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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 - the event, exhibition, group activity, etc• Price - the total price of the experience• Place - 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 - the event, exhibition, group activity, etc• Price - the total price of the experience• Place - 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
• 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 Benefits
Roman history Links with curriculum
British Museum objects Chance to see / handle real objects
Link with local history Relevance to community, local history, education
Event programme Access to experts / chance to ask questions, etc
Etc… 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
Benefit
Local School groups
Local Families Local specialist interest groups (e.g. local history)
etc
Links with curriculum
x x
Chance to see / handle real objects
x x
Relevance to community, local history, education
x x
Access to experts / chance to ask questions, etc
x x x
Etc
Exhibition Campaign
Audience
Method
Previous attenders
School groups
Families Specialist interest groups
Funders and stakeholders
Direct mail x x x x
Phone calls x x
Print distribution
x x
Letter of invitation
x
Press Coverage
x x x x
Website x x x
Social Media x x x
Exhibition Campaign
TimescaleMethod
Month Four Month Three Month Two Month One
Direct mailDirect mail letter with print
Direct mail letter with print
Phone callsPhone / follow up letter
Follow up phone call
Print distributionWrite copy, start design process
Design and print Start distribution Distribution
Letter of invitationPull together database / contacts
Send letter with RSVP
Follow up with phone calls
Press Coverage
Identify media contacts
Phone calls and send press release
Follow up phone calls / photo opportunity
WebsiteAdd event information
Update with print image / copy
Update with news / developments
Update
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.
Also Welsh Government (statswales.wales.gov.uk)
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.
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