Smart Arts - Creative New Zealand

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Dale Copeland,Window ofOpportunity, 2002 ...an artwork bought byan American throughwww.virtual.tart.co.nz,a website showcasingand marketing thework of 56 Taranakiartists
6Marketing onthe webThis chapter has tips on planning, creating, testing, maintaining andpromoting a website. There’s also information about online ticketing andcommunicating with online media.Using the internet as a marketing tool can add significant reach and impact to yourmarketing campaign. It doesn’t have to be an expensive or overwhelming exercise.You can greatly increase the reach of your marketing for little cost through the web andother key electronic marketing tools such as e-newsletters, online media, ticketcompetitions and offers.There are several ways to create an effective web presence without having to create yourown website:• place information about your event or company on other websites: e.g. your venue orfestival’s website• list your event with websites such as www.artscalendar.co.nz; www.tbi.co.nz; orwww.nz-events.co.nz• list your event with regional events, city council and tourism websites.The Arts Links page of the Creative New Zealand website (www.creativenz.govt.nz)contains a list of websites that provide listings of arts events.Benefits of using the webUsing the web as a marketing tool can be very cost-effective. A small website can becreated for a relatively modest amount and a web presence can be created on otherwebsites for free. Other benefits of marketing on the web include:6• national and international reach: through the web, mass markets and internationalmarkets are within the reach of the average arts company’s budget• immediacy: information on the web can be changed instantly and an “e-mail-out” canbe generated quickly, making the internet ideal for information on last-minute ticketoffers, cast changes, great reviews and news• information and education: information that’s too detailed for brochures, posters oradvertisements (e.g. advance notes about the event, additional images, interviews,reviews, ticket prices) can be placed on a websiteSmart arts | Toi huatau63
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Smart arts: Marketing the arts inNe
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Viewers engage withtext and photogr
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ForewordThe purpose of marketing is
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IntroductionThere must be as many m
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Your marketing strategyidentify 7 P
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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 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: When supplying your own photo, labe
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
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