50 Carleton & Associates

1.Product identification/definition

Define the product's characteristics and identify what you know about the artists involved.

2. The patron's experience

Determine the conditions under which the event will take place (location, quality of the overall installations and technical equipment, etc.), how you plan to interact with patrons and how patrons will be able to interact with the artists.

3. The offer

Beyond the ticket price, what added value will you offer your patrons, in recognition for their attendance and support?

4. Target markets

Identify individuals and groups likely to be interested in your product's unique characteristics.

5. Circles of influence

Reach out to representatives of your target markets and your loyal patrons. Instruct them and prepare information they can pass along to like-minded individuals.

6. Communications tools

Use mix marketing: new media, social and viral marketing, traditional media.

7. Developing your community

As a follow-up, thank people for coming and keep in touch with them regularly. The seven steps are followed by an action plan that needs to be supervised to ensure success. Components of the plan include: Task identification, Task assignment, Schedule, Supervision.