Arts Marketing & Media Creatives Discussions - National Theatre Wales Community2024-03-29T09:37:49Zhttps://community.nationaltheatrewales.org/group/artsmarketing/forum?feed=yes&xn_auth=noAdapting to new Digital Ideastag:community.nationaltheatrewales.org,2012-01-05:3152760:Topic:1069532012-01-05T17:50:01.182ZJen Thorntonhttps://community.nationaltheatrewales.org/profile/JenThornton
<div><p>Are we using a 'silo approach' with our digital/social media, and are we focusing too much on using it for/with/in art? <a href="http://www.businessesgrow.com/2012/01/04/its-time-to-evolve-the-social-media-mindset/" target="_blank">Here</a> is an article which looks at the way many organisations (including, I expect, plenty of arts organisations) are using social media and makes a case for a deeper, analytical integrated online strategy which includes ppc advertising, SEO, email, CRM…</p>
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<div><p>Are we using a 'silo approach' with our digital/social media, and are we focusing too much on using it for/with/in art? <a href="http://www.businessesgrow.com/2012/01/04/its-time-to-evolve-the-social-media-mindset/" target="_blank">Here</a> is an article which looks at the way many organisations (including, I expect, plenty of arts organisations) are using social media and makes a case for a deeper, analytical integrated online strategy which includes ppc advertising, SEO, email, CRM and mobile.</p>
<p>Do you think this sort of strategy is relevant for arts organisations? Are we in a strong position to use those sort of integrated methods for marketing? Are there other ways we could use and get the most out of a range of digital assets and platforms? </p>
</div> Jobs Adverts - Marketing / Digital / Media Creativestag:community.nationaltheatrewales.org,2011-11-29:3152760:Topic:964482011-11-29T17:02:26.351ZMatt the Hathttps://community.nationaltheatrewales.org/profile/MatttheHat
<p align="center" style="text-align: center;"><span class="font-size-3"><u><b><span lang="en" xml:lang="en"><font face="Arial" size="6">VACANCY</font></span></b></u></span></p>
<p align="center" style="text-align: center;"><span class="font-size-3" lang="en" xml:lang="en"><b><font color="#000000" face="Arial" size="5">Sales and Audience Development Manager</font></b><br></br><font color="#000000" face="Arial" size="5">Blackwood Miners’ Institute<br></br>£24,646 - £27,849<br></br>Full Time /…</font></span></p>
<p style="text-align: center;" align="center"><span class="font-size-3"><u><b><span lang="en" xml:lang="en"><font size="6" face="Arial">VACANCY</font></span></b></u></span></p>
<p style="text-align: center;" align="center"><span class="font-size-3" lang="en" xml:lang="en"><b><font color="#000000" size="5" face="Arial">Sales and Audience Development Manager</font></b><br/><font color="#000000" size="5" face="Arial">Blackwood Miners’ Institute<br/>£24,646 - £27,849<br/>Full Time / Permanent<br/></font><b><font color="#000000" size="5" face="Arial">Closing Date : 09/12/2011</font></b></span></p>
<p><span lang="en" xml:lang="en"><font face="Arial">Caerphilly Arts Service is seeking a proactive individual to join its busy team. You will be responsible for the marketing, sales and box office, and will work with internal departments and external companies to identify, develop and grow existing and new audiences, for both</font><b> <font face="Arial">Blackwood Miners’ Institute</font></b><font face="Arial"> and</font><b> <font face="Arial">Caerphilly Arts Development</font></b><font face="Arial"> in order to achieve financial and artistic targets.</font></span></p>
<p><span lang="en" xml:lang="en"><font face="Arial">You will have experience of working in an arts or cultural environment with the proven ability to produce creative and innovative marketing, sales and audience development strategies.</font></span></p>
<p><span lang="en" xml:lang="en"><font face="Arial">You will have excellent verbal and written communication skills, strong IT skills including knowledge of box office systems, databases and mailing lists. You will also have superb interpersonal skills, meticulous attention to detail, and the proven ability to manage budgets and deadlines.</font></span><span lang="en-gb" xml:lang="en-gb"> </span></p>
