Promoting your Art in Print

These notes have been used by permission based on a pre-Pacific Contact workshop presented by Mary I Ingraham of Ingraham Cultural Resources Management ©2000

THE PRESS KIT:
Use the best photos, visuals, quotes, and information you have in all your materials.

Promotional kits usually include:

• Flyer or handbill (I usually include two to presenters)
• A brief history of your group
• Biographies of each artist (long and short versions, listing education, experience, etc.)
• Technical requirements and Stage plots (include Personal requirements)
• Copies of Press materials (full reviews, quotes, highlights)
• Programs offered, including residencies, master classes and workshops
• (optional) Personal note
• Photo – two poses, if possible (laser copies acceptable except for press)
• CD/cassette/Video/CD-ROM
• Contact Information on every piece of print material
• Web site address

Photos:
Treat a photo shoot like your show: have a ‘producer’, or an ‘art director’ and determine a structure or set up that is appropriate
Create a photo that has both visual appeal AND a style appropriate to your show.

• Avoid head shot photos, instead be creative with your photo
• Include contact information on the back of all photos and name of the photographer
• Do not send master copies or negatives

Flyers or Handbills, Postcards and Posters:
The Flyer or Handbill is a mini-version of your promotional kit. Postcards are now very trendy and can be just as effective. (And, they are often cheaper to print).

Be creative – use the photo or design to stimulate interest. Colour is not the only solution to drab materials! Use textured or coloured paper, type styles, layout, photos, or screens to enliven your materials.

As you are planning the design, ask yourself: How does this image/layout affect the reader? Is it too busy? Does it contain enough (but not too much) information?

Information to include on handbills:

• photo
• short biography
• quotes from press reviews, presenters, media, other industry professionals
• contact information with web site address
• (if appropriate) program information

Posters are an added cost, and usually beyond an artist’s budget, however, if you can offer posters, use the following guidelines:

• coordinate the image on the poster with your flyer/postcard
• leave space at the bottom for the presenter to print concert information.such as date, location, where to buy tickets, times and sponsors.
• Choose paper (size and texture) that is easy to run through a photocopier eg: 8.5 x 11
• Don’t send out your master copy.
  

Audio/Video
Provide the presenter with a self addressed, stamped envelope if you want your materials returned

• Give mainly to presenters who need more information before, or who need to share your work with a committee

Booth display:

• Try setting your booth display at home to see if it works within the space
• Plot carefully – the booth should reflect your total image
• Use inexpensive materials
• Use clean, large images that catch passers-by
• Have a supply of your promo materials
• Stand by to give more information
• Use stands for brochures and business cards to improve visibility
• Have an address book those who come by
  

We would all do well to remember this truth: Marketing is both a science and an art. As a science, it involves research and analysis to determine what makes your show (product) worthwhile to your audience; as an art, it involves using this research and the details of your show to create materials that excite.

Set a strategy; make a plan. Then go wild with your ideas until you have settled on the most effective medium for your promotional materials.

Strategy = Specific goals based on research + Control over supply and demand

THE KEYS to CONTROLLING YOUR PROMOTIONAL MATERIALS:

1. Prepare a Budget
2. Set a Schedule
3. Plan your Strategy to get your promotional materials to your target market
4. Follow Up

Hints:
(Budget and Scheduling)

1. Be realistic and try not to inflate costs
2. Don’t forget hidden costs (design costs, GST, PST)
3. Monitor every invoice
4. Get your estimates on paper
5. Shop around, ask others what they pay
6. Make your own ‘comfort deadlines
7. Cooperate with suppliers
8. Keep everyone informed of delays

Hints:
(Strategy and Follow up)

1. Keep in touch
2. Use Personal contact when possible, and personalize your form letters
3. Offer additional materials, and respect their requests
4. Follow up with a call or fax reminder
5. Know when to back off
   

Product

• Identify your product: What is your primary style?

Set a Price

• How much would YOU pay for your show?
• What are others charging?
• What does it actually cost to produce your show?

Place

• Identify Your Audience: Who would value your product and why?
• What are your goals for current and future activity?
• Whom do you want to buy your talent?

Package your materials

• What types of promotional materials do your target audience need?
• Choose the right medium to get across your message
  Materials – have enough (25 for Contact, another 100 for follow up and press kits)

Position your message and materials

• What words and sounds get across your message?
• Choose the right medium to get your message across
• Find the right spokesperson; be accessible to assist with media and promotions

Enhancing your Product

• What is the advantage of your show over other, similar ones?
• What do you offer that others do not?
• How can you make your promotional materials go further (include program notes, posters, offer pre-show presentations, etc.)

Helping Others Sell Your Product

• Do you have a plan in place to assist presenters in selling your performance?
• Do you provide required promotional materials and information to assist them with attracting media attention?
• Do you write your own press release?
• Will you participate in media interviews and other promotional events eg: receptions?