Smart Arts - Creative New Zealand
Smart Arts - Creative New Zealand Smart Arts - Creative New Zealand
When LoveComes Calling,choreographedand performedby Raewyn HillSoapboxProductions
IntroductionThere must be as many marketing guides as there are Shakespeareanquotes on love. This publication, Smart arts | Toi huatau, differs frommost marketing guides because it is written specifically for the artsenvironment in New Zealand.Smart arts | Toi huatau5I was approached by Creative New Zealand to write this guide, drawing on my experienceas a local arts marketer. I have worked in arts marketing for more than ten years and myknowledge is based on firsthand experience. I studied theatre, film and psychology atVictoria University but my knowledge of marketing is from the street. Intuition andpractical experience carried me to a certain level and as I began refining my knowledge,I turned to marketing books and courses to fill in the gaps.The purpose of this guide is to offer an introduction to marketing an arts event, aimed atartists, entry-level publicists and producers. Although my experience is mainly inperforming arts, much of the information in this guide is relevant to all artforms andanyone trying to reach audiences for their work – whether it’s a writers’ festival, a gallerypromoting an exhibition or a jazz concert.Marketing the intangibleOne of the hardest things about marketing in the arts is that we are often asked topromote an event or product that is not yet in existence.One of my favourite sayings in marketing is: “You’re not selling the drill, you’re selling thehole.” Nobody actually wants to own a drill. They want to make a hole. This is particularlytrue of the arts where you’re not selling a dance or theatre work – you’re selling anexperience. Similarly, you’re not selling a canvas with some paint on it – you’re selling aperson’s attitude, perspective or an image.Although this is a general principle of all marketing – whether you’re selling an energydrink, a car or a show – it is especially relevant when marketing an art product that has yetto be created. Understand what it is that motivates people to connect with art and sell thatto them.Understand your audienceMarketing considers an event from an audience’s point of view and guides the way youcommunicate to a potential audience. What do they want? Why, when and how do they
- Page 1 and 2: Smart arts: Marketing the arts inNe
- Page 3 and 4: Viewers engage withtext and photogr
- Page 5: ForewordThe purpose of marketing is
- Page 9 and 10: Your marketing strategyidentify 7 P
- Page 11 and 12: 1Planning amarketing strategyThis c
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- 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
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- Page 25 and 26: 3 Makingthe saleThe overriding aim
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- Page 29 and 30: 4Communicatingyour messageThis chap
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- Page 37 and 38: MÄORIAUDIENCESKnowing your target
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- Page 41 and 42: Effective advertising ofthe Aucklan
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- Page 45 and 46: A MATTER OFCONFIDENCEIn the end, it
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- Page 49 and 50: MAKEITEASYWith direct mail, make it
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When LoveComes Calling,choreographedand performedby Raewyn HillSoapboxProductions
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