Introduction

There must be as many marketing guides as there are Shakespearean

quotes on love. This publication, Smart arts 

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Toi huatau, differs from

most marketing guides because it is written specifically for the arts

environment in New Zealand. 

I was approached by Creative New Zealand to write this guide, drawing on my experience

as a local arts marketer. I have worked in arts marketing for more than ten years and my

knowledge is based on firsthand experience. I studied theatre, film and psychology at

Victoria University but my knowledge of marketing is from the street. Intuition and

practical experience carried me to a certain level and as I began refining my knowledge, 

I turned to marketing books and courses to fill in the gaps.

The purpose of this guide is to offer an introduction to marketing an arts event, aimed at

artists, entry level publicists and producers. Although my experience is mainly in

performing arts, much of the information in this guide is relevant to all artforms and

anyone trying to reach audiences for their work   whether it's a writers' festival, a gallery

promoting an exhibition or a jazz concert.

Marketing the intangible

One of the hardest things about marketing in the arts is that we are often asked to

promote an event or product that is not yet in existence.

One of my favourite sayings in marketing is:  You're not selling the drill, you're selling the

hole.  Nobody actually wants to own a drill. They want to make a hole. This is particularly

true of the arts where you're not selling a dance or theatre work   you're selling an

experience. Similarly, you're not selling a canvas with some paint on it   you're selling a

person's attitude, perspective or an image.

Although this is a general principle of all marketing   whether you're selling an energy

drink, a car or a show   it is especially relevant when marketing an art product that has yet

to be created. Understand what it is that motivates people to connect with art and sell that

to them.

Understand your audience

Marketing considers an event from an audience's point of view and guides the way you

communicate to a potential audience. What do they want? Why, when and how do they

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Smart arts

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Toi huatau