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Contents

4.

55

Follow up

55

The media kit

56

Media launch

Communicating your

56

Working with Maori, Pacific

and other specialist media

Foreword

message

58 The interview

27 Branding

Introduction

58

Interview techniques

28  The tag line

58

Television shoots

28  Working with your sponsors

60 Press photos

1.

29  Tools to get across your message

61 When bad news hits

30  Producing printed material

61

Responding to negative press

Planning a

30

Content and information

31

Briefing your designer

marketing strategy

32

Paper: size, shape and stock

6.

33

Using graphic images

9 The seven Ps of marketing

33

Photography

Marketing on the web

9

Purpose

34

Choosing a printer

9

Product

35

Printing options

63 Benefits of using the web

10

Public

36

Additional printed material

64 Creating a website

11

Price

36

Distribution

64

Maintaining the website

13

Place

38 Indirect marketing

65

Getting links from other sites

14

Position

38

Advertising copy

65

Testing

14

Promotion

39

Newspaper and magazine

66

Making your site easy to find

15 SWOT analysis

advertising

66 Online ticketing

40

Radio advertising

2.

67 Promoting your website

41

Television advertising

41

Cinema advertising

67 Online media

41

Street stunts

Promoting the event

42 Direct marketing

7.

17 Setting a promotions budget

42

Contact lists

43

Networking with Maori and

19 Timelines

Pacific Island audiences

Good business 

19

Sample timeline

44

Building your own database

practice

21

Exhibition openings

44

e marketing

3.

46

Direct mail

69 Be strategic

47

Incentives

70 Communicate

48

Targeting groups

48

Telemarketing

71 Keep a written record

Making the sale

71 Wrapping it up

23 The box office and ticketing

5.

24

Beyond the box office

The media

8.

24 Buying behaviour

51 Media strategy

Appendix

52 The media release

73 Useful reading

52

Writing the release

54

 Selling  the release

74 Online resources

55

Media lists

75 Useful organisations and contacts