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Marke&ng for Ar&sts
Marke&ng for Ar&sts
YOU:
Your skills
-‐ Working hours -‐ Interpersonal -‐ Ideas -‐ Resilience -‐ How to deal with rejec&on -‐ How to ask
Strengths Weaknesses
Threats Opportuni&es
SWOT:
YOU:
Se,ng Career Goals
Use the SMART goal seCng principles of: Specific Measureable Achievable Realis&c Timelined
YOU:
The concept of brand iden:ty….for your career.
Who are you? What are you good at? How are you perceived? What do you want to achieve? What is your unique proposi&on? What would your colleagues or your customers say is your greatest and clearest strength? How would you describe yourself? Think of this as a 6 word memoir
THE BUSINESS PLAN:
Why? • Clear sense of purpose
• Think and act strategically
• Stability
• Monitoring tool
THE BUSINESS PLAN:
THE BUSINESS PLAN: What’s in a Business Plan
• Marke&ng
• Budge&ng/Finance
• Ac&on plans
THE BUSINESS PLAN:
More specifically…
• Title • Business Descrip&on • Business Structure • Sales And Marke&ng • Pricing • Financial Plan
THE BUSINESS PLAN:
Markets can include;
• Audiences • Commissioners
• Intermediaries
• Employers and clients
• Friends and family
THE BUSINESS PLAN:
Marke&ng is not simply about selling. It is about using crea&vity, common sense and some basic skills to iden&fy and maintain a dialogue with people who are interested or could be interested in your work.
THE BUSINESS PLAN:
Marke&ng can also culminate in useful connec&ons, greater audiences, sales and a stronger professional reputa&on.
Sarah O’Sullivan. Photo by Joan Cameron-‐Smith, 2014
THE BUSINESS PLAN:
You should define what you have to offer as an ar&st. These offerings can be tangible goods and services or intangible skills, ideas and crea&ve thinking.
Your ideas can o^en earn you income as well as your work through teaching, collabora&on, training or consultancies.
You need to define your audiences for both your products and your ideas, par&cularly if you are looking at other avenues of income.
THE BUSINESS PLAN:
The process of understanding people’s interests and responses may influence the development of your product or service and is part of your career development.
THE BUSINESS PLAN:
How are you going to tell your audience what is happening?
How will you get in front of them?
How will you build audience/networks?
THE BUSINESS PLAN:
Media Releases
A press release directed to the right people can generate interest in your work and bring new audiences. A press release should be short, to the point, factual, and interes&ng.
THE BUSINESS PLAN:
Media Release Top Tips
• Keep it short and to the point • Lead with details • Provide a headline • Describe who you are • Describe the work in simple language • Describe how it is experienced • Know your angle • Lead to more informa&on
THE BUSINESS PLAN:
Where to send Media Releases
You can send your press release out as widely as you like, but o^en a targeted and well-‐planned campaign will have a becer result. Some ideas;
• The Thousands • FBi Radio 94.5 • Concrete Playground • Time Out • Eastside Radio 89.7 • Alterna&ve Media • The Brag • Art What’s On • Art Monthly’s Art Notes sec&on
THE BUSINESS PLAN:
To make a successful career in the arts, an ar&st is o^en required to communicate effec&vely with their markets.
Image: Kg de Souza, NAVA Ar&sts Files, 2014
THE BUSINESS PLAN:
Tradi:onal Channels • Commercial Gallery • Public Galleries • Prizes • Awards • Grants • Curators • GeCng into a collec&on • Ar&st Run Ini&a&ves • Cultural Planners and local communi&es
Engaging with these tradi&onal markets may require you not only to have a great prac&ce but to obtain a range of skills It is about how you are no:ced.
