Marketing and Publicity

The arts are very unique The arts are different from a manufacturer who usually creates a product that they try to sell to potential customers Artists – their product is they create performances /workshops/ but they also need to try and sell it to the public

Marketing Persuading your target audience to see/buy your work Increasing awareness about your company and its work in relation to other arts organisations Increase awareness about your company and its work for funding bodies Attracting business sponsorship for future projects

Decide What do I have to sell? Who will want to buy it?

Arts organisations work with small budgets and cannot afford to waste their resources Therefore you really have to know all about your target market Who and where will your target audience be found Do you have any specific selling points you can exploit

Product You must be able to describe your product in a clear and easily understood form

Your project Does the show/performance incorporate two or more art forms How many weeks is the project How much money do you need to raise from each performance/workshop What makes your show/performance different from the work of other companies

Marketing Strategy Your marketing strategy needs to be developing alongside the development of the performance or project Those involved in marketing and selling the product need to be involved from early in the work so they have a good understanding and are therefore better able to sell your performance /project/workshop etc

Marketing Mix What methods will be best suited to your project Press releases Direct mailing Posters Flyers Special events Advertising Direct selling

Posters -Flyers -Leaflets This depends on the type of project and will also need to be targeted A play- touring theatre company you will need flyers / posters to advertise in the arts centres/theatres /community centres Schools/ community /health projects you will need to produce a leaflet of information and mail it to your target group

Price/Fee Ticket price ? Ticket concessions? (children students etc) Fee for a show ( e.g to schools/colleges etc ) Fee for a workshop Any special prices? -with reduced price for e.g. booking more thank one performance/workshops a performance and a workshop together

Place If it’s a touring play Make sure places, times and booking details are clear on the publicity If it’s for schools or an organisation – Running time of the programme performance / workshop performance and a workshop What space/s facilities you will need

Advertising Specific leaflet Press release Advert in a paper – magazine What's on Guide Web site Face book /Twitter Radio TV Business cards

Press release Specialist mailing aimed at journalists who may work in print or in broadcasting A good press release is: Well written and attractively presented Gives sufficient but not too much information Times and dates –are very clear Contact information- who in the company can they contact and how

Elements a journalist will always ask for when preparing a story Who What Where When Why How

Adding to the press release You can give more detail about your past work where you will be on tour next etc But An editor will cut from the bottom so make sure you have all the key facts first

Example LISTING INFORMATION Prime Theatre Presents ‘Do You Turn Somersaults?’ VENUE: The Courtyard Theatre – Pitfield Street, London. N1 DATES: Tuesday, 23 October to Saturday, 18 November 07 (except Monday’s) TIME: 8pm TICKETS: £16 / £12 conc. VENUE BOX OFFICE:

What sells the best Attractive but very appropriate publicity ( Layout and design - Right images – good readable type face) Word of mouth Good networking is very important As you develop your work/company – keep a data base of interested clients /contacts for future mail outs - ing

Critical commentary Remember its about publicity and marketing in general so needs to cover all the key issues and a broad range of strategies. It is however useful to include some well chosen examples to illustrate specific points – eg a web site – flyer – information leaflet – ….etc and comment on why it’s a good example