Logbook Entry: Define and describe your cultural product. List and describe the unique challenges of marketing your cultural product.
I have decided to develop a marketing plan for ELAN: Emerging Leaders in the Arts Network’s annual fundraiser Beats & Brushstrokes. I am already on the marketing team and the Social Media Chair, so this will be a perfect fit. Plus, since the leadership for ELAN changes so often, this marketing plan will be a great tool for future leaders of the club.
Beats & Brushstrokes is ELAN’s biggest fundraiser and event of the year. It is a silent auction of art made from re-purposed records and records sleeves. All the proceeds from the event go to funding ELAN activities, namely Arts Venture. Therefore, the success of the event greatly affects the club’s future activities.
It is difficult to describe Beats & Brushstrokes as a cultural product. According to Francois Colbert, a cultural product benefits the customer, though this event is a fundraiser benefiting ELAN. So what is the customer benefit? From what I understand, a lot of people come to the event for a social atmosphere. Beats & Brushstrokes has become to be known as a great party. However, if ELAN’s express purpose is to raise money through the auction, the party atmosphere my not be the most appropriate. Furthermore, some people come to event intentionally to buy art. They are not as concerned with the social atmosphere and might even leave if the party becomes to raucous. This is why this year we are ending the auction in waves, so that the first half of the event will be more focused on the auction and second half can gather the party crowd. We are hoping that this format will satisfy more of customer’s wants and expectations.
Beats & Brushstrokes is a specialized purchase. People who want to attend will have to arrange their schedules, transport themselves to an unfamiliar venue, plan to spend money on art they’ve never seen before and stay until the auction is over. This event will take a large time commitment and ultimately faith from the attendee that their time will be well spent. Fortunately, Beats & Brushstrokes has built a reputation for itself, so many people will return having the past events as reference. But what about new attendees? How will we draw them in? I believe this is something I will have think about more, but for now I believe the description of the event and related services to auction are big draw. The ticket price is fairly cheap and includes food and drinks. There will be great music, an MC and a photo booth. Plus, a lot of interesting art. If we market these key factors (especially the drinks!), we may be able to draw in a new crowd. If anything ELAN (branding!) is fairly well known in the art circles of Eugene and will bring back supporters.