Who is your audience and how do you get them at your show? This ECCA workshop helps you to create a simple marketing action plan to help decide who you are trying to attract, what you want to promote specifically and how you will achieve this on a tight budget. Getting the audience of your choice, appropriate to your work and future career goals, will be the first step in ensuring you’re launching and raising your profile beyond your degree show.

1. Marketing Degree Show & Beyond:
Attracting Your Target Audience:
Tuesday 8 February 2011
Trainer: Marie Milligan, Enterprise Officer
© UAL written by Marie Milligan 2010, 2011. N.B. The presentation
has been revised so that guidance that was spoken in the workshop,
is included here for your reference, hence lots of text!

2. Marketing Is…
“…marketing is the management process
responsible for identifying, anticipating
and satisfying customer* requirements…”
- Chartered Institute of Marketing

3. Marketing Is…
CATALYST
© Mirko Macari via Flickr under the
following Creative Commons
Licence ©Louise via CC

4. A Promo Campaign Needs…
1.A Clear Marketing Goal
2.Creative Ideas to Design Strategy
3.Available Resources (Time, £, People, Space)
4.Effective Communication Methods
5.Attractive & Memorable Design
6.Project & Time Management Skills
7.Development of Customer Relations

5. Marketing Goals
You might have several marketing aims:
Aim 1: Before Aim 2: During Aim 3: After
To attract to To view To offer grad
attend show/buy/ opportunity
show… feed-back? (i.e. work)?

6. Overall Goal/Needs
What do you want your degree to enable?
Aim 2: During the Audience: These
show, I want/need are the people
to: who can help me
• Celebrate meet aim 2:
• Get feedback • Friends/family
• Get income • Peers/tutors
• Get sales • Past/potential
• Get reviewed employers or
• Raise profile commissioners
• Make contacts? • Collectors/
Journalists?

7. Overall Goal/Needs
What’s your post degree show aim?
Aim 3: After the Audience: These
show, I want/need are the people
to: who can help me
• Get work meet aim 3:
• Get income • Past/potential
• Get stockists / employers or
sales commissioners
• Get featured / • Collectors/
get exhibited Journalists?
• Raise profile • Gallerists/ shop
• Make contacts? owners etc?

8. Invite List
Combine your people from aim 2 & 3:
• To create mailing list
• Set up spreadsheet
• Contact details (name, email and / or
address, job title, organisation etc)
• Create column to log your contact with the
person (i.e. date contacted / what sent /
‘rsvp’ received etc.)

9. Market Attraction
To achieve marketing aims 1, 2 & 3…
1. Define WHAT
you’re promoting 2. Refine WHO
(based on needs…) you’re promoting
• Your show (i.e. the each to…
experience) • Your audience/
• Your products & future buyers/
services (i.e. work stockists /
exhibiting or collaborators /
selling/ potential investors /
work) promoters /
employers etc!
• You! (USP) Revise your list!
© Image courtesy of: bumperstickerz.com

10. Market Attraction
To achieve marketing aims 1, 2 & 3…
1. Define WHAT you’re 2. Refine WHO you’re
promoting… promoting each to…
3. You then define
HOW you will
promote your WHAT,
based on WHO!
© Image courtesy of: bumperstickerz.com

11. Marketing Tools
Aims 1-3 will have a different ‘how’ or tools:
Aim 1: Before Aim 2: During Aim 3: After
Before: During: After:
Moo cards, CV & folio,
Invites?
signage? online site?

12. Marketing Options
What will your ‘who’ prefer to receive/see?
Press Pack
Email
Newspapers
Social Media
Magazines
Blogs
Virtual Physical Flyers
Website
Online Offline Posters
E-Portfolio
Networking
Adverts
Brochures
Artist
Word of
statement
Mouth
Aim 1: to invite/attract to show &
Aim 2 & 3: to view, buy, offer work?]

13. Tools: Digital Footprint
A few points if you use online marketing:
• Do you need your own website? If so, what
will you use it for?
• Can you use existing profile sites? Which
one(s) are appropriate for your needs/who?
• What’s written (‘copy’) / uploaded
(image/videos) already?
• Accurate? Appropriate for ‘who’ to see or
stumble on? Cull! Update! Privacy settings!

14. Marketing Language
What ‘copy’ on your tools?
• Depends what will entice your ‘who’ to take
action (to attend/buy/offer…)
• What’s their communication preference?
• How attractive is the invite?
• Do you speak their ‘language’?
• Ultimately, what benefits/experience you’ll
offer them at show & after? (i.e. USP)

15. Remember Their Needs
Your needs match? Highlight what you can
offer them in your copy! Entice them…
Aim 2 & 3: During & Audience Aims:
After the Show… During/After
• Celebrate Show…
• Get work/ • Enjoy show!
income • Find employees/
• Get stockists / freelancers
sales • Find stock /
• Get featured / exhibitors
get exhibited • Find news / write
• Raise profile articles
• Make contacts? • Networking

16. Marketing Communication
Start as you mean to carry on!
• Communicate professionally - present best /
consistent version (i.e. ‘brand identity’)
• Be approachable & visible every day of
show
• Be informative (talk/tools) & be curious
back (ask q’s)!
• Gather contacts (future PR) & feedback
• Communicate afterwards if say you will

17. Marketing Timeline
Marketing is a small part of your show!
• Prioritise what you can achieve with
available resources (time/£/skills/people)
• Creating promo tools for aim 2 & 3 – ideal
but not essential (your work is!)
• BUT if you can, capitalise on the opportunity
– huge potential audience at show
• Fantastic global marketing opportunity!

18. Marketing Evaluation
Consider before, during & after…
• How did it go (marketing strategy/event
management/show)?
• What success stories?
• What feedback?
• Unexpected opportunities?
• What reward?!

19. Further Support
Marie Milligan / Pei-Chin Tay
www.ecca-london.org
1-1
Preparing for Degree
Archive of past talks.
marketing & fundraising: Web YOU Events Show: 1-28 Feb
www.arts,ac.uk/
www.ecca-london.org yourdegreeshow
Work-
shops
Start-up workshops inc.
marketing & fundraising:
www.ecca-london.org