Smart Arts - Creative New Zealand

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Paora Taurima, a formerdancer with FootnoteDance Company … doingwhat he loves doing bestDean Zillwood
7Good businesspracticeThis chapter lists some basic points about planning, keeping a writtenrecord of important documents, communicating and collaborating, andwrapping up the event.Developing a professional approach for both yourself and the event you’re marketing willgo a long way towards helping you survive in this or any industry. Many of the pointsbelow are common sense.Be strategic• Write a timeline. It keeps things in perspective and helps when things hot up and you runout of time to think.• Budget at the beginning of your process although you will have to make adjustments tothe budget as you gather more information.• Brainstorm with as many people as possible, getting a wide range of ideas andsuggestions. Then extract all the useful information and incorporate it into your planning.• Write a marketing strategy even if it’s just a list of actions. This is your map to a wellmanagedcampaign. It helps you control detail and see each function through to itscompletion.• Understand what you’re promoting. Research both the artform and the artists involved.Attend rehearsals, read the play or book, and listen to the music.• With all promotional activity, weigh up the effort involved against the outcome you want.Is it worth it? Be realistic about what you can achieve. It is better to do less, and do itwell, than spread your promotion (and yourself) too thinly.• Look after yourself (eat well) and others. And show your appreciation: the words “thankyou” and “well done” go a long way.7<strong>Smart</strong> arts | Toi huatau69
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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
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It’s important to make sure your
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ROUNDFIGURESOffering ticket prices
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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 and 68: HIGHQUALITYFor a website to make ap
Page 69: THREETIPS1. Many of the onlinepubli
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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