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Who is your audience and how do you get them at your show? This interactive workshop will help you to create a simple marketing action plan to help decide who you are trying to attract, what you want to promote specifically and how you will achieve this on a tight budget. Getting the audience of your choice, appropriate to your work and future career goals, will be the first step in ensuring you’re launching and raising your profile beyond your degree show.
Citation preview
Marketing Degree Show & Beyond: Attracting Your Target Audience:
Tuesday 8 February 2011
Trainer: Marie Milligan, Enterprise Officer
© UAL written by Marie Milligan 2010, 2011. N.B. The presentation has been revised so that guidance that was spoken in the workshop, is included here for your reference, hence lots of text!
“…marketing is the management process responsible for identifying, anticipating and satisfying customer* requirements…”
- Chartered Institute of Marketing
Marketing Is…
© Mirko Macari via Flickr under the following Creative Commons Licence
CATALYST
©Louise via CC
Marketing Is…
A Promo Campaign Needs…
1.A Clear Marketing Goal
2.Creative Ideas to Design Strategy
3.Available Resources (Time, £, People, Space)
4.Effective Communication Methods
5.Attractive & Memorable Design
6.Project & Time Management Skills
7.Development of Customer Relations
To attract to attend show…
To view show/buy/ feed-back?
To offer grad opportunity (i.e. work)?
Marketing Goals
Aim 1: Before
You might have several marketing aims:
Aim 2: During Aim 3: After
Aim 2: During the show, I want/need to:• Celebrate• Get feedback• Get income• Get sales• Get reviewed• Raise profile• Make contacts?
Overall Goal/NeedsWhat do you want your degree to enable?
Audience: These are the people
who can help me meet aim 2:
• Friends/family• Peers/tutors• Past/potential
employers or commissioners
• Collectors/ Journalists?
Aim 3: After the show, I want/need to:• Get work• Get income• Get stockists /
sales• Get featured /
get exhibited• Raise profile• Make contacts?
Overall Goal/NeedsWhat’s your post degree show aim?
Audience: These are the people
who can help me meet aim 3:
• Past/potential employers or commissioners
• Collectors/ Journalists?
• Gallerists/ shop owners etc?
Invite ListCombine your people from aim 2 & 3:
• To create mailing list
• Set up spreadsheet
• Contact details (name, email and / or address, job title, organisation etc)
• Create column to log your contact with the person (i.e. date contacted / what sent / ‘rsvp’ received etc.)
© Image courtesy of: bumperstickerz.com
2. Refine WHO you’re promoting each to…
• Your audience/ future buyers/ stockists / collaborators / investors / promoters / employers etc!Revise your list!
1. Define WHAT you’re promoting (based on needs…)
• Your show (i.e. the experience)
• Your products & services (i.e. work exhibiting or selling/ potential work)
• You! (USP)
Market AttractionTo achieve marketing aims 1, 2 & 3…
© Image courtesy of: bumperstickerz.com
2. Refine WHO you’re promoting each to…
1. Define WHAT you’re promoting…
Market AttractionTo achieve marketing aims 1, 2 & 3…
3. You then define HOW you will promote your WHAT, based on WHO!
Before:Invites?
During:Moo cards,
signage?
After: CV & folio, online site?
Marketing ToolsAims 1-3 will have a different ‘how’ or tools:
Aim 1: Before Aim 2: During Aim 3: After
Physical
Offline
Virtual
Online
Press PackNewspapers
Magazines Flyers
PostersNetworking
BrochuresWord of
Mouth
EmailSocial MediaBlogsWebsiteE-PortfolioAdvertsArtist statement
What will your ‘who’ prefer to receive/see?
Marketing Options
Aim 1: to invite/attract to show & Aim 2 & 3: to view, buy, offer work?]
A few points if you use online marketing:
• Do you need your own website? If so, what will you use it for?
• Can you use existing profile sites? Which one(s) are appropriate for your needs/who?
• What’s written (‘copy’) / uploaded (image/videos) already?
• Accurate? Appropriate for ‘who’ to see or stumble on? Cull! Update! Privacy settings!
Tools: Digital Footprint
Marketing LanguageWhat ‘copy’ on your tools?
• Depends what will entice your ‘who’ to take action (to attend/buy/offer…)
• What’s their communication preference?
• How attractive is the invite?
• Do you speak their ‘language’?
• Ultimately, what benefits/experience you’ll offer them at show & after? (i.e. USP)
Aim 2 & 3: During & After the Show…• Celebrate• Get work/
income• Get stockists /
sales• Get featured /
get exhibited• Raise profile• Make contacts?
Remember Their NeedsYour needs match? Highlight what you can offer them in your copy! Entice them…
Audience Aims:During/After Show…• Enjoy show!• Find employees/
freelancers• Find stock /
exhibitors • Find news / write
articles• Networking
Start as you mean to carry on!
• Communicate professionally - present best / consistent version (i.e. ‘brand identity’)
• Be approachable & visible every day of show
• Be informative (talk/tools) & be curious back (ask q’s)!
• Gather contacts (future PR) & feedback
• Communicate afterwards if say you will
Marketing Communication
Marketing TimelineMarketing is a small part of your show!
• Prioritise what you can achieve with available resources (time/£/skills/people)
• Creating promo tools for aim 2 & 3 – ideal but not essential (your work is!)
• BUT if you can, capitalise on the opportunity – huge potential audience at show
• Fantastic global marketing opportunity!
Consider before, during & after…
• How did it go (marketing strategy/event management/show)?
• What success stories?
• What feedback?
• Unexpected opportunities?
• What reward?!
Marketing Evaluation
YOU
1-1
Events
Work-shops
Web
Further SupportMarie Milligan / Pei-Chin Taywww.ecca-london.org
Archive of past talks. marketing & fundraising:
www.ecca-london.org
Start-up workshops inc. marketing & fundraising:
www.ecca-london.org
Preparing for Degree Show: 1-28 Feb www.arts,ac.uk/yourdegreeshow