Smart Arts - Creative New Zealand

SWOT analysisRESPECT 2003at The Dowse,Lower HuttOne of the most straightforward ways to begin your marketing strategy is to take stock ofyour current situation. A SWOT analysis is a simple and valuable way to do this andinvolves analysing your:Planning a marketing strategy1THE SAMEWAVE-LENGTHTo conduct a SWOTanalysis, gather a numberof the key people involvedin your company.Brainstorm each of theelements in the analysis,allowing it to go as broadas necessary. Not only willthis exercise help with yourmarketing strategy but it isalso a good way to checkthat everyone is on thesame wavelength.StrengthsWeaknessesOpportunitiesThreatsSmart arts | Toi huatau15Strengths are the advantages that are internal to your group and event. These mightinclude a popular or well-known artist involved in the project, the location of your venue,the skills of your personnel, or a contact that may provide a large group booking.Weaknesses are the negative internal aspects your group and event faces in terms ofpromotion. These may include not having a supporters’ base in the region where youwant to present your work; a key member of the event being out of town and unavailableto give interviews; or a budget that doesn’t allow you to carry out a newspaperadvertising campaign.Opportunities are the positive aspects external to your group or event: e.g. if one of yourstrengths is a well-known playwright, an opportunity may include interviews with thepress and special forums with the playwright. This will add value to a performance.Opportunities also arise from external factors such as timing: e.g. think of the possibilitiesif your play about love falls on Valentine’s Day.Threats are the external factors that may negatively impact on the success of your event:e.g. the timing of your event may coincide with a holiday where most people leave townor with a large competing event.