THE BUSINESS PLAN:
New Channels
Broader crea&ve projects • Public art • Fes&vals • Pop up spaces • Teaching and training programs
THE BUSINESS PLAN:
New Channels
Online • Websites • Social Media
Ø Facebook Ø Instagram Ø Twicer Ø LinkedIn
Ø Google+ Ø Vimeo Ø YouTube Ø Flickr
Awareness
• 4 in 10 find out about events through online media
• Word of mouth and print still hugely impor-tant
• Social media free and useful
Research
• Increasingly audiences use the internet to research planned events
• Search engines most popular tools
• Video, photos and audio can provide an ‘experience’
• Online reviews help people decide
Booking
• Most now book online
• Mobile ticketing solutions growing
Preparation
• ‘Hyping’ and event through media and back-ground
• Practical information like journey planners, parking and restaurant planners help
At the event
• Audiences using social media at the event
• Find out more about artists or the event online
After the event
• Sharing media to relive the experience
• Recommendations and reviews
• Planning next event and purchasing tickets
ONLINE AUDIENCES:
ONLINE AUDIENCES:
Audiences rarely seek out arts events to acend. The message to see yours needs to be pushed in a memorable and en:cing way. An integrated online presence and mobile technology can ease them through to the research and decision making phase.
ONLINE AUDIENCES:
Build your own word of mouth While the old media approach was to ‘send’ messages to promote events, the new media approach is to have a conversa:on. Through social media, ar&sts have a unique opportunity to fuel the conversa&on, encouraging recommenda&ons, facilita&ng sharing, responding to feedback and listening to what their audiences are saying.
ONLINE AUDIENCES:
Video content holds huge appeal and is a powerful way to give audiences a taste of something new, an inside scoop, or a way to relive and remember an event. Mobile technology means audiences can access online content any&me, anywhere, and presents ar&sts with new tools to enrich experiences.
ONLINE AUDIENCES:
Research shows that arts audiences won’t book a &cket for an event if;
• the form is too long • the payment op&ons don’t suit • the &cket page takes too long • they can’t find what they need
SOCIAL MEDIA:
How many of you have websites?
• Website? • Blogs? • Facebook? • LinkedIn? • Twicer?
SOCIAL MEDIA:
Define your goals and objec:ves
How do you want social media to support your arts prac&ce?
What social media planorms will reach your desired audience (link your social media strategy back to your broader marke&ng strategy)?
SOCIAL MEDIA:
Define measures of success
• Website traffic referral • Sales • Online men&ons • Ensure your goals are SMART
SOCIAL MEDIA: • Twicer = Headline/subject line
• Facebook = First paragraphs/summary
• Blog = Main content Give people a reason to follow you
SOCIAL MEDIA:
Top Tips
• Do some research
• Find your fans • Have a plan • Keep it fresh • Give people a reason to follow you
YOUR CAREER:
So what does this mean for you and how do you make a career?
Ella Barclay. Photo by Joan Cameron-‐Smith, 2014
BUSINESS PLANNING: Solu&on 1 GeCng Out there
Solu&on 2 Strategic Appearances
Solu&on 3 Gain Skills
BUSINESS PLANNING:
Solu&on 4 -‐ Build rela&onships -‐ Local businesses -‐ Local government
Solu&on 5 Build Friendships
Solu&on 6 Always be professional and priori&se your incoming earning opportuni&es
BUSINESS PLANNING:
Find your interests and use your skills to your advantage. People will help, so…
Be Brave
RESOURCES:
Business Plan Templates www.business.gov.au/business-‐topics/templates-‐and-‐downloads/Pages/default.aspx
NAVA Connect courses Art Business Basics * Maximise Your Exposure www.visualarts.net.au/nava-‐events/
MEMBERSHIP:
NAVA
member benefits
Insurance
Gallery Discounts
Opportuni&es
bulle&ns
Course Discounts
Grants
Publica&on Discounts
Advocacy
Disputes
MEMBERSHIP:
At the heart NAVA is supported by a strong membership base of ar&sts, arts administrator, curators, technicians, conservators to whom we offer various services, advice, ar&st professional development, insurance, referrals, grants and opportuni&es. We listen and hear about the issues that affect you, develop campaigns and create change. www.visualarts.net.au
QUESTIONS?
