Marketing arts activity to communities

Throughout Australia, thousands of arts events are staged every year by community clubs and associations, many on a volunteer basis with few resources.  Numerous factors contribute to the success or failure of an event. One factor that may contribute to failure is a lack of understanding of the importance of marketing and communication strategies.

The language of Marketing

The terms marketing, promotion, advertising and public relations are commonly used as if they are interchangeable – there are however some very basic differences.

Marketing is broadly an understanding of the needs of a target audience; delivering the relevant benefits of your work [project, event …] to them; and communicating appropriately. Scottish Arts Council (2007:7) www.scottisharts.org.uk

Promotion and advertising are, in fact, tools of marketing. They are communication methods for getting messages out to your target audiences. 

Public relations relate to activities, usually free, designed and conducted to ensure that a strong positive public image is projected. They are often conducted through the media via media releases, interviews, articles or through hosting sponsor and media representatives at event launches or opening night functions.

Let’s put it another way:

“... the circus is coming to town and you paint a sign saying 'Circus Coming to the Fairground Saturday', that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. If the elephant walks through the mayor's flower bed, that's publicity. And if you get the mayor to laugh about it, that's public relations." If the town's citizens go to the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales.”
Attributed: M Booth and Associates, Public Relations Council www.mbooth.com

Resources

For further detailed information on the concept of evaluation, refer to the Arts Victoria (2002) publication, Evaluating Community Arts and Community Well Being - available on line www.arts.vic.gov.au >publications.  This presents a complete approach to evaluating community arts work, using a framework based on process, impact and outcomes. It has lots of practical guidance on planning, conducting and presenting an evaluation, as well as sample tools.

The English Arts Council East Midlands Region has produced a useful information sheet which introduces the idea of self-evaluation for artists and arts organisations.  Available on line it provides a brief definition of evaluation, explains why it is important and suggests some approaches to self-evaluation.

Arts Council England, East Midlands (2005) Self-evaluation information sheet www.artscouncil.org.uk >publications.