Smart Arts - Creative New Zealand

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.7Smart arts | Toi huatau69