the arts market why market the arts? to survive… to survive… need audiences need audiences need...
TRANSCRIPT
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