Marketing the Arts. Foundation for success - ACE173.2

Rebekah MacLeary, Marketing Manager, Harrogate Theatre, at work. Her VO explains how she became interested in marketing. Yvonne Brewster, Artistic Director, Talawa Theatre Company, says that the concept of marketing may be very "distant" for small companies. Heather Maitland, Marketing Manager, Extemporary Dance Theatre, at work. Her VO says marketing can help organisations achieve their objectives. Sue Runyard, Communications Consultant, says that marketing is a tool to help achieve goals, not a "new religion". Louise Honeyman, General Manager, London Mozart Players, working from home. Her VO says that imagination and courage are essential. Peter Harlock, Publicity Controller, Royal Shakespeare Company, says that marketing involves defining what the organisation has to sell and defining who would want to buy it, and then using various means to persuade them to do so. Richard Foster, Director, National Museums and Galleries on Merseyside, touring museum. His VO says that marketing is about providing people with the knowledge of what the organisation does and "enticement to come and try it." Judy Grahame, Marketing Director, The London Philharmonic, says that marketing can help but must be seen as a philosophy adopted by the whole organisation. Caption: "Stop the tape and return to your workbook."