When I visited the National Museum in London for the first time, I was surprised at the huge array of art works which it has, and the multi-cultural atmosphere. The problem was simple, I didnбжt know where to start, and some of them are so new that I couldnбжt understand well at all. When I have a discussion with one of my friends, we found a guide of foreign tourists, who explains the history of the work, and why it is still valuable today. It was really helpful, and added to our enjoyment of the museum. Sometimes art work on its own can be enjoyed by an individual, however sometimes we need an expert opinion giving background to the piece.
– What is an arts organisation?
The character of arts field; it is not producing products, it is not like a commercial enterprise, it keeps heritages for the future, it give a chance to learn, where we are from, where we are, will show what weбжve done to our descendents. Basically, arts organisation is usually defined as a non-profit organisation. It used be true, however, it is not enough to rely on governments, arts council, patrons, or donation. It is increasing the number of artists, and people are more likely to spend their time on relaxing, something giving pleasure, they donбжt mind to spend their money, time on non-material products. But what they are looking for, where they are going. The numbers visiting arts field, such as museums, galleries, theatres, performing arts exhibitions, are going down. More people are going out for entertaining themselves, but not in arts fields. Seriously, managers in arts organisation donбжt believe to find audiencesбж favourites. The Domus(Museums and Galleries Commission, 1998) survey showed that just 29% of museum owned up to having a formal marketing policy. (Runyard, S. 1999).
That is why we need to bring marketing theoriesбж to the arts field in either of cases:
-arts organisation as a commercial organisation
-arts organisation to maximise the exposure of people to arts work.
– What is an art marketing about?
Marketing is 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.
– American Marketing Association
According to Chartered Institute of Marketingбжs definition, Marketing is the management process which is responsible for identifying, anticipating and satisfying customer requirements profitablyбж
In arts organization, the concept of marketing is not the same as these definitions for the characters of arts fields. In fact, general marketing is more focused on pricing, promotion, satisfying customers to get more profit; arts organization is usually more considering at satisfying individual to let them come.
Katherine Khalife, publisher of MuseumMarketingTips.com and the Museum Marketing Tips e-newsletter, was attended in may, 2000, at Pennsylvania heritage tourism summit, when Carnegie Museums president Ellsworth Brown opened a morning workshop with the provocative question, “What is marketing?” what she heard from several museum professionals in the room responding was, “It’s getting people to want what you have.”
Also, many artists are needed strategic care to the arts organizations for concentrating more on their work. Not only for arts organisation, but artists also need organisation become more strategy.
As an individual artist, what marketing resources do you need?
What people want has a great deal to do with what they purchase – with their money, their time, their energy, or their attention. Whether you’re selling a commercial product or a nonprofit service, unless it meets the desires of people, most of them won’t buy it.”
As consultant Will Phillips wrote in an excellent 1996 article, Linking Objects with Audience, “Historically, museums emphasized collecting and understanding objects and specimens, not audiences. The resultant strategy played on a field of dreams: Collect it and they will come.” But today, as Phillips notes, audience needs and values must become a primary focus if museums want to attract more visitors. The new mantra needs to be “Know them and they will come
Developing a marketing mindset requires us to look at our audiences as customers, to see our museums through their eyes, and to adapt our facilities and programs to meet their needs and wants.
The marketing baiters continue by asserting that marketingбжs master is commercialism, the market forceбжs profit. Marketers are not social workers. They exist to persuade in order to make беthe best possible financial outcome.
What marketing means; looking outwards, not inwards, constant awareness of what is happening in your market place, asking, not telling customers what they want, coring about processes as well as products, and communicating all this through the organization.