CASE STUDY
Question: Explain the promotional methods used to advertise this exhibition.
WHAT IS MARKETING? PROMOTION - The way in which info is provided. PLACE The location were it takes place.
PRICE How much? Is it valued less because it is free? PROCESS Procedures used to project the product. PEOPLE The people involved in the entire transaction.
PRODUCT -
WHAT CAN A GALLERY PROMOTE? • Cultures • Artists • Public Programs • Talks • Artworks
• Ideas • Political •
WHO IS THE AUDIENCE? • Locals
• Arts community
• Education groups
• Tourists (interstate and international)
CASE STUDY
Question: Explain the promotional methods used to advertise this exhibition.
PRINTED MATERIAL (INVITATIONS)
• Communicates exactly what is on and when it is happening • People feel they are being personally asked builds a relationship
PRINTED MATERIAL (NEWSLETTER) • Reaches all members of our Friends organisation and other arts institutions • Ensures that the community stays up to date with what we are doing
WEBSITE • Up to date information • Resources are always available
PAID ADVERTISING • Effectively targeted? • Simple and relevant
• Can be very expensive so has to target the right groups
MEDIA RELEASES Direct information to the media...
Who? What?
Where? When?
EDITORIAL • Little control over what actually gets printed ... The arts can be controversial!
• Could lead to bad press ...
RADIO • Reaches a large section of the community • Can be expensive • Radio is more background noise so it is used as more to support other forms of advertising
WORD OF MOUTH • Both positive and negative repercussions
try and keep it positive!
• Keep the conversations going • Create dialogue in the community ... (Friends of the Gallery etc)
SOCIAL MEDIA • Information available instantly • Can go viral ... • Reaches a VERY wide audience...
SPONSORSHIP AND PARTNERSHIPS • Regional galleries are not made of money... We need assistance and support. • Sponsorship is not free! It is a mutually beneficial relationship.
WHY IS MARKETING IMPORTANT? • •
To encourage people to come to the Gallery
•
To promote public programs
•
To educate the public
•
To liaise with the media
EVALUATION - DID IT WORK? HOW DO YOU MEASURE SUCCESS? •
Did people come?
•
Attendance
•
Satisfaction
•
Reaction from the community