6 

Marketing on

the web

This chapter has tips on planning, creating, testing, maintaining and

promoting a website. There's also information about online ticketing and

communicating with online media.

Using the internet as a marketing tool can add significant reach and impact to your

marketing campaign. It doesn't have to be an expensive or overwhelming exercise. 

You can greatly increase the reach of your marketing for little cost through the web and

other key electronic marketing tools such as e newsletters, online media, ticket

competitions and offers.

There are several ways to create an effective web presence without having to create your

own website:

  place information about your event or company on other websites: e.g. your venue or

festival's website 

  list your event with websites such as www.artscalendar.co.nz; www.tbi.co.nz; or 

www.nz events.co.nz 

  list your event with regional events, city council and tourism websites.

The Arts Links page of the Creative New Zealand website (www.creativenz.govt.nz)

contains a list of websites that provide listings of arts events. 

Benefits of using the web

Using the web as a marketing tool can be very cost effective. A small website can be

6

created for a relatively modest amount and a web presence can be created on other

websites for free. Other benefits of marketing on the web include:

  national and international reach: through the web, mass markets and international

markets are within the reach of the average arts company's budget 

  immediacy: information on the web can be changed instantly and an  e mail out  can

be generated quickly, making the internet ideal for information on last minute ticket

offers, cast changes, great reviews and news

  information and education: information that's too detailed for brochures, posters or

advertisements (e.g. advance notes about the event, additional images, interviews,

reviews, ticket prices) can be placed on a website

63

Smart arts

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