Marketing is the process by which you come to understand the relationship between your organization and its audience.

There are five basic "P"s of marketing: product, price, place, people, and promotion. While successful promotion (advertising, PR, direct mail, e-mail marketing) is really the ultimate goal of marketing, it should really be the last step in a larger strategic process. Product, price, place and people all need to be in alignment for promotion to be effective.

A. PRODUCT

When marketing your organization or event, it is useful to think of your art as a product that you can offer to the public to consume, experience, enjoy, and reflect upon. You should package your product in enticing language and imagery that attracts your target audience and focuses on how great the viewer’s experience will be. Use language—consumer language, not just arts-related language—and imagery in your marketing materials that best encompasses your art and attracts your audience.

B. PLACE

Place refers not only to your organization’s location but also to its accessibility. Can your constituents reach you easily? Is it convenient for them to buy tickets to your event? Does the signage clearly mark the location? Are there alternate ways in which organization can reach the public?

C. PRICE

In setting a monetary price for your event, you need to determine what your monetary goals are. Do you want to cover your costs and break even? Or, do you want to make a profit? You should also consider how your organization’s ticket cost compares to competing arts and non-arts options.

Price must be considered even if your event is free because the cost of attending an arts event is more than just the ticket price. You must take into account other actual and perceived costs. How much does it cost to participate (in terms of time and money) from the minute the customers leave home to the minute they return home?

Actual Cost	Transportation Parking Baby-sitter	* While most actual costs are outside of your control, you can help lessen these costs by providing subway directions, cross streets, or a map to parking garages.
Perceived Cost	Intimidated by attending an "artsy" event (afraid will not fit in or understand the event)	* Provide information about the art or production before the event, i.e. via a Web site, e-mail, invitation. * Include language on your marketing materials such as, "appropriate for all ages/levels," when applicable.
	Unsure of area’s safety or location	* Clearly mark the location by posters or lights. * Provide maps.

The key to alleviating actual and perceived costs is brainstorming what an audience member needs to go through to attend your event and then making it as easy as possible for them to get there. The smallest detail in an invitation, such as providing subway directions or cross streets, immediately eliminates a perceived cost and makes it easier for someone to attend.

D. PEOPLE

Organizations need to consider who their audience will be for an arts event. Organizations should ask themselves, who is our current audience? and, who is our potential audience?

Who is our current audience?

Current audience members and supporters should always be informed of and invited to events. Maintaining contact with attendees is an easy way to begin building a relationship and loyalty with an audience. Keep a mailing list at all events to collect the contact information of the audience.

Any donors or fiscal supporters should always be informed of and invited to events. This is a group who has already shown an interest in your work and will be eager to learn and see your artistic progress.

Who is our potential audience?

Venue’s Community
When an event takes place in a community-oriented venue, inform members of that community about your event. Community members tend to be more comfortable and familiar with attending events in their own neighborhood and may therefore be more likely to attend.

• Ask the venue for permission to use their mailing list.
• Place marketing materials (i.e. poster, flyer) in the venue or at community centers and businesses in the immediate neighborhood. (It is always important to ask for permission before posting material for legal reasons as well as to build community relations.)
• You can request media kits from local media (newspapers, radio, etc.) that often include demographics information of the community. This will give you insight as to what type of audience members are in the community.

Discipline- or Demographic-Specific Groups
Focus on how your organization can connect its artistic product with an audience most likely to appreciate and value the work. Identify a group/groups of people that would particularly enjoy or appreciate your organization's artistic product. For example, a group may be looking for a specific artistic experience, seeking out "innovative presentations of cultural dramas" or "modern dance from around the world." Does your organization's artistic product fit these needs? Or, a group may be looking for a social or educational experience, seeking opportunities to get together with friends, time for family entertainment, or a method of relaxation. Would your organization's artistic product fulfill these needs?

E. PROMOTION

Promotion (advertising, PR, direct mail, special events, telemarketing, community outreach) should be the final topic considered after a thorough review of product, price, place, and people. All these elements need to be outlined first so that promotion can deliver its needed punch. The next section will deal solely with promotion.

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