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AUSTRALIA BUSINESS ARTS FOUNDATION

Developing a Marketing Strategy Presentation by

Fleur Allen

9 February 2010

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WHAT IS MARKETING?

Case Study: Your own past sales experiences

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DEFINITIONS OF MARKETING

Marketing is: the analysis, planning, implementation, and control of programs designed

to increase visitor awareness and use of collections, facilities, and services in a way that

will mutually benefit both the organisation and the visitor.

Arts Marketing the pocket guide by Dr Sharron Dickman published 1997 Download available from The Australia Council

http://www.australiacouncil.gov.au/research/arts_participation/reports_and_publications/arts_marketing_a_pocket_guide

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“THE RIGHT PRODUCT, IN THE RIGHT PLACE, AT THE RIGHT TIME, AT THE RIGHT PRICE” ADCOCK.

McCarthy, created the concept of Marketing Mix, by way of grouping four things essential to the task of Marketing:

ProductPrice

PlacementPromotion

The Adventures of Super Hector blog http://www.hectorpolo.com/what-is-marketing-to-you

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Optimisation: Getting the maximum return for the longest duration of time, for the least amount of expense – on everything you’re doing now, have done in the past and will do in the future. Jay Abraham http://www.abraham.com

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals (American Marketing Association)

In Summary, Marketing has at its core a desire to reach consumers and make them think, believe or do what you want.

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SO WHAT DOES MARKETING IT INCLUDE?

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HOW TO DEVELOP A MARKETING STRATEGY

Analysis, Planning, Implementation

Setting marketing goals

Define your target market

Develop a plan to succeed

Identify the best tools to achieve your marketing

goals and plan

Measure if the marketing tools are successful

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SET MARKETING GOALS

Do you want more clients?

Do you want clients to spend more?

Do you want repeat clients?

Choose just one to start with, you

can always write another plan for

the other two to implement at

another time

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Female 40s Professional Business Owner Health industry Western Suburbs

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Female 30s Professional Business Owner Health industry Northern Suburbs

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Female 50s Professional Education industry East Suburbs

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Female 30s Professional Mining industry CBD

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Female 40s Professional Business ownerHealth industry Western Suburbs

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Female 40s Professional Business ownerFinance industry Southern Suburbs

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ANALYSE PAST SALES

Define Ideal Client:

Interactive Arts Ideal Client is a

professional women, business

owner from the inner city suburbs.

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C YOUR TARGET MARKET

Research:

Review past sales

Demographics of your ideal clients

Who can refer these clients to you?

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DEVELOP A PLAN TO SUCCEED

Develop strategies to reach them

Communicate Face to face contact Regular newsletters Website Marketing materials Direct mail campaigns

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EnewslettersEventsJointVenturesDLFlyersWebsite or web presence

* Newsletters* Exhibitions* Information* Graphic Design

How to select the most appropriate and cost effective marketing tools to reach clients, buyers

and patrons.

Identify the best tools to achieve your marketing goals and plan

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MEASURE IF THE MARKETING TOOLS ARE

SUCCESSFUL

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RESOURCES

Business Networking Women in Business WA www.womeninbusinesswa.com.au BNI www.bni.com.au Local Chamber of Commerce

Enewsletter Aweber www.aweber.com Campaign Monitor www.campaignmonitor.com

Graphic Designers Boab Creative www.boabcreative.com Forge Creative forgecreative.com.au

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THANK YOU

Australia Business Arts Foundation Developing a Marketing Strategy presentation by Fleur Allen 9 February 2010

Fleur AllenPO Box 9034

Nicholson RoadSUBIACO 6008

Western AustraliaTel/Fax: (08) 9380 6539