Smart Arts - Creative New Zealand

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Julia Deans fromFur Patrol ...touring NewZealand withPacifier in 2003
1Planning amarketing strategyThis chapter describes the seven Ps of marketing (Purpose, Product, Place,Position, Price, Public, Promotion) and the SWOT analysis (Strengths,Weaknesses, Opportunities, Threats). These are vital components in planningyour marketing strategy.STICKTO ITDevelop a comprehensivemarketing strategy from theoutset, and stick to itsstructure and budget, advisesKerry Buchan, Co-ordinator ofDunedin’s biennial writers’festival Wordstruck! “Havingsaid that, you need toconstantly review what’sactually happening and reactto market demands.” Forinstance, international guestsproved a major draw card atthe 2003 Wordstruck! andpeople made early bookings.Initially, sales for the schoolsprogramme were slow and soKerry changed the focus ofher strategy. She introducedan experienced voluntaryhelper with networks inschools, who immediately goton the phone and contactedEnglish departments.Theresult? “We created a newproblem – fitting everyone in.”Smart arts | Toi huatau9The seven Ps of marketingMarketing begins when you start planning your arts event. Time spent planning amarketing strategy will be rewarded tenfold. Be sure to use members of your team andoutside mentors to brainstorm your strategy.Marketing considers the seven Ps: Purpose, Product, Place, Position, Price, Public andPromotion. These are all interrelated and together, they make up your marketing strategy.Chapter two, Promoting your event, includes an eight-week timeline. In the first week,you’ll see that one of the first things you need to do is identify the seven Ps and do aSWOT analysis.PurposeWhat’s the purpose of your arts event? It’s important to determine the purpose so youcan measure your success against your goals.Perhaps you want to introduce your company’s work to a new market. If that’s the case,financial return may not be your top priority. Or perhaps the show is a developmentexercise for your company. If so, you may not want many people to attend – and certainlynot reviewers.Write down your goals. For example:• to achieve 30% box-office sales• to expose the work to a new and specific community• to learn how to produce a show.ProductIt’s important to know what you’re selling. Defining your product involves describing itin terms of what it is; who it’s for; where it is; when it’s on; how long it’s on for; andwhat time it’s on.1
Page 1 and 2: Smart arts: Marketing the arts inNe
Page 3 and 4: Viewers engage withtext and photogr
Page 5 and 6: ForewordThe purpose of marketing is
Page 7 and 8: IntroductionThere must be as many m
Page 9: Your marketing strategyidentify 7 P
Page 13 and 14: It’s important to make sure your
Page 15 and 16: ROUNDFIGURESOffering ticket prices
Page 17 and 18: SWOT analysisRESPECT 2003at The Dow
Page 19 and 20: Promoting theevent2How do you promo
Page 21 and 22: • travel and couriers• thank-yo
Page 23 and 24: Week 1 (production week)• schedul
Page 25 and 26: 3 Makingthe saleThe overriding aim
Page 27 and 28: A B C D EThe ultimate aim of promot
Page 29 and 30: 4Communicatingyour messageThis chap
Page 31 and 32: RETURNTHEFAVOUROnce you have somesp
Page 33 and 34: THE EYESHAVE ITFaces and eyes have
Page 35 and 36: Using graphic imagesIllustrations o
Page 37 and 38: MÄORIAUDIENCESKnowing your target
Page 39 and 40: Printed material:from research to d
Page 41 and 42: Effective advertising ofthe Aucklan
Page 43 and 44: Can’t stop hip hop …an image th
Page 45 and 46: A MATTER OFCONFIDENCEIn the end, it
Page 47 and 48: THE VIRTUESOF E-MAILKiosk is a perm
Page 49 and 50: MAKEITEASYWith direct mail, make it
Page 51 and 52: • Ask if this is a convenient mom
Page 53 and 54: 5The mediaThis chapter discusses pu
Page 55 and 56: The title graphic isdistinctive, in
Page 57 and 58: • hand delivery - for a novelty i
Page 59 and 60: CROSSINGBORDERS“I wanted to targe
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• Find out if the programme is pr
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When supplying your own photo, labe
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6Marketing onthe webThis chapter ha
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HIGHQUALITYFor a website to make ap
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THREETIPS1. Many of the onlinepubli
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7Good businesspracticeThis chapter
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Keep a written record• Keep a jou
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8AppendixUseful readingGuide to Art
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Australian marketThe Australia Coun
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“Inspire the public with your pas
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Smart Arts - Creative New Zealand

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