ON THE SCIENCE OF ARTS MARKETING
Following is the link to an article on Arts Marketing as written by Philippine Star's Exie Abola, based on an interview we had during the last holidays. I hope it contributes to the discussion on the subject.
Dennis Marasigan on the Science of Arts Marketing
Some excerpts:
“A lot of times,” Dennis says, “I encounter people talking about arts marketing not really understanding what marketing really means.” What people often mean by marketing — advertising, sending press releases to the papers, announcing shows in online social networks — is actually promotions. And promotions comes, or should come, at the end of a long and systematic marketing process, a process that includes an assessment of one’s product, pricing strategy, place decisions (product availability and distribution), branding (or positioning), and people. If the earlier parts of the process are done well, then promotions, which should be the finishing kick, will succeed. But don’t expect it to if you haven’t gone through the rest of the process. Because marketing is not just promotions; it is the process by which you come to understand the relationship between your product and your customer."
Dennis Marasigan on the Science of Arts Marketing
Some excerpts:
“A lot of times,” Dennis says, “I encounter people talking about arts marketing not really understanding what marketing really means.” What people often mean by marketing — advertising, sending press releases to the papers, announcing shows in online social networks — is actually promotions. And promotions comes, or should come, at the end of a long and systematic marketing process, a process that includes an assessment of one’s product, pricing strategy, place decisions (product availability and distribution), branding (or positioning), and people. If the earlier parts of the process are done well, then promotions, which should be the finishing kick, will succeed. But don’t expect it to if you haven’t gone through the rest of the process. Because marketing is not just promotions; it is the process by which you come to understand the relationship between your product and your customer."
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