Marketing the Arts. Foundation for success - ACE173.7

Caption: "Part Three. Your Marketing Strategy." Peter Harlock saying that it has become apparent only relatively recently that organisations need "some kind of strategic approach" to promoting their activities. Commentary sums up the Harrogate Theatre strategic approach with captions: "Basic Audience Research. Targeting of Marketing Activities", "New Mailing List/Visual Identity/Box Office Training/Press Relations", "Marketing the Entire Building", "Involve Artistic Director and General Manager", "Constant Monitoring". Judy Grahame says that marketing philosophy must be based on good planning, a good knowledge of the product and of the customer base, and developing brand loyalty. Commentary sums up the way in which the London Mozart Players have developed brand loyalty with captions: "Break Down Barriers", "Imaginative Packaging", "Artistic Director and Marketing Officer Working Together", "Public and Promoter Alike/Greater and Wider Audiences". Sue Runyard says that the first priority is to know your audience, and talks about how Merseyside’s research brought some surprises in this respect. Commentary sums up the Merseyside museums and galleries research programme with captions: "Presenting to a Broader Public/In a Carefully Targeted Way", "Careful Examination of the Product", "Marketing and Curatorial Staff Working Together", "Media and Messages Carefully Chosen". Yvonne Brewster describes how the Talawa Theatre Company discusses target and targeting audiences, offers particular plays to particular audiences, and engages particular actors who will fit best with the overall brief. Commentary sums up the Extemporary Dance Theatre’s attempts to find better ways to market its work with captions: "Audience Research/Rethinking the Marketing Plan.", "Presenting Dance Appropriately", "Working With Venues", "Selling in Personal and Enthusiastic Way", "Meet Potential Audiences", "Telephone Selling", "Five Year Marketing Plan". Harlock talks about using SWOT analyses to examine an organisation, its "unique selling points" and the competition. Commentary describes an organisation’s "foundation for success" with captions: "Marketing Strategy", "Finding Out About Your Customers", "A Primary Target Audience", "Examine the Competition", "Establish and Maintain a Competitive Edge", "‘A Reason to Come’". Caption: "Stop the tape and return to your workbook."