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Effective Promotion Strategies in the Arts Industry: A Comprehensive Guide

This guide explores the various aspects of promotion in the arts industry, covering key promotional objectives, tools, functions, and strategies. It delves into the importance of communication, message creation, and audience targeting, offering insights into personal selling, sales promotions, and defense mechanisms. The guide also covers the AIDA formula, purchasing process stages, and the essential components of a successful communications plan, including setting objectives, budgeting, and strategy creation.

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Effective Promotion Strategies in the Arts Industry: A Comprehensive Guide

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Presentation Transcript

  1. MQM 328E & The Arts The Promotion Variable Ch. 8

  2. Promotion • First and foremost it is a communications tool an image transmitting the corporate message and image • Advertising is just one of the tools of promotion

  3. Key Promotional Objectives • 1. Information • 2. Persuasion • 3. Education

  4. Promotional Tools • Advertising • Personal Selling • Public Relations • Sales Promoting

  5. 8 Steps to Personal Selling • Prospecting (Qualifying) • Preparation • Approach • Diagnosis • Presentation • Dealing with objections • Closing • Follow up

  6. Sales Promotions • Sales aids • Motivational Items or programs • Spin-off products

  7. Functions of Promotion • Communicate the message • Produce a change in the consumer

  8. Communicating a Message • Sender • Encoding • Message • Decoding • Receiver • Field of experience • Point of reference • Feedback

  9. The AIDA Formula • Attract Attention • Create Interest • Generate Desire • Provoke Action

  10. Defense Mechanisms • Selective perception • Selective comprehension • Selective retention

  11. The Purchasing Process • Ignorance • Knowledge • Understanding • Conviction • Decision • Action

  12. The Communications Plan • Who? • The image a company projects, is it the desired one? • What? • What message to send? • To Whom? • Segment market

  13. The Communications Plan • How? • Optimal way to reach? • When? • Timing is everything! • What Results? • Measurable objectives!

  14. Stages of a Communications Plan • Setting the communications objectives • Drawing up a promotional Budget • Create the promotional strategy

  15. Sponsorship

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