aoife flynn presentation

Aoife Flynnloves music, art, theatre, culture, fashion,

food, the interweb. Consultant Arts marketeer & project manager

www.asquared.ietwitter.com/stranded_aoife

Aoife Flynnwww.asquared.ie

What I’ll be focusing on today…

•Some Do’s and Don’ts of online marketing•Some Do’s and Don’t’s of visual arts engagement•Potential for new engagement using new media

What Good Marketing in the Visual Arts Looks Like

Key Marketing Rules

•“Be where your audience expects to find you”•Converse – online engagement is two way •Track your appearances online•Have a Plan – set targets, review progress•Personalise - allow your visitors to personalise their interaction with you


• Know your audience demographics

• Understand your audience motivations

• Be targeted in your approach to that audience

• One size does not fit allThe holy grail of marketing is to be

able to make your visitor feel like you are talking directly to them – one to one.

Key Online Marketing Rules

• Not everywhere at once• Be strategic in your approach• Know your audience

– Check your main web traffic for referral links

– Ask them!

• Select appropriate platforms– To tweet or not to tweet

• Know the etiquette for each • Assess your resources

– Marketing not just the job of the Marketing Dept.


“Be where your audience expects to find you” Dr. Ross Parry, Museums and New Media at the University of Leicester

Think of Online marketing as a “virtual front desk”

• Welcoming• Informal• Social• Informative

about event and about audience

• Interactive

Golden Rule of Online engagement? Conversations are two-way

• Resist broadcast only approach


Online Conversations: Dialogue v’s Monologue

• Have a plan– Even if it’s not a full scale strategy

• Set targets for each event/show/campaign

– Target referrals, increase in traffic, or increase in new visitors

• Track your appearances online– Google Alert aka media monitoring

for the web

• Measure your progress– Stats from your own site, facebook,

blog, checkins


Target, Track and Plan

People want to personalise their experience online, and their experience of your organisation. Find ways to let them do this

• User Photographs• Commentability• User Recommendations• Personal Stories• Check-ins

If you do this successfully your visitor will become your best marketeer, and they work for free!

Personalise Content


Visual Arts Engagement - Some Do’s and Don’ts

On & Offline…•Don’t have dense press releases/gallery info

– One Size doesn’t fit all

•Do find different ways to communicate to different audiences •Do provide complimentary programming•Don’t assume new visitors have been to your space before

– reiterate costs, times, dates


Opportunities in Engagement via new media

• Visitor Photography• Enhanced access behind the

scenes • Ask a Curator #• Enhanced access to Artists and

their practice• Ongoing Communication – not

just at launch times• Direct access to your

audience/community


Full text and slideswww.asquared.ie/news.html

Thank you!

aoife flynn presentation

Business