australia business arts foundation marketing presentation 271009
DESCRIPTION
Arts Marketing Presentation to cover: What is marketing? Develop a marketing strategy for your exhibition? Define your target market Select appropriate marketing toolsTRANSCRIPT
AUSTRALIA BUSINESS ARTS FOUNDATION
Marketing Presentation by
Fleur Allen
27 October 2009
WHAT IS MARKETING?
How to develop a marketing strategy for your exhibition
How to define your target market and develop strategies to reach them
How to select the most appropriate and cost effective marketing tools to reach clients, buyers and patrons
Case Study: Inspired by Nature
29 January – 1 February, 2009 Interactive Arts exhibition in the Old MOKKA shop Beaufort Street, Inglewood
SO WHAT IS MARKETING? AND WHAT DOES IT INCLUDE?
DEFINITIONS OF MARKETING
Marketing is: the analysis, planning, implementation, and control of programs designed
to increase visitor awareness and use of collections, facilities, and services in a way that
will mutually benefit both the organisation and the visitor.
Arts Marketing the pocket guide by Dr Sharron Dickman published 1997 Download available from The Australia Council
http://www.australiacouncil.gov.au/research/arts_participation/reports_and_publications/arts_marketing_a_pocket_guide
“THE RIGHT PRODUCT, IN THE RIGHT PLACE, AT THE RIGHT TIME, AT THE RIGHT PRICE” ADCOCK.
McCarthy, created the concept of Marketing Mix, by way of grouping four things essential to the task of Marketing:
ProductPrice
PlacementPromotion
The Adventures of Super Hector blog http://www.hectorpolo.com/what-is-marketing-to-you
Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and services of others.
Wikipedia definition http://en.wikipedia.org/wiki/Marketing published 2007
As an artist what are you marketing?
What are the objectives of your marketing strategy?
Case Study: Inspired by Nature
29 January – 1 February, 2009
Interactive Arts exhibition
in the Old MOKKA shop Beaufort Street, Inglewood
HOW TO DEVELOP A MARKETING STRATEGY FOR YOUR EXHIBITION
An example of an exhibition marketing strategy:
What was developed before, during & after the exhibition?
Before During After
BEFORE: Long break since last event (May 2008) Informal, anecdotal research of existing newsletter and
enewsletter subscribers from website and artisans markets (City Farm, Inglewood, Zigzag Festival, Subiaco Craft Market)since May 2008
Unique venue opportunity Confirmation artists and suitable artwork available Partnership opportunity with winery Interactive Arts goal for 2009 was to increase profile
and client base through more events Bump-in to venue
EVENTS DEADLINE TEMPLATE8 weeks Thursday 8th October
Confirm venue, commission, catering and wine Send out Artist Proposal
6 weeks Monday 26th October
Confirmation of artwork entered received Includes: details (title, medium, dimensions and price) and a high resolution and a low resolution image. Send to [email protected] and copy to [email protected]
5 weeks Wednesday 28th October
Confirm the design of the DL flyer
4 weeks Wednesday 4th November
Brief publicist about media requests Advertise event on own homepage
Thursday 5th November Catalogue is made up (by Jen)
3 weeks Tuesday 10th November
Invitations are ready and distributed
Thursday 12th November Catalogue has been proof read (by Fleur) Upload all artworks to website (don’t go live)
2 weeks List event on all online event calendars and profiles: twitter, facebook, linked in, red buble, blog, wot’s on, my space, wibwa
1 week Advertise event in local paper of venue
Week of Event Tuesday 1st December
Bump-in. Artists deliver artwork to be ready for hanging. Deliveries will be accepted from 9am to 11am Website listings go live.
Wednesday 2nd December Exhibition opening event. Artists are to arrive at 5:30pm promptly. Event will run from 6pm until 8pm
Thursday 21st January 2010 Close of Exhibition
Friday 22nd January 2010 Artists to collect unsold artwork.
DURING:
Open! Record number of visitors Collect as many contact details as possible, have
an incentive Ensure the exhibition space looks as professional
at all times Follow up interested parties
AFTER:
Bump-out of venue Debrief the event with key people involved Compare planned budget and sales with actual
figures Follow up all leads Thank those that attended and announce prize
winners
PUBLIC RELATIONS? DIFFERENT TO MARKETING?
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. (American Marketing Association)
Public relations is a strategic management function that adds value to an organisation by helping it to manage its reputation. (Chartered Institute of Public Relations)
In Summary,Marketing has at its core a desire to reach consumers and make them
think, believe or do what you want. Public relations is more focussed on influencing reputation, whether corporate or
personal.
Simon Wakeman public sector communications and marketing http://www.simonwakeman.com/2007/04/24/whats-the-difference-between-marketing-and-public-relations/
HOW TO DEFINE YOUR TARGET MARKET AND DEVELOP STRATEGIES
TO REACH THEM
What is a target audience?ResearchLocation: Inglewood
Culture (existing activities): Markets
Venues: Babylon Cafe, Old Mokka Shop, Mia Cafe
Residents: Developing suburb, interested in fostering their own Arts identity apart from existing e.g. Northbridge, Mt Lawley, Maylands, Bayswater.
DEVELOP STRATEGIES TO REACH THEM
Communicate Face to face contact Regular newsletters Website Marketing Materials
HOW TO SELECT THE MOST APPROPRIATE AND COST EFFECTIVE MARKETING TOOLS TO REACH CLIENTS, BUYERS AND PATRONS
* Enewsletters
* Events
* JointVentures
* DLFlyers
* Website or web presence
* Newsletters
* Exhibitions
* Information
* Graphic Design
THANK YOU
Australia Business Arts Foundation Marketing presentation by Fleur Allen 27 October 2009
Fleur AllenPO Box 9034
Nicholson RoadSUBIACO 6008
Western AustraliaTel/Fax: (08) 9380 6539