Smart Arts - Creative New Zealand
Smart Arts - Creative New Zealand Smart Arts - Creative New Zealand
want it? How do you let them know about it? Marketing begins with the first spark ofinterest in creating a product for an audience – even if that audience is just one otherperson. Your job as arts marketer is to take that person or those people through the stepby-stepprocess of connecting with the work.People need a reason to do anything. With marketing, you find out the reasons that willmotivate people to attend your event and then communicate those reasons effectively tothem. There will always be barriers preventing people from attending your event and soyou develop strategies to break down those barriers.People don’t just turn up to your show out of the blue. They’ve been involved in aprocess and the more you understand that process, the more people you can encouragealong to your show.Why market?Realistically, artists need to earn a living from their work. Sponsorship and grants are notguaranteed income and although valuable, they cannot be counted on. The public,whether through box-office sales or by purchasing artworks or books, provides artistswith the revenue they need to create and present their work.That’s why sound marketing is vital to the success of an arts event. At its simplest,marketing provides “bums on seats”. To be more specific, it’s about getting the numberof bums on seats necessary to support the artistic endeavour financially. Firstly, you needto ensure people know your arts event is happening and then you need to ensure theybecome a part of the audience.People often confuse promotion (or publicity) with marketing but promotion is simply amarketing tool. Marketing is about strategy; promotion is about action.Your role as arts marketerYou plan, strategise and produce promotional material but most of all, you connectpeople. Whether you’re connecting an actor with a photographer, a composer with ajournalist, a designer with a printer or an audience member with your event, you arefacilitating every step of the way and controlling all details.One essential piece of advice: inspire the public with your passion for the work. Youknow how much they’ll enjoy it so get out there and tell them about it.Finally, I’d like to thank all those people who worked with me on this project along theway, including several Creative New Zealand staff – in particular, Iona McNaughton, whoedited and managed this publication.Nicky NicolaouAssociate DirectorDownstage TheatreSmart arts | Toi huatau6
Your marketing strategyidentify 7 Psconduct a SWOT analysisplan a promotional strategyidentify communication toolsdirecte-maildirect mailtelemarketingwebsitegroupsindirectadvertisingstreet stuntswebsitemediamedia strategymedia releaseinterviewsphotographsdevelop timelineimplement marketing strategySmart arts | Toi huatau7wrap it up
- Page 1 and 2: Smart arts: Marketing the arts inNe
- Page 3 and 4: Viewers engage withtext and photogr
- Page 5 and 6: ForewordThe purpose of marketing is
- Page 7: IntroductionThere must be as many m
- Page 11 and 12: 1Planning amarketing strategyThis c
- Page 13 and 14: It’s important to make sure your
- Page 15 and 16: ROUNDFIGURESOffering ticket prices
- 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
Your marketing strategyidentify 7 Psconduct a SWOT analysisplan a promotional strategyidentify communication toolsdirecte-maildirect mailtelemarketingwebsitegroupsindirectadvertisingstreet stuntswebsitemediamedia strategymedia releaseinterviewsphotographsdevelop timelineimplement marketing strategy<strong>Smart</strong> arts | Toi huatau7wrap it up