Attracting attention for your work - Rachel Escott

Rachel Escott Creative Sector Communications
Get yourself seen:
attracting attention for your work
University of the Arts, London
25 February 2009
© Steve Rutherford

twenty-minute marketing?
big, scary topic, many techniques
'don't go there'?
attitudes to take to heart
the most important is to get in the head of your 'audience’
so much more (and less) than a flyer
flyers are easy, but they're not for all audiences
start now and focus
time and resources are limited, so you need to prepare
ask yourselves questions, take time to decide your goals
put all your efforts into your chosen goals
take time to research – you’ll be much more effective
its good to talk
it isn't marketing, it's communications: a 2-way conversation
Marketing: Why and how?

persuasive communications
what’s the best way to alter behaviour?
easing a pain, meeting a need
what does your audience need?
not just another graduate artist
a convenient way to see the new crop?
challenges and differences?
art for their walls?
something to talk about?
a place out of the rain for the kids?
somewhere to meet friends?
can you meet their needs?
Marketing: What is it?

what do you want from this?
representation in a gallery?
recoup some money?
admiration from friends?
admiration from strangers?
press cuttings?
a job?
who do you want from this?
gallerists?
Mum and Dad?
press?
fellow students?
product designers?
shoppers?
art-interested public?
how many is enough?
Define your goals

USP/ brand
think about yourself and your competitors – fellow students and established
don't just think in terms of the art – but also service, convenience, price, style
what do they do that is good?
what do they do that is not so good?
how do you compare on each point?
what does that say about you?
= what makes you different from the rest
Set yourself apart

brainstorm your knowledge (and share your efforts)
understanding your prey
research, research (oh yes, and a bit more research)
Key stages to a campaign

what do they want from this? what motivates them?
ease?
excitement?
challenge?
a social event?
kudos for themselves?
where are they?
geographically
in their life cycle
in their job-type
© Marysa Dowling Know your audience 1

who are they?
professionals?
groups?
the public?
academics?
how do they hear? aka what influences them
personal recommendation alone?
what kind of paper do they read?
are they devoted to Time Out or local radio?
will they pick up a flyer or tut about the environment?
what kind of language triggers them?
consider motivation, behaviour, location, money
Know your audience 2

we’re all individuals – or so we think
don't address each type of audience the same way – tailor your messages and delivery
no one decides to attend something, buy something, book a holiday… on the basis of the thing alone
decisions are made against a background of money in the bank, the weather, spare time, personal mood
a one-to-one conversation
try to replicate the tone and relevance of a direct conversation
talk to people from inside their own lives and concerns
face up to their possible objections – and overcome them
research, research, research….
Effective communication

so then what? brainstorm your knowledge (again)
is it an invite?
is it word of mouth?
press, if you can
partnerships (cafes, bars, parties)
promotions – think laterally
emails – and data protection
Choosing your channels

budget (more research!)
share the tasks
talk to the experts – people like to give advice
remember print deadlines and prepare early
distribution companies and lead times
grammar!!!!
slave labour
Checklist for action

Attracting attention for your work - Rachel Escott

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Attracting attention for your work - Rachel Escott — Presentation Transcript

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