Marketing for the Arts

While studying marketing for numerous years, there has been a lack of focus on marketing within the arts sector. Sure I've seen advertisements for concerts, posters for the ballet, and the promotion of a band, but can marketing concepts which are used for food, for example, be used to promote the arts? The Arts Marketing Association (2010) states that marketing is the activity to be taken if one wants to cover the complex characteristics of the arts. Furthermore, Butler (2000) states that a traditional marketing framework cannot be applied to the arts sector, and thus it is through general marketing concepts and a strong focus on the distinct characteristics of the arts organization that a marketing strategy can be achieved. Now this makes for an interesting thought: Is Lauderdale House applying just general marketing concepts or thoroughly combining them and tailoring them to the services they offer? While printing off hundreds of "What's On" brochures and mailing them out to a list may seem time consuming in a digital age, is this what strategy fits the organization due to its unique nature? While corporations and businesses are using e-marketing, advertising space, and public relations, Lauderdale House is posting a monthly brochure. However, is this more effective?
When developing the website for the House, one of the new additions was a menu of social media consisting of Facebook and Twitter as well as signing up for a mailing list and reading a blog. Therefore, it seems as if the House has found a balance between their own unique strategy, one which has been used for years and reaches their target market, and a new age concept of expanding their reach to internet users and social media fanatics. It is difficult to say which one is more effective, but it is refreshing to see an organization which has not abandoned its traditional ways. Score card stands as House: 1, Social Media Trends:...well we'll say 1/2 for now.

Arts Marketing Association. 2010. History and Achievements [Online] Available at: http://www.a-m-a.org.uk/history.asp [Accessed 12 December 2009].

Butler P. (2000). By Popular Demand: Marketing the Arts. Journal of Marketing Management. 16(4):343-364.

London and the Arts

Being born in Russia, the importance of arts and culture has been emphasized to me from an early age. While my grandparents could still recite poetry from their school days, piano lessons and dance classes became a daily activity and continued on through my late teens in America. However, when moving to London, it only took taking the train from Heathrow to realize how widely publicized and emphasized the arts are in this city. From theater to ballet and galleries to classes, it became a question of what on which night rather than a constant search for an event. Although a concrete number is not available, TimeOut London (2009) shows that there are 309 performances within the music category, 183 art exhibitions, 145 theatre productions, 125 classical and opera performances, and 28 dance shows available within the next week. This does not include the numerous comedy, cabaret, and film shows available. With over 700 types of performances to choose from within the arts and culture sector, who is to argue that London does not have enough to offer?
Currently at Lauderdale House, we are discussing ways to publicize performances to greater London while still being seen as a local venue. It has been mentioned that some, from the first glance, find the House intimidating and too posh, yet after they get inside and either get to know the staff or see an exhibition, they see the house for what it really is: a friendly environment and an outlet for creativity (Ives, 2009). With this image in mind, the House needs to remember that they are part of these 700+ performances and are considered an arts and culture venue. Furthermore, it is essential to make that known to the general public. Do I feel another topic for a paper brewing? Would it be possible for the House to obtain greater visibility throughout the vast London community? How can this be done? Where there is a will, there's a TimeOut, facebook, local newspapers, websites, jazz blogs, and media outlets which can create awareness and increase attendance. Without getting too ahead of myself, it's a strategy, one that can be attempted and attempt I shall!

Ives, K., 2009. Discussion on website building [Conversation](Personal Communication, 8 December 2009 ).

TimeOut, London. 2009. [Online] Available at: www.timeout.com/london [Accessed 8 December 2009].

Making the Brand

Lauderdale House is no Coke or Pepsi, but regardless of its size, it is still a brand. What makes that brand? Is it the name? The logo? The pictures that are associated with it? Technically, it's all of the above, but at the same time, it's much more. One of the biggest aspects of a brand is the emotional and personal feelings an individual attaches to it (Moustakas, 2009), which is especially relevant to an organization whose main focus is the arts. A brand should answer the question of "who are we?" but at the same time have an answer which reaches beyond the a simple definition (Bradfield, n/a). Lauderdale House encompasses arts education while providing a place for memories to be made and emotions to be expressed. Most visitors to the House first stepped through its doors as children, thus having developing an attachment from an early age (Heritage Lottery Application, 2009). Those individuals may see the brand of Lauderdale House as where they were inspired by a painting or music, or a house which provided them with a place to hold their wedding: a place which is more than a description on a website. Some might view it as simply a beautiful house in a park or a name on a brochure. With these different perceptions of the brand, the House needs to make sure to upkeep their activities while making them more visible and public, letting their brand develop while building upon those diverse perceptions. If the association individuals build is a positive one, why not let one have a unique perception of Lauderdale House? With this, the brand will truly be as unique as the House itself, and in a globalized society, who wouldn't want a bit of distinction?

Lauderdale House, 2009. Heritage Lottery Application 2009, London: Lauderdale House.

Bradfield, J., n/a. Brand on the run [Online] Arts Marketing Association. Available at: http://www.a-m-a.org.uk/casestudy.asp?id=120 [Accessed 1 December 2009].

Moustakas, E., 2009. Branding Strategies and Media Planning [Lecture](Personal Communication, 1 December 2009).