professional promotion on an amateur budget 1, 17/04/12
TRANSCRIPT
Professional Promotion on an Amateur Budget
Workshop 1Tuesday 17 April, 2012BRLSI
Who, Why, What, When?
Lindsay [email protected]
Kilter Theatre – Roots Replanted. Photo: Lindsay Endean 2010
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
http://ppab.moonfruit.com/
Professional Promotion on an Amateur Budget
Tue 17 April: Who, why, what?
Tue 1 May: Old friends – Branding & print
Tue 15 May: New friends – all things ‘online’
Tue 29 May: Press & PR.
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
Bath Spa Live:www.bathspalive.com
The Sulis Ensemble:www.thesulisensemble.org
www.lindsayendean.co.uk
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
Art or Marketing?
The Physical Impossibility Of Death In The Mind Of Someone Living – Damien Hirst. Photo – Conceptual Rebel
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
“Wales Millennium Centre is a marketing organisation” Jonathan Harper, CEO WMC
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
Who are the largest group of people within your organisation’s audience/participants?
Who are the second and third largest groups?
Rocky H
orror Picture S
how audience N
YC
– Photo - R
ocky Music
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
1.Briefly describe your organisation to your neighbour.
2.List new audience groups that you’d like to attract and/or current groups you’d like to encourage to attend more.
3.Why would these groups attend (what would be the benefit to them)?
4.Use your neighbour as a consultant – ask them to suggest at least one group.
www.exactitudes.com
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
We have now thought about who are audience are.
We have also thought about what they want to get out of their visit to our organisation.
Now we need to think about whether we are giving them what they want.
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
1.Turn to a different neighbour.
2.Think of arts/cultural organisations you have visited recently as a member of the public.
3.Describe one thing they did that enhanced the experience for you.
4.Describe one thing they could do better.
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
Target segment ideas
Visitor experienceideas
+ =
What improvements can you make to the experience that your organisation offers, to make them more attractive to your targets?
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Summary:
•Segmented our audiences
•Thought about where to focus marketing efforts
•Ideas on improving ‘customer service’
•Met lovely new people and learnt more about their organisations
Professional Promotion on an Amateur Budget
http://ppab.moonfruit.com/
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
Next week…
same time, same place:
Branding & Print
© Lindsay Endean 2011www.lindsayendean.co.uk