<p><span lang="en-gb" xml:lang="en-gb"><font face="Arial">For more information, job description, person spec and to download an application form, please visit </font></span><a href="http://www.caerphilly.gov.uk/application.aspx?s=29AB+jDF/aNArouHNgnfxOakDzTGTizFi1TD7Wu9mkaDVJbwBsB4jUcDwH+IrU+3BfbW01quTYdY1JoUCiNMDw=="><span lang="en-gb" xml:lang="en-gb"><u><font color="#0000FF" face="Arial">Caerphilly County Borough Council’s job page</font></u></span></a></p>
<p> </p> Print to web. Does it work? Can it work?tag:community.nationaltheatrewales.org,2011-11-29:3152760:Topic:966192011-11-29T11:57:11.947ZMarc Heatleyhttps://community.nationaltheatrewales.org/profile/MarcHeatley
<p>After seeing JenNTW's link to the <a href="http://www.kooaba.com/en/products/paperboy" target="_blank">kooaba Paperboy app</a>. I was wondering how members of the group feel about print to web marketing.</p>
<h2>My Twopenneth</h2>
<p>Personally I'm a big fan of QR codes, but I am a geek, and I'm also quite realistic about how little they are used. My take on it is this:</p>
<ul>
<li>QR codes are free and easy to create</li>
<li>They are an open standard and so there are many apps available…</li>
</ul>
<p>After seeing JenNTW's link to the <a target="_blank" href="http://www.kooaba.com/en/products/paperboy">kooaba Paperboy app</a>. I was wondering how members of the group feel about print to web marketing.</p>
<h2>My Twopenneth</h2>
<p>Personally I'm a big fan of QR codes, but I am a geek, and I'm also quite realistic about how little they are used. My take on it is this:</p>
<ul>
<li>QR codes are free and easy to create</li>
<li>They are an open standard and so there are many apps available to read them</li>
<li>Readers can see that they are expected to do something with the code (even if they don't know what)</li>
</ul>
<p>Therefore no loss is incurred by using them, and you look a little bit futuristic in the process.</p>
<p>Paperboy seems to put the onus on publishers to register all of their content with a third party provider so that the app will recognise the article (at some expense) and still cross their fingers and hope that it adds value.</p>
<h2>What's in it for the user</h2>
<p>Picture the scene. You're walking through a shopping arcade and see a poster - and actually take the time to scan a code: how would you feel being presented with someone's homepage? Particularly one not optimised for mobile viewing. This more than anything in my opinion is why QR codes are not taking off. Nothing to do with the technology, nothing to do with the public, just a lack of creative application by designers and marketers.</p>
<p>Regardless of the method you use to get people to convert from print to web - I think the biggest question is what they get for their trouble once they've scanned the code (or page in the case of Paperboy). I've often had to advise clients not to just point people to their homepage. This would see the most obvious thing to do - as a straight replacement for printing your web address, but I believe context is vital. Wherever your sending people needs to be useful (to them) and relevant to where they are or what they are likely to be doing.</p>
<p>That's why I chose to use a QR code with <a target="_blank" href="http://marcheatleydesign.com/my-business-cards/">contact details rather than a web link for my business card</a>. The website is included and it's what people actually want from a business card.</p>
<h2>What do you think?</h2>
<p>How do you deal with getting people to make the jump from your print marketing to the web? How successful is it? And what needs to happen to make the process more fluid?</p> Arts Marketing is Dead?tag:community.nationaltheatrewales.org,2011-11-23:3152760:Topic:958122011-11-23T14:52:27.980ZJen Thorntonhttps://community.nationaltheatrewales.org/profile/JenThornton
<p>This seems to be a common viewpoint at the moment. At the Arts Council of Wales' Marketing Symposium last week, it was the title of Andrew McIntyre's keynote speech. He made a convincing case for why we need to stop thinking like marketers and start thinking about nurturing communities. He's not the only one - I've heard 4 or 5 speakers say similar things in recent weeks. </p>
