Smart Arts - Creative New Zealand

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Simon London andBan Abdul in Disco Pigs,touring to eight centresin New Zealand in 2003Inez Grim
5The mediaThis chapter discusses putting together your media strategy; how to write,send and “sell” the release; the value of a good photo; interviewtechniques; and what to do when you get negative press. It also looks atworking with Mäori, Pacific and other specialist media.NOTHING’SFORFREEMedia coverage is not freepromotion: you have to puta lot of time and effortinto an effective mediacampaign.The media include newspaper and magazine journalists, radio presenters and televisionreporters. By gaining an understanding of how the media work, you should be able tomake the media work well for you.One advantage of a feature article over advertising is that it is seen by the reader as objectiveand therefore more believable than advertising. It also provides more information and humaninterest than a poster or an advertisement. However, one disadvantage is that you have littlecontrol over what the reporter writes and you may not be happy with what appears in print.In 1997-1998, Creative New Zealand conducted a survey of arts participation byNew Zealand adults. One of the survey questions asked people to indicate the three mainways they found out about “local arts activities”. The three main sources of informationwere community newspapers, major daily newspapers and the radio. Word-of-mouth(friends and family) was also an important source of information.Creative New Zealand published the survey findings in two publications, Arts Every Day:mahi toi ia rä, which provides a general overview of all survey findings, and Know YourAudience: me möhio ki tö whakaminenga, which focuses on people who participated in thearts “as a member of an audience”, and analyses the findings by artform. Both publicationsare available in the Resources section of Creative New Zealand’s website(www.creativenz.govt.nz). Also check out Statistics New Zealand (www.stats.govt.nz) forlatest statistics on arts participation.5Media strategyBefore you start promoting an event you should put together a media strategy (see Sampletimeline, page 19), outlining how you intend to promote your event. This involves:• setting objectives of what you want your media strategy to achieve• setting targets in terms of the media coverage you want to secure, including what storieswhere and which angles you will offer to different media – keeping in mind that manyprefer exclusivesSmart arts | Toi huatau51
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 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: • Ask if this is a convenient mom
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

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