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Professional Promotion on an Amateur Budget
Workshop 5Wed 16 NovBRLSI
Planning & Projects
Lindsay Endeanljendean@gmail.comwww.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Previous sessions:
Session 1: Who, What, Why?
Session 2: Ambassadors & Press
Session 3: Online promotion
Session 4: Print & Design
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Distribution:
Mailing
Flyering
Magazine inserts5,000 in Venue = £1755,000 in Bath Life = £250
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Central Bath distribution map
See website downloads for list of businesses that will take flyers and posters.
Please email corrections to ljendean@gmail.com
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Promotion Mix:
Website
Social Media
Direct mail
FlyersBrochures
Press
Ambassadors
Creative artistsPosters
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Positioning: Where do we fit into the market place?
Rondo Theatre
Mission Theatre
Theatre Royal
Komedia
Bath Spa University Theatre
ICIA
UstinovThe Egg
Professional Promotion on an Amateur Budget
Where does your organisationfit into the market place?
© Lindsay Endean 2011www.lindsayendean.co.uk
Educational & highly cultured
Professional
Amateur
Pure entertainment
The Mission Theatre
ICIA
Theatre Royal
Komedia
University Theatre
Does your organisation need to widen or narrow it’s position? Or move into a new area?
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Positioning - what to do with this information:
Recognise how you are unique.
Recognise where you are similar to other organisations.
Identify organisations to collaborate with.
See how far your promotion needs to reach.
Decide if your organisation needs to change its postion or narrow/widen what it offers.
See if your management committee all view your organisation in the same way.
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Brand strategy: what are your brand’s values?
Functional – parking, refreshments, access
Social – entertainment, ambience, space
Personal – stimulation, education
Personality & friendship – passion, friendliness, charisma
Values – beliefs, love of art-form, culture, heritage
Self actualisation – self perception, ego
Professional Promotion on an Amateur Budget
Contrasting cultural brands:
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Brand strategy:
Functional – parking, refreshments, access
Social – entertainment, ambience, space
Personal – stimulation, education
Personality & friendship – passion, friendliness, charisma
Values – beliefs, love of art-form, culture, heritage
Self actualisation – self perception, ego
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
How do your organisation’s promotional tools communicate your brand values?
Do your promotions communicate any messages that you don’t want to communicate?
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Thank You & Good Night
Lindsay Endeanljendean@gmail.comwww.lindsayendean.co.uk
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