Whatever your event or project, marketing activity will be an important way of getting participants and audiences to come along.

There are a range of different methods to use to market an event and some can be done very cheaply. There are also some simple ways to collect information to make sure that you are using the most effective ones for your audience and budget.

Read the Activity, Data Collection, Print, Websites, Publicity and Ticketing sections in this Event Planner for more information. Just click on the left hand side navigation panel.

As well as simply increasing the number of people you attract to your event, marketing can also express to your audience and the wider public, your values and the aim of your organisation. This will help colleagues, and future audiences to understand what you do. You could attract more funding, volunteers and donations as well an audience.

Your combined marketing activities should run alongside the preparation for your event and can be managed through using a marketing plan or strategy that will help you plan and manage your marketing activities in a timely fashion.

Learning to reach new audiences and work with the audiences you already have will help you to satisfy the aims of your artistic, financial, education and community aims. You will be able to communicate with your audiences and their response will show you if your message is reaching them.

The following sections will guide you through the different aspects of marketing and press activities and also suggest some resources to help you learn more.

Some of the copy on this section has been drawn from the following source:Tourism North East Toolkit for Festival Organisers. 

READING
Regional Guides

• South Somerset District Council: A guide to advertising your event: signs and posters. The do's and don'ts of where to display signs and posters promoting outdoor events. (See Resources section).

• Audiences South West: publish a number of free downloadable information guides on their website, including:
  
  • Introduction to Arts Marketing
  • Strategic Marketing Planning
  • Navigating Difference: audience development and cultural diversity
  • A Practical Guide to Working with Arts Ambassadors
    http://www.audiencessw.org

National Guides

'Thinking BIG!' The conceptual guide to strategy, marketing and planning (2003) by Stephen Cashman, published by Arts Marketing Association. ISBN: 1903315069. This book can be purchased from the Arts Marketing Association for £18.22 (inc UK P&P)

A guide to building and using strategic marketing plans for arts organisations. This book was commissioned by Arts Council England and covers the basics of strategic marketing planning and implementation of plans. You can download the background paper as well as 12 different worksheets to help you plan your marketing activities and strategy.

'This Way Up': A flat-pack guide to marketing the arts (2007) by Caroline Griffin, published by Arts Marketing Association. ISBN: 9781903315071. This book can be purchased from the Arts Marketing Association. A guide to marketing for small organisations that provides case studies, resources and gives examples of plans.

"Planning a Marketing Campaign' (2001), by Arts Council of Wales.This guide provides a basic introduction to planning a marketing campaign  

The Voluntary Arts Network have a listing of various free information sheets including:

'Reaching out to new audiences'
'Making your website work for everyone'
'How to write a press release'
'A guide to good design'

RESOURCES AND USEFUL ORGANISATIONS

The Arts Marketing Association training offer marketing training courses as well as publishing marketing books as referenced above.http://www.a-m-a.org.uk

Arts Matrix are a training and development organisation for arts practitioners in the South West. http://www.artsmatrix.org.uk 

The Voluntary Arts Network run training courses in marketing, as well as providing downloadable information sheets and guides. http://www.voluntaryarts.org