One of my most popular posts was this post about assets and marketing. It's the foundation for Step 4 in the Paradox Arts Marketing Plan, so check it out before moving forward.
To market effectively you must know what you have. That's what Step 4 - The Asset Check - is all about. In this step you will list two different types of assets:
1. Personal or Organizational Assets - These are the assets that belong to you (as a solo artist) or to the organization that you work with. Here are some examples:
- Being a new voice that is rarely heard in the arts
- A reputation for a particular artistic style
2. Project Assets - These are unique aspects of the artistic project. Some examples:
- A world premiere
- A particular performer that is popular with the buying public
- A strong production aspect
- The ability to leverage the work to reach new audiences
What are the assets? Write them down. Now decide which assets you want to use as part of your marketing campaign. I'll give you an example, for the first production of my day job's 11/12 season we are going to leverage these assets:
1. The playwright. A fairly well known individual
2. The cast. We will have members of the cast that are well known to our target audience.
3. Organization reputation. We have done work similiar to this in the past that was well received.
When people see the marketing for the work, it will focus on one of those three things. That is our way of explaining why people should see the art.
Alright, let's review your art marketing plan:
You have a set of clearly stated goals.
You have a timeline.
Now you have a listing of assets which will be the focus of the marketing.
But of course you can't talk about assets without talking about liabilities. That's next.