says a person needs to encounter your brand at least seven times before taking action. That might mean buying a product, making a donation, or attending an event.

For traditional retail or consumer goods, that number often works. In arts, culture, and mission-driven organizations, the bar is higher. It may take closer to fifteen touch points to build enough trust, familiarity, and urgency for someone to purchase a ticket or commit to ongoing support.

Buying laundry detergent and buying a ticket to a theater company are not the same decision.

Why Arts & Culture Requires More Touch Points

1. It’s a discretionary purchase.
Live performances and museum visits compete with countless other entertainment options, many of which cost less and require less planning. People need more exposure before deciding your offering is worth their time and money.

2. It’s unfamiliar for many.
First-time visitors may wonder if they will fit in, what to wear, or whether they will understand the experience. That hesitation fades only with consistent, positive exposure.

3. It asks for emotional investment.
These experiences are not just transactions. You are inviting people to spend time, money, and emotional energy. That level of commitment takes trust.

What Counts as a Touch Point

A touch point is any interaction a potential patron has with your organization. In arts and culture, it might be intentional, like an ad or email, or organic, like hearing about your show from a friend. Examples include:

• Seeing a poster or banner in the community

• Receiving an email about an upcoming production

• Engaging with a social media post or video

• Hearing about your event on local radio or in the press

• Passing your venue and noticing activity

• Talking with a staff member at a community event

• Getting a personal invitation from an existing patron

Each one plants a seed. The more someone encounters you, and the more variety in those encounters, the more likely they are to say yes when the time is right.

Building to Fifteen Touch Points Without Feeling Repetitive

1. Diversify your channels.
Use a mix: printed programs, targeted ads, partnerships, community events, press mentions, and direct outreach.

2. Layer your storytelling.
Not every touch point should sell the same way. Show rehearsal footage one day, highlight an artist’s story the next, then share audience reactions. Build a full picture rather than repeating a single call-to-action.

3. Make in-person moments count.
Every guest who walks through your doors is already partway along their decision path. Use signage, ushers, greeters, and lobby displays to move them closer to their next visit. Even a personal invitation before they leave can become the fifteenth touch.

4. Stay present between events.
Build off-season engagements through newsletters, community projects, or previews of upcoming work to keep your name in the conversation.

From Awareness to Action

The value of the Rule of Seven, or Fifteen, is not the number itself. It is the reminder that action rarely follows a single exposure. People need to see you, hear you, and think about you in different contexts before moving from curiosity to commitment.

In the arts, that commitment is worth the extra effort. Each additional touch point deepens the relationship, reinforces your mission, and demonstrates the value you bring to the community.

The Takeaway

If one campaign or press mention didn’t sell out your event, you may only be two or three touch points in. Instead of pushing harder in a single channel, expand across many. Stay visible. Stay consistent. And remember, for arts and culture, the fifteenth touch might be the one that turns a casual observer into a lifelong patron.

When the lights go up and the curtain rises, the audience in those seats is the result of every step you took to earn their trust.

Want to strengthen your audience connection?
I work with arts, culture, and mission-driven teams to design marketing strategies that build trust and move people from awareness to action. If you’re ready to create touch points that actually convert, let’s talk. Reach out here →