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Monthly Archives: May 2011

Signs, Billboards, and Banners: I am a big fan of billboards that do more than a poster. Interacting with the environment, or adding a 3-dimensional element, is really going to grab the attention of passers-by (whether that’s a safe thing or not…). Digital billboards were very popular a few years ago, but I think they required too much maintenance and were too unpredictable. These billboards with something extra build off of their products- Levis 501 button down jeans, and a paint that is strong enough to cover a car. These billboards work because they make audiences take a double-look.

Logbook: How will you use marketing and the strategies explored in this course with your career as an artist or arts administrator?  I plan to continue to plan events and market them- so the marketing skills and strategies we have discussed in this class will be of great use to me. I especially appreciated the guest speakers and the real-world insight they had to offer. Last week’s consultant who was talking about strategies to make venues feel and look full was extremely interesting and creative and helpful.

Advertisements

Web and electronic mediums: I’d like to talk about transition in electronic medium. Through Facebook’s many evolutions of profiles, groups, places, and pages, organizations who are trying to establish a presence on the social networking site have a lot to keep up with. While Facebook is continually creating new ways for these organizations to interact with audiences, every time a new interface is launched, organizations must go through a decision process. The first step is to decide whether the organization wants to move into the new option. The current way of engaging with audiences might be working well, or it might be too confusing to adapt to the new technologies. If the organization decides to move forward with the new marketing opportunity, often they must populate a new page, and inevitably, they will lose followers, because making a transition like that takes initiative on the part of audience members, and no matter how great the communication is from the organization. The example here is the Main Street Market. Shortly after a renovation and rebranding, including a new name (formerly called New Meadows Market), Facebook rolled out the pages option, as a more interactive marketing tool for organizations in comparison to the group function. After going through so much transition recently, switching from a group to a page took a toll on it’s following. This can be a huge downfall in social media marketing, and why it is important to maintain ownership over your own websites and email lists, so that publicity does not have to pause when transitions occur on third party sites.

Logbook: Describe audience development programs that would integrate into your plan including permission marketing and customer escalation methods.

Marketing Plan Part V:

Method to assess measurable results: Seats filled/tickets sold. We will also be evaluating diversity of audiences, especially new target audiences.
Evaluation of specific marketing actions: Evaluate the interactivity of social media marketing pieces with audiences (Facebook, Twitter).
Assessment of marketing objectives and strategies: Evaluation based on ticket sale receipts, and survey information from event supervisors.

Posters:

Willamette Valley Music Festival Poster campaign

I work for an on campus music festival, which happened last Saturday, May 7. This year in our poster campaign, we had one main poster and four “limited edition” posters that showcased our headliners. The limited edition posters were something that actually the musicians told us they were really excited about, and one of them asked for his. The main poster was 6 color, and was the first time we used a QR code on anything for the festival. I’m not sure if anyone used them, but I think it was on trend.

Logbook: List considerations for pricing your product. Consider promotional activity and discounts. When, where, and how will these be implemented? List or describe possible in-kind and partnering organizations that will assist with resource development.

The cultural festival with the SCA has varied per-event pricing. Because the event stretches out over an entire month, and the variance in audience targeting for events, there is no overarching festival pass. The SCA does offer free events, such as topical lectures, to draw in audiences, and then once they have gained interest, they push larger ticketed events, such as musical performances. The SCA does usually get grant funding for this event, and is therefore able to have the lecture series for free. They also offer a small business sponsorship package for individual ticketed events during the festival, which offsets overall costs and keeps total ticket prices down.

Market Plan

IV. Implementation
Time Line of Events: The event is in the month of April, so we will begin marketing promo materials in January to schools, March 1 with the poster campaign and a blurb on the website,  March 15 and the week of events will have print ads in local newspapers, social media marketing with increase over the month leading up to the events, with social media blasts on day before and day of events.
Resources: printed materials, ad and poster design, social media manager, funds to print posters and run ads.
Personnel: social media manager, graphic designer, liaison to schools. Everything will be done in-house.

TV Commercials:

Van Goghgurt

I really don’t like these commercials. The description on the video says “We are very excited about our current television ads as well, which are part of the latest phase of “The Arts. Ask For More” PSA campaign! Created in partnership with the NAMM Foundation and the Ad Council, the advertising agency Leo Burnett has produced these incredibly informative and entertaining tongue-in-cheek commercials. By creating spoofs of “healthy arts food products” like “Raisin Brahms,” featuring the composer Johannes Brahms, and “Van Goghgurt,” featuring the artist Vincent van Gogh, parents are encouraged to make sure their kids are getting their daily serving of the arts.”

I like that the commercials are a little absurd, but I really don’t think that they advocate for the arts in the way that they want to…In comparing arts to food instead of other leisure activities or curriculum, I think they lose audience members who won’t really make the connections- I think they are too obscure.