y

trateg

ng s

keti

ing a mar

Plann

RESPECT 2003

at The Dowse,

Lower Hutt

1

SWOT analysis

One of the most straightforward ways to begin your marketing strategy is to take stock of

your current situation. A SWOT analysis is a simple and valuable way to do this and

involves analysing your:

Strengths

Weaknesses

Opportunities

Threats

Strengths

are the advantages that are internal to your group and event. These might

THE SAME

include a popular or well known artist involved in the project, the location of your venue,

WAVE 

the skills of your personnel, or a contact that may provide a large group booking. 

LENGTH

Weaknesses

are the negative internal aspects your group and event faces in terms of

promotion. These may include not having a supporters' base in the region where you

To conduct a SWOT

want to present your work; a key member of the event being out of town and unavailable

analysis, gather a number

to give interviews; or a budget that doesn't allow you to carry out a newspaper

of the key people involved

advertising campaign.

in your company.

Brainstorm each of the

Opportunities

are the positive aspects external to your group or event: e.g. if one of your

elements in the analysis,

strengths is a well known playwright, an opportunity may include interviews with the

allowing it to go as broad

press and special forums with the playwright. This will add value to a performance.

as necessary. Not only will

Opportunities also arise from external factors such as timing: e.g. think of the possibilities

this exercise help with your

if your play about love falls on Valentine's Day.

marketing strategy but it is

also a good way to check

Threats

are the external factors that may negatively impact on the success of your event:

that everyone is on the

e.g. the timing of your event may coincide with a holiday where most people leave town

same wavelength.

or with a large competing event.

15

Smart arts

|

Toi huatau