http://www.vam.ac.uk/__data/assets/image/0005/185225/2007BM5740_michelangelo_david_plaster_cast.jpg http://www.martinfukan.wz.cz/images/noty01.jpg http://img.blesk.cz/img/1/full/421423-img-michael-jackson-andy-warhol-crop.jpg http://www.slezskabrana.cz/gallery/gal37_obr1250750936_141.jpg http://obrazky.4ever.sk/data/download/ine/stara-kniha-218818.jpg Marketing for Cultural Organizations http://www.cz.artfans.eu/images/citajici-zena.jpg http://www.slavneobrazy.cz/obr/pict/1522.jpg WHAT DOES THE TERM MARKETING MEAN? http://img.ihned.cz/attachment.php/900/31119900/aistuv348BCDE7GHMNjQbdgryz1w29mn/picasso.jpg What does the term marketing mean? •Marketing – “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals” (Bennet, 1995) •The action or business of promoting and selling products or services, including market research and advertising. (Oxford dictionary) • http://img.ihned.cz/attachment.php/900/31119900/aistuv348BCDE7GHMNjQbdgryz1w29mn/picasso.jpg WHAT IS SWOT ANALYSIS? http://img.ihned.cz/attachment.php/900/31119900/aistuv348BCDE7GHMNjQbdgryz1w29mn/picasso.jpg SWOT analysis •A study undertaken by an organization to identify its internal strengths and weaknesses, as well as its external opportunities and threats. •(Oxford dictionary) •Analysis of internal and external factors –Internal: strengths and weaknesses –External: opportunities and treats • http://img.ihned.cz/attachment.php/900/31119900/aistuv348BCDE7GHMNjQbdgryz1w29mn/picasso.jpg Strengths of cultural organizations • • •Long tradition •Relatively stable number of visitors •Stable support from state and local governments • … • http://img.ihned.cz/attachment.php/900/31119900/aistuv348BCDE7GHMNjQbdgryz1w29mn/picasso.jpg Weaknesses of cultural organizations •Art is highly dependent upon public support •Some of state supported cultural organizations don‘t know what they consumer wants •Traditional cultural organization are attracting only little segment of population •… • http://img.ihned.cz/attachment.php/900/31119900/aistuv348BCDE7GHMNjQbdgryz1w29mn/picasso.jpg Opportunities for cultural organizations • • •Consumers living in multimedia and cross-cultural environment want more combinations of art forms and delivery methods –New technology has enabled people to experience music and visual arts from around the world •TV broadcasting •Internet and streaming services •Answer to societal changes –More stressful life than a generation ago •Give opportunities to escape from real life • • • http://img.ihned.cz/attachment.php/900/31119900/aistuv348BCDE7GHMNjQbdgryz1w29mn/picasso.jpg Threats for cultural organizations • • •Current generation doesn’t view high art as inherently more valuable than pop culture that shapes their lives •Changes in strategy of financing cultural organizations –Market-oriented method of funding culture • http://img.ihned.cz/attachment.php/920/37000920/aiostuv45EF7GHIJLOlbdeghpqr1TUAn/USA_NORSKO_VYTVARN E_AUKCE_MUNCH_717.jpg WHAT INSTRUMENTS OF MARKETING DO YOU KNOW? http://img.ihned.cz/attachment.php/920/37000920/aiostuv45EF7GHIJLOlbdeghpqr1TUAn/USA_NORSKO_VYTVARN E_AUKCE_MUNCH_717.jpg What instruments of marketing do you know? •Examples of marketing instruments •Marketing plan •7 Ps •4 Ps •SWOT analyses –Analyze of company and its business environment •PEST –Product, economy, social, technology •SMART goals –Specific, measureable, attainable, realistic/relevant, time bassed •Branding http://img.ihned.cz/attachment.php/920/37000920/aiostuv45EF7GHIJLOlbdeghpqr1TUAn/USA_NORSKO_VYTVARN E_AUKCE_MUNCH_717.jpg Mahen Theatre •What they do •Propagation of product •Communication with customers •Reaching new customers by advertising and propagation –Billboards, several cultural events focused on diffetent segments of customers •Improving product according audience –Numbers of plays which are popular • http://img.ihned.cz/attachment.php/920/37000920/aiostuv45EF7GHIJLOlbdeghpqr1TUAn/USA_NORSKO_VYTVARN E_AUKCE_MUNCH_717.jpg Mahen Theatre •What they didn‘t do •Propagation of mission •Limited offer of activities for business branch –Business meetings, business ceremony… • • https://im9.cz/iR/importprodukt-orig/721/72152f9156285dfd5168381c586206ba.jpg WHAT DOES MARKETING PLAN MEAN? https://im9.cz/iR/importprodukt-orig/721/72152f9156285dfd5168381c586206ba.jpg What does marketing plan mean? 1. 1.Statement of Organizational Mission –Each organization is established for the purpose of achieve main goal –Without goal we cannot find the best way for our organization 2.Environmental Analysis –(e.g. purchasing power of population, location of action, demographic factors, etc.) 3.Competitor Analysis –„We need to know our enemies“ 4.Understanding Buyer Motivation –Why are the customers interested in our product? 5.Segmentation –What are the group of our customers? –What are the main specification of these groups? • https://im9.cz/iR/importprodukt-orig/721/72152f9156285dfd5168381c586206ba.jpg What does marketing plan mean? 6. 6.Research Plan 7.Product Analysis –What are the benefits of our product? –What are the weak part of our product? –SWOT analysis 8.Distribution Analysis –How deliver product to customers? 9.Pricing Options –Comes from our price policy 10.Promotional Plan 1. http://www.luelue.pl/media/catalog/product/cache/1/image/c8f85e1c25c27561e43e5c68af54764c/p/l/pleas ure_boats_at_argenteuil_by_monet_80x70.jpg WHAT DOES MARKETING MIX MEAN? http://www.luelue.pl/media/catalog/product/cache/1/image/c8f85e1c25c27561e43e5c68af54764c/p/l/pleas ure_boats_at_argenteuil_by_monet_80x70.jpg Marketing mix •A planned mix of the controllable elements of a product's marketing plan http://www.luelue.pl/media/catalog/product/cache/1/image/c8f85e1c25c27561e43e5c68af54764c/p/l/pleas ure_boats_at_argenteuil_by_monet_80x70.jpg Marketing mix • http://www.luelue.pl/media/catalog/product/cache/1/image/c8f85e1c25c27561e43e5c68af54764c/p/l/pleas ure_boats_at_argenteuil_by_monet_80x70.jpg Marketing mix • http://www.monarosa.eu/files/8813/2575/6151/Lada.jpg WHAT SPECIFICATION HAS CUSTOMER OF CULTURAL ORGANIZATIONS? http://www.monarosa.eu/files/8813/2575/6151/Lada.jpg What specification has customer of cultural organizations? •Group of Ready-to-Buy Customers •must be impressed by our product •Loyal group of customers/Repeat Customer •They visit theatre/cinema/museum periodically •Group of Impulse Buying Customers •Follow the trends and feelings •Group of Sale or Discount Customers •Follow the best offer •Potential Customers •All of the people • http://www.monarosa.eu/files/8813/2575/6151/Lada.jpg How to attract each of customers group? •Group of Ready-to-Buy Customers •Propagation of product •Loyal group of customers/Repeat Customer •Benefit program for loyal customers (special offers, VIP events…) you should show them, that they are very important •Group of Impulse Buying Customers •Advertising, direct communication, transparent propagation •Group of Sale or Discount Customers •System of discounts and sales •Delivery of information through massive canals •Potential Customers • http://static2.r23.de/2011/12/siegerauto_der_carrera_panamericana_pop-art.jpg WHAT IS CUSTOMERS MOTIVATION