Marketing Tools

Once you have identified the target market you need to consider the most appropriate marketing tools to get your message across to them. The available budget will influence the communication methods selected and the timing and frequency of the implementation you choose to adopt.  As in the example above, some will be one-off and strategic; others will be ongoing, such as your relationship with your regional newspapers.

The most common methods used by the not-for-profit community sector are:

  • Print media and radio advertising
  • Leaflets and posters – (remember to check whether flyer posting is legal in your area)
  • Banners
  • Direct mail
  • Cooperative marketing with other like minded organisations or the event venues

There are usually costs involved with producing publicity materials. Be realistic about what you can afford and closely monitor expenditure. Whilst you may have negotiated sponsorship or contra deals for some of the promotional activity, don’t forget to also look for other opportunities for free advertising and publicity, such as:

  • Event calendars
  • Community newsletters
  • Media releases/interviews
  • Word of mouth
  • email newsletters
  • web listings

You can find ideas on how to apply them in Volunteering in Community.

YAKKA TIP: Writing advertising copy

The AIDA formula is a useful guide to writing promotional copy.

The material needs to:

  • Attract Attention through the headline, sub headline, picture, caption

  • Arouse Interest through the first line, second line, first paragraph

  • Create Desire by highlighting benefits of attending or participating in the event

  • Induce Action give people a reason to act e.g. provide information on how to buy tickets, offer rewards.

 
Resources

The Australia Council for the Arts has produced several resources on marketing that are available electronically through their website www.australiacouncil.gov.au > publications, including:

  • Helen Close and Robert Donovan (1998) Who's my market? A guide to researching audiences and visitors in the arts

  • Dickman, Dr Sharron (2000)  What's my plan? A guide to developing arts marketing plans

  • Dr Sharron Dickman (1997) Arts Marketing: the Pocket Guide

  • Steidl P & Hughes R (1997) Marketing Strategies for Arts Organisations

  • Tonge, R (2003) How to Organise Special Events and Festivals in Queensland Tourism Queensland ($42.96) especially pp47-54 gull@ozemail.com.au  www.gullpublishing.com/training_manuals 

  • MacInnes, Duncan (2002)  Don’t Panic!  The Scottish Arts Council – refer Chapter on Publicity pp27 – 33, available on line www.scottisharts.org.uk

  • Boost your Performance: writing your marketing action plan, Scottish Arts Council, available on line www.scottisharts.org.uk 
  • Help Sheet Marketing and your Community Group: Developing a Marketing Plan Eight Steps to Develop a Marketing Plan for your Group www.ourcommunity.com.au/marketing