Promotion of services in the commercial sector of the cultural sphere

The relevance of the research is defined by the fact that the cultural sphere serves as a crucial and intrinsic element of society, influencing its development, structure, and the quality of life for the population. Today, the economic landscape of the cultural sphere holds significant interest for businesses and constitutes a rapidly evolving segment across industries. In the context of a highly competitive environment, where the battle for consumer attention intensifies, commercial cultural organizations must not only deliver high-quality services but actively promote them in the market. The article emphasizes that commercial sectors face the imperative not only to attract potential clients but also to cultivate sustainable demand among them. Notably, commercial organizations in the cultural sector possess a broader array of tools and methods for promoting cultural services compared to their governmental counterparts, which often grapple with significant financial resource constraints. The article underscores the importance of leveraging contemporary marketing and digital tools, as well as assessing the impact of creative instruments on fostering sustainable demand and audience loyalty. The research findings facilitate the identification of key promotion strategies that contribute to successful positioning and meeting client needs in the realm of cultural services, thereby playing a crucial role in business development and enriching the cultural experience of society. The practical segment of the study delves into the fundamental aspects of promoting services for the «Zabava» Dance Company, which operates successfully in the commercial sector of the cultural sphere in the regional market of Kaluga. The author concludes that promotion stands as the primary strategy for gaining competitive advantages, and the broader and more modern the arsenal of applied technologies, the more successful and profitable the organization will be.