TO BUY CULTURAL PRODUCTS? http://static2.r23.de/2011/12/siegerauto_der_carrera_panamericana_pop-art.jpg •Social Ritual –For the traditional high art audience, attendance may be an affirmation of their social values •Self-improvement –„Culture is mirror of our behavior“ •Symbol of social status –Higher class are more interested of culture •Need of catharsis –Satisfaction through culture • Customers motivation http://static2.r23.de/2011/12/siegerauto_der_carrera_panamericana_pop-art.jpg Relationship between customers needs and marketing http://heidicohen.com/wp-content/uploads/INFOGRAPHIC-Content-Marketing-Fulfills-Customer-Needs-Heid i-Cohen-Blog.jpg http://www.cz.artfans.eu/images/citajici-zena.jpg http://www.slavneobrazy.cz/obr/pict/1522.jpg CONCLUSION •Marketing is process of planning and making strategies •Challenge for cultural organizations is: –answer to societal changes –Attract more customers •Cultural organizations can use the same marketing instruments as business companies –Specification is product and group of customers • • • http://www.cz.artfans.eu/images/citajici-zena.jpg http://www.slavneobrazy.cz/obr/pict/1522.jpg SOURCES •Usefull link: •https://www.slideshare.net/assim_t/marketing-instruments •Sources: •KOLB, B. M. Marketing for Cultural Organizations ISBN-13: 978-0415626972 •https://heidicohen.com/content-marketing-future/ •http://marketingmix.co.uk/ • • • • • http://www.cz.artfans.eu/images/citajici-zena.jpg http://www.slavneobrazy.cz/obr/pict/1522.jpg SIGHTSEEING TOUR http://www.cz.artfans.eu/images/citajici-zena.jpg http://www.slavneobrazy.cz/obr/pict/1522.jpg SIGHTSEEING TOUR •Date: 7th May •Place: City centre •Place of the meeting: •Zelný trh (near fontain Parnas) •Meeting time: 16:05 •Duration: 75 minutes • •!!PLEASE COME IN TIME!! • • http://www.cz.artfans.eu/images/citajici-zena.jpg http://www.slavneobrazy.cz/obr/pict/1522.jpg Place of the meeting • • http://www.cz.artfans.eu/images/citajici-zena.jpg http://www.slavneobrazy.cz/obr/pict/1522.jpg Place of the meeting https://www.czecot.cz/results/zobrobr.php?w=st&id=95047&orig=1 http://www.cz.artfans.eu/images/citajici-zena.jpg http://www.slavneobrazy.cz/obr/pict/1522.jpg Visit of the performance “Carmen” http://www.androidmarket.cz/wp-content/uploads/2014/10/hd_wallpaper_13067.jpg Visit of the performance “Carmen” •“Carmen” is play written by Georges Bizet •Important information –Date and time: Wednesday 8th May in 19:00 –Meeting time and place: 18:40 in front of Janacek Theatre –Dress code: decent clothes or formal clothes •Each student buys ticket by himself (reservation are available on web sites (http://www.ndbrno.cz/programme?method=newProgram¶ms[from]=¶ms[month]=5¶ms[year]=2019) –Don’t forget to buy ticket in time because the OFFER IS LIMITED • http://www.androidmarket.cz/wp-content/uploads/2014/10/hd_wallpaper_13067.jpg Visit of the play “Carmen” http://www.androidmarket.cz/wp-content/uploads/2014/10/hd_wallpaper_13067.jpg Visit of the play “Carmen” http://www.androidmarket.cz/wp-content/uploads/2014/10/hd_wallpaper_13067.jpg Visit of the play “Carmen” http://www.androidmarket.cz/wp-content/uploads/2014/10/hd_wallpaper_13067.jpg Visit of the play “Le Comte Ory” •18:40 in front of •Janacek Theatre • http://www.androidmarket.cz/wp-content/uploads/2014/10/hd_wallpaper_13067.jpg Visit of the play “Carmen” • http://www.androidmarket.cz/wp-content/uploads/2014/10/hd_wallpaper_13067.jpg Visit of the play “Carmen” http://www.cz.artfans.eu/images/citajici-zena.jpg http://www.slavneobrazy.cz/obr/pict/1522.jpg THANK YOU FOR YOUR ATTENTION