Ensembles treat people they’re coaxing to a concert differently than old audiences. Old audiences know you. They keep showing up because they like what you’re doing (hopefully). They already trust you. It’s easy to take them for granted, so we should check in with them every once in a while. See what they think. Are they getting bored? Do they want to try something different?
New audiences, on the other hand, don’t know you. They might be interested in what you’re offering, but they’re not sure they want it. You have to earn their trust and attention, which requires a lot of energy. Sometimes, though, they’re simply looking for an invitation. These are the people who already want what you have, whether they’ve expressed it or not.
Although they require different strategies, they both require your attention and communication. The currency for both audiences is trust.