Smart Arts - Creative New Zealand
Smart Arts - Creative New Zealand Smart Arts - Creative New Zealand
5A BOOKISBORNIt’s important toacknowledge all the workthat went into producingyour book.The commonlyused analogy of the birth ofa baby is apt, says writerJoan Rosier-Jones. A booklaunch is, therefore, like achristening.However, she continues,publishers will weigh theexpense of a launch againstthe possible benefits.Tothem, the purpose of alaunch is to generatepublicity and sales for thebook and so it helps toinvite the media to yourlaunch.You or the publishershould also send out a mediarelease and photo to literaryand/or arts editors, and alsoto your local newspaper, inplenty of time before thelaunch to meet theirdeadlines.If you’re a member of theNew Zealand Society ofAuthors (PEN NZ Inc), itwill put a notice of yourbook launch and the fact thebook’s been published in itsweekly e-mail newsletter tomembers.Joan Rosier-Jones haswritten Publicising YourBook.See the Appendix fordetails.Media launchA media launch is an event where specific media are invited to a function and are briefedabout an upcoming show or exhibition. It can be costly and time-consuming to planthoroughly. It’s particularly effective for a large-scale festival that aims to communicate ageneric message (e.g. its programme) but a show will get more mileage by focusingdirectly on the media it wants to target. It means you can steer them towards a specificmessage. At a launch, you have less control over what is written.For visual arts, a media preview can be an effective and relatively inexpensive marketingtool. It’s a thank-you to the media you’ve been dealing with and an opportunity to attractwider media to an informal occasion. It’s as much about networking as it is about lookingat art. Make sure the curator, artist or someone knowledgeable about the exhibition iscirculating and talking about the work. Offering a mini-tour is also useful.Working with Mäori, Pacific and other specialistmediaWorking with media outside the mainstream and arts media can be an effective way to reachspecific target markets. Mäori media are particularly interested in arts events that coverMäori issues or in which Mäori artists have a prominent role. Likewise for Pacific media.If you’re promoting a Mäori artist, you should include the artist’s iwi (tribe) in any mediarelease. It’s important for a Mäori audience to know where that individual is fromthrough their tribal links.The Resources section of Creative New Zealand’s website (www.creativenz.govt.nz)includes a Media Contacts database, which is a good starting point for compiling a list ofMäori print, radio and television contacts.There are currently more than 20 iwi radio stations broadcasting throughout the country.Because Mäori is traditionally an oral culture, these radio stations are well-supported andare therefore an effective way to reach a wide Mäori audience. Iwi stations take a lot oftheir programming material in te reo Mäori from two main sources:• Ruia Mai provides the hourly news service as well as regular programmes• Mana News provides half-hour programmes each week night. Mana News also providesEnglish-language programming on Mäori issues to Radio New Zealand, which broadcastsWhenua, a magazine-style programme on Mäori issues giving good coverage to arts stories.Iwi radio stations often have free community noticeboards, which can be used toannounce community-based events.Mäori television programmes are also keen on arts stories but often require plenty ofadvance notice. This also applies to magazines such as Mana Magazine and Tu Mai. Ifyou’re not sure what lead-in time the various media require, it’s a good idea to find outat the outset of your marketing strategy.Mäori television and radio have, in varying degrees, a commitment to te reo Mäori butthey also broadcast in English. They often like to interview in both languages to reachtheir different audiences. Having a te reo Mäori speaker as part of your team greatlyenhances the ability for you to promote your show/event through Mäori media. At thevery least, the person promoting your show to Mäori should be familiar with basictikanga (customs and protocol) and te reo Mäori and be able to identify what it is aboutyour show/event that will attract Mäori audiences.Smart arts | Toi huatau56
