want it? How do you let them know about it? Marketing begins with the first spark of

interest in creating a product for an audience   even if that audience is just one other

person. Your job as arts marketer is to take that person or those people through the step 

by step process of connecting with the work.

People need a reason to do anything. With marketing, you find out the reasons that will

motivate people to attend your event and then communicate those reasons effectively to

them. There will always be barriers preventing people from attending your event and so

you develop strategies to break down those barriers.

People don't just turn up to your show out of the blue. They've been involved in a

process and the more you understand that process, the more people you can encourage

along to your show. 

Why market?

Realistically, artists need to earn a living from their work. Sponsorship and grants are not

guaranteed income and although valuable, they cannot be counted on. The public,

whether through box office sales or by purchasing artworks or books, provides artists

with the revenue they need to create and present their work.

That's why sound marketing is vital to the success of an arts event. At its simplest,

marketing provides  bums on seats . To be more specific, it's about getting the number

of bums on seats necessary to support the artistic endeavour financially. Firstly, you need

to ensure people know your arts event is happening and then you need to ensure they

become a part of the audience. 

People often confuse promotion (or publicity) with marketing but promotion is simply a

marketing tool. Marketing is about strategy;  promotion is about action.

Your role as arts marketer

You plan, strategise and produce promotional material but most of all, you connect

people. Whether you're connecting an actor with a photographer, a composer with a

journalist, a designer with a printer or an audience member with your event, you are

facilitating every step of the way and controlling all details.

One essential piece of advice: inspire the public with your passion for the work. You

know how much they'll enjoy it so get out there and tell them about it. 

Finally, I'd like to thank all those people who worked with me on this project along the

way, including several Creative New Zealand staff   in particular, Iona McNaughton, who

edited and managed this publication.

Nicky Nicolaou

Associate Director 

Downstage Theatre

6

Smart arts

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