<p> </p>
<p>My question, though, is why aren't we paying attention? It's obvious we need to change the way we do…</p>
<p>This seems to be a common viewpoint at the moment. At the Arts Council of Wales' Marketing Symposium last week, it was the title of Andrew McIntyre's keynote speech. He made a convincing case for why we need to stop thinking like marketers and start thinking about nurturing communities. He's not the only one - I've heard 4 or 5 speakers say similar things in recent weeks. </p>
<p> </p>
<p>My question, though, is why aren't we paying attention? It's obvious we need to change the way we do things but what's stopping us as marketers? Obviously different organisations and different people are all working in different ways but the industry as a whole does still seem bent on sending direct mail letters to people who already attend. </p>
<p> </p>
<p>Is it the Artistic Director not giving permission? Is it working out how to fit a budget? Is it other people's expectations? Fear? Skills gaps? </p>
<p> </p>
<p>It would be interesting to hear people's thoughts. </p> Digital Advertising 2011 / Digital solutions and use of social mediatag:community.nationaltheatrewales.org,2011-11-13:3152760:Topic:937082011-11-13T21:17:51.462ZMatt the Hathttps://community.nationaltheatrewales.org/profile/MatttheHat
<p> </p>
<p>As a member of <a href="http://www.dandad.org/" target="_blank">D&DAD</a> I always pay attention to who is making the best work and this year there have been some amazing entries. I wanted to kick off this discussion by sharing some of those entries starting with this great campaign in the 'Digital Solutions & Use of Social Media' category.</p>
<p> </p>
<p>Digital Solutions & Use of Social Media - Example 1</p>
<p> </p>
<p>Twitter Zoom</p>
<p>The Volkswagen Fox sponsored…</p>
<p> </p>
<p>As a member of <a href="http://www.dandad.org/" target="_blank">D&DAD</a> I always pay attention to who is making the best work and this year there have been some amazing entries. I wanted to kick off this discussion by sharing some of those entries starting with this great campaign in the 'Digital Solutions & Use of Social Media' category.</p>
<p> </p>
<p>Digital Solutions & Use of Social Media - Example 1</p>
<p> </p>
<p>Twitter Zoom</p>
<p>The Volkswagen Fox sponsored Sao Paulo's biggest music festival, Planeta Terra. Our task was to spread the Fox's message beyond the event, reaching every youngster in Sao Paulo. We hid series of tickets within the city and launched an online platform where visitors could see Google Maps. The mechanism was simple: the more tweets #foxatplanetaterra received, the closer the zoom on the map. The first one to get to the ticket won it. This went on the four days in a row. As a result, the tweetbecame a topic trend in Sao Paulo in less than two hours.</p>
<p> </p>
<p>Creative Directors</p>
<p>Sergio Mugnain</p>
<p>Luiz Sanches</p>
<p> </p>
<p><iframe width="400" height="225" src="http://player.vimeo.com/video/19826810?title=0&byline=0&portrait=0&color=de4323" frameborder="0"></iframe>
</p>
<p><a href="http://vimeo.com/19826810">Volkswagen - Fox no Planeta Terra - Twitter Zoom - English</a> from <a href="http://vimeo.com/almapbbdo">AlmapBBDO Internet</a> on <a href="http://vimeo.com">Vimeo</a>.</p>
<p> </p>
<p>Digital Solutions & Use Of Social Media - Example 2</p>
<p> </p>
<p>Ringtowns</p>
<p>More than 30 Ringtowns were created using the Mayan names of the 1500 Guatemalan towns and cities with coverage from mobile phone operator Claro. Ringtowns were launched through a nationwide radio campaign, inviting people to get them for free, to share them through social media and use them on their mobile phones, turning every incoming call or message into a commercial for Claro's nationwide mobile coverage. Ringtowns were available to consumers through MMS or from Claro's website.</p>
<p> </p>
<p>Agency</p>
<p>Ogilvy Guatemala</p>
<p> </p>
<p>The video is in Spanish but should give you an idea of the campaign.</p>
<p> </p>
<p><iframe width="420" height="315" src="http://www.youtube.com/embed/DehSQAj5gpQ?wmode=opaque" frameborder="0"></iframe>
</p>
<p> </p>
<p> </p>