Smart Arts - Creative New Zealand

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Online resourcesFuel4artsFuel4arts.com delivers free marketing tools and ideas to professional arts marketers andartists. The site operates as an online community with more than 5000 regular membersfrom all over Australia and as far afield as Malaysia, the United States, Britain, Russia,Brazil and more than 20 other countries.www.fuel4arts.comArts ProfessionalBritain’s leading journal for the arts and cultural industries.www.artsprofessional.co.ukDramaticonline.comThe Australian cultural industry’s online home, but featuring news and resources fromacross the globe.www.dramaticonline.comKeith Diggle’s audience development siteCreated by Keith Diggle, author of Marketing the Arts, Guide to Arts Marketing and ArtsMarketing, this website provides free access to his invaluable information and articles.www.audience-development.co.ukArts ManagementWordwide network and information resource for arts managers and culturaladministrators.www.artsmanagement.netArts MarketingA United States-based marketing source for non-profit arts organisations.www.artsmarketing.orgArts AustraliaArticles from throughout the world on arts marketing topics.www.artsoz.com.au/articles.htm8Americans for the ArtsA leading source of information for advancing the arts in the United States.www.americansforthearts.org/yourguide/default.aspSmart arts | Toi huatau74
Australian marketThe Australia Council for the Arts’ website is a good way to keep in touch with theAustralian market and has valuable links to Australian arts organisations. You candownload some good arts marketing guides, including The Pocket Guide, What’s My Planand Who’s My Market, in the publications section.www.ozco.gov.auArts Business ExchangeInternational visual arts, business website offering articles, resources, streaming video anda bi-weekly electronic newsletter, Art Biz Bits.www.artsbusiness.comArts JournalWeekly digest of arts and cultural news from around the globe.www.artsjournal.comMuseum Marketing TipsMarketing tips and tools for museums, historic sites, zoos, aquariums, botanical gardensand heritage attractions.www.museummarketingtips.comNew Zealand Book CouncilA useful “how to” section provides information on such topics as running a literary event,writing a media release, generating publicity and dealing with the media. The website alsooffers a free webpage for any major literary event in New Zealand and an events listing inits diary.www.bookcouncil.org.nzUseful organisations andcontactsThe Appendices of Creative New Zealand’s Funding Guide: Ngä Pütea includes lists offunding organisations, sector organisations and information sources, and CreativeNew Zealand’s 38 recurrently funded organisations. Several of these 38 organisations areservice organisations (e.g. Artists Alliance, Dance Aotearoa New Zealand, Toi MäoriAotearoa) and may be able to provide marketing information and resources. You cancontact Creative New Zealand for a copy of the Funding Guide or you can download itfrom the Resources section of its website (www.creativenz.govt.nz).Appendix8Smart arts | Toi huatau75
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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
Page 15 and 16:
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
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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 and 74: Keep a written record• Keep a jou
Page 75: 8AppendixUseful readingGuide to Art
Page 80: “Inspire the public with your pas
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