MARKETING

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MARKETING
The management process responsible for
identifying, anticipating and satisfying customer
requirement profitably Chartered Institute of
Marketing
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Marketing is a management process

• It focuses on the needs of the buyer - the
  audience
• Marketing is about understanding your potential
  audiences needs and wants
• who do you want to attract?
• understand your product from your audiences
  point of view

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• Marketing tells us
• who, what, where, when, how and why
• Publicity is only part of this process
• announces what, where and when
• is a set of tasks
• designing materials, sending leaflets,
  distributing posters, getting press coverage

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AUDIENCE DEVELOPMENT

• By understanding the audience we can communicate
  better
• Development looks towards creating new audiences
• The aim of marketing planning for the arts is to
  identify and satisfy customer needs or to bring
  the right product to the right people at the
  right price with the right means of
  communication.

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STAGES OF MARKETING PLANNING

• This can also be called the marketing strategy,
  plan or action plan
• It covers 4 stages
• Situational analysis
• Setting objectives
• Taking action - implementation
• Monitoring and evaluation

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1 SITUATIONAL ANALYSIS

• A What is your current position? - what is your
  product?
• What exactly is the performance?
• Who is it for? Who is responsible for it?
• Where is it going to take place?
• When is it going to take place?
• How is it going to be achieved?
• Why is the performance being presented?

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• Your income
• How much will the show cost?
• What are your ticket prices?
• What sources of income do you have ?
• Existing audience
• How many attend?
• Where do they come from?
• How often do they return?
• What types of people are they?

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• Research
• What information do you already have about them?
• Is there anything else you need to know?
• Location and access
• Is it easy to get to?
• Public transport
• Disabled provision

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• Competition
• Who are your competitors?
• Compare their audiences with yours
• Think about all competitors not just theatres,
  what about cinemas, sports activities, T.V?
• What are their prices, products, how do they
  market themselves?
• Current marketing activities
• Promotional activities
• Costing
• who is available to help with marketing tasks?

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2 The bigger picture

• Look at the wider environment you are placed in
• You can use a number or ways to do this

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PEST ANALYSIS

• POLITICAL
• ECONOMIC
• SOCIO-CULTURAL
• TECHNOLOGICAL

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• Political
• The government
• Their cultural policies
• Their funding policies
• Local authority policies
• Economic
• Changes in interest rates
• Unemployment rates
• How does effects how much money people can spend?

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• Socio-cultural
• Demographic characteristics
• Age range
• Gender
• Ethnic minorities
• Geographical aspects
• Rural or inner city
• transport

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• Other aspects
• Attitudes to the arts
• Lifestyles e.g. fashion, music
• Income
• Education
• Social background
• Marital status
• Technological
• Do the audience use the internet?
• New games such as Play station and X-Box can be a
  threat
• Digital and satellite TV
• Any technological development that may mean
  competition

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• SWOT ANALYSIS
• STRENGTHS
• WEAKNESS
• OPPORTUNITES
• THREATS
• Strengths and weaknesses are internal factors
  that you can act upon
• Opportunities and threats are external and out of
  your control

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3 SETTING OBJECTIVES

• Now you are aware of the issues involved you can
  set your- self goals or objectives towards a
  successful marketing plan. Your objectives
  should be SMART
• Specific, be precise, what exactly do you want to
  achieve?
• Measurable How will you know when you have
  reached your target? It must be something that
  can easily be defined and measured.
• Actionable and agreed is it possible to reach
  this goal with the resources (time, money,
  people, facilities) you have? Does everyone
  share this same goal?
• Realistic are you sure you are not being over
  ambitious?
• Time scale when will you finish the project,
  when do you expect to see results?

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• Examples of SMART objectives
• To increase ticket sales by 10 by the end of the
  year
• To increase number of attendees to drama events
  by 5 by the end of next year
• To attract 15 of new audience members by the
  middle of next year

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Choosing target audiences

• Different events attract different audiences
• Group people together with shared interests
• Who are your current audiences?
• Define your audiences in socio-cultural terms

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Choose the right benefit for the right target

• Its what they find interesting not what you think
  they will
• List some main features that will attract the
  audience
• For example, a visiting dance company is
  marketing to young people and schools. Their
  benefits may include - they have won awards for
  their work, have a good reputation for their
  educational work, and use relevant, current
  themes in their work. These can be used to target
  specific groups the schools and teachers would
  be attracted by their reputation for educational
  work, dance audiences by the fact that they have
  won awards for their work, etc.

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The four Ps

• Product
• What are you marketing?
• What are the main features?
• What may be special or different?
• Place
• Where will it be done?
• Access
• transport

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• Price
• Do you want to make a profit?
• Will the audience expect to pay a lot or a
  little?
• How does it compare to other products?
• What costs are involved in putting on your
  production?
• Will you offer concessions, group bookings or
  special offers?
• Promotion
• How will you reach your audience? Newspaper
  adverts, posters/flyers, direct marketing, the
  internet, press campaigns

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3 TAKING ACTION - IMPLEMENTATION

• Choose the right marketing promotion tools, your
  budget will determine your design
• Print and design
• Public relations
• Direct mail
• Advertising
• Distribution
• Web marketing
• Sales promotion
• Exhibitions
• Telemarketing
• Press Release
• Word of Mouth

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• Posters/flyers simple rules
• When is it and what is it?
• Be clear and be understood
• Use images and design to attract the potential
  audience
• Give an impression of what the event is about
• Keep it simple and clear
• Dont use too many fonts or extravagant features
• A4 size is a waste of time not easy to see
• Put the name of the performance at the top
• Spell-check and make sure all information is
  correct date, times, prices, contact details.

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• Make sure that all your media tools are related
  and have a similar design so that they can be
  recognized
• You can have two separate designs for different
  target markets that use appropriate language,
  style, layouts and distribution outlets.
• Print
• Get quotes from printers for different sizes,
  quantities, colour or black/white, paper types
  (matt/gloss, thick/thin)

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• Distribution
• Where would your potential audience pick up a
  flyer?
• Who will distribute the materials?
• Will you need alternative formats e.g. Braille?
• Internet
• Web sites can be time consuming to make and need
  regular up dates
• Make the website attractive and interactive

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• Media
• Phone local newspapers, get contact name for who
  deals with entertainment
• Introduce yourself
• Be clear, concise and professional
• A valuable contact for extra coverage and
  reaching a wider audience
• Listings
• Research all magazines, websites, newspapers, and
  get onto their What's On listings
• Send details well in advance
• Can be expensive
• Try to get a feature instead

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• Press releases
• Write a short one well in advance and get a short
  feature
• Send to newspapers and local radio stations
• About three weeks before, write a more detailed
  one including opportunities for photos,
  interviews, biographies and maybe include an
  invite to a preview
• Send via fax or e-mail, wait a few days then
  phone are they interested? Do they need more
  information?

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• Direct mail
• Is there a database available of previous
  audiences?
• Postage can be expensive and wont guarantee that
  they will come to the event
• Timescale
• Work backwards from the event
• Effective marketing takes 12 weeks
• Check printing times
• Set clear overall deadlines
• Set advertising deadlines
• Try to get into the venues brochure this may
  need to be done six months in advance provide a
  picture and blurb

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• Budget
• Allocate specific amounts to each area
• Printed materials
• Direct mails paper, envelopes, stamps
• Advertising
• Distribution unless you can do it for free
• Telephone calls

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4 MONITORING AND EVALUATION

• You need to evaluate during and at the end of the
  project to see if you are achieving your
  objectives
• Collect evidence from
• Press cuttings
• Reviews
• Customer feedback
• Sales figures