Smart Arts - Creative New Zealand

More documents

Recommendations

Info

AO-sized postersadvertising theAuckland Writers andReaders Festival 2003were placed at trafficlights, inner-citystreets and bookshopsRoss Middleton
4Communicatingyour messageThis chapter outlines a range of communication tools you can use in yourpromotional campaign and what you need to know about producingprinted material.Promoting the arts can be a complex business because you’re selling both a product and aservice. You’re not selling art but rather the experience of it. For example, your product isa dance show and customers consume an experience of an evening out. This begins fromthe time they first become aware of the show (e.g. through a flyer or advertisement)through to booking for the show, arriving at the venue, using the venue facilities andexperiencing the show.The materials you produce to promote your show are referred to as communication tools(see Tools to get across your message, page 29). A mix of tools, including posters, flyers,media releases, press advertisements, and direct and indirect mail advertising will make upyour promotional campaign.Working with the media will be a major part of your promotional campaign. Chapter six, Themedia, discusses in detail how you can make the most of opportunities offered by the media.Effective use of communication tools means that you:• entice people to your event• reduce or remove the barriers to purchasing a ticket• engender customer loyalty• encourage people to buy more tickets or to buy in a specific manner (e.g. to attend ashow on a specific day or in a group).BrandingA brand helps consumers identify with a given product. To reach your various target markets,you need to devise a simple message that is communicated consistently. This message shouldcapture the uniqueness of your product and is called the Unique Selling Proposition (USP).Think, for example, about the messages you would convey to your target markets if youwere promoting a comedy show. To your primary audience your main underlyingmessage might be:4“You’ll be sorry if you miss out on the fun with these top national comedians.”<strong>Smart</strong> arts | Toi huatau27
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 and 8: IntroductionThere must be as many m
Page 9 and 10: Your marketing strategyidentify 7 P
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: A B C D EThe ultimate aim of promot
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 and 76: 8AppendixUseful readingGuide to Art
Page 77 and 78: Australian marketThe Australia Coun
Page 80:
“Inspire the public with your pas
show all

Smart Arts - Creative New Zealand

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?