This month I will be leading several training sessions on Marketing Planning. The sessions are aimed at people who don’t have much experience of marketing, but who find themselves being asked to write a marketing strategy. I try to cover all the basic building blocks of marketing planning, provide a few references to other resources and give delegates confidence in using some marketing terminology.
Sometimes in these session we get to discuss digital marketing techniques, but usually only on a tactical level and as part of a broader discussion. Yet it is clear that successful arts organisations need to engage with the potential of digital for not only communicating with audiences, but developing relationships with audiences – in other words – they need to take a strategic approach.
AmbITion is a ground-breaking national project that is helping arts organisations be strategic with their use of digital technology, planning it into every area of their activity. They recognised that people concerned with marketing and audience development needed some help with digitial development and ran a tailored training course, not only this but, being a digital organisation, they produced a film Successful Digital Marketing for the Arts which is available online.
If you visit the site, do also take a look at their Case Studies which include stories of how large and small arts organisations across the country have taken advantage of the new opportunities offered by digital technology.
