Entertainment and Arts Marketing - Assignment Example

 Executive summary Global marketing is an imperative venture for any organisation that seeks to appeal to a wider market in the twenty first century. Art exhibition business has important features such as location, hospitality techniques, contents arrangement and product features that either affect business positively or negatively. Art exhibitions business has been going through various issues that need to be taken note of by marketers therein. (Baker, 2000) Introduction Since the onset of the nineteenth century, there has been remarkable acceleration of globalisation in developed and developing nations. This has been precipitated by significant changes such as improved information technology. Many organisations or businesses no longer look at the national market but seek to reach out to wider population in other nations. (Blythe, 2001) In order to achieve this goal, global marketing is inevitable. This paper therefore expounds on an issue in entertainment and arts marketing. This includes an overall review of the situation. There is also elaboration of key areas as pertains to entertainment and arts. Finally, the paper illustrates the resultant implications for marketers. Review of the current situation Art exhibitions are places where different artefacts are flaunted to be viewed by interested parties. These could include pieces of sculptures, drawings, antiquity, clothing, pictures or even music. This is sometimes displayed in art galleries, museums and art clubs among other places. (Cinchona and Ronkainen, 2005) An overall analysis of the art exhibition industry shows that it is facing some challenges. One aspect that is quite evident in this business is that its marketing strategies are not at par to global marketing expectations. There are various channels that businesses which are expected to reach out to global market are supposed to use in order to appeal to a wider market. (Dale, 2006) This has not been effectively utilised. Majority of art exhibitions in United States are known to use advertisement channels that are not quite global in nature. For instance, many of the museums are rarely advertised on global television channels. This is a problem that needs to be thoroughly looked into if the business is to experience success in a tough global economy. Unlike other business sectors, this arts and entertainment sector is somehow slow in reaching out to customers from different nations to purchase and even view different antiques. (Baker, 2000) Museums and other art exhibitions do not invest a lot of financial resources in carrying out online marketing. This is a very viable and up to date channel that is reaching many people and one that improves any business’ customer base. Price is a very important component in any marketing. (Lancaster and Massingham, 1999) This can be used to attract customers. Art galleries are not using this component to market their services and products. This includes variation of price for different classes of people so that they can appeal to both low and high income earners. There is very little done of price adverts where customers are given discounts specific amount spent or even giving seasonal offers. (Gail, 1980) This makes the businesses not to enjoy their full potential as far as customer base is concerned. There are issues of location of most of these art exhibition businesses. Many of them are located in places that do not have ample parking and playing ground for children. The current situation in most of these businesses shows that they have not incorporated hospitality features which are a major way to attract customers. This includes the way customers are welcomed into the premises and also incorporating areas where customers can easily access refreshments while in the premises. This is considering the fact that customers visiting these premises take some time there Address the key areas as indicated in your proposal There are various key issues that were noted that relate to global marketing of promotional campaigns for art exhibitions. One of the key issues that were evident is the issue of location. Place is a very important aspect in marketing and it has various effects on the overall success of a business venture. (Thomson and Rampton, 2006) When the business premise is located in an accessible area, it becomes very easy for customers to go there and use art services or purchase the products. It was quite clear that majority of the art exhibitions are located in accessible areas. This is a plus as customers are in a position to visit the premises whether they had planned or not. Much time is not spent travelling to reach the museums or art galleries. This is well implemented by Metropolitan museum that is located within the city. One of the aspects that were quite evident was the fact that these locations do not have ample space for parking cars. Art galleries and museums are places that are visited by many people. It is very common to find many families visiting these places on the same day. (Gary, 1986) This is therefore an issue that needs to be looked into by management of the businesses. This is because the lack of parking space can make some customers to shy away and simply go to do other things. This basically means losing customers. It is therefore important that ample parking space be created. There also needs to be enough space for children to play. (Lancaster and Massingham, 1999) Contents arrangement in art exhibitions is a very essential factor. Without proper arrangement, the sculptures, paintings and drawings etc may not really make sense to customers. This therefore relates to the concept of physical layout in marketing of services. (Thomson and Rampton, 2006) The way the pieces are displayed can either increase the customer base or reduce them altogether. The Metropolitan museum has implemented this feature. This museum ensures that all the artefacts are well arranged and labelled. For instance, there are armours and weapons of the whole world, musical instruments, Islamic arts and Egyptian paintings of medieval ages. (Baker, 2000) These art and historical pieces have information alongside them showing their origin the year and the places where they were invented among others. This helps the customers to get all the information that they could have wanted to know about the pieces. It saves time that would have been taken by staffs explaining all that information. (Thomson and Rampton, 2006) The costume institute has also has contents arrangement well carried out. There is the Islamic gallery that has the Koran manuscripts and well arranged articles of European, American, African, Byzantine and Asian cultures. The Grand Palais has also shown well arranged artefacts of modern painting. The pieces therein have been arranged in terms of drawings, sculptures and paintings that are very appealing to customers. (Hill, 2005) Other aspects of art galleries that are very essential include hospitality techniques. This is a very essential feature that can play a great role in enhancing the overall success of this business ventures. As earlier on illustrated, art galleries and museums are normally visited by actually all members of the family unity. This means that there are no age boundaries of the customers in these premises. This means that hospitality techniques that should be implemented have to be different for adults and young children. (Gail, 