Marketers David Bender and A. Tyler Lynch
Arts marketing requires finding a balance between honoring the artist as creator, the artist as business person, and the art itself as an entity inspired by the artist’s vision, yet open to the emotion and interpretation of people who experience it. Easy to see why artists can get overwhelmed at the thought of doing this themselves.
However, having a good overview of marketing and knowing which tools you can use can make all the difference. I recently attended a session for artists run by David Bender and A. Tyler Lynch at the international puppetry conference near Philadelphia. They covered key elements of marketing communication, including social media, physical meetings and presentations, email outreach, phone calls, online ads, events, and having a meaningful website presence. They correctly pointed out that the website is the hub for the rest. It’s where the artist gets to articulate his or her vision, lay out credentials, provide background to help the audience understand how they’ve evolved their work, and share news and events of importance.
Email and physical marketing; which can include presentations, workshops, pop-up events, ticket giveaways, backstage and studio tours, prize promotions and handouts. These are ways to directly spread the word and give potential customers a taste of the product. Social media – Facebook, Twitter, LinkedIn, Google+ — work best on the 80/20 rule, where 20% of the communication is about your own product and 80% is sharing information of interest to the community as a whole, such as news articles, events, trends, and tips. For handouts, make your business cards bold and your posters eye-catching and reusable (leave space in the middle to add event information, so you can print the general piece once and then print or copy specific information in later).
Bender and Lynch shared some excellent tools. For social, they recommended the ever-popular Hootsuite, which makes sharing articles and information quick and easy (grabs part of a headline, a shortened URL, and allows you to immediately post, or pre-schedule a post to one or more social media platforms). They recommend loading up a couple weeks’ worth of posts, so you don’t have to find something every day. Where can you find good news to post? Try Zite, which will aggregate news of topical interest. And, if you’re tight on time, bookmark those stories to read later using Pocket.
When to schedule the posts? Depends on your audience, but as a rule of thumb, Bender and Lynch said, “8:30 am (lots of people commuting, so keep it short, upbeat, simple); 11:30 am (getting ready for lunch, should be fun, can be a little longer – a great time for video); 3:30 pm (may be bored at work & game for some engaging copy & video); 6:30 pm & weekends (great for longer-form articles and when you want people to spend time with the material.
As events and news happen, make sure to do good publicity. Bender and Lynch stressed that traditional media has more impact on potential customers than the others combined, particularly in the area of arts and entertainment. “TV is gold,” they said. Niche marketing is also very important – try to find five niches outside your primary audience to expand your base.
And, finally, remember that successful engagement is a two-way street. Think about what will be of value to your audience and provide those things. Consider what will make it easy for people to participate. And once they do, thank them and make a plan to nurture your new relationship, so they will be yours for the long haul.
David Bender runs the Philadelphia Center for Architecture and is in the process of launching The Phantasmagoria, a collection of experiences that will celebrate local and international artwork that animates the inanimate: puppetry, animation, robotics, movement theater, shadow shows, automatons, and more. A. Tyler Lynch is a software and social media consultant specializing in small to medium sized businesses. His clients have included Bain & Company and the NFL’s New England Patriots.
Arts to Market celebrates the work of artists, innovators and arts organizations and shares advice on balancing the creative life with arts marketing and business development.