7 

Good business

practice

This chapter lists some basic points about planning, keeping a written

record of important documents, communicating and collaborating, and

wrapping up the event.

Developing a professional approach for both yourself and the event you're marketing will

go a long way towards helping you survive in this or any industry. Many of the points

below are common sense.

Be strategic

  Write a timeline. It keeps things in perspective and helps when things hot up and you run

out of time to think. 

  Budget at the beginning of your process although you will have to make adjustments to

the budget as you gather more information. 

  Brainstorm with as many people as possible, getting a wide range of ideas and

suggestions. Then extract all the useful information and incorporate it into your planning. 

  Write a marketing strategy even if it's just a list of actions. This is your map to a well 

managed campaign. It helps you control detail and see each function through to its

completion.

  Understand what you're promoting. Research both the artform and the artists involved.

Attend rehearsals, read the play or book, and listen to the music.

  With all promotional activity, weigh up the effort involved against the outcome you want.

Is it worth it? Be realistic about what you can achieve. It is better to do less, and do it

well, than spread your promotion (and yourself) too thinly.

  Look after yourself (eat well) and others. And show your appreciation: the words  thank

you  and  well done  go a long way. 

7

69

Smart arts

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Toi huatau