Presentation on theme: "Jonathan Goodacre Inspirational Marketing? for Oxford Inspires Friday 25 th November, 2005."— Presentation transcript:
Jonathan Goodacre Inspirational Marketing? for Oxford Inspires Friday 25 th November, 2005
So, what is marketing? Posters? Press Releases? Front of House displays? A nice website? A letter through the post? An advert in the paper? A ‘friends’ scheme?
So, what is marketing again? “The management process which identifies, anticipates and supplies customer requirements efficiently and profitably.” (Chartered Institute of Marketing) “Marketing is the whole business seen from the point of view of its final result, that is, from the customer’s point of view.” (Peter F. Drucker) “Marketing involves thinking through the relationship between your arts organisation and its activities and the people around you, whether they are audiences, participants, funders or sponsors. Then you need to talk to the right people about the right things in the right way at the right time.” (Heather Maitland)
Audience (customer) Focus Who are these audiences you are after? One big homogenous group? All with the same characteristics, values, attitudes? Or lots of individuals with nothing in common? Arguably for marketing purposes – neither of these - we need to think about segments What do you know about them? What do you not know? How are you going to find out?
So what? We can be more effective by talking to the people who are likely to be interested in what we are doing The more we know about – who we are targetting –their characteristics –what interests and motivates them the better we will be at communicating with them
Selling Benefits Are we selling features? The Sound of Music, a musical about a singing nun Or benefits? It’s better than a dvd - hear the film songs in a live setting You can sing along It’ll get you into a festive mood You’ll be the first in on a big phenomenon Gets you out of the house Decide which of the children is the most annoying
Let’s remember what business we are in … we are in the arts business
So why do we spend so much time making everything so dull or so obscure?
“This spring's line-up features an eclectic mix, starting this Thursday with vocal ensemble Exaudi (right), whose programme ranges from Machaut to Cage.” “Dear Theatre-goer We really do have something for everyone this spring …” “ Rocamora creates an intimate environment where the promenade audience directly experiences the journey of live data through an external nervous system.”
Let’s be creative!
It’s all in the mind.. Treat your audiences as if they are intelligent Make unusual connections Play with them and delight them Think about benefits not features – and in particular the experience Use the art - visual, aural, written Use humour Subvert the message Give them a way into the work - an angle on interpretation Use product surround
Spreading the good word … not proper marketing?
The Good Word, the Media and PR The media can help spread the good word –Third party endorsement – trusted. Can take on a life of its own –Generating its own word of mouth Need to think beyond the Arts Pages –Make it news
But I have no time or money! The road to hell is paved with good intentions The reality of the arts is that our budgets are small and we think we have ‘no time’ to do the imaginative campaigns we are talking about
"The nicest thing about not planning is that failure comes as a complete surprise, and is not preceded by a period of worry and depression.” (John Preston) We could just hope for the best …
Much better to think very clearly about what we are doing and ensure that … we are talking “to the right people about the right things in the right way at the right time”
So, what matters? What you must do –Plan –Have a customer focus –Sell benefits What you ought to do –Be creative and engaging –Spread the good word What you needn’t do –Spend lots of money on advertising –Work for long hours