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Developing a Marketing Strategy presentation for Visual Artists
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1
AUSTRALIA BUSINESS ARTS FOUNDATION
Developing a Marketing Strategy Presentation by
Fleur Allen
9 February 2010
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WHAT IS MARKETING?
Case Study: Your own past sales experiences
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DEFINITIONS OF MARKETING
Marketing is: the analysis, planning, implementation, and control of programs designed
to increase visitor awareness and use of collections, facilities, and services in a way that
will mutually benefit both the organisation and the visitor.
Arts Marketing the pocket guide by Dr Sharron Dickman published 1997 Download available from The Australia Council
http://www.australiacouncil.gov.au/research/arts_participation/reports_and_publications/arts_marketing_a_pocket_guide
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“THE RIGHT PRODUCT, IN THE RIGHT PLACE, AT THE RIGHT TIME, AT THE RIGHT PRICE” ADCOCK.
McCarthy, created the concept of Marketing Mix, by way of grouping four things essential to the task of Marketing:
ProductPrice
PlacementPromotion
The Adventures of Super Hector blog http://www.hectorpolo.com/what-is-marketing-to-you
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Optimisation: Getting the maximum return for the longest duration of time, for the least amount of expense – on everything you’re doing now, have done in the past and will do in the future. Jay Abraham http://www.abraham.com
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals (American Marketing Association)
In Summary, Marketing has at its core a desire to reach consumers and make them think, believe or do what you want.
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SO WHAT DOES MARKETING IT INCLUDE?
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HOW TO DEVELOP A MARKETING STRATEGY
Analysis, Planning, Implementation
Setting marketing goals
Define your target market
Develop a plan to succeed
Identify the best tools to achieve your marketing
goals and plan
Measure if the marketing tools are successful
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SET MARKETING GOALS
Do you want more clients?
Do you want clients to spend more?
Do you want repeat clients?
Choose just one to start with, you
can always write another plan for
the other two to implement at
another time
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Female 40s Professional Business Owner Health industry Western Suburbs
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Female 30s Professional Business Owner Health industry Northern Suburbs
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Female 50s Professional Education industry East Suburbs
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Female 30s Professional Mining industry CBD
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Female 40s Professional Business ownerHealth industry Western Suburbs
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Female 40s Professional Business ownerFinance industry Southern Suburbs
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ANALYSE PAST SALES
Define Ideal Client:
Interactive Arts Ideal Client is a
professional women, business
owner from the inner city suburbs.
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C YOUR TARGET MARKET
Research:
Review past sales
Demographics of your ideal clients
Who can refer these clients to you?
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DEVELOP A PLAN TO SUCCEED
Develop strategies to reach them
Communicate Face to face contact Regular newsletters Website Marketing materials Direct mail campaigns
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EnewslettersEventsJointVenturesDLFlyersWebsite or web presence
* Newsletters* Exhibitions* Information* Graphic Design
How to select the most appropriate and cost effective marketing tools to reach clients, buyers
and patrons.
Identify the best tools to achieve your marketing goals and plan
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MEASURE IF THE MARKETING TOOLS ARE
SUCCESSFUL
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RESOURCES
Business Networking Women in Business WA www.womeninbusinesswa.com.au BNI www.bni.com.au Local Chamber of Commerce
Enewsletter Aweber www.aweber.com Campaign Monitor www.campaignmonitor.com
Graphic Designers Boab Creative www.boabcreative.com Forge Creative forgecreative.com.au
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THANK YOU
Australia Business Arts Foundation Developing a Marketing Strategy presentation by Fleur Allen 9 February 2010
Fleur AllenPO Box 9034
Nicholson RoadSUBIACO 6008
Western AustraliaTel/Fax: (08) 9380 6539