What exactly is marketing and why is it important to you as an arts executive? Simply stated, marketing is everything you do to place your product or service in the hands of potential customers. It includes diverse disciplines like sales, public relations, pricing, packaging, and distribution.

You might think of marketing this way. If business is all about people and money and the art of persuading one to part from the other, then marketing is all about finding the right people to persuade. Marketing is your strategy for allocating resources (time and money) in order to achieve your objectives (a fair profit for supplying a good product or service).

Yet the most brilliant strategy won't help you sell tickets if it is not linked to your target audience. While a marketing plan can be a map for success, remember that the map is not the territory. A strategy that ignores the customer isn't an accurate reflection of the landscape. A good marketing plan can help you focus your energy and resources. But a plan created in a vacuum, based solely on your perceptions, does not advance the agenda.

That's why market research, however simple or sophisticated, is important. While research is important, there's no substitute for entrepreneurial insight. After all, as Mark Twain wrote, "You cannot depend on your eyes when your imagination is out of focus".

• National Arts Marketing Project 2009 Miami Workshops
• 101 Creative Ways to Promote the Arts
• Hourglass Marketing Plan
• Strategic Communications Primer
• 50 Creative Ways to Partner with Tourism
• Ten Easy Steps to Cultural Tourism
• 20 Creative Ways to Get the Medias Attention
• Maximizing Outreach to Hispanic Media
• South Florida Arts Database
• Audience Survey

• www.ArtsMarketing.org – ArtsMarketing.org helps your organization address its daily marketing needs and longer-term marketing issues. The official site of the National Arts Marketing Project sponsored by American Express, this website has Practical Lessons to help your group develop a marketing plan, branding, budgets and more. Also has case studies, marketing tips and news you can use.
• www.fuel4arts.org - great creative ideas, articles and resources for marketing the arts.
• www.prsa.org - Public Relations Society of America - resources on public relations
• www.marketingpower.org - Website of the American Marketing Association (AMA) a great resource t for information/resources, education/training and professional networking.
• www.PatronMail.com - the e-mail marketing system created specifically for arts and non-profit organizations... and all types of creative businesses. Tips on email marketing and webinars.
• www.Vortexmiami.com –Since Vortex Communications was founded over 20 years ago in Coral Gables, Florida, we've wrapped innovative design solutions around sound marketing strategies. With a special focus on the arts this website has information on web design, graphic design and marketing.
• www.Bristolpr.com -Full service public relations agency designed to promote clients. Info on public relations, media relations, marketing, promotions, publicity, community outreach, special event productions, advertising/creative, tourism, and merchandising services.
• www.gmcvb.org - Greater Miami Convention & Visitors Bureau website includes calendar of events that includes detailed listings on arts performances and events.