Smart Arts - Creative New Zealand

STAYCURRENTAlways have a return addresson your mail-outs so you cankeep your contact databaseup-to-date.Building your own databaseRemember that the most effective database is your company’s own database, built upover previous events, of people who have specified that they want to hear from you.There are a number of ways to build your own database, from the simple to the morecomplex. These include:• visiting Creative New Zealand’s database, Cultural Contacts, in the Resources section ofits website (www.creativenz.govt.nz). This is a good starting point for compiling lists ofarts organisations and the database allows you to search by organisation type: e.g.“galleries”, “theatres”, and so on• obtaining names and addresses of people booking to your event from your ticketingagency (e.g. Ticketek). But make sure you obtain permission before adding thesecontacts to your mailing list• contacting city councils and relevant government organisations• developing your own database by approaching people when they attend your event. Itmight involve them in filling out a card, which is on their seats and which they drop intoa box on the way out. Offer them an incentive such as a prize draw to complete the card.This direct approach provides an opportunity to capture some useful qualitativeinformation such as what they liked about the event, what was an inconvenience andwhere they heard about it. Just remember not to overload them with questions. You canalways mail a survey to them at a later date with an incentive to respond. 4e-marketingMore and more people are using e-mail as a cheap and effective communication tool.It’s both formal and informal: formal because it’s in written form and informal becauseit’s often conversational in tone. Some basic points to keep in mind when e-marketing:• keep your e-mail contact list private by entering the names in the BCC (blind copy) field• put a pertinent subject in the subject field• offer an incentive• with every message, give the opportunity to opt out of your contact list• include a physical address in the e-mail to give another avenue for contact• don’t e-mail too frequently• double-check that your message is error-free and complete before pushing “send”.A good safeguard against accidentally sending before you are ready to is to finalise yourmessage before you type the recipients name in the “to” or “BCC” fields• provide a response mechanism• ensure the file size is small and don’t use coloured backgrounds with writing in white.Some people’s computers block background and therefore, they get a blank e-mail• keep it brief and punchy. The rules of advertising (see Advertising copy, page 38) also applyto e-mails.Once you’ve begun to build a comprehensive e-mail database for regular communication,it may be worth investing in an e-marketing package. This will make your life easier byautomating parts of the process. However, don’t automate too much as people appreciatethe personal touch, particularly with e-mails.Smart arts | Toi huatau44