Aoife Flynnloves music, art, theatre, culture, fashion,
food, the interweb. Consultant Arts marketeer & project manager
www.asquared.ietwitter.com/stranded_aoife
Aoife Flynnwww.asquared.ie
What I’ll be focusing on today…
•Some Do’s and Don’ts of online marketing•Some Do’s and Don’t’s of visual arts engagement•Potential for new engagement using new media
What Good Marketing in the Visual Arts Looks Like
Key Marketing Rules
•“Be where your audience expects to find you”•Converse – online engagement is two way •Track your appearances online•Have a Plan – set targets, review progress•Personalise - allow your visitors to personalise their interaction with you
Aoife Flynnwww.asquared.ie
• Know your audience demographics
• Understand your audience motivations
• Be targeted in your approach to that audience
• One size does not fit allThe holy grail of marketing is to be
able to make your visitor feel like you are talking directly to them – one to one.
Key Online Marketing Rules
• Not everywhere at once• Be strategic in your approach• Know your audience
– Check your main web traffic for referral links
– Ask them!
• Select appropriate platforms– To tweet or not to tweet
• Know the etiquette for each • Assess your resources
– Marketing not just the job of the Marketing Dept.
Aoife Flynnwww.asquared.ie
“Be where your audience expects to find you” Dr. Ross Parry, Museums and New Media at the University of Leicester
Think of Online marketing as a “virtual front desk”
• Welcoming• Informal• Social• Informative
about event and about audience
• Interactive
Golden Rule of Online engagement? Conversations are two-way
• Resist broadcast only approach
Aoife Flynnwww.asquared.ie
Online Conversations: Dialogue v’s Monologue
• Have a plan– Even if it’s not a full scale strategy
• Set targets for each event/show/campaign
– Target referrals, increase in traffic, or increase in new visitors
• Track your appearances online– Google Alert aka media monitoring
for the web
• Measure your progress– Stats from your own site, facebook,
blog, checkins
Aoife Flynnwww.asquared.ie
Target, Track and Plan
People want to personalise their experience online, and their experience of your organisation. Find ways to let them do this
• User Photographs• Commentability• User Recommendations• Personal Stories• Check-ins
If you do this successfully your visitor will become your best marketeer, and they work for free!
Personalise Content
Aoife Flynnwww.asquared.ie
Visual Arts Engagement - Some Do’s and Don’ts
On & Offline…•Don’t have dense press releases/gallery info
– One Size doesn’t fit all
•Do find different ways to communicate to different audiences •Do provide complimentary programming•Don’t assume new visitors have been to your space before
– reiterate costs, times, dates
Aoife Flynnwww.asquared.ie
Opportunities in Engagement via new media
• Visitor Photography• Enhanced access behind the
scenes • Ask a Curator #• Enhanced access to Artists and
their practice• Ongoing Communication – not
just at launch times• Direct access to your
audience/community
Aoife Flynnwww.asquared.ie
Full text and slideswww.asquared.ie/news.html
Thank you!