Some really useful advice and tips to remember when you are marketing your creative work, projects and events.
If you’re working in the arts, you will already realise the crucial nature of marketing to the success of your work. As a creative practitioner or a creative business, a good percentage of your time and budget should be committed to talking about what you do – after all, there is no point having the best exhibition in the world if nobody comes to see it! Here are some basic principles to remember when you are promoting your work.
1) What does your audience want to know?
This is the most important point to remember in marketing. The natural tendency when you market you work is to tell your audience what you want them to know. However, the most effective marketing method is to approach it from your audience’s viewpoint instead.
For example, consider what an interested person will want to know when they reach your website or view your event leaflet – it won’t be the same information each time. For the leaflet they will want to know event times, costs, location, parking arrangements and a little information/a review about the event. On your website your audience will want to know more in-depth information about the company behind the event, what other projects you work on and what else is coming up in the future.
Looking at what you do from your audience’s viewpoint is the number one rule of good marketing and should inform every piece of publicity or marketing you do.
2) What media are you using to talk about your work?
Facebook, Twitter, blogs and websites are always useful, but some people don’t engage with online material very well. Local advertising, leaflets, articles in local press, radio coverage and signage are also effective methods to showcase your work or project. For Made In Plymouth, we have a printed magazine which is distributed to our target audience in cultural, social and community venues, but we also have a comprehensive website and Twitter, Facebook and Instagram accounts for those people who prefer to work online. When we promote things online, we focus on how people use different social media platforms – Facebook is great for posting to interested groups and building a direct relationship with people, Twitter is wonderful for sharing short snippets and relevant news, and Instagram is brilliant for sharing images.
3) Convey your story simply and concisely
This can be the hardest aspect of marketing – you’ve may have lots to say but you should condense it down to the essentials. Always remember your audience – what will they want to know?
In both your use of language and design, aim for clarity. Get someone to read your writing to ensure it’s easily understood. If you are designing posters, leaflets or images that need to tell a simple message, aim for clarity of design. Make sure the most important piece of information is the most prominent. As the old adage goes, a picture tells a thousand words – use your best and most easily understood image to sell an event.