Essay of Agnieszka Dobrzańska

Marketing of culture

Sales strategy and promotion in the Institution of culture

 

Marketing today is not only a function of the company no longer isolated, but the philosophy of conducting the entire organization. The aim of marketing is a call to customer satisfaction and build valuable relationships with them. Marketing is not just selling and advertising, but mainly what I do. This also applies to cultural institutions.
Institution to acquire customers must provide the public with information about their offer. Therefore, should communicate with the market, with possible users and recipients of its activities. Increasing the number of recipients, the purpose of promotion strategy. The bottom line is what we can offer, and then knowing what customers expect.
The essence of the promotion is to provide information about the offer of the institution. Promotional system components include: personal selling, advertising, propaganda (publicity) and to promote complementary. Promotional program takes into account these elements, depending on the nature of the work of the institution, its organization and characteristics of the audience.
Sales of personal (direct) of the institution is carried out at the box office of the institution but also by other vendors. These forms of sale should be particularly interesting and sympathetic conducted for the client, the viewer, listener and making the surroundings, to raise them as much as possible. These forms should be produced in a good climate and the opinion of the institution.
Advertising is used indirectly led to a mass audience, often little known (as a mass audience), but have adapted to this situation, the nature of advertising. And so it should be concise, understandable and convincing. Should lead to acceptance of the repertoire of institutions and prepared for her good reputation (image). The purpose of advertising is to get confidence in the company logo, to accept the business and identify its needs and its services. With the right advertising tactics approaching potential buyer and influences purchasing decisions, and thus the increase in sales.
In developing a program of advertising you need to adjust to the main purpose of each task. The main goal is to continually increase sales or maintaining a certain level.

Among the forms of advertising in culture they apply no less than in other areas of activity, but the most popular include advertising in newspapers, weekly newspapers, television, street advertising, offers, advertising lists, exhibitions, catalogs, posters, brochures, proposals, etc. complementary part of the promotion, you can use this form, such as free tickets, tickets, invitations, bonuses in the form of passes, etc.
We must realize that in culture, more than anywhere else, you need a combination of marketing resources in the marketing mix, which requires verification of the capacity adapted to the market mechanism.
The purpose of the impact of individual components of marketing culture is to reduce the existing gap between the product and a consumer culture by approximation: 1) the product to the consumer (personal selling, promotion), 2) consumer product (advertising, public relations). The main means of communication include personal selling, as is often the case for the products. This time, it has to rely on direct verbal presentation of goods and services.
Through direct contact with the customer seeks to obtain additional information about the criteria values accepted by the buyers, their motivations, expectations are important for the creation of strategies designed offers, and use of sales promotion, such as steps towards the recipient through the distribution outlets in the tourist route ( souvenirs, advertising materials, guides, directories, etc.) and use a system of remuneration commission to sellers. The introduction also offer plastic mold to the sequences of walking, especially on the terraces, would raise the attractiveness of the advertising and the degree of consumer propensity to buy.
Aesthetics and design for the negotiations (eg, buying tickets), how to implement events aimed at adapting to the opportunities of the principal and the contractor may also be important means of promotion. Creating different “extra value” causes an increase in confidence, a particular kind of psychological comfort, to exclude concern for the final result of the purchase, pre-empt the decision to purchase the service.
In an effort to gain a permanent audience, a number of complementary activities and stimulate the purchase of cultural values, including rebates, discounts and rewards (eg. 100.000  viewer free admission year-round.) In personal selling, promotion, particularly important factor in human-personality traits, professionalism, presentation-hence the concern for the proper selection of personnel, systematic advancement of knowledge and skills to create the incentive system of remuneration and adequate supervision and control.
“Strongest” part of sales promotion strategy is advertising and activities in the sphere of public relations. Both one and the second instrument is the systematic communication with the market of goods and services, developing its active attitude.
The advertising should focus on:
– Publications included – guides, exhibition catalogs, monographs, books, calendars, programs, activities, etc.
– Different types of printed paper leaflets – posters advertising, brochures, invitations, letterheads, brochures, etc.
– Advertising material with print logo – bags, notebooks, pens, stationery, etc.
– Notes the information about the current offer, attached to the ticket,
– Information and advertising signs at various points of local and regional.
Successful business depends on the atmosphere around you. To create, consolidate and develop the required environmental impact favor complete, as comprehensive, knowledge about the directions and types of activity, the conditions laid down procedure, the difficulties, the efforts made to better meet social needs, such as the use of all forms of public presentation, develop and distribute programs of events, plans year-round operation, the creation of associations of friends, supporters, providing social activities through the board – whether the software supervisory, etc.
Solutions will differ in detail, however, as different specific uses of these instruments of production, their use in the cultural sphere. Usually, however, remain unchanged.

Please be aware that the sphere of culture meets its civilizing role in the limited use of market mechanism. Not all the treasures of their buyers are so widely and with such weight that the sale covered the costs of producing and guaranteed a reasonable profit is a difficult problem of civilizing role of culture. Concerns the conditions for its development and the relationship of individual and collective preferences, understood as values shared by the non-execution of most people receive as a threat to its own individual existence. In such a situation the relation economization of culture to its function must be viewed as a realization of self-interest in the market and as a preliminary implementation of the general social interest in non-market mode. The question of what range of products subject to the allocation of the first mode, and which requires a second confrontation with the awareness of the responsibility for creating the base of the functions attributed to culture, comes to the normal conditions for its functioning, the competence of those cultural policy, and also the problem of current frontiers cultural subordination laws of economics.
Creation of cultural services in accordance with market criteria and thus facilitate the sale, it is possible only if there is a market culture and market of close to balance supply and demand adequate.
Currently, there is a huge market for cultural excess supply over demand, and price levels do not generally cover the cost of production – but there is a segment of the already quite prosperous in the sphere of culture and there is vice versa. Only in such a market become meaningful criteria development service offering.
Needs and the emergence of higher-order services in such difficult conditions  production criteria in the market for goods and cultural products.
Market-based criteria for setting up in culture often conflict with the imperatives of artistic creators of art and culture of modern, ambitious, avant-garde, because the lead does not always meet the needs of the ambitious – but the market has its own rules. Excluding them reduces the chance to develop sales of service culture.
It is particularly difficult in the cultural sphere is to capture a market that is not mass market, and very often an elite market. Narrowing the market to specific audiences, and more importantly – known for their needs and preferences – but has some advantages. Allows a qualified assessment of the work environments – the judge, without which the author is difficult to create, and disseminate the work of critics by referring to the opinion of other authorities, as in the advertising business is very important.
In considering the question of criteria for creating a product in the culture should be noted that each of the markets for cultural goods is governed by different laws and different criteria will apply for various products. It is certain, however, and that the criteria for that marketplace, as far as the formation of normal market becomes more significant.
Market-based criteria for creating wealth and artistic must be formulated for each commodity separately, as well as for each individual to make art. However, for the entire market can take some generalizing framework.

 

Bibliography

1.      Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong, Marketing. Podręcznik europejski, Warszawa 2002.