Strategy and Branding

ARTerial Network Arts Marketing Toolkit

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 Whatever the philosophical beliefs of artists, having tools that help them understand their audience or market, will enable artists to make more informed, strategic choices about how to diversify their sources of income to ensure that they are able to make a living as creative practitioners. The Arts Marketing Toolkit is a guide that explores different ways of building and sustaining public identity for individual artists and arts organizations. Constructing a sustainable arts livelihood is about understanding perceptions of power relations in economic contexts, and being able to make the appropriate choices in these environments.Case studies from various countries in Africa and different arts sectors are used to embed this marketing philosophy into practical examples. Worksheets have been developed to encourage readers to participate and reflect on the toolkit information with evidence from their own precise contexts.
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Strategic Marketing Process eBook

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 By Moderandi Inc. Tie your marketing & sales to business strategy to improve performance. This 96 page ebook covers 29 sales & marketing subjects from competitive positioning and marketing plans to campaigns, sales management and ROI.  Using graphics, charts and short copy, the ebook covers how each subject fits into the process, best and worst-case scenarios and key steps to follow to incorporate it into your business. Strategic Marketing Process eBookView more documents from Moderandi Inc.
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Guerrilla Marketing - Over 90 Field-Tested Tactics to Get Your Business Into the Frontline

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Guerrilla Marketing - Over 90 Field-Tested Tactics to Get Your Business Into the Frontline (a ChangeThis manifest)View more presentations from kuchmuch
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134 Marketing Ideas

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Courtesy of Score.org, Chapter 19. 134 MARKETING IDEAS 1. Don’t let a day pass without engaging in at least one marketing activity.2. Determine a percentage of gross income to spend annually on marketing.3. Set specific marketing goals every year; review and adjust quarterly.4. Maintain a tickler file of ideas for later use.5. Carry business cards with you (all day, everyday).6. Create a personal nametag or pin with your company name and logo on it and wear it at high visibility meetings. TARGET MARKET7. Stay alert to trends that might impact your target market, product or promotion strategy.8. Read market research studies about your profession, industry, product, target market groups, etc.9. Collect competitors’ ads and literature; study them for information about strategy, product features and benefits, etc.10. Ask clients why they hired you and solicit suggestions for improvement.11. Ask former clients why they left you.12. Identify a new market.13. Join a list-serve (email list) related to your profession.14. Subscribe to an Internet usenet newsgroup or a list-serve that serves your target market. PRODUCT DEVELOPMENT15. Create a new service, technique or product.16. Offer a simpler/cheaper/smaller version of your (or another existing) product or service.17. Offer a fancier/more expensive/faster/bigger version of your (or another existing) product or service.18. Update your services. RESOURCES AND INFORMATION19. Establish marketing and public relations advisory and referral team composed of your colleagues and/or neighboring business owners to share ideas and referrals and to discuss community issues. Meet quarterly for breakfast . . .  DOWNLOAD FULL DOCUMENT BELOW. 
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Promotional Writing: Is Your Copy Dateable?

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Spacetaker Presentation by Mandy Graessle Promotional writing: Is Your Copy Dateable?View more PowerPoint from Spacetaker

Free Marketing Calculators

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Courtesy of Mplans.com Pay Per Click ROI CalculatorUse this calculator to determine the ROI (return on investment) for your pay per click advertising campaigns. Based on your campaign results and costs your ROI will be calculated for you.Email ROI CalculatorUse this calculator to determine the ROI (return on investment) for your email campaigns. Based on your marketing campaign results and expected results your ROI will automatically be calculated. Use this tool to test different scenarios and see results.Cash Flow CalculatorThis cash calculator shows you how business-to-business sales, carrying inventory, and rapid growth can absorb a business' money.Discounted Cash Flow CalculatorAnalysts use discounted cash flow to explore the "time value of money". Essentially, money today is worth more than the same amount of money tomorrow. This calculator helps you explore this concept.Starting Costs CalculatorCalculate the start-up costs of your new business before you get going. This calculator helps you evaluate how much capital you'll need to start your business.Break Even CalculatorBreak Even Analysis is an expected component of most business plans, especially for start-up companies. This calculator shows how much revenue you need to cover both fixed and variable costs.Conversion Rate CalculatorThis calculator allows you to see the impact improving your website conversion rate has on your total online sales. Enter your visitors and total orders, and you can see what an increase in conversion can do.Investment Offering CalculatorUse this calculator to view both sides of the investment table. See what an investor gets, and what a company gives up all in one easy tool.Read more about Marketing Plan Calculators at Mplans.com
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Branding Your Cow : The Importance of Branding in the Sale of Art

