Visual Arts Audiences 2011


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What Good Marketing in the Visual Arts Looks Like: Online Marketing, Some Do's and Don'ts. Presentation by Aoife Flynn of A Squared as part of Visual Arts Audiences Symposium, Dublin, 2011

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Visual Arts Audiences 2011

  1. 1. Aoife Flynnloves music, art, theatre, culture, fashion, food, the interweb. Consultant Arts marketeer & project manager
  2. 2. What Good Marketing in the Visual Arts Looks Like What I’ll be focusing on today… •Some Do’s and Don’ts of online marketing •Some Do’s and Donts of visual arts engagement •Potential for new engagement using new media Aoife Flynn
  3. 3. Key Key Online Marketing Rules Marketing Rules• Know your audience •Have a Plan – set targets, review demographics progress, Track your appearances• Understand your audience online motivations •Converse – online engagement is• Be targeted in your approach two way to that audience •Customise - allow your visitors to• One size does not fit all personalise their interaction withThe holy grail of marketing is to be you able to make your visitor feel like •“Be where your audience you are talking directly to them – expects to find you” one to one. Aoife Flynn
  4. 4. 1. Plan, Target, and Track • Have a plan – Even if it’s not a full scale strategy • Set targets for each event/show/campaign – Target referrals, increase in traffic, increase fb fans, or new visitors • Measure your progress – Stats from your own site, facebook, blog, checkins etc. • Track your appearances online – Google Alert aka media monitoring for the web Aoife Flynn
  5. 5. 2. Online Marketing: Dialogue v’s Monologue Golden Rule of Online engagement? Conversations are two-way • Resist broadcast only approach Think of Online marketing as a “virtual front desk” • Welcoming • Informal • Social • Informative  about event and about audience • Interactive Aoife Flynn
  6. 6. 3. Personalised Content People want to customise their experience online, and their experience of your organisation. Find ways to let them do this • User Photographs • Commentability • User Recommendations • Personal Stories • Check-ins If you do this successfully your visitor will become your best marketeer, and they work for free! Aoife Flynn
  7. 7. 4. “Be where your audience expects to find you” Dr. Ross Parry, Museums and New Media at the University of Leicester• Not everywhere at once – Be strategic in your approach• Know your audience – Check your main web traffic for referral links – Ask them! SurveyMonkey, PollDaddy• Assess your resources – Marketing not just the job of the Marketing Dept. or interns!• Select appropriate platforms – Know the rules of engagement for each – To tweet or not to tweet? 188,000 active irish tweeters (via Aoife Flynn
  8. 8. Practical Facebook tips 1. Do Have a Page, not a personal profile 2. Claim your page name – 3. Claim your “place” for checkins 4. Check your Wikipedia entry 1,8 million irish users (over 15) 5. Don’t “Flood the Stream” Approx. 50% of population – Time your posts have accounts – Check what’s working via insights 45% male v’s 55% female 6. Do encourage fan interaction – Ask Questions, run competitions, tag Over 50’s are fastest photos growing demographic Aoife Flynn
  9. 9. Key Online Marketing Rules•Have a Plan – set targets, review progress, track your appearances online•Converse – online engagement is two way•Customise – allow your visitors to personalise their online interaction with you•“Be where your audienceexpects to find you” Aoife Flynn
  10. 10. Encouraging Visual Arts Engagement – Some Quick Do’s and Don’tsOn & Offline…•Don’t have dense pressreleases/gallery info – One Size doesn’t fit all•Do find different ways tocommunicate to different audiences•Do provide complimentaryprogramming•Don’t assume new online visitorshave been to your space before – Visitors don’t read website like a book, reiterate costs, times, dates Aoife Flynn
  11. 11. Opportunities for Engagement via new media New Media allows you: •Direct access to your audience; even when they aren’t physically visiting •Ongoing Communication – not just at exhibition times Allows them: •Enhanced access behind the scenes, •Enhanced access to Artists and their practice Initiatives: •AskaCurator# •Visitor Photography Aoife Flynn
  12. 12. Thank you! Full text and slides