Volume: 6 Issue: 8
Legacy ID (armUID):
Presentation by Alan S. Brown, WolfBrownIn a presentation about Communicating Value, Alan S. Brown outlines the "benefits emanating from the arts experience", including individual, interpersonal and community impacts. Alan S. Brown's second resource available on the conference website is a presentation about Peer-to-Peer Marketing, including key concepts, implementation approaches and marketing practices.
Presentation by Anne Parsons, MediacomAnne Parsons' presentation stresses the need to start a dialogue and create a connection with recipients of marketing messages. The presentation concludes that "the ideal relationship between a brand and its consumers is a loving one, and advertising is therefore courting, seduction and flirting".
Presentation by Simon Van Wyk, HotHouse InteractiveThese two presentations characterize the new age of digital marketing as letting your message go "out of control". Indeed, user contributions are becoming much more common. Organizations are advised to work within this framework, by "opening the front door" to the customer and giving them "the tools to talk to you".
The Case against Arts Marketing / Exploiting the Value of our Empty Seats / The Golden Rules of Persuasive Copy WritingPresentations by Andrew McIntyre, Morris Hargreaves McIntyreIn The Case against Arts Marketing, Andrew McIntyre argues that arts marketing practices commonly in use today do not constitute best practices. In Exploiting the Value of our Empty Seats, McIntyre argues that current subscription techniques, advertising and season brochures are aimed at the core audience, not non-attendees. In The Golden Rules of Persuasive Copy Writing, McIntyre provides rules distilled from focus groups, experience and other sources.
Panel discussionThere are four resources available as part of the Communicating Value conference's panel on engaging diverse audience.