Arts Marketing Strategy
Marketing is a management process and as such, developing a marketing strategy can be broken down into a series of steps.
A marketing strategy builds on a marketing audit and data analysis to create a “situational analysis”, defining the key factors affecting the development of the strategy in relation to the market and environment, the “offer” made to customers, marketing resources, etc. This is usually also summarised in the form of a SWOT analysis.
The next step is to define objectives which lie at the very heart of a practical marketing strategy. The situational analysis is used to prepare quantifiable objectives for product, customers, sales and other income. Setting clear objectives is actually one of the most difficult parts of a marketing strategy, but time spent at this stage results in a more focused, actionable output.
The next step is to describe the key target markets and the marketing mix required to address the objectives. At this stage we also review positioning against competitive offerings in key markets. The strategy is made practical by developing specific tactics and key messages, as well as a plan for monitoring the effectiveness of the strategy in meeting its objectives.
