and Music

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Analysis pricing is another important element because setting the right price for a product is as
important as the product itself. If too high, people will not be able to access your work. If too
low, you will not recuperate your costs and be able to earn enough to make a living. When
pricing, you need to consider various factors with care and also get some good advice. It is
helpful to communicate with people in your field and share your concerns with them.
As a related term ‘People’, refers to you and your organization. Dickman (2000) argues that
people skills, and the ability to relate to the public, can be an important component of success.
She continues with a few key questions that we should ask ourselves: As a writer are you
prepared to read your work at writers’ festivals or poetry workshops? As an artist are you
prepared to enter competitions, or work as an artist-in-residence? Are you happy to perform at
schools and share your experiences with students? Will you make yourself available for
interviews? Are you prepared to put effort into developing a media kit, and quality photos of
your work — and then develop a schedule for approaching booking agents, venues, talent agents
or the media? (p.112)
The product can be broken down into different elements: the core product (the main thing that
you do), the extras (the venue, the souvenirs and programs), and the presentation (packaging,
picture frames). You will find (if not knowing already from yourself) that people are generally
happy to pay more for unique experiences or limited/numbered/unusual items. How you
promote, package and price your product is influenced by its stage in the product life cycle.
Place (e.g. venues) is an essential part of the product and can affect its visibility, image and
overall success.
Undoubtedly, the greatest advertising campaign will persuade someone to buy a product only
once. Then, if they are happy with their purchase, they will make a second one but if they are
not happy, or even worse begin to feel they have been misled or didn’t receive value-for-money,
they won’t make a second one. So, before starting your promotion you need to have all your
P’s right — the right product, price, place, people (customers) (Dickman, 2000).
Benefiting from Advertising and Promotion
Promotion
As previously mentioned, promotion was the way marketing was used by arts organizations in
the past and therefore synonymous with the business of marketing. However, without adequate
definition of target markets, a strategy to achieve specific objectives and an overall sense of
mission, the promotional effort tended to be wasteful (Fitzgibbon et al, 1999). As Kolb (2013)
explains, “promotion is the part of marketing where the benefits of the product are
communicated to potential consumers. Promotion refers to all the means used to let people
know about yourself and your work. It includes a range of paid advertising, but also ‘free’
activities such as publicity and public relations (Dickman, 2000). Discounting, gift and token
giving, bonus point scheming and special offering are part of sales promotion (Fitzgibbon et al,