Marketing and Publicity
What is Marketing? Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably
What is Marketing? The 7 Ps • Product • Price • Place • • - the event, exhibition, group activity, etc - the total price of the experience - where customers buy products, experience the event, or participate in activities Promotion - publicity / communications People - everyone associated with the product or activities Process - managing the customer / participant contact Physical evidence - communicating your brand prior to event or workshop activities
Why is Marketing important? • It creates and manages the relationship between your organisation and its audiences/members/participants • It helps define the culture of your organisation • It reduces risk • It enables efficient use of resources
Why is Marketing important? • Increases a venue’s confidence in you and your work or activity • Encourages a venue or partner organisation to take risks • Increases the likelihood of visitors and participants • Develops collaboration between you and the venue • Develops the reputation of your organisation
What is Marketing? The 7 Ps • Product • Price • Place • • - the event, exhibition, group activity, etc - the total price of the experience - where customers buy products, experience the event, or participate in activities Promotion - publicity / communications People - everyone associated with the product or activities Process - managing the customer / participant contact Physical evidence - communicating your brand prior to event or workshop activities
Publicity Effective communication to manage the relationship between an organisation and its current and potential visitors. In other words… • talk to the right people • about the right things • in the right way • at the right time
Talking to the right people • A one-size-fits-all approach does not work • Common characteristics – People who have visited before – People with specific interests (e. g. local history) – Local catchment areas (e. g. schools) • New audiences / visitors
Talking about the right things • Limited knowledge • • What’s it like? What’s going to happen / what will I see or do? What will I learn / take away with me? How will it make me feel?
Talking in the right way • Publicity toolkit • Address your audiences’ / participants’ needs and use their language • Recommendations
Talking at the right time • Understand your audiences’ or potential participants’ decision making timescale – When they need information – When they book or register – When they are able to attend • Tell them, tell them and tell them again
Publicity Toolkit • • Print Direct Mail Press Advertising E-marketing and websites Social media Ambassadors / volunteers Word of mouth
Campaign Planning
Campaign Planning Roman Empire Power & People is a touring exhibition, combining some of the most fascinating objects from the British Museum’s collections of Roman material, never before displayed together in this way. It will explore the story of the Roman Empire and its impact locally in Britain. It will provide the opportunity for visitors across the UK to see these objects in their local areas for the first time.
Campaign Planning Features Roman history British Museum objects Link with local history Event programme Etc… Benefits Links with curriculum Chance to see / handle real objects Relevance to community, local history, education Access to experts / chance to ask questions, etc…
Target Audience • who has attended similar events in the past? • what do you know about them? • can you identify similar people? • would the subject matter attract a specialist group or people who live near the event?
Target Audience
Exhibition Campaign Audience Local School groups Local Families Benefit Links with curriculum x Chance to see / handle real objects x x Relevance to community, local history, education x Access to experts / chance to ask questions, etc x Etc Local specialist interest groups (e. g. local history) x x etc
Exhibition Campaign Audience Previous attenders School groups Families Method Direct mail x Phone calls Print distribution x x Specialist interest groups Funders and stakeholders x x x Letter of invitation x Press Coverage x x x Website x x x Social Media x x
Exhibition Campaign Timescale Method Month Four Month Three Month One Direct mail letter with print Direct mail Month Two Direct mail letter with print Phone calls Phone / follow up letter Follow up phone call Print distribution Write copy, start design process Design and print Start distribution Distribution Pull together database / contacts Send letter with RSVP Follow up with phone calls Identify media contacts Phone calls and send press release Follow up phone calls / photo opportunity Update with print image / copy Update with news / developments Update Letter of invitation Press Coverage Website Add event information
Research, Monitoring and Evaluation
Understanding Visitors • What sorts/types of people do and do not engage with you? • What do your visitors like / dislike about what you do? • Where they do (and don’t) come from – how far is your geographical reach? • Who visits regularly/occasionally/infrequently/not at all? • Who likes doing the sorts of thing you offer? Why?
Sources of Information • Visitor books • Feedback cards • Postcode analysis • Observation (front of house staff) • Visitor surveys and research
Sources of Information Mosaic / ACORN Based on postcode: geographic, demographic, lifestyle, behaviour profiles and propensity to engage with the arts Statistics. gov. uk UK national statistics. By borough / area/bespoke. Demographic information – age, gender, ethnicity, life-stage etc. Arts In Wales By region: level of engagement with the arts Office of National Statistics 2011 Census data available on Wales by theme, including: labour market, culture and sport, language, tourism, ageing. Visit Wales Tourism information, also from Wales Government (wales. gov. uk/topics/tourism) Area Profile Reports By town/city, local authority area or drivetime of a postcode. Demographic information and population profiling. Also Welsh Government (statswales. gov. uk)
Monitoring and Evaluation Monitoring • Regular checks on your plan’s progress • Are you meeting your objectives (visitor numbers, budget, schedule, etc) Evaluation • Assessment of outputs and outcomes • Making judgements, based on evidence on the effectiveness of your plan and its impact • Informing future plans
Monitoring and Evaluation Stage 1 – Planning Why are we doing this plan? What specific things do we want to achieve? How will we identify success? What indicators will we use? Stage 2 – Collecting Evidence How will we collect the evidence we need? Stage 3 – Assembling and interpreting What does the evidence tell us? Stage 4 – Reflecting and moving forward What have we learned from the evaluation? How will we do things differently in the future? Stage 5 – Reporting and sharing Who will we tell about the plan’s outcomes and why? How will we tell them? What will we tell them?
Monitoring and Evaluation Why is Monitoring and evaluation important? • Check that the objectives are being achieved, and if not what action can be taken to modify them • Check that the sales or visitor figures, etc, are inline with set targets • Justify actions or changes to the plan with other members of the organisation • Support accountability with funders, sponsors and other stakeholders • Develop future plans, projects and initiatives
Summary • Marketing and Publicity • Working with the Tourism sector • Press and Public Relations Planning • Campaign Planning • Research • Monitoring and Evaluation
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