y

It's important to make sure your primary target is well informed, given easy access to your

work (see Place for venue and ticketing) and incentives to book in advance (see Incentives,

page 47).

trateg

Having identified your target market, you need to find out as much as you can about it. It is

easier to sell them your event if you know why they might want to come to it. In marketing

ng s

terms, this is often described as developing a demographic (i.e. age, sex, location etc) and

psychographic (attitudinal) profile.

keti

Ask yourself the following questions about your target markets. If you can't answer them

ask industry people for help: e.g. your venue manager, industry organisations such as

Dance Aotearoa New Zealand (DANZ), Toi Maori Aotearoa, Artists Alliance or festival

organisers in your area. If they can't answer your questions, they'll be able to point you in

ing a mar

the right direction.

Questions to ask about your target markets:

Plann

  What is their age range and gender?

  Where do they work?

  Where do they live?

  What is it about your work that interests them? 

1

  What are their interests?

  What do they read, listen to and watch?

  What type of images appeal to them?

  What language do they speak?

  What else have they attended? 

  Will their contact information be on someone's database?

Also answer these questions if you can: 

  How much do they earn? 

  What type of cars do they drive?

  How much do they spend on entertainment?

  How much are they prepared to spend on your event?

  How will they travel to your event?

  With whom will they attend: partner, friend, group?

The answers to these questions will help you reach your target audience without wasting

money. For instance, when you produce a promotional flyer you'll know what will

attract them to pick it up, what to say in the flyer and where to distribute it (see Tools to

get across your message, page 29). The more work you promote to similar targets, the

more you get to understand what appeals to them. You can also begin to research and

survey them to build up information that will help you target your audience more

FUTURE

effectively. 

REFERENCE

Getting to know your public

is vital. If you're planning to

Price

put on other events, it's a

There are a lot of factors to consider when you set a price for an event. These include the

good idea to gather

income you need; how much your target market is prepared to pay; the perception

information for future

created through ticket pricing; and the environment in which your event is taking place.

reference on who attends

and how they came to

You need to achieve a box office income level that meets your budget. If the tickets are

attend your event (see

too cheap you can give the impression that your product lacks quality. But if they cost

Direct marketing, page 42).

too much, your public may stay away. 

11

Smart arts

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