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By Eric Rhoads Fine Art Connoisseur & Plein Air Magazines Moos of panic filled the dusty air as cowboys pressed the hot branding iron against the flesh of the cattle out West. This painful exercise, branding, served the purpose of marking ownership of the cow. But the mark on the cow was less important than the reputation of the rancher. For instance, cattle rustlers knew which farmers would overlook the loss of an occasional cow and which were so tough they would hang cattle thieves on sight. Rustlers would avoid stealing cattle with certain brands. The behavior of the rancher became the meaning of the brand.  If you're marketing art, you've probably heard a lot about branding, and you may be wondering how it relates to you. We know companies like Apple, Coke, and McDonald's have the most recognizable brands, but those brands also have meaning. For instance, the McDonald's brand means consistent quality and fast service. . . read more
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VIDEOS: Digital Marketing - The Social Customer

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The Social Customer: Advanced CRM (1/4) The Social Customer: Fine Tuning (2/4) The Social Customer: Upgrading Your Campaign (3/4) The Social Customer: Designing Cohesive Engagement (4/4) 
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Quick Guide: Brand Identity

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Courtesy of Columbia College Chicago The idea of "branding" covers a lot of ground these days but for the moment think of branding as visually linking your professional materials together so that your name, title and contact info are presented the same way on all your materials. This visual identity can be created with "type treatments," logos, and perhaps, images. The trick to creating an effective visual identity that will brand your materials is: 1) finding a look and feel that's in synch with the work in your portfolio and2) using it consistently. That can be as simple or as complicated as you want to make it. TYPE TREATMENT: Create a type treatment for your name by finding several fonts that you like- nothing too off-the-wall. Try out each font with your name and title (P.A., Actor, Designer, Writer, etc) if you choose to use a title. Then try them out at different sizes and in different colors. Print them out so you can see what they look like on paper. LIVE WITH IT: Tape your type treatments to the wall or the fridge and keep an eye on them for a few weeks. Some designs will begin to look crappy after a while and can be eliminated. Eventually one will emerge as superior. Then find a second font that is perhaps a plainer version of your "brand" font to use for your contact information . . . read more 
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So… What is Guerrilla Marketing? An 8-Part Guide to the History and Approaches to Guerrilla Marketing

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Courtesy of WebUrbanist.comOver the past month, WebUrbanist has explored the ins and outs of the weird world of guerrilla marketing. What was once a fringe movement in the world of advertising has become much more popular and mainstream since the 1980s, when marketing expert Jay Conrad Levinson introduced the concept to the world at large.  But what is guerrilla marketing, exactly? If you’re still scratching your head about what this guerrilla stuff is all about, step onto the tour bus as we take one more look around. Keep hands and feet inside the vehicle at all times, please. We’ll review the highlights at each of our stops. Feel free to hop off and visit any of the sections that interest you, then hop back on to navigate the rest. 1) The History of Guerrilla MarketingIn part one of our guerrilla marketing series, we took a look at how advertising went from boring, educational, and sometimes downright false ads to the entertaining spectacle we know and love today. Jay Conrad Levinson, author of many books on the subject, is credited as the father of Guerrilla Marketing. His ideas paved the way for small businesses to compete in the marketing arena with the big companies, ushering in an era of innovative and sometimes extreme marketing ideas. But Levinson’s ideas aren’t just about getting the customer’s attention: companies have to be ready and willing to back up their advertising with excellent products and services . . . read more at WebUrbanist.com
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