L. Hodkevitch, K. Wolf - Marketing, Sponsoring, Public Relations 2008

8/13/2019 L. Hodkevitch, K. Wolf - Marketing, Sponsoring, Public Relations 2008

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Artsmanagement, Training and Consulting

Marketing, Sponsoring, Public Relations

Welcome !

Leonie Hodkevitch, Karin Wolf


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Monday, Oct 12th

10:00 14:00

Discussion about marketing

Goals and Objectives of cultural projectsGroup work students projects

Short presentations


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Why Marketing and Public Relations?

Hopes Fears

we will make a we will sell ourlot of money souls


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everyday marketing

based on assumptions & feelings

we dont change our stategies

little reflection

marketing = trouble shooting


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competitors

customers cooperation partners

audience

funding

bodies sponsors

press/media

MARKET


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Artsmanagement

artistic/cultural work

budget/fees

location/presentation

communikation


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MARKETING MIX

artistic/cultural work

budget/fees

location/presentation

communication

Product

Price

Placement

Promotion


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Group Work

What are the objectives of your

project/programm/organisation?

Who will benefit from it and how?


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Marketing Plan

Step1: audit

Step2: analysis

Step3: marketing objectives

Step4: marketing strategy 4 Ps

Step5: detailed plans & programs

Step6: measurement of success


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Step1: audit

source material collected troughout the year

Aim: obtain a complete picture of

- customers/audience

- product/program

- finances

- marketing activity

-

Collect data continously during the year in

fact books or fact files


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Step2: analysis

Which datas are really important ?

Whathappened and WHY?

focus on:

customers/audience

product/program

4 Ps


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Step3: marketing objectives

Marketing Objective=where the organisation

intends to be in the future

Marketing objectives should be SMART

Specific

Measurable

Achievable

Realistic

Timed


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Step4: marketing strategy 4 Ps

marketing strategy

= the means or plan by which marketingobjectives will be achieved

(in the framework of the 4 Ps)

Product new products? new benefits?

Price pricing for different market segments

Promotion advertising, press&media

Place chosing the channels


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Step5: detailed plans & programs

for one year

focus depend on the strategy

specified and quantified activities

a marketing planshould be:

clear what exactly is to be done

quantified

focused

realistic

agreed


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Content of the marketing plan

1. Executive Summary

2. Situational Analysis / SWOT Analysis

3. Objectives

4. Strategy5. Operational marketing plan

6. Financial Forecast

7. Controls


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Step6: measurement of success

continous monitoringenvironment may change

quarterly review

the sucess of the plan lies in the

implementation and discussion, not in the

writing


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Subaltern Public SpheresPrimary Group customers, audience

Team team

Multipliers supporters, friends

Opinion Leaders politicians, etc.

Cooperationspartners artists,organisations

Press&Media journalists


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Strategic partnerships

Start

Goals

ressources+capacities?

identifying shareholdersWIIFM? WIIFY?

communicate & negotiate

ressources+capacities?

Partnership yes/no


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PRESS AND MEDIA WORK


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press and media work

Press releases

Communication with journalists

Media event


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Press release

separate real news about your

organisation from promotional puffery

deliver a sharp story angle that will be ofreal interest to the news reading public

deliver this angle in a professional way


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Journalists

don't care about helping you.

are sick of PR people

don't care about your project

unless......

.....you make their job easier and

deliver a good story.


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"etiquette" secrets

Don't call to "see if they got yourrelease."

Plan your call around their deadlines.

Don't start pitching right away!

Pitch to the voice mail.

Don't read from a script!

Give them a story, not an advertisement.

Follow up immediately.Call again.


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Make it Timely, Newsworthy and Relevant

Involve a big name

Be at the extreme

Play up the stakes

Be part of the solutionPut a face on the story

Make it local

Provide pictures


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PRESS EVENT


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preparation of a press event

Select an Appropriate Day and Time

Select an Appropriate Location

Set Up the Room

Select SpeakersDevelop an Agenda

Outline and Rehearse

Distribute a Media Advisory

Prepare a Press Release and Press Kit


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managing the press event

greet reporters at the door

start the press conference on time

have the moderator welcoming everyonekeep remarks brief and simple

stick to the theme

question & answerspost-event follow-up


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SPONSORING


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Sponsoring

1. Determine who your audience is

2. Set sponsorship levels

3. phone calls & proposal letters

4. Follow up5. Cultivate relationship with sponsors

6. Cultivate relationship w. NON-sponsors

7. Cultivate relationship with sponsors II


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Determine who your audience is

1) a big audience, lots of people involved?

2) a very specific focus?

Go beyond your organisation

involve groups / professionals that are

interesting for a sponsor


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phone calls & proposal letters

local business

connections of board, staff andvolunteers

contact advertising and PR-agencies

know the guidelines and focus areas ofcompanies

make sponsor benefits clear:

I have an opportunity for youplease, we need money


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Follow up

call two weeks after sending a proposal

face-to-face or on the phone

If they are not interested, find out why


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Cultivate relationship with sponsors

Dont drop your sponsors after the yes!

Write a thank-you letter

Send periodical updates on the event

Cultivate relationship w. NON-sponsors

send invitations to companies that did not

sponsor


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Cultivate relationship with sponsors II

Dont drop sponsors after the event!

Provide them with a documentation

Continue sending them updates, annual

reports, newsletters

Recognize the individual needs and

Concerns of your sponsors


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Karin Wolf

Institut fr KulturkonzepteGumpendorfer Str. 9/10

A-1060 WienTel: +43-1-58 53 999Fax: +43-1-58 53 094

[email protected]://www.kulturkonzepte.at
mailto:[email protected]://www.kulturkonzepte.at/http://www.kulturkonzepte.at/mailto:[email protected]

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L. Hodkevitch, K. Wolf - Marketing, Sponsoring, Public Relations 2008