Question: Explain the promotional methods used to advertise this exhibition.

CASE STUDY

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 • Education groups

• Arts community • 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

• Reaches all members of

our Friends organisation

and other arts institutions

• Ensures that the

community stays up to date

with what we are doing

PRINTED MATERIAL (NEWSLETTER)

WEBSITE

• Up to date information

• Resources are always available

• Effectively targeted?

• Simple and relevant

• Can be very expensive so

has to target the right groups

PAID ADVERTISING

Direct information to the media...

Who?

What?

Where?

When?

MEDIA RELEASES

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.

•

• To encourage people to come to the Gallery

• To promote public programs

• To educate the public

• To liaise with the media

WHY IS MARKETING IMPORTANT?

EVALUATION - DID IT WORK?

HOW DO YOU MEASURE SUCCESS?

• Did people come?

• Attendance

• Satisfaction

• Reaction from the community