Smart Arts - Creative New Zealand
Smart Arts - Creative New Zealand Smart Arts - Creative New Zealand
“Frost creatures”promote the DunedinMid-winter Carnival2003 in the OctagonThe Otago Daily Times
Promoting theevent2How do you promote your event to your target markets? This chapterprovides a list of promotional tools and an eight-week sample timeline –from developing your marketing strategy to the event launch.Promotion is one of the seven Ps of marketing. It’s about communicating to yourpotential audience – not only to get them to attend but to ensure that their expectationswill match the product they will experience. Think about what influences your behaviourand how you respond to promotion. Also test your ideas among a number of peoplewithin your target segments before you produce costly promotional material.Before you start to promote the event, one of your tasks is to put together a promotionalstrategy that’s informed by your marketing strategy. Your promotional strategy will identifythe tools you choose to communicate your message, including areas such as indirectadvertising, direct marketing and the media. The timing and implementation of yourpromotional strategy is designed to take your potential market through the buying cycle (seeBuying behaviour on page 24).Setting a promotions budgetOnce you’ve identified your target markets and the best ways to communicate with them,you’ll have some idea of the communication tools you should use. This will determinehow you spend your promotional budget.There’s no magic formula to calculate how much of the overall budget should be spenton promotion. For small-scale events, the promotions budget will often be a largerpercentage of the overall budget than for large-scale events. Save money where you can:e.g. by piggybacking on mail-outs; doing duotone instead of full-colour posters; askingfor sponsorship in goods and services; using e-mail to distribute photos. 2Smart arts | Toi huatau17
- 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 and 10: Your marketing strategyidentify 7 P
- Page 11 and 12: 1Planning amarketing strategyThis c
- Page 13 and 14: It’s important to make sure your
- Page 15 and 16: ROUNDFIGURESOffering ticket prices
- Page 17: SWOT analysisRESPECT 2003at The Dow
- 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
- Page 61 and 62: • Find out if the programme is pr
- Page 63 and 64: When supplying your own photo, labe
- Page 65 and 66: 6Marketing onthe webThis chapter ha
- Page 67 and 68: HIGHQUALITYFor a website to make ap
“Frost creatures”promote the DunedinMid-winter Carnival2003 in the OctagonThe Otago Daily Times
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