CROSSINGBORDERS“I wanted to target youngNew Zealand Chinese andother Asian audiences –people who understand whatit’s like to be on the borderof two different culturalidentities,” Sonia Yee says.Her one-woman play, TheWholly Grain, premiered atBATS Theatre in 2003.Toreach her target audience, sheplaced eye-catching postersin Wellington’s Asianrestaurants and networkedwith Chinese organisations.She also “sold” her story toAsian media, including AsiaDownunder and Capital ChineseNews.Yee is the first NewZealand Chinese woman tograduate from Toi WhakaariNew Zealand Drama School.This, plus the fact that TheWholly Grain was the firstplay she wrote and performedin after graduating from ToiWhakaari in 2002, also madeit a strong news story formainstream media. A frontpagephoto and caption storyappeared in The Dominion Postthe week before the playopened.Pacific communities are also very supportive of media devoted to their issues and Pacificmedia like to highlight success stories within their communities. Pacific media include thetelevision programme Tagata Pasifika, which is a keen supporter of any arts with a Pacificinvolvement. Radio is also an important tool for reaching a wider Pacific Island audience.Some stations (e.g. Radio 531 PI in Auckland, Samoan Capital Radio in Wellington, andAuckland and Wellington Access Radio) target Pacific Island communities and airprogrammes in Pacific Island languages. As well as seeking interview times on thesestations, you can often negotiate good discounts on advertising rates.Niu FM, the new network of Pacific stations broadcasting in six centres, is another goodoption for reaching Pacific audiences. It has its own news team with morning, lunch anddrive-time special bulletins. It is nationwide and captures a large, young, Pacific audience.It also has regular slots for different audiences.Remember that while Pacific Island peoples living in New Zealand share many social andcultural similarities, each Pacific country has its own language, and distinctive arts andcultural traditions.Don’t forget the growing Asian media, which are keen to receive information aboutshows/events that may interest their target audience. And for the gay community, thereare publications such as Express, which may be interested in what you are promoting. Ifyour show has target markets with specific interests such as gardening, books, bowls oreven rugby, remember that there are niche publications and websites that offerpromotional opportunities.The media5RESPECT 2003 at TheDowse, Lower Hutt …working with mediaoutside the mainstreamcan be an effective way toreach specific marketsSmart arts | Toi huatau57
- 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 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: • hand delivery - for a novelty i
- 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
CROSSINGBORDERS“I wanted to target young<strong>New</strong> <strong>Zealand</strong> Chinese andother Asian audiences –people who understand whatit’s like to be on the borderof two different culturalidentities,” Sonia Yee says.Her one-woman play, TheWholly Grain, premiered atBATS Theatre in 2003.Toreach her target audience, sheplaced eye-catching postersin Wellington’s Asianrestaurants and networkedwith Chinese organisations.She also “sold” her story toAsian media, including AsiaDownunder and Capital Chinese<strong>New</strong>s.Yee is the first <strong>New</strong><strong>Zealand</strong> Chinese woman tograduate from Toi Whakaari<strong>New</strong> <strong>Zealand</strong> Drama School.This, plus the fact that TheWholly Grain was the firstplay she wrote and performedin after graduating from ToiWhakaari in 2002, also madeit a strong news story formainstream media. A frontpagephoto and caption storyappeared in The Dominion Postthe week before the playopened.Pacific communities are also very supportive of media devoted to their issues and Pacificmedia like to highlight success stories within their communities. Pacific media include thetelevision programme Tagata Pasifika, which is a keen supporter of any arts with a Pacificinvolvement. Radio is also an important tool for reaching a wider Pacific Island audience.Some stations (e.g. Radio 531 PI in Auckland, Samoan Capital Radio in Wellington, andAuckland and Wellington Access Radio) target Pacific Island communities and airprogrammes in Pacific Island languages. As well as seeking interview times on thesestations, you can often negotiate good discounts on advertising rates.Niu FM, the new network of Pacific stations broadcasting in six centres, is another goodoption for reaching Pacific audiences. It has its own news team with morning, lunch anddrive-time special bulletins. It is nationwide and captures a large, young, Pacific audience.It also has regular slots for different audiences.Remember that while Pacific Island peoples living in <strong>New</strong> <strong>Zealand</strong> share many social andcultural similarities, each Pacific country has its own language, and distinctive arts andcultural traditions.Don’t forget the growing Asian media, which are keen to receive information aboutshows/events that may interest their target audience. And for the gay community, thereare publications such as Express, which may be interested in what you are promoting. Ifyour show has target markets with specific interests such as gardening, books, bowls oreven rugby, remember that there are niche publications and websites that offerpromotional opportunities.The media5RESPECT 2003 at TheDowse, Lower Hutt …working with mediaoutside the mainstreamcan be an effective way toreach specific markets<strong>Smart</strong> arts | Toi huatau57
Change language