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

• 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 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