Also written by Creative New Zealand
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Creative New Zealand / 5 Nov 2009
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"I know half my advertising isn't working, I just don't know which half." Lord Leverhulme
Marketers in the cultural sector are hungry for advice and data that guides them in how to set relevant targets and evaluate their marketing success, or otherwise.
Responses to scoping research conducted last year for Optimise – Creative New Zealand’s online marketing capability building programme showed that:
To improve online marketing practice, Creative New Zealand is inviting you to be part of a groundbreaking project, Optimiser, that will give you tangible information about your current online marketing activity’s success. Optimiser will provide you with the data and evidence to make smart decisions about your marketing investments.
Optimiser is a pilot project that will collect online marketing data for the arts sector and develop benchmarks to allow you to compare your results against other New Zealand arts organisations for the first time. Optimiser will be led by respected arts marketing consultants Vicki Allpress Hill of The Audience Connection and Tim Roberts of ARTS Australia and will use real data from organisations to answer six burning questions heard regularly from New Zealand arts managers:
Project Leader, Vicki Allpress Hill of the Audience Connection, says that “We consistently see a desire for comparative benchmarks expressed at workshops and seminars within the sector in New Zealand. Online marketing benchmarks, and the lack of them, remain a key issue for the cultural sector in New Zealand.”
Optimiser is a pilot online marketing benchmarking study – the first of its kind in the arts sector in New Zealand. An extension of the ongoing Optimise programme, the study offers an opportunity for fine-tuning of online marketing in the arts to enhance drivers and reduce barriers to attendance.
New Zealand arts organisations and venues are invited to be an Optimiser. Project participants will receive a number of benefits that will help them to be a better online marketer:
To participate you must meet the simple criteria outlined at Optimiser and complete the easy online sign-up form no later than Monday 2 April 2012. Participants will be accepted in order of application, so the sooner you apply, the more chance you have of being a part of the project.
This is an internationally unique project and is the first time we will have sector-wide benchmarks specifically relevant to New Zealand arts organisations. Don’t miss this opportunity to be included and have access to real online measures you can use.