As the final month of rehearsals is upon us, it seems appropriate to reflect upon our marketing strategies thus far and to consider new and interesting ways to identify and engage with our audience. Elizabeth Hill et al tell us, “For most artists the audience is an integral part of an artistic experience. Only when the public experiences what the artist wishes to communicate is the creative process complete” (2012, 36). Throughout my marketing campaigns the audience has been an “integral” part of the process; strategically planning, organising and deploying skills and materials.
In adopting the typical “bums on seats” approach, the campaigns that I have established take inspiration from current creative marketing tools, including regional, national and international schemes. To have a cohesive brand identity has always been of utmost importance; for the audience to recognise our brand and form an association with Refract through our print materials and digital usage.
However, it is essential that there is a face behind the keyboard, and behind the flyer. To this end, and alongside our Producer, Refract took to the city streets. In establishing a physical presence we allowed our community, our audience, to meet us and ask any questions about our forthcoming show. As a new company, these kind of opportunities are essential to achieving a strong audience relationship, as well as encouraging the public to engage with our creative process. The busking day, organised through Lincoln BIG was a success. The success is three-fold:
-The public seemed interested in our show, and by providing music for them to listen and watch, it gave us the opportunity to not seem forceful or overpowering, but inviting and approachable.
-The use of live music gave a hint of our show, with the idea of acoustic sounds being quite prominent in our piece. Also, it introduced the cast, highlighting the talents and skill sets that they might encounter during the show.
-And finally, the event also doubled up as a fundraising event, with a total calculated at £55. These funds will provide extra opportunities for our company, adding to our existing budget.
Please see the slideshow of busking photos below.
Works Cited
Hill, E., O’Sullivan, T. and O’Sullivan, C. (2003) Creative Arts Marketing. 2nd Edition. London: Routledge.