YOU: Your skills. - Working hours - Interpersonal - Ideas - Resilience - How to deal with rejec&on - How to ask

Transcription

1 Marke&ng for Ar&sts

2 YOU: Your skills - Working hours - Interpersonal - Ideas - Resilience - How to deal with rejec&on - How to ask

3 SWOT: Strengths Weaknesses Opportuni&es Threats

4 YOU: Se,ng Career Goals Use the SMART goal secng principles of: Specific Measureable Achievable Realis&c Timelined

5 YOU: The concept of brand iden:ty.for your career. Who are you? What are you good at? How are you perceived? What do you want to achieve? What is your unique proposi&on? What would your colleagues or your customers say is your greatest and clearest strength? How would you describe yourself? Think of this as a 6 word memoir

6 THE BUSINESS PLAN: Why? Clear sense of purpose Think and act strategically Stability Monitoring tool

7 THE BUSINESS PLAN:

8 THE BUSINESS PLAN: What s in a Business Plan Marke&ng Budge&ng/Finance Ac&on plans

9 THE BUSINESS PLAN: More specifically Title Business Descrip&on Business Structure Sales And Marke&ng Pricing Financial Plan

10 THE BUSINESS PLAN: Markets can include; Audiences Commissioners Intermediaries Employers and clients Friends and family

11 THE BUSINESS PLAN: Marke&ng is not simply about selling. It is about using crea&vity, common sense and some basic skills to iden&fy and maintain a dialogue with people who are interested or could be interested in your work.

12 THE BUSINESS PLAN: Marke&ng can also culminate in useful connec&ons, greater audiences, sales and a stronger professional reputa&on. Sarah O Sullivan. Photo by Joan Cameron- Smith, 2014

13 THE BUSINESS PLAN: You should define what you have to offer as an ar&st. These offerings can be tangible goods and services or intangible skills, ideas and crea&ve thinking. Your ideas can o^en earn you income as well as your work through teaching, collabora&on, training or consultancies. You need to define your audiences for both your products and your ideas, par&cularly if you are looking at other avenues of income.

14 THE BUSINESS PLAN: The process of understanding people s interests and responses may influence the development of your product or service and is part of your career development.

15 THE BUSINESS PLAN: How are you going to tell your audience what is happening? How will you get in front of them? How will you build audience/networks?

16 THE BUSINESS PLAN: Media Releases A press release directed to the right people can generate interest in your work and bring new audiences. A press release should be short, to the point, factual, and interes&ng.

17 THE BUSINESS PLAN: Media Release Top Tips Keep it short and to the point Lead with details Provide a headline Describe who you are Describe the work in simple language Describe how it is experienced Know your angle Lead to more informa&on

18 THE BUSINESS PLAN: Where to send Media Releases You can send your press release out as widely as you like, but o^en a targeted and well- planned campaign will have a becer result. Some ideas; The Thousands FBi Radio 94.5 Concrete Playground Time Out Eastside Radio 89.7 Alterna&ve Media The Brag Art What s On Art Monthly s Art Notes sec&on

19 THE BUSINESS PLAN: To make a successful career in the arts, an ar&st is o^en required to communicate effec&vely with their markets. Image: Kg de Souza, NAVA Ar&sts Files, 2014

20 THE BUSINESS PLAN: Tradi:onal Channels Commercial Gallery Public Galleries Prizes Awards Grants Curators GeCng into a collec&on Ar&st Run Ini&a&ves Cultural Planners and local communi&es Engaging with these tradi&onal markets may require you not only to have a great prac&ce but to obtain a range of skills It is about how you are no:ced.

21 THE BUSINESS PLAN: New Channels Broader crea&ve projects Public art Fes&vals Pop up spaces Teaching and training programs

22 THE BUSINESS PLAN: New Channels Online Websites Social Media Ø Facebook Ø Instagram Ø Twicer Ø LinkedIn Ø Google+ Ø Vimeo Ø YouTube Ø Flickr

23 ONLINE AUDIENCES: Awareness Research Booking Preparation At the event After the event 4 in 10 find out about events through online media Word of mouth and print still hugely important Social media free and useful Increasingly audiences use the internet to research planned events Search engines most popular tools Video, photos and audio can provide an experience Online reviews help people decide Most now book online Mobile ticketing solutions growing Hyping and event through media and background Practical information like journey planners, parking and restaurant planners help Audiences using social media at the event Find out more about artists or the event online Sharing media to relive the experience Recommen dations and reviews Planning next event and purchasing tickets

24 ONLINE AUDIENCES: Audiences rarely seek out arts events to acend. The message to see yours needs to be pushed in a memorable and en:cing way. An integrated online presence and mobile technology can ease them through to the research and decision making phase.

25 ONLINE AUDIENCES: Build your own word of mouth While the old media approach was to send messages to promote events, the new media approach is to have a conversa:on. Through social media, ar&sts have a unique opportunity to fuel the conversa&on, encouraging recommenda&ons, facilita&ng sharing, responding to feedback and listening to what their audiences are saying.

26 ONLINE AUDIENCES: Video content holds huge appeal and is a powerful way to give audiences a taste of something new, an inside scoop, or a way to relive and remember an event. Mobile technology means audiences can access online content any&me, anywhere, and presents ar&sts with new tools to enrich experiences.

27 ONLINE AUDIENCES: Research shows that arts audiences won t book a &cket for an event if; the form is too long the payment op&ons don t suit the &cket page takes too long they can t find what they need

28 SOCIAL MEDIA: How many of you have websites? Website? Blogs? Facebook? LinkedIn? Twicer?

29 SOCIAL MEDIA: Define your goals and objec:ves How do you want social media to support your arts prac&ce? What social media planorms will reach your desired audience (link your social media strategy back to your broader marke&ng strategy)?

30 SOCIAL MEDIA: Define measures of success Website traffic referral Sales Online men&ons Ensure your goals are SMART

31 SOCIAL MEDIA: Twicer = Headline/subject line Facebook = First paragraphs/summary Blog = Main content Give people a reason to follow you

32 SOCIAL MEDIA: Top Tips Do some research Find your fans Have a plan Keep it fresh Give people a reason to follow you

33 YOUR CAREER: So what does this mean for you and how do you make a career? Ella Barclay. Photo by Joan Cameron- Smith, 2014

34 BUSINESS PLANNING: Solu&on 1 GeCng Out there Solu&on 2 Strategic Appearances Solu&on 3 Gain Skills

35 BUSINESS PLANNING: Solu&on 4 - Build rela&onships - Local businesses - Local government Solu&on 5 Build Friendships Solu&on 6 Always be professional and priori&se your incoming earning opportuni&es

36 BUSINESS PLANNING: Find your interests and use your skills to your advantage. People will help, so Be Brave

37 RESOURCES: Business Plan Templates topics/templates- and- downloads/pages/default.aspx NAVA Connect courses Art Business Basics * Maximise Your Exposure events/

38 MEMBERSHIP: Insurance Disputes Gallery Discounts Advocacy NAVA member benefits Opportuni&es bulle&ns Publica&on Discounts Grants Course Discounts

39 MEMBERSHIP: At the heart NAVA is supported by a strong membership base of ar&sts, arts administrator, curators, technicians, conservators to whom we offer various services, advice, ar&st professional development, insurance, referrals, grants and opportuni&es. We listen and hear about the issues that affect you, develop campaigns and create change.

40 QUESTIONS?