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  In July 2007, 125 delegates representing Australian performing arts organisations, arts centres, major festivals and State funding agencies gathered in Sydney for the third Australia Council for the Arts Marketing Summit, Communicating Value, a 2-day feast of insights into the present and future of arts marketing. We're delighted to be able to share the feast with fuellers. Most of the presentations are available from here as video, audio and PDF files.  SPEAKER PRESENTATIONS KEYNOTE ADDRESS Wanted - arts therapy Hugh Mackay Leading social researcher and commentator Hugh Mackay casts his eye over contemporary Australia and sees a society both prosperous and anxious. In marketing terms, this represents a unique opportunity for arts marketers, since he contends that the goal of all marketing is to make us feel better about ourselves. STOP SELLING TICKETS (AND START BUILDING AUDIENCES) Andrew McIntyre Director, Morris Hargreaves McIntyre British arts marketing specialist Andrew McIntyre explores the growing conflict between the increasingly commercial and transactional approach of performing arts marketing and the higher objectives for art to engage, involve, challenge and transform. DIGITAL MARKETING - A BRAVE NEW WORLD Simon van Wyk Managing Director, HotHouse One of the leading players in the virtual space, Simon explores how the internet has changed forever the way we market. COMMUNICATING VALUE IN TODAY'S MARKETPLACE Alan S Brown Principal, WolfBrown How can we as marketers effectively communicate the value and the transformative nature of the arts to a wider audience? Alan Brown, one of America's leading arts marketing strategists, believes that it is everyone's job to learn a new language of value and benefits. NAVIGATING THE CHANGING MEDIA LANDSCAPE Anne Parsons Chief Executive Officer, Mediacom Change is the cornerstone of media, with constant development in terms of new opportunities and new approaches. Anne Parsons, one of Australia's leading media planners, draws on her experiences with the corporate sector to explore the changing media landscape and how you can harness it for your campaigns. MAXIMISING CUSTOMER VALUE Adrian Payne Professor of Marketing, University of NSW One of the world's leading authorities on Customer Relationship Management, Professor Adrian Payne, identifies exceptional service as a key differentiator in the marketplace explains how it can be developed to address the threats and opportunities facing the performing arts marketplace. PANEL DISCUSSION - STRATEGIES FOR CREATING DIVERSE AUDIENCES Janet Wells - Victorian Arts Centre Magdalena Grubski - is Theatre Kim Kruger - Ilbijerri Daniel Goodfellow - Chunky Move Moderator: Craig Tapper A panel of arts marketing practitioners present case studies and discuss strategies for reaching diverse audiences, including niche markets. DELEGATE TAKEAWAYS FROM DAY 1 At the end of Day 1, all delegates were asked to record their key insight from the day's proceedings. Their responses were wide ranging and thought provoking. |
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7 JAN, 2009
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