Pushing Arts Marketing

When looking at the potential marketing of a new company Keith Diggle explains in his book Arts Marketing (1994)  that upcoming small companies are “essentially concerned with getting good results with the minimum expenditure of time and money, methods used being essentially practical ones.” (Diggle, 1994, 17). Therefore, our first meeting as a marketing team explored the different kinds of promotion available to us. We first evaluated our budget availability and our accessibility to other sources and then created a list of strategies we could go forth with.

These included:

Social Media

Radio

Flyers

Poster

Newspaper articles

Events

Public Relations

Video

Performance Trailer

All these mediums of marketing considered more of a time consuming factor, but most seemed cost effective, which is necessary to consider for a brand new company.

Diggle also explains that large companies tend to explore their marketing strategies on the basis of research and statistical analysis, but also admits that science cannot guarantee results, especially with marketing the arts. As we have just created our Theatre Company, our marketing team are unable to conduct any previous research and understand what approach works effectively. However, we can use of knowledge as performers and consumers ourselves of the theatre to impact upon our strategy choices. We also understand how to approach our target audience, mainly being students and young adults, being both of these ourselves.

Due to our cost-effective methods in the list above, we can ensure that hopefully we can only gain with our strategies and enable to promote our debut performance.

Work Cited

Diggle, K. (1994) Arts Marketing. Surrey: Perfectaprint.