Smart Arts - Creative New Zealand

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Douglas Voon fromVerona, performing inan outdoor concert,Verona in the SkyLounge, the CivicSquare, Wellingtonduring New ZealandMusic Month 2003Robert Catto(www.catto.co.nz)
8AppendixUseful readingGuide to Arts Marketing, Keith Diggle, 1984, Rhinegold Publishing Ltd (United Kingdom)Publicity for Performing Arts Groups, Kate Harcourt, 1989, Playmarket (New Zealand)Making the Most of Marketing, Peter Neville-Hadley, 1987, The Parkgate Press (UnitedKingdom)Marketing Workbook for Nonprofit Organisations, Gary J. Stern, 1992, Amherst H. WilderFoundation (United States)Arts Marketing: the Pocket Guide, Dr Sharron Dickman, 1997, Centre for ProfessionalDevelopment (Australia)Telemarketing in New Zealand, Ann Mayer, 1992, Reed BooksTested Advertising Methods, John Caples, Prentice Hill Trade, 1998 (United States)The Touring Manual: a guide to touring performing arts in New Zealand, Fenn Gordon,2003, Creative New ZealandA Journey for Growth: a research project into audience development for the performing arts,Martin Rodgers, 2000, downloadable or on order from Creative New Zealand’s website(www.creativenz.govt.nz)Getting Art There: an artists’ marketing manual, Su Hodge and Janet Millar,commissioned and published by the National Association for the Visual Arts (NAVA) inAustralia, 2002 (www.visualarts.net.au)Publicising Your Book, written by Joan Rosier-Jones for the New Zealand Society ofAuthors (PEN NZ Inc), 2000A Guide to Self-publishing, written by Liz Allen for the New Zealand Society of Authors(PEN NZ Inc), to be published in 20038Smart arts | Toi huatau73
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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
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Promoting theevent2How do you promo
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• 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 and 70: THREETIPS1. Many of the onlinepubli
Page 71 and 72: 7Good businesspracticeThis chapter
Page 73: Keep a written record• Keep a jou
Page 77 and 78: Australian marketThe Australia Coun
Page 80: “Inspire the public with your pas
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