Marketing Strategy for an Arts Exhibition - Research Paper Example

Marketing Strategy for an Art’s Exhibition Executive Summary The objectives of the event will be achieved. This is according to the well planned and stated aims of the event. The love people have for arts will act as t6he tool that will make the event successful even in years to come. This event takes into consideration the objectives of the fraternity involved in the arts industry. It will act as a marketing tool where they will make known to the public, their products, new inventions and the prices they charge for the products. The event will also create new talents in this industry and expose the talents that had no platform to highlight their abilities. One of the major objectives of doing this is to create a culture where similar events will be held in this town and the country at large (Lamb & McDaniel, 2008). Marketing Strategy for an Art’s Exhibition The art industry accommodates a wide range of people involving themselves in the spectrum and activities concerning arts. The industry of arts is mostly considered one that helps maintain the culture and beliefs of communities. Considering this, it is highly respected and should be named as an element of preserving the cultures of people all over the world. This industry accommodates individual artists, craftspeople, musicians, companies’ performing arts, companies that produce films and even publishing houses. Our event will involve creating a public exhibition where all the fraternity concerned with arts can display their products, talents and, therefore, creating a platform for the arts industry in this country. Creative individuals and arts organizations have the aim of committing themselves to arts with a stable and appealing income. This event will give them a chance to expose their products to the public and hence they will be marketing their products too. Arts companies will also have the opportunity of tapping new upcoming talents and nurturing them to become successful in this industry. Many talented people dream to become successful artists and performers. These people will not achieve the levels of success they want desire unless they are assisted. This event, therefore will act as a way through which they will create a good reputation by showcasing their talents and products (Burton, 2006). The 4Cs and Ps in the Event The main objective of the four Cs will be to create a closer relationship with our target market. This will help understand what our audience is expecting on the exhibition day. It will help us also advise the participants of the event on what strategies they may use to appeal the audience. These have been explained in a better way as shown below. Product and Consumer Every business that aims to become successful in the market must design products that satisfy the need of the customers. Products are the vital components of marketing efforts. Our aim will highlight products of high quality and talents that meet the consumers’ level of standard. The participants will have products that are desirable as expected by the consumers. Every participant will be trying to create a good reputation for him/herself and create a huge customer base and, therefore, high quality products will be showcased. Consumers are important for making a business achieve its goals. These participants are aware of this and hence will aim at showcasing products that will catch the attention of the consumers. The participants will have the chance of introducing their new products to the customers. Making consumers aware that a new product exists in the market will create the urge of acquiring that product and hence increase sales. Performing artists will also the opportunity of showing the consumers the hidden potential in them. This also makes consumers aware of what to expect from them (O’Reilly, 2010). Price and Cost Individuals and companies in the arts industry mostly do not consider prices when marketing their products. Our event will focus on ensuring that the prices we charge the audience are favorable and considerate. We will charge our participants fees for showcasing their products. The audience will also pay an entrance fee. The purpose of this occasion is to ensure that the products showcased satisfy the expectations of the consumers. That they will not fill like they wasted their time or money in coming for the exhibition. As the event organizers, we will advice the participants to charge considerate prices for their products. This will be just a platform where they can either build a good customer relationship through fair pricing or destroy the relationship through unfair pricing. Promotion and Communication Promotion is the element of marketing that businesses use to make the public aware that a certain product exists. The event itself will act as an instrument that will make known to the public those products, talents and events are available in the participants’ premises. We will collaborate with the participants to offer gifts and take away presents to the audience that will attend the exhibition. This will aim at increasing the number of attendants to the event. Communication will also be very vital in making this event known to the public. Producing brochures and posters will greatly help in advertising. This will also help the event organizers get the feedback from the ground. This will include the views of how the people are hoping the event to be like. It will help the organizers plan for a satisfying exhibition. Communication will also serve as an investigative tool to the participants; it will give them first hand information on how they view their products. Therefore, they will present quality products and performers will stage satisfying performances (Srivastava, 2002, p. 36). Place and Convenience The event will happen at the town park. This is convenient since it is accessible to all. This location also is vast enough to accommodate many participants and a large audience. The location of the event is situated at the middle of the city making it accessible with all roads entering town. The location is also convenient for the people who will happen to buy items. Transport is readily available near the park. Evidence of Research Research reveals that the community leaving around here and the country at large holds an art with great credibility. People view arts as the only way remaining through which their culture is being preserved. They have high expectations of the event and aim to buy some of the products that will be showcased. The research also reveals that a large number of people were satisfied with the location we chose to hold the event. The location is easily accessible to them. The anticipated number of attendants is about 3000 people. The public wants ceramic products, drawings, art works like statue presented in the event. These are some of the activities the community considers part of their culture. Performing arts is recognized by many people and was highly recommended since it will highlight new talents. In general, the event is anticipated being very successful by most people. They see it as a step forward achievement that will continue to be held. It will also open doors for other events like this to happen (Bernstein, 2013, p. 156). Budget Before any activity happens, preparing a budget is very important in making sure that the event will be a success. According to the research held, about 3000 people have confirmed attendance. 250 individuals including performers, craftspeople, musicians and artists have confirmed attendance. Basing on the above figures, hiring of tents will cost $1500 and $1000 for the seats. Refreshments will also be offered in the event. This will cost about $2000. The event organizers aim will charge the participants $250. This is fair and considerate having in mind that they will conduct sales in the event. They will also establish new customers, which will have the effect of increasing sales. The town council will charge the event organizers $500 as the hiring fee for the park. In order to make the event successful, promotion and communication will be very important. This will cost the organizers about $750. The event requires about $5750 to be successful. Financial availability is very essential in making any event successful. The event organizers aim for an event that will satisfy the expectations of everyone including participants and the audience, which happen to be the consumers. Evaluation Evaluation is necessary for ensuring the aims and goals of the marketing strategy are achieved. According to the research, before advertising was done, 1000 people had confirmed attendance. This numbe4r greatly increased to 3,000 after the event was advertised. This helped in raising the revenues. The participating individuals and firms also benefited from an increased number of potential customers. The public also had positive views concerning the event. They recommended more events of this kind be held regularly. The event organizers will also have a chance to make profits. Considering the large number of attendants and the costs they will spend in preparing for the event, they will make profits. Creation of profits will encourage similar events being held in the town and the whole country at large. The event stands a chance of being bigger and better the next time it is held. This shows how people embrace arts and the love they have for it. List of References Bernstein, JS & Kotler, P 2013, Arts marketing insights the dynamics of building and retaining performing arts audiences, Jossey-Bass, San Francisco. Burton, D 2006, Exhibiting student art: An essential guide for art Teachers, Teachers College Press, New York. Lamb, CW & Mcdaniel, CD 2008, Essentials of marketing, South-Western, Mason. Oreilly, D & Kerrigan, F 2010, Marketing the arts a fresh approach, Routledge, London. Srivastava, RP 2002, Belief functions in business decisions, Physica-Verl, Heidelberg. Read More