The arts market

Why market the arts?Why market the arts? To survive…To survive… Need audiencesNeed audiences Need incomeNeed income Recognise they face competition from all Recognise they face competition from all

optionsoptions Inform potential attenders where, what Inform potential attenders where, what

when, how to attendwhen, how to attend

What is the theatre market

ObviousObvious Audience memberAudience memberLess obviousLess obvious If a writer, could be an agent If a writer, could be an agent Touring, then could be the venueTouring, then could be the venue If a pub theatre, then could be Promoter. Producer, If a pub theatre, then could be Promoter. Producer,

Agent who may turn up and turn you into a star.Agent who may turn up and turn you into a star. Sponsors & funding bodies, even your board are a Sponsors & funding bodies, even your board are a

marketmarket

Arts marketing tools

Direct mailDirect mail Merchandising (T-Merchandising (T-

Shirts etc)Shirts etc) Sales promotions Sales promotions

(competition, (competition, discounts)discounts)

AdvertisingAdvertising researchresearch

PlanningPlanning PricingPricing DesignDesign CopywritingCopywriting PrintPrint Press & mediaPress & media

The arts marketing mix analysis

The 4 “P”sThe 4 “P”s PricePrice PlacePlace ProductProduct PromotionPromotion

Challenge of Arts Marketing

Often is very product-orientatedOften is very product-orientated Commerce is often customer-orientatedCommerce is often customer-orientated Is this a tension?Is this a tension?

Planning

Research & Monitor

Set objectives

Plan action

Take action

Strategy

The marketing mixThe marketing mix Change your programme?Change your programme? Change the marketing mix itself?Change the marketing mix itself? Change ticket prices/pricing structure?Change ticket prices/pricing structure? Change you presentation?Change you presentation?

Research

What do you want Market Research to find What do you want Market Research to find out?out?

The profile of your current & potential The profile of your current & potential audienceaudience

Profiles

GenderGender AgeAge Where they liveWhere they live OccupationsOccupations Other arts interestsOther arts interests Other interestsOther interests How often attendHow often attend

Why?

To target more effectivelyTo target more effectively Find gaps and ways to fill themFind gaps and ways to fill them

How do you find this out?

Information from Box OfficeInformation from Box Office Primary researchPrimary research (finding out for yourself)(finding out for yourself) QuantitiveQuantitive QualitativeQualitative

Quantitative

Tells you the quantitiesTells you the quantities How manyHow many Where fromWhere from What ageWhat age What sexWhat sex

Qualitative

The qualities that drive decisionsThe qualities that drive decisions AttitudesAttitudes DesiresDesires More expensive, poss. focus groupsMore expensive, poss. focus groups Ask “what I can learn” Ask “what I can learn” notnot “how can I “how can I

prove what I want to do”prove what I want to do”

Secondary Research

Don’t reinvent the wheelDon’t reinvent the wheel Look what others have found outLook what others have found out ACE infoACE info University studiesUniversity studies

Targeting

Target your main potential audience for Target your main potential audience for optimum audienceoptimum audience

Means you need to know what you doMeans you need to know what you do

Targeting Visualised

INTENDERS

HOSTILES

ATTENDERS

INDIFFERENTS

Attenders

EnthusiastsEnthusiasts The 80/20 ruleThe 80/20 rule Thought that 20% attends but purchases Thought that 20% attends but purchases

80% of tickets80% of tickets

Intenders

Come once or twice but perceive Come once or twice but perceive themselves as keener than thatthemselves as keener than that

Indifferents

Hard to reach, but not impossibleHard to reach, but not impossible

Hostiles

Never going to attendNever going to attend

Writing and presentation

This needs to reach and be understood by This needs to reach and be understood by potential audiencepotential audience

Needs to be attractiveNeeds to be attractive Needs copywriting skillsNeeds copywriting skills

Copywriting Rules

KeepKeep ItIt Simple Simple StupidStupid

KK II SS SS

Copywriting Rules

Attract AttentionAttract Attention InterestInterest DesireDesire ActionAction

AA II DD AA