1980) An overall evaluation of the art galleries and museums shows that very few have implemented this feature. There are various hospitality techniques that are specific to children that should be implemented. They include colourful drawings of cartoons that generally appeal to children. The way the artwork is displayed can be tailored towards appealing to children. For instance the writings can be done in bright colours and big letters that are readable. The way children are received in the premises should be different from the way their parents or guardians are welcomed. Staffs who should welcome children to the premises need to be very jolly, interactive and ready to play with the children. Hospitality techniques for children could also mean offering them snacks for sale. Children are fond of eating snacks, when the art gallery and museum premises have snacks; they end up appealing to many children. Sometimes small quantities of snacks can be offered for free to children customers. Adults too need a hospitable environment. This starts from the way they are welcomed into the premises. They need to have staff that can show them around and answer any questions that they might have. Some of the museums and art galleries have tried to implement this feature but there is still much to be done. (Kotler, 1996) There is need for a relaxation place where adults can sit and talk after purchasing or viewing the artworks. The language that is used by staffs in museums and art galleries is a very important ingredient that customers look out for. The use of polite language is a hospitality technique that helps increase the customer base of art and entertainment industry. In this case, staffs have to put in mind that the customer is always right. This definitely is a marketing strategy that can help improve the customer base of art galleries and museums therefore leading to increased profits. (Kotler, 1996) Entertainment is also a special feature that needs to be incorporated in art exhibitions. As earlier on illustrated, art exhibitions act as place where people go to relax and enjoy viewing various artefacts during their leisure time. Analysis of various museums and art galleries shows that this feature has not yet been incorporated. This can therefore be implemented by having different forms of entertainment that appeal to diverse age groups. (Lancaster and Massingham, 1999) Art exhibitions can have live performances of cultural dances of different ethnic groups all over the world. The performers need to be dressed in specific regalia for the ethnic group. This enables customers to have the real picture of how different cultures all over the world used to dress and also dance. This is quite entertaining and can appeal to different age groups of people. (Baker, 2000) Videos can also be incorporated in the relaxation areas. These can show people of different cultures going about their day to day activities. These can also depict the musical instruments displayed in the museum when they are in use. This definitely gives a better understanding and picture to the customers. Furthermore it is very entertaining and can appeal to both the young and elderly people. (Gail, 1980) Since art exhibition premises are mostly visited as a form of relaxation children centred entertainment should be provided. This includes games that will involve children while they are in the premises. This should also include activities such as face painting, children fashion shows of traditional cultural attires that are quite interesting and entertaining to children. Product is an important factor that needs to be put into consideration in nay marketing venture. In this case, art galleries and museums put into consideration features of the products so that they can appeal to many customers. (Dale, 2006) An overall analysis of this concept shows that it has been implemented in different art exhibition galleries and museums. For instance, the Grand Palais has paintings, sculptures, drawings, colles and papiers of different colour schemes. They have been incorporated in a crisscross mode. This is very interesting and catchy to the eye. Matisse’s works in this gallery have well used colour schemes. No wonder the place attracts so many people. When one colour is overly used, it looks very boring to the eyes and hence unattractive to customers. The quality of products is also very important. This clearly has to be worth the customers’ money. (Procter, 2000) Any business with quality products always attracts customers in season and out of season. Exhibitions of French Impressionists have quality works which act as good marketing point for the business. There is also the added advantage of the atmosphere created around the exhibitions that is quite appealing to customers. This makes customers to long to be there and when they are in the premise they just don’t feel like leaving. This ofcourse leads to more revenue from purchases. The form of products also has to be diverse for it to be appealing. This has been effectively implemented in Picasso’s works found in the Grand Palais. (Lancaster and Massingham, 1999) Implications for marketers An analysis of these issues shows that they have various implications for marketers. It means that marketers in this organisations need to so much so that the products and services are known in global markets. This includes advertising the products and services through channels that will reach people in global market. This includes using the internet and global television channels. (Thomson and Rampton, 2006) As the products and services are marketed in the global arena, much needs to be done to ensure that quality products are stored. This implies that marketing team should use this feature by advertising the organisation and products and assuring potential customers to get the value for their money through products. Marketers should also ensure that physical layout and display in the premises will act as marketing strategy to get more customers. This implies that marketers in art galleries and museum have to ensure that the art works are well displayed and arranged. This also implies that they have to ensure that different colours and forms of products are stocked. (Thompson, 2005) Customer service can be used as a marketing strategy. The above illustrated issues clearly imply that marketers in art exhibitions need to ensure that hospitality techniques among the staffs are enhanced. These have to be tailored towards the diverse age groups of customers. Entertainment in these premises can also be used as a marketing strategy. Conclusion Global marketing is a venture that many businesses are undertaking in the twenty first century. This is definitely carried out to reach out to a wider customer base. The current situation in art exhibitions shows that there is very little marketing carried out to reach the global market. Very few art galleries have incorporated hospitality features and majority of the premises have very little parking space. This implies that marketers in these organisations need to do all that is at their disposal to ensure that art products and services are marketed online and global television channels. It also means that marketers need to ensure that staffs in these organisations incorporate hospitality techniques that help appeal to many customers. Al these strategies among others play a great role in enhancing success in art exhibitions. Read More