Marketing and Publicity

What is Marketing? Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably

What is Marketing? The 7 Ps Product - the event, exhibition, group activity, etc Price - the total price of the experience Place- where customers buy products, experience the event, or participate in activities Promotion- publicity / communications People - everyone associated with the product or activities Process - managing the customer / participant contact Physical evidence - communicating your brand prior to event or workshop activities

Why is Marketing important? It creates and manages the relationship between your organisation and its audiences/members/participants It helps define the culture of your organisation It reduces risk It enables efficient use of resources

Why is Marketing important? Increases a venue’s confidence in you and your work or activity Encourages a venue or partner organisation to take risks Increases the likelihood of visitors and participants Develops collaboration between you and the venue Develops the reputation of your organisation

What is Marketing? The 7 Ps Product - the event, exhibition, group activity, etc Price - the total price of the experience Place- where customers buy products, experience the event, or participate in activities Promotion- publicity / communications People - everyone associated with the product or activities Process - managing the customer / participant contact Physical evidence - communicating your brand prior to event or workshop activities

Publicity Effective communication to manage the relationship between an organisation and its current and potential visitors. In other words… talk to the right people about the right things in the right way at the right time

Talking to the right people A one-size-fits-all approach does not work Common characteristics –People who have visited before –People with specific interests (e.g. local history) –Local catchment areas (e.g. schools) New audiences / visitors

Talking about the right things Limited knowledge What’s it like? What’s going to happen / what will I see or do? What will I learn / take away with me? How will it make me feel?

Talking in the right way Publicity toolkit Address your audiences’ / participants’ needs and use their language Recommendations

Talking at the right time Understand your audiences’ or potential participants’ decision making timescale –When they need information –When they book or register –When they are able to attend Tell them, tell them and tell them again

Publicity Toolkit Print Direct Mail Press Advertising E-marketing and websites Social media Ambassadors / volunteers Word of mouth

Campaign Planning

Roman Empire Power & People is a touring exhibition, combining some of the most fascinating objects from the British Museum’s collections of Roman material, never before displayed together in this way. It will explore the story of the Roman Empire and its impact locally in Britain. It will provide the opportunity for visitors across the UK to see these objects in their local areas for the first time.

Campaign Planning FeaturesBenefits Roman historyLinks with curriculum British Museum objectsChance to see / handle real objects Link with local historyRelevance to community, local history, education Event programmeAccess to experts / chance to ask questions, etc Etc…etc…

Target Audience who has attended similar events in the past? what do you know about them? can you identify similar people? would the subject matter attract a specialist group or people who live near the event?

Target Audience

Exhibition Campaign Audience Benefit Local School groups Local FamiliesLocal specialist interest groups (e.g. local history) etc Links with curriculum xx Chance to see / handle real objects xx Relevance to community, local history, education xx Access to experts / chance to ask questions, etc xxx Etc

Exhibition Campaign Audience Method Previous attenders School groups FamiliesSpecialist interest groups Funders and stakeholders Direct mailxxxx Phone callsxx Print distribution xx Letter of invitation x Press Coverage xxxx Websitexxx Social Mediaxxx

Exhibition Campaign Timescale Method Month FourMonth ThreeMonth TwoMonth One Direct mail Direct mail letter with print Phone calls Phone / follow up letter Follow up phone call Print distribution Write copy, start design process Design and printStart distributionDistribution Letter of invitation Pull together database / contacts Send letter with RSVP Follow up with phone calls Press Coverage Identify media contacts Phone calls and send press release Follow up phone calls / photo opportunity Website Add event information Update with print image / copy Update with news / developments Update

Research, Monitoring and Evaluation

Understanding Visitors What sorts/types of people do and do not engage with you? What do your visitors like / dislike about what you do? Where they do (and don’t) come from – how far is your geographical reach? Who visits regularly/occasionally/infrequently/not at all? Who likes doing the sorts of thing you offer? Why?

Sources of Information Visitor books Feedback cards Postcode analysis Observation (front of house staff) Visitor surveys and research

Sources of Information Mosaic / ACORN Based on postcode: geographic, demographic, lifestyle, behaviour profiles and propensity to engage with the arts Statistics.gov.uk UK national statistics. By borough / area/bespoke. Demographic information – age, gender, ethnicity, life-stage etc. Arts In WalesBy region: level of engagement with the arts Office of National Statistics 2011 Census data available on Wales by theme, including: labour market, culture and sport, language, tourism, ageing. Also Welsh Government (statswales.wales.gov.uk) Visit Wales Tourism information, also from Wales Government (wales.gov.uk/topics/tourism) Area Profile Reports By town/city, local authority area or drivetime of a postcode. Demographic information and population profiling.

Monitoring and Evaluation Monitoring Regular checks on your plan’s progress Are you meeting your objectives (visitor numbers, budget, schedule, etc) Evaluation Assessment of outputs and outcomes Making judgements, based on evidence on the effectiveness of your plan and its impact Informing future plans

Monitoring and Evaluation Stage 1 – PlanningWhy are we doing this plan? What specific things do we want to achieve? How will we identify success? What indicators will we use? Stage 2 – Collecting Evidence How will we collect the evidence we need? Stage 3 – Assembling and interpreting What does the evidence tell us? Stage 4 – Reflecting and moving forward What have we learned from the evaluation? How will we do things differently in the future? Stage 5 – Reporting and sharing Who will we tell about the plan’s outcomes and why? How will we tell them? What will we tell them?

Monitoring and Evaluation Why is Monitoring and evaluation important? Check that the objectives are being achieved, and if not what action can be taken to modify them Check that the sales or visitor figures, etc, are inline with set targets Justify actions or changes to the plan with other members of the organisation Support accountability with funders, sponsors and other stakeholders Develop future plans, projects and initiatives

Summary Marketing and Publicity Working with the Tourism sector Press and Public Relations Planning Campaign Planning Research Monitoring and Evaluation