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Rachel Escott Creative Sector Communications <ul><li>Get yourself seen:  </li></ul><ul><li>attracting attention for your w...
Rachel Escott Creative Sector Communications <ul><li>twenty-minute marketing? </li></ul><ul><ul><li>big, scary topic, many...
Rachel Escott Creative Sector Communications <ul><li>persuasive communications </li></ul><ul><ul><li>what’s the best way t...
Rachel Escott Creative Sector Communications <ul><li>what do you want from this? </li></ul><ul><ul><li>representation in a...
Rachel Escott Creative Sector Communications <ul><li>USP/ brand </li></ul><ul><ul><li>think about yourself and your compet...
Rachel Escott Creative Sector Communications <ul><li>brainstorm your knowledge (and share your efforts) </li></ul><ul><li>...
Rachel Escott Creative Sector Communications <ul><li>what do  they  want from this? what motivates them? </li></ul><ul><ul...
Rachel Escott Creative Sector Communications <ul><li>who are they? </li></ul><ul><ul><li>professionals? </li></ul></ul><ul...
Rachel Escott Creative Sector Communications <ul><li>Aunt Sally </li></ul>© Yves Salmon
Rachel Escott Creative Sector Communications <ul><li>we’re all individuals – or so we think </li></ul><ul><ul><li>don't ad...
Rachel Escott Creative Sector Communications <ul><li>so then what? brainstorm your knowledge (again)  </li></ul><ul><ul><l...
Rachel Escott Creative Sector Communications <ul><li>budget (more research!) </li></ul><ul><li>share the tasks </li></ul><...
Rachel Escott Creative Sector Communications <ul><li>You only get one degree show  </li></ul><ul><li>–  don’t waste it </l...
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Attracting attention for your work - Rachel Escott

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A presentation from Rachel Escott, about how get you and your work noticed at your degree show.

Taken from Get yourself seen: attracting attention for your work. Part of ECCA's Preparing for your Degree Show week 2009 - a programme to help Arts London students make the most of their final degree show.

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Attracting attention for your work - Rachel Escott

