Step by step
Your artistic project has a bigger change to succes when you apply a good marketing strategy. Furthermore, creating a good marketing plan helps you explaining even better what you want to say or act out as an artist.
Marketing: from analysis to plan
- Describe your 'mission statement'
Describe your motivation to make and present your art/project. To put it differently: what is your mission?
- Make a SWOT analysis
First determine your strengths and weaknesses; naturally, firstly related to your art/project, but also to the method of presentation. Then determine the opportunities and threats in your surroundings; is there much competition, are there many opportunities to show your art/let it be heard/felt, is your art sector a popular one etc.
- Determine your Unique Selling Point
Try to find a Unique Sellingpoint (USP) for the project/product. Why are you /is your art special? Is your ‘product’ special, or is the performance location very unusual? You can find it in the content or the form of the art, but also in its presentation.
- Determine your target group
Be aware of the fact that a small, well defined target group you know how to reach is far better than a big, vaguely defined target group you cannot reach.
Based on the abovementioned analysis you determine which of the four P’s of marketing mix (product, price, place, promotion) you are going to use in which way. You do this for all four P’s.
For example: Given my mission 'X' my promotion should fit in. Or: As the target group consists of students who often surf on the internet, promotional material should be easy to find on the internet. So if, for example, your mission is to familiarize youth with your art, you should not only adapt your price to your target group, but also your choice of location and, last but not least, your communication channels.
Using the results of steps 2 and 3, you now make a concrete plan.
After working out all promotional actions, you make a planning, stating who does what and when.
For example: Given the fact that my target group X' often reads free local papers, the press release (maybe strengthened by an advert) should appear in the ‘’City paper’’ in week ‘Y’; editorial staff closing is 6 days before the paper is published, so the press release written in their style should be delivered one or two days prior to that.
If you posses enough time and money, you can check during and after executing the marketing plan which measures turned out to be most effective. The outcome can form a good basis for a next (better) marketing plan.