The webpage for cultural marketing & cultural sponsoring


November 12, 2021, 10 am - 1 pm, Kunsthalle

In the last 18 months, we have all lived more digitally and become accustomed to dealing with and participating in many things exclusively online. The digital transformation has arrived in our everyday lives by now at the latest and is increasingly becoming an integral part of it.

The demands and requirements placed on the marketing departments of cultural institutions have increased accordingly in leaps and bounds over the last 18 months. Communication and advertising should be faster, more extensive and more individual – on more and yet more channels, ideally in real time.

But what is the "state of the art" today and how can this be realised with the limited resources of cultural institutions? The expert forum "Cultural Marketing" presents solutions, strategies and practical reports!

10 am - 10:45 am


With digital audience to digital cultural brand

Lorenz Pöllmann
HMKW - University of Media, Communication and Business Berlin, Professor

According to Corona, cultural institutions have the opportunity to further develop new digital offerings, to establish a digital division, and thus to reach new audiences. This goes hand in hand with a changed understanding of marketing: The instruments of communication policy no longer serve merely to advertise offerings, but become relevant media for communicating the content of a cultural institution. Consequently, this leads to a new strategic challenge for cultural marketing: the development of a digital cultural brand.

10:45 am - 11 am



Coffee Break & Networking


11 am - 11:30 am


10 years of change in 18 months - what remains? A conversation with the Lucerne Festival

Moderated discussion with Hannes Tronsberg futuredemand GmbH, Founder & CEO and
Bettina Jaggi
Lucerne Festival, Head of Marketing, among others.

Four programme plans in parallel and all of them have to be prepared in terms of communication, constant programme and capacity changes and always the question of the alternative online offer. The last 18 months have faced the marketing departments of cultural institutions with huge challenges.
What remains and what will disappear again because it didn't establish itself?
Bettina Jaggi reports on achievements and challenges and what role digital marketing has played and will play in the overall strategy.

11:30 am - 11:45 am



Coffee Break & Networking

11:45 am- 12:15 pm


10 years of digital marketing – what will the next 10 bring?

Hannes Tronsberg
futuredemand GmbH, Founder & CEO

For 10 years, digital communication has been an integral part of the marketing of cultural institutions. Digital communication has been "learned" and is taken for granted today.
However, a closer look shows that digital marketing is still rarely personal and individual. Also, the majority of budgets continue to be allocated to print media, thus preventing an individual approach.
So what will the next 10 years bring? We look into the future and how digital marketing has changed and will continue to change after a revolutionary 18-month pandemic.

12:15 pm - 12:30 pm



Coffee Break & Networking

12:30 pm - 1 pm


Personal not private“: The transformation from being a social media user to being a social personality

Julia Anna Brinker
StoryMachine GmbH, Managing Editor

To be seen today, there‘s no way around LinkedIn. /
Am I even able to communicate outside of my bubble? /
“Content is king. But distribution is queen“ /
What does „personal, not private“ mean? /
What is a shitstorm? Or more importantly: When do we call it one?
Almost every single one of us has an account on at least one social platform and is more or less active. However, only a few set the tone. The majority are silent observers, but everyone has an opinion.
Which topics are relevant today? Which trends are already outdated? What will we talk about tomorrow?

1 pm - 2 pm



Lunch Break


2 pm - 3.30 pm





Subject to change.
A transfer to the other topic forums are possible during breaks.


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