A number of arts companies we have spoken to and even artists themselves, have spoken of the time and commitment invested into Public Relations, however have put little to no thought into how marketing could be best utilised and fit into their promotional and communications strategy.

Artists we speak to are often talking to PR agencies, but aren’t engaging with marketing agencies as the benefits each discipline provides are perceived to be one and the same.

Public relations is a necessary investment in the development and promotion of the arts, as it creates awareness, provides editorial space in publications, and develops relationships with influencers in the industry, however, implementing a differentiated marketing strategy will be critical to the success of your company.

Here are 3 key things your marketing strategy can deliver that public relations can’t do:

1. Sales Objectives

Marketing drives sales.

Your marketing strategy should have clear, quantifiable sales and promotion objectives. Where public relations is best utilised for editorial space, critiques, reviews and influence of your brand, product or campaign, it is difficult to quantify its impact.
A marketing campaign will have clear objectives about what you are trying to achieve, whether it be a ‘brand’ campaign designed to deliver an increase in awareness and perception, or a ‘direct‘ campaign designed to convert an aware audience into a sale.
A clear marketing strategy should allow you to attribute your sales to activity, for example, by determining what your cost per sale is, cost per impression, return on investment or any number of other metrics dependant on the channel you are marketing, to gauge success and use as a benchmark going forward.
2. Insight

Effective marketing is based on effective insight.

Your marketing strategy needs data and insight in order to attain the desired outcome.  Insight could come from identifying your target market, or it could come from your product and should identify the key metrics you want to target through your campaign.
Only by obtaining data will your marketing be targeted enough in its offline and online process to effectively deliver on your objectives.  Insight, while driving marketing, can additionally be used to support public relations and assist in decisions about publications, media and stories for your PR strategy to focus.
3. Proposition & Messaging

Clarity trumps persuasion – Dr Flint McGlaughlin, Director, MecLabs

A successful marketing campaign has a compelling idea that lands a message which you want to communicate.  If your insight is rich enough you will be able to create a compelling message around your objective.  

If your message is compelling enough, you will be influencing prospective advocates and converting existing advocates to your objectives.
A marketing campaign provides one clear message to your target audience as to why they should see your show,  buy your product, or join your membership.

Ensure that your marketing strategy links with your overall objectives and is intertwined with other elements of your promotional strategy such as PR in order to maximise your campaigns.

Public relations does a great job at creating awareness but what it lacks in a ‘killer punch’ as a driver of and delivering sales, a complete marketing strategy does.
If you need a Marketing Strategy to be a core driver of your company or even to supplement your PR activity, speak to us today!