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Abstract art PowerPoint slide Audiences NI抽象艺术PowerPoint幻灯片观众镍
* Relationship marketing Run through definition – pull out key concepts EXERCISE: who can think of an example in their own life of a supplier that is focused on lifetime value rather than individual sales? EXERCISE: what techniques can be used to develop relationships? * * * * * * * * * Arts segmentation tools available – use resource guide * * * The Marketing Mix Think about the whole experience – bringing us back to conversation at the start about using the whole team. EXERCISE (in two teams): New internet café in local library Target audience – recently retired Target audience –students * * * * * * * The Building Blocks of Marketing Planning Caroline Griffin, May 24th 2012 Crescent Arts Centre, Belfast What is marketing? A thinking and planning process which makes sure you spend your time and money on the right tasks to achieve your objectives. The management process responsible for identifying and satisfying customer requirements profitably (CIM – Chartered Institute of Marketers) The core concern of marketing is finding and using the links between organisation and customer to bring about a swap. The organisation’s: capabilities offerings products Potential customers’: needs wants desires Do a swap? Marketing mediates between provider and user and therefore needs to understand the needs and motivations of each and balance them. We believe art should drive our activity, not audiences The artist has a right to fail – and we expect the audience to pay for this We pursue artistic excellence – not popular approval We need to be responsive to the changeable priorities of funders We can be dismissive of audiences We think our work should be of interest to everyone We don’t like to stereotype our audiences We have limited resources Marketing the arts Why plan? Benefits for communications to form relationships with existing and potential audiences gain and retain more customers find the best ways to communicate with them to convey clear and consistent
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