Smart Arts - Creative New Zealand

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This symbol in the text indicates you can download a template from the Resourcessection of Creative New Zealand’s website (www.creativenz.govt.nz).ContentsForewordIntroduction1.Planning amarketing strategy9 The seven Ps of marketing9 Purpose9 Product10 Public11 Price13 Place14 Position14 Promotion15 SWOT analysis2.Promoting the event17 Setting a promotions budget19 Timelines19 Sample timeline21 Exhibition openings3.Making the sale23 The box office and ticketing24 Beyond the box office24 Buying behaviour4.Communicating yourmessage27 Branding28 The tag line28 Working with your sponsors29 Tools to get across your message30 Producing printed material30 Content and information31 Briefing your designer32 Paper: size, shape and stock33 Using graphic images33 Photography34 Choosing a printer35 Printing options36 Additional printed material36 Distribution38 Indirect marketing38 Advertising copy39 Newspaper and magazineadvertising40 Radio advertising41 Television advertising41 Cinema advertising41 Street stunts42 Direct marketing42 Contact lists43 Networking with Mäori andPacific Island audiences44 Building your own database44 e-marketing46 Direct mail47 Incentives48 Targeting groups48 Telemarketing5.The media51 Media strategy52 The media release52 Writing the release54 “Selling” the release55 Media lists55 Follow-up55 The media kit56 Media launch56 Working with Mäori, Pacificand other specialist media58 The interview58 Interview techniques58 Television shoots60 Press photos61 When bad news hits61 Responding to negative press6.Marketing on the web63 Benefits of using the web64 Creating a website64 Maintaining the website65 Getting links from other sites65 Testing66 Making your site easy to find66 Online ticketing67 Promoting your website67 Online media7.Good businesspractice69 Be strategic70 Communicate71 Keep a written record71 Wrapping it up8.Appendix73 Useful reading74 Online resources75 Useful organisations and contacts
ForewordThe purpose of marketing is to build an audience for your work. Findings from aCreative New Zealand survey, Portrait of the Artist: a survey of professional practisingartists in New Zealand, show that more than half of the artists interviewed (58%) saidthey needed assistance in marketing and promoting their work.Artists and arts organisations in New Zealand often run small businesses and produce artsevents on slim resources, with considerable success. Smart arts | Toi huatau is a practical,how-to publication focussed on marketing an arts event – whether it’s an exhibition, aliterary festival, a concert, theatre or dance production.Aimed at supporting artists, entry-level publicists and producers, the guide does notattempt to cover the wider topic of marketing and selling your publications or visualartworks. There are already books on this topic and New Zealand arts organisations youcan contact for help, some of which you will find listed in the Appendix.To complement this guide, we have produced a “living” version for our website(www.creativenz.govt.nz). This provides links to other sites and includes templates you candownload and alter to suit your particular requirements. You can also download the fulldocument from the Resources section of our website.Creative New Zealand works in a range of ways that support artists and arts organisations todevelop audiences and build new markets – both in New Zealand and overseas. As NickyNicolaou says in her introduction to this guide, marketing is about taking a strategicapproach to promoting artists’ work. One of the first things you need to do is find out asmuch as you can about your audience. In 2000, Creative New Zealand published Knowyour audience: me möhio ki tö whakaminenga. This document contains findings from oursurvey on New Zealanders’ participation in the arts, and provides useful data and profiles onperforming arts audiences, gallery visitors and readers. If you would like a copy of thispublication, please let us know.I should like to thank everyone who has offered advice and worked on this publication – inparticular, Nicky Nicolaou, who has put considerable effort and time into writing it.Thanks also to Vicki Allpress, Makerita Urale and Monika Ahuriri for their contributionson marketing on the web, and marketing to Mäori and Pacific Island audiences.Kia hora te märino, kia whakapapa pounamu te moana, kia tere te kärohirohi i mua itö huarahi.Elizabeth KerrChief ExecutiveCreative New ZealandAugust 2003Smart arts | Toi huatau3
Page 1 and 2: Smart arts: Marketing the arts inNe
Page 3: Viewers engage withtext and photogr
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 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
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The title graphic isdistinctive, in
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• hand delivery - for a novelty i
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CROSSINGBORDERS“I wanted to targe
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• Find out if the programme is pr
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When supplying your own photo, labe
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6Marketing onthe webThis chapter ha
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HIGHQUALITYFor a website to make ap
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THREETIPS1. Many of the onlinepubli
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7Good businesspracticeThis chapter
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Keep a written record• Keep a jou
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8AppendixUseful readingGuide to Art
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Australian marketThe Australia Coun
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“Inspire the public with your pas
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Smart Arts - Creative New Zealand

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