What is Marketing?
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The Essential Elements of Marketing have long been defined by the “Four P’s”. According to Julie Peeler, former VP of Private Sector Initiatives with Americans for the Arts, the final three below should be added for groups in public service such as arts organizations.
There are Four Main Marketing Stages:
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Marketing includes everything you are and everything you do. It is the entire process by which one comes to understand the relationship between a product and its customer. It is defined by media placement, advertising, social media and brand building.
A thorough investigation of what all of this means for your business, non-profit organization or your career will help you to understand what needs to be done to succeed. Who are your current and potential customers, and is your market changing? Where do you want to be next year? In five years? In ten years? Does your marketing plan reflect your long-range plan? For businesses, it is a complex task requiring the commitment and input of the staff and management, the Board of Directors and many stakeholders. If you are ready to establish a strategy for the future with a unique brand, I can help you conduct this extensive evaluation to build a concise, well-researched, realistic and flexible marketing plan. Or, perhaps you have recently been through this self-assessment and need more specific services. I can focus on very specific areas of need in the promotion and positioning of your business. How can Viewpoint Arts Marketing move your organization or career forward? Contact David Shankweiler at 727-252-6689 or davidshankweiler@yahoo,com. |
What is Public Relations?
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“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
- PRSA (Public Relations Society of America) from a 2012 statement. The Functions of Public Relations are to:
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Public relations is public perception. It is your image. It is how you are seen. It is your opportunity to show them rather than tell them. And as opposed to advertising, it is credible, believable news. This is because your message about you, your organization, and your relationship to the community has been propagated by the media. And by media, we mean print, television, radio, blog, website, social media and word of mouth.
What is the public perception of your business, non-profit organization, product or service? How do you change it? Is your website really working for you? Are your email and social media campaigns consistent and valid? How do you get the media to tell your stories for you? Remember, before they will listen, they must believe. Ultimately, Public Relations provides the freedom to find unconventional ways to define your image and gain exposure in your marketplace. How can I help you move your business, non-profit organization or career forward? Contact David Shankweiler at 727-252-6689 or [email protected]. |