Arts Marketing

Art and culture are a big part of how we accept marketing. Holden (2009) looks at high arts and culture and how these things were just available to the rich that could afford to go to experience them, like the theatre. Holden then goes on to say that if these thing where available to the masses would they still be considered high arts. I feel Hill et al (2003) distinguish arts marketing very nicely by saying its what attracts participants to attend events and activities that are different from their day-to-day working lives. Soloman (2013) had discussed marketing as a value decision for the organisation because when an organization can understand their values they can make the right decision on where to market themselves. Brian (2014) takes an interesting approach to marketing by saying that marketers should focus on creating utility first.

Kerrigan et al (2004) talks about Art being hard to define because of ever changing culture and value. They also go on to say marketing is very theory based and there are lots of fresh new ideas on how marketers can market new products to be more interactive. Butler (2000) looks at how the Arts can be emphasized onto the marketing mix. This is a bit of a backwards way of looking at things, as marketing mas moved on so much. A new way of looking at things which I admire is the way that O’reilly and Kerrigan (2010) look at arts marketing as two phrases; Arts Marketing or Marketing the Arts. They go on to say that it is more complicated than and with Breadshaw et al (2010) they can up with look at different ways of marketing, such as marketing in art, of art, through art, from art or as art.

The 451 play would be placed in the category of marketing in arts, however the play is a very immersive theatre experience and is interactive with the crowd. As marketers we could definitely look at marketing as art, this could be done in a number of ways, but a good way would have been through adverting as a flashmob or interactive posters to engage potential participants.

I will leave you with this question, what marketing experience would engage you in attending an art event?