Smart Arts - Creative New Zealand

More documents

Recommendations

Info

Additional printed materialOther material you produce could include outdoor canvas billboards if you have a goodlocation. Or you might decide to produce novel promotional material such as stickers,tee-shirts or printed objects related to your show.Novelty flyers are particularly good during festivals such as the Fringe NZ Festival or theLaugh! Festival because there are a lot of shows with flyers out there competing forattention. But be aware that these novelty items often don’t carry much information andcan be costly. You should ensure your other communication tools are effective inconveying the necessary information before you branch out into these additional tools.4DistributionThere is little point in producing printed material that sits in the boot of someone’s car.Often, the most well-intentioned people do not distribute the flyers or posters as they hadhoped to and then, out of embarrassment, don’t bring them back to you to distribute. Getpeople with some time on their hands and either pay them or offer tickets in exchange fortheir time. Give them a list of streets and shops you would like covered.Most cities have professional distributors. These companies are particularly effective withthe outdoor stick-up of your posters and it’s a waste of time to attempt the outdoordistribution yourself. These companies may also provide a service for the indoor stick-upof posters and placement of flyers but to save money, you can often arrange this yourself.You may choose a combination: a professional company for outdoor promotion and avolunteer for indoors.Other ways of distributing your flyers include through the mail and handing them outat other events attended by your target market. These are covered in Direct marketing(page 42).If you’re sending out invitations to an exhibition opening or preview, you should sendthe flyers and invitations together. It saves extra postage and has more impact because itprovides the recipient with good background information.<strong>Smart</strong> arts | Toi huatau36
Printed material:from research to distributionconduct marketing researchdecide to produce an A6 postcard flyerselect and brief designerprovide designer with contentdesigner creates concept based on brief, budget and contentdesigner presents concept design, estimate of costsand production schedule for approvalcommission of photography/illustrationbased on approved design conceptselection and scanning of photograph/sfinal artwork of designproof-reading and sign-off of final proofsCommunicating your message4<strong>Smart</strong> arts | Toi huatau37preparation of disk to film house or printerdesigner, film house and printer confer about productionsign off colour proofs from film housefilm or disk to platesdesigner attends colour pass at printerflyers printed and trimmeddelivery and distribution
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 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: MÄORIAUDIENCESKnowing your target
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
Page 69 and 70: THREETIPS1. Many of the onlinepubli
Page 71 and 72: 7Good businesspracticeThis chapter
Page 73 and 74: Keep a written record• Keep a jou
Page 75 and 76: 8AppendixUseful readingGuide to Art
Page 77 and 78: Australian marketThe Australia Coun
Page 80: “Inspire the public with your pas

Smart Arts - Creative New Zealand

Create successful ePaper yourself

Delete template?

Save as template?