Smart Arts - Creative New Zealand

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