National Association of Latino Arts and Culture

Marketing Your Workand Increasing Visibility Alice Loy, PhDGlobal Center for Cultural Entrepreneurship alice@culturalentrepreneurship.org www.culturalentrepreneur.org

Overview

GCCE Theory ofChange Environmental Factors Support Cultural Enterprise Development

How We Work Cultural Economy Development Cultural Enterprise Clusters Cultural Entrepreneurs

Digital Literacy for CulturalEntrepreneursHands-on ClassesGetting StartedGetting OnlineGrowing Your Business OnlineSocial Media for Your Business

Building Your Cultural Business in a Web 2.0 World WEBSITE: SOCIAL PRINT: Low cost/low MEDIA: Posters effort Efficiencies Thank you’s Marketing/Br Target INTERNAL: Brochures anding customers Efficiency Sales MessagingAccessibilityCost savings MARKETING MEDIA Targeted to Audience Engaging – visually and conversationally 6 Copyright property of GCCE, 2012

Information Flows Copyright property of GCCE, 2012

Copyright property of GCCE, 2012

Store, Sync, Share Copyright property of GCCE, 2012

Building Your Cultural Business in a Web 2.0 World WEBSITE: SOCIAL PRINT: Low cost/low MEDIA: ✓ Posters effort Efficiencies ✓ Thank you’s Marketing/Br Target INTERNAL: Brochures anding customers Efficiency Sales MessagingAccessibilityCost savings MARKETING MEDIA Targeted to Audience Engaging – visually and conversationally 12 Copyright property of GCCE, 2012

Marketing and Sales Strategy 1.) Identify potential customers 2.) Engage potential customers 3.) Value exchange 4.) Deliver – satisfy or dissatisfy 5.) Repeat

Relationship Marketing Copyright property of GCCE, 2012

Marketing and Sales Strategy 1.) Identify potential customers 2.) Engage potential customers 3.) Value exchange 4.) Deliver – satisfy or dissatisfy 5.) Repeat

Market Segmentation

Different strokes for different folks...

IMAGESMagic Mix WORDS Online Content = Conversations Photos Descriptions Videos Posts Blogs Tweets Copyright property of GCCE, 2012

Websites Copyright property of GCCE, 2012

TwitterFacebook Website Pinterest Tumblr Copyright property of GCCE, 2012

Websites (Blogs) Copyright property of GCCE, 2012

Images and Memes“I have no idea what you’retalking about… so here’s a bunny with apancake on its head.” Copyright property of GCCE, 2012

Tumblr

Crowds = Promoters Copyright property of GCCE, 2012

Released on youtubein 2009 as a promotionfor the 2011 Muppetsmovie25 million hits to dateThe movie sold 20million tickets

Maximize YourFacebook FanPage

IMAGESMagic Mix WORDS Online Content = Conversations Photos Descriptions Videos Posts Blogs Tweets Copyright property of GCCE, 2012

Posting Content

National Association of Latino Arts and Culture

by Alice Loy on Jun 22, 2012

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