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have a proper marketing plan. A marketing plan will help you deal with what you do, forcing
you to consider your goals, your competition, your target market and even yourself. As Cowan
(2012) states, a marketing plan will help you discover more about yourself and your arts
business than ever before. It will help you along the right path and attract new audiences while
getting more from existing ones. But you need to bear in mind that a marketing plan does not
have to be complicated or formal. A good marketing plan is really just about solid research and
understanding.
It is important to organize your thoughts and put your plan in writing. By doing so, you are at
the same time indicating to others (banks, funding bodies, potential sponsors) that you have a
businesslike approach to your work. Having a plan also helps you to define precisely what your
dreams, your visions are and ultimately your goals. Although a written plan will act as a useful
guide to the future, it should not be rigid. It needs to be flexible, so that if circumstances change,
you will be able to revise it and make any necessary adjustments and alterations.
According to the experts and as described by Dickman (2000) planning involves six stages:
situation analysis; strategic aims and objectives; action plans; contingency plans; monitoring
and evaluations; time frame for achieving objectives (p. 28).
As Bernstein (2007) says, “The key to an effective marketing strategy is to maximize relevance
to the consumer”. To see what affects them, what their priorities are, and what they value,
organizations must put themselves in the consumer’s shoes. The strategic plan should be as
flexible, adaptable, and changeable as the environment in which the arts organization exists.
Before starting the process of marketing, it is essential that the organization has a clear strategic
plan.
According to Steidl et al (1999) the first step towards using marketing effectively is to clearly
spell out what sort of organization you want to build. This overall direction, known as your
vision statement, will determine how marketing can contribute effectively. The key stages in
the development of a marketing strategy comprise:
- identifying the factors which will ultimately decide the success of your arts organization
- undertaking an (SWOT) analysis of your organization’s strengths and weaknesses and the
opportunities and threats your organization is facing now and is likely to face in the future
- considering a range of growth strategies (if growth is seen as desirable)
- setting strategic marketing goals and objectives
- conducting an in-depth analysis of your competition and those segments of the total potential
audience market you are planning to target
- reviewing your current products and services and the development of a future portfolio of
products and services which will satisfy your artistic and commercial objectives in the most
effective way
- deciding on your marketing mix, including product, pricing, promotions and place decisions