AUSTRALIA BUSINESS ARTS FOUNDATION Marketing Presentation by Fleur Allen 27 October 2009

WHAT IS MARKETING? How to develop a marketing strategy for your exhibition How to define your target market and develop strategies to reach them How to select the most appropriate and cost effective marketing tools to reach clients, buyers and patrons Case Study: Inspired by Nature 29 January – 1 February, 2009 Interactive Arts exhibition in the Old MOKKA shop Beaufort Street, Inglewood

How to develop a marketing strategy for your exhibition

How to define your target market and develop strategies to reach them

How to select the most appropriate and cost effective marketing tools to reach clients, buyers and patrons

Case Study: Inspired by Nature 29 January – 1 February, 2009

Interactive Arts exhibition in the

Old MOKKA shop Beaufort Street,

Inglewood

SO WHAT IS MARKETING? AND WHAT DOES IT INCLUDE?

DEFINITIONS OF MARKETING Marketing is: the analysis, planning, implementation, and control of programs designed to increase visitor awareness and use of collections, facilities, and services in a way that will mutually benefit both the organisation and the visitor. Arts Marketing the pocket guide by Dr Sharron Dickman published 1997 Download available from The Australia Council http://www.australiacouncil.gov.au/research/arts_participation/reports_and_publications/arts_marketing_a_pocket_guide

Marketing is: the analysis, planning, implementation, and control of programs designed to increase visitor awareness and use of collections, facilities, and services in a way that will mutually benefit both the organisation and the visitor.

Arts Marketing the pocket guide by Dr Sharron Dickman published 1997 Download available from The Australia Council

http://www.australiacouncil.gov.au/research/arts_participation/reports_and_publications/arts_marketing_a_pocket_guide

“ THE RIGHT PRODUCT, IN THE RIGHT PLACE, AT THE RIGHT TIME, AT THE RIGHT PRICE” ADCOCK. McCarthy, created the concept of Marketing Mix, by way of grouping four things essential to the task of Marketing: Product Price Placement Promotion The Adventures of Super Hector blog http://www.hectorpolo.com/what-is-marketing-to-you

McCarthy, created the concept of Marketing Mix, by way of grouping four things essential to the task of Marketing:

Product

Price

Placement

Promotion

The Adventures of Super Hector blog http://www.hectorpolo.com/what-is-marketing-to-you

Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and services of others. Wikipedia definition http://en.wikipedia.org/wiki/Marketing published 2007

Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and services of others.

Wikipedia definition http://en.wikipedia.org/wiki/Marketing published 2007

As an artist what are you marketing? What are the objectives of your marketing strategy?

As an artist what are you marketing?

What are the objectives of your marketing strategy?

Case Study: Inspired by Nature 29 January – 1 February, 2009 Interactive Arts exhibition in the Old MOKKA shop Beaufort Street, Inglewood

Case Study: Inspired by Nature 29 January – 1 February, 2009

Interactive Arts exhibition

in the Old MOKKA shop Beaufort Street, Inglewood

HOW TO DEVELOP A MARKETING STRATEGY FOR YOUR EXHIBITION An example of an exhibition marketing strategy: What was developed before , during & after the exhibition? Before During After

An example of an exhibition marketing strategy:

What was developed before , during & after the exhibition?

Before

During

After

BEFORE: Long break since last event (May 2008) Informal, anecdotal research of existing newsletter and enewsletter subscribers from website and artisans markets (City Farm, Inglewood, Zigzag Festival, Subiaco Craft Market)since May 2008 Unique venue opportunity Confirmation artists and suitable artwork available Partnership opportunity with winery Interactive Arts goal for 2009 was to increase profile and client base through more events Bump-in to venue

Long break since last event (May 2008)

Informal, anecdotal research of existing newsletter and enewsletter subscribers from website and artisans markets (City Farm, Inglewood, Zigzag Festival, Subiaco Craft Market)since May 2008

Unique venue opportunity

Confirmation artists and suitable artwork available

Partnership opportunity with winery

Interactive Arts goal for 2009 was to increase profile and client base through more events

Bump-in to venue

EVENTS DEADLINE TEMPLATE

DURING: Open! Record number of visitors Collect as many contact details as possible, have an incentive Ensure the exhibition space looks as professional at all times Follow up interested parties

Open!

Record number of visitors

Collect as many contact details as possible, have an incentive

Ensure the exhibition space looks as professional at all times

Follow up interested parties

AFTER: Bump-out of venue Debrief the event with key people involved Compare planned budget and sales with actual figures Follow up all leads Thank those that attended and announce prize winners

Bump-out of venue

Debrief the event with key people involved

Compare planned budget and sales with actual figures

Follow up all leads

Thank those that attended and announce prize winners

PUBLIC RELATIONS? DIFFERENT TO MARKETING? Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. ( American Marketing Association ) Public relations is a strategic management function that adds value to an organisation by helping it to manage its reputation. ( Chartered Institute of Public Relations ) In Summary, Marketing has at its core a desire to reach consumers and make them think, believe or do what you want. Public relations is more focussed on influencing reputation, whether corporate or personal. Simon Wakeman public sector communications and marketing http://www.simonwakeman.com/2007/04/24/whats-the-difference-between-marketing-and-public-relations/

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. ( American Marketing Association )

Public relations is a strategic management function that adds value to an organisation by helping it to manage its reputation. ( Chartered Institute of Public Relations )

In Summary,

Marketing has at its core a desire to reach consumers and make them think, believe or do what you want. Public relations is more focussed on influencing reputation, whether corporate or personal.

Simon Wakeman public sector communications and marketing http://www.simonwakeman.com/2007/04/24/whats-the-difference-between-marketing-and-public-relations/

HOW TO DEFINE YOUR TARGET MARKET AND DEVELOP STRATEGIES TO REACH THEM What is a target audience? Research Location: Inglewood Culture (existing activities): Markets Venues: Babylon Cafe, Old Mokka Shop, Mia Cafe Residents: Developing suburb, interested in fostering their own Arts identity apart from existing e.g. Northbridge, Mt Lawley, Maylands, Bayswater.

What is a target audience?

Research

Location: Inglewood

Culture (existing activities): Markets

Venues: Babylon Cafe, Old Mokka Shop, Mia Cafe

Residents: Developing suburb, interested in fostering their own Arts identity apart from existing e.g. Northbridge, Mt Lawley, Maylands, Bayswater.

DEVELOP STRATEGIES TO REACH THEM Communicate Face to face contact Regular newsletters Website Marketing Materials

Communicate

Face to face contact

Regular newsletters

Website

Marketing Materials

HOW TO SELECT THE MOST APPROPRIATE AND COST EFFECTIVE MARKETING TOOLS TO REACH CLIENTS, BUYERS AND PATRONS * Enewsletters * Events * JointVentures * DLFlyers * Website or web presence * Newsletters * Exhibitions * Information * Graphic Design

* Enewsletters

* Events

* JointVentures

* DLFlyers

* Website or web presence

THANK YOU Australia Business Arts Foundation Marketing presentation by Fleur Allen 27 October 2009 Fleur Allen PO Box 9034 Nicholson Road SUBIACO 6008 Western Australia Tel/Fax: (08) 9380 6539

Australia Business Arts Foundation Marketing presentation by Fleur Allen 27 October 2009