As performing arts presenters or performing artists, marketing is essential to getting new audiences, keeping them, and growing them. But, what is “marketing” and how can you carry it out with limited funds and time?
This workshop will help answer key issues you face by providing ideas, solutions and actions you can take to improve your marketing and increase sales.
You will learn:
- What marketing is for a small organization or artist and how it’s a bigger part of your success (or failure) than you imagine and why you need to embrace it and even have fun with it.
- Who your market is so that you are not spending time going after the wrong audience. This involves determining who your organization is (what is its brand?).
- How to create a marketing message statement that is clear and defined.
- How to make a marketing toolkit that includes your key marketing messages.
- What the best media tools are for you or your organization to use in print and online (social media, web, email) and how to use them to engage meaningfully.
- New marketing ideas from the experience-sharing of fellow participants through stories of “what’s worked” and an analysis of your marketing materials.
Discover why marketing needs to be a key component of your organization and how everyone involved (board, staff, volunteers, etc.) are a part of your marketing team.
Workshop leader John McLachlan comes with more than 25 years experience in the arts, first as a touring singer/songwriter then as executive director of the BC Touring Council and Creative City Network of Canada followed by ten years as a graphic designer working almost exclusively with artists and non-profit arts organizations. Born and raised in Vancouver, he recently moved to Hornby Island on the BC coast where he is continuing his graphic design and marketing business as well as coordinating the Community Presenters Assistance program for the BC Arts Council.