Smart Arts - Creative New Zealand
Smart Arts - Creative New Zealand Smart Arts - Creative New Zealand
WITH ALITTLEHELP FROMA FRIENDMaking your site easy to findIt’s important that people can locate your site easily on the internet. The main ways tomake sure your site is easy to find are by:• getting links to your site placed on related sites• indexing your pages with relevant key search words• registering your site with search engines• choosing a domain name that is easy to guess• publicising your web address.The website forthe[abc]experiment(www.abcexperiment.org), acyberformance projectspearheaded by Wellingtonartist Helen Varley Jamiesonin early 2002, was createdand designed for a total costof $300. Ongoing costs formaintenance over the sixmonths of the project were$500. Hosting fees were $20a month.The domainregistration cost US$14.95for one year.Helen created this websitewith the help of a friend, whois a professional webdesigner, and by carefullyplanning the site’s structurebeforehand.The designer wasprepared to create the sitefor a token fee because itoffered her a change fromthe sort of work she wasdoing every day and becauseshe is interested insupporting the arts.Thorough planning of thesite structure at the outsetmade it easy for the designerand meant that timeconsumingreworking wasavoided. Helen updated thetext using Dreamweaversoftware.“Dreamweaver is not difficultto learn,” Helen says.“Doingit myself meant that I hadcontrol and could makeupdates instantly withouthaving to go back to thedesigner.”The site was promoted onpublicity material for theshow, links from otherwebsites (e.g. the Fringe NZFestival) and throughinternational mailing lists.Since the completion of the[abc]experiment, the siteremains online asdocumentation of theproject. Helen VarleyJamieson is continuing herwork in cyberformance withthe group Avatar BodyCollision and in 2003received a grant through theSmash PalaceCollaborations Fund todevelop UpStage, softwarethat will create a web-basedvenue for cyberformance.6Online ticketingAn online ticketing option, either on your own website or via links to your venue orticketing provider, offers supporters a convenient ticket-purchasing method and increasesthe chance that a web visitor will book on the spot.The importance of providing online ticketing depends on the type of show, the size of theauditorium, the venue’s established ticketing system and whether your target markets arelikely to buy online. Certainly, the number of tickets being sold online in New Zealandcontinues to grow.General admission tickets tend to sell better over the web. Because online ticket sales areautomated and provide the best available seat, those events for which people areparticularly selective about seats (e.g. ballet and classical music concerts) generally sellfewer online tickets unless a seating plan can be viewed.A simple way to offer an online booking facility using your existing manual system is toinvite bookings by e-mail. If you offer online credit card sales you will need a secure site.Smart arts | Toi huatau66
THREETIPS1. Many of the onlinepublications invite you tosubscribe to a free e-newsletter. Subscribe to allthose on your target list sothat you can monitorwhether they are using yourmedia releases.2. Obtain virus scanningsoftware and make surethat outgoing e-mailmessages are automaticallyscanned for viruses. In youre-mail signature, include asentence saying themessage is virus-free.3. Offer to send electronicpictures rather than sendingthem out with the mainrelease. Image files can bevery large (especially ifthey’re of the high qualityneeded for print media)and can take a long timeto receive.Promoting your websiteWhen your web presence is established, take every opportunity to promote your website:• print your web address on everything you produce: e.g. letterhead, newsletters, brochures,posters, business cards, media releases, fax coversheets, advertisements• use an e-mail signature at the bottom of your e-mail correspondence with a tag line toadvertise your show and a link to your website• encourage organisations you work with to promote your web address (e.g. on festivalprogrammes) and offer the same in return• run a competition posing a question that people can only answer by visiting your website.Online mediaThe internet has changed the media environment by providing faster and easier access tomedia contacts.Most journalists now expect to receive media releases and images by e-mail. If you aresending media releases by fax or post, ask your contacts if they would be happy to receivee-mail releases. If they say yes, you’ve instantly cut the time and cost of gettinginformation to them.The growth of online publishers increases your opportunities for media coverage, both inNew Zealand and internationally. Online publishers take a number of forms, including:• online editions of daily newspapers (e.g. www.nzherald.co.nz)• web magazines• news sites (e.g. www.artsjournal.com)• online radio stations (e.g. www.radioactive.fm; www.beethoven.com)• portals and other sites that have news sections (e.g. www.xtra.co.nz). Xtra also runscompetitions for tickets on their site – a good way to generate early word-of-mouth.These should be added to your media contact lists.Marketing on the web6Smart arts | Toi huatau67
- 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 and 64: When supplying your own photo, labe
- Page 65 and 66: 6Marketing onthe webThis chapter ha
- Page 67: HIGHQUALITYFor a website to make ap
- 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
THREETIPS1. Many of the onlinepublications invite you tosubscribe to a free e-newsletter. Subscribe to allthose on your target list sothat you can monitorwhether they are using yourmedia releases.2. Obtain virus scanningsoftware and make surethat outgoing e-mailmessages are automaticallyscanned for viruses. In youre-mail signature, include asentence saying themessage is virus-free.3. Offer to send electronicpictures rather than sendingthem out with the mainrelease. Image files can bevery large (especially ifthey’re of the high qualityneeded for print media)and can take a long timeto receive.Promoting your websiteWhen your web presence is established, take every opportunity to promote your website:• print your web address on everything you produce: e.g. letterhead, newsletters, brochures,posters, business cards, media releases, fax coversheets, advertisements• use an e-mail signature at the bottom of your e-mail correspondence with a tag line toadvertise your show and a link to your website• encourage organisations you work with to promote your web address (e.g. on festivalprogrammes) and offer the same in return• run a competition posing a question that people can only answer by visiting your website.Online mediaThe internet has changed the media environment by providing faster and easier access tomedia contacts.Most journalists now expect to receive media releases and images by e-mail. If you aresending media releases by fax or post, ask your contacts if they would be happy to receivee-mail releases. If they say yes, you’ve instantly cut the time and cost of gettinginformation to them.The growth of online publishers increases your opportunities for media coverage, both in<strong>New</strong> <strong>Zealand</strong> and internationally. Online publishers take a number of forms, including:• online editions of daily newspapers (e.g. www.nzherald.co.nz)• web magazines• news sites (e.g. www.artsjournal.com)• online radio stations (e.g. www.radioactive.fm; www.beethoven.com)• portals and other sites that have news sections (e.g. www.xtra.co.nz). Xtra also runscompetitions for tickets on their site – a good way to generate early word-of-mouth.These should be added to your media contact lists.Marketing on the web6<strong>Smart</strong> arts | Toi huatau67
Change language