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

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

“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:

ProductPrice

PlacementPromotion

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

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

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

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

EVENTS DEADLINE TEMPLATE8 weeks Thursday 8th October

Confirm venue, commission, catering and wine Send out Artist Proposal

6 weeks Monday 26th October

Confirmation of artwork entered received Includes: details (title, medium, dimensions and price) and a high resolution and a low resolution image. Send to jen@interactivearts.com.au and copy to fleur@interactivearts.com.au

5 weeks Wednesday 28th October

Confirm the design of the DL flyer

4 weeks Wednesday 4th November

Brief publicist about media requests Advertise event on own homepage

Thursday 5th November Catalogue is made up (by Jen)

3 weeks Tuesday 10th November

Invitations are ready and distributed

Thursday 12th November Catalogue has been proof read (by Fleur) Upload all artworks to website (don’t go live)

2 weeks List event on all online event calendars and profiles: twitter, facebook, linked in, red buble, blog, wot’s on, my space, wibwa

1 week Advertise event in local paper of venue

Week of Event Tuesday 1st December

Bump-in. Artists deliver artwork to be ready for hanging. Deliveries will be accepted from 9am to 11am Website listings go live.

Wednesday 2nd December Exhibition opening event. Artists are to arrive at 5:30pm promptly. Event will run from 6pm until 8pm

Thursday 21st January 2010 Close of Exhibition

Friday 22nd January 2010 Artists to collect unsold artwork.

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

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

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/

HOW TO DEFINE YOUR TARGET MARKET AND DEVELOP STRATEGIES

TO REACH THEM

What is a target audience?ResearchLocation: 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

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

THANK YOU

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

Fleur AllenPO Box 9034

Nicholson RoadSUBIACO 6008

Western AustraliaTel/Fax: (08) 9380 6539