  1. 1. Rachel Escott Creative Sector Communications <ul><li>Get yourself seen: </li></ul><ul><li>attracting attention for your work </li></ul><ul><li>University of the Arts, London </li></ul><ul><li>25 February 2009 </li></ul>© Steve Rutherford
  2. 2. Rachel Escott Creative Sector Communications <ul><li>twenty-minute marketing? </li></ul><ul><ul><li>big, scary topic, many techniques </li></ul></ul><ul><ul><li>'don't go there'? </li></ul></ul><ul><li>attitudes to take to heart </li></ul><ul><ul><li>the most important is to get in the head of your 'audience’ </li></ul></ul><ul><li>so much more (and less) than a flyer </li></ul><ul><ul><li>flyers are easy, but they're not for all audiences </li></ul></ul><ul><li>start now and focus </li></ul><ul><ul><li>time and resources are limited, so you need to prepare </li></ul></ul><ul><ul><li>ask yourselves questions, take time to decide your goals </li></ul></ul><ul><ul><li>put all your efforts into your chosen goals </li></ul></ul><ul><ul><li>take time to research – you’ll be much more effective </li></ul></ul><ul><li>its good to talk </li></ul><ul><ul><li>it isn't marketing, it's communications: a 2-way conversation </li></ul></ul>Marketing: Why and how?
  3. 3. Rachel Escott Creative Sector Communications <ul><li>persuasive communications </li></ul><ul><ul><li>what’s the best way to alter behaviour? </li></ul></ul><ul><li>easing a pain, meeting a need </li></ul><ul><li>what does your audience need? </li></ul><ul><ul><li>not just another graduate artist </li></ul></ul><ul><ul><li>a convenient way to see the new crop? </li></ul></ul><ul><ul><li>challenges and differences? </li></ul></ul><ul><ul><li>art for their walls? </li></ul></ul><ul><ul><li>something to talk about? </li></ul></ul><ul><ul><li>a place out of the rain for the kids? </li></ul></ul><ul><ul><li>somewhere to meet friends? </li></ul></ul><ul><li>can you meet their needs? </li></ul>Marketing: What is it?
  4. 4. Rachel Escott Creative Sector Communications <ul><li>what do you want from this? </li></ul><ul><ul><li>representation in a gallery? </li></ul></ul><ul><ul><li>recoup some money? </li></ul></ul><ul><ul><li>admiration from friends? </li></ul></ul><ul><ul><li>admiration from strangers? </li></ul></ul><ul><ul><li>press cuttings? </li></ul></ul><ul><ul><li>a job? </li></ul></ul><ul><li>who do you want from this? </li></ul><ul><ul><li>gallerists? </li></ul></ul><ul><ul><li>Mum and Dad? </li></ul></ul><ul><ul><li>press? </li></ul></ul><ul><ul><li>fellow students? </li></ul></ul><ul><ul><li>product designers? </li></ul></ul><ul><ul><li>shoppers? </li></ul></ul><ul><ul><li>art-interested public? </li></ul></ul><ul><ul><li>how many is enough? </li></ul></ul>Define your goals
  5. 5. Rachel Escott Creative Sector Communications <ul><li>USP/ brand </li></ul><ul><ul><li>think about yourself and your competitors – fellow students and established </li></ul></ul><ul><ul><li>don't just think in terms of the art – but also service, convenience, price, style </li></ul></ul><ul><ul><ul><li>what do they do that is good? </li></ul></ul></ul><ul><ul><ul><li>what do they do that is not so good? </li></ul></ul></ul><ul><ul><ul><li>how do you compare on each point? </li></ul></ul></ul><ul><ul><ul><li>what does that say about you? </li></ul></ul></ul><ul><ul><ul><li>= what makes you different from the rest </li></ul></ul></ul>Set yourself apart
  6. 6. Rachel Escott Creative Sector Communications <ul><li>brainstorm your knowledge (and share your efforts) </li></ul><ul><li>understanding your prey </li></ul><ul><li>research, research (oh yes, and a bit more research) </li></ul>Key stages to a campaign
  7. 7. Rachel Escott Creative Sector Communications <ul><li>what do they want from this? what motivates them? </li></ul><ul><ul><li>ease? </li></ul></ul><ul><ul><li>excitement? </li></ul></ul><ul><ul><li>challenge? </li></ul></ul><ul><ul><li>a social event? </li></ul></ul><ul><ul><li>kudos for themselves? </li></ul></ul><ul><li>where are they? </li></ul><ul><ul><li>geographically </li></ul></ul><ul><ul><li>in their life cycle </li></ul></ul><ul><ul><li>in their job-type </li></ul></ul>© Marysa Dowling Know your audience 1
  8. 8. Rachel Escott Creative Sector Communications <ul><li>who are they? </li></ul><ul><ul><li>professionals? </li></ul></ul><ul><ul><li>groups? </li></ul></ul><ul><ul><li>the public? </li></ul></ul><ul><ul><li>academics? </li></ul></ul><ul><li>how do they hear? aka what influences them </li></ul><ul><ul><li>personal recommendation alone? </li></ul></ul><ul><ul><li>what kind of paper do they read? </li></ul></ul><ul><ul><li>are they devoted to Time Out or local radio? </li></ul></ul><ul><ul><li>will they pick up a flyer or tut about the environment? </li></ul></ul><ul><ul><li>what kind of language triggers them? </li></ul></ul><ul><ul><li>consider motivation, behaviour, location, money </li></ul></ul>Know your audience 2
  9. 9. Rachel Escott Creative Sector Communications <ul><li>Aunt Sally </li></ul>© Yves Salmon
  10. 10. Rachel Escott Creative Sector Communications <ul><li>we’re all individuals – or so we think </li></ul><ul><ul><li>don't address each type of audience the same way – tailor your messages and delivery </li></ul></ul><ul><ul><li>no one decides to attend something, buy something, book a holiday… on the basis of the thing alone </li></ul></ul><ul><ul><li>decisions are made against a background of money in the bank, the weather, spare time, personal mood </li></ul></ul><ul><li>a one-to-one conversation </li></ul><ul><ul><li>try to replicate the tone and relevance of a direct conversation </li></ul></ul><ul><ul><li>talk to people from inside their own lives and concerns </li></ul></ul><ul><ul><li>face up to their possible objections – and overcome them </li></ul></ul><ul><li>research, research, research…. </li></ul>Effective communication
  11. 11. Rachel Escott Creative Sector Communications <ul><li>so then what? brainstorm your knowledge (again) </li></ul><ul><ul><li>is it an invite? </li></ul></ul><ul><ul><li>is it word of mouth? </li></ul></ul><ul><ul><li>press, if you can </li></ul></ul><ul><ul><li>partnerships (cafes, bars, parties) </li></ul></ul><ul><ul><li>promotions – think laterally </li></ul></ul><ul><ul><li>emails – and data protection </li></ul></ul>Choosing your channels
  12. 12. Rachel Escott Creative Sector Communications <ul><li>budget (more research!) </li></ul><ul><li>share the tasks </li></ul><ul><li>talk to the experts – people like to give advice </li></ul><ul><li>remember print deadlines and prepare early </li></ul><ul><li>distribution companies and lead times </li></ul><ul><li>grammar!!!! </li></ul><ul><li>slave labour </li></ul>Checklist for action
  13. 13. Rachel Escott Creative Sector Communications <ul><li>You only get one degree show </li></ul><ul><li>– don’t waste it </li></ul>© Steve Rutherford

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