As an artist or an arts producer, you know what it’s like to do everything on a shoestring – including tying your shoes with actual string because you know what? It gets the job done and it’s extremely affordable. But when it comes to marketing there’s a fine line between doing it on the cheap and doing your project a disservice.
It’s a question that has troubled armies, governments, moguls, arts practitioners and producers for millennia. Do I need a strategy? What kind of strategy? And while we’re on the topic, what is a strategy? While the details vary hugely depending on whether you’re planning a land war or a short film there are some constant principles you can apply.
Easiest question ever, you might think. My marketing budget is literally zero, or as close to it as I can manage. Question answered, the problem solved. However, the truth is that you will definitely spend something on your marketing.
When you’re in the creative throes of making art, the audience is rarely topmost in your mind. Whether it’s the work itself as creation or response, the role it plays in your community or your portfolio thinking about finding an eventual audience can be equal parts intimidating and inspiring.
It costs time, effort and usually money so it’s essential to understand where that is going in order to assess if you should keep going with your marketing activities, iterate slightly or change tack altogether.
Talking about your personal brand, your branded presence, whether you’re on-brand or off, if you know your brand identity- it all starts to sound pretentious and pointless. Even worse, it sounds overtly commercial. That’s because sometime between the 80s and the 90s brands became synonymous with logos and those logos were usually big and brash.
Many Trusts and Foundations can only issue grants to organisations with Deductible Gift Recipient (DGR) and Tax Concession Charity (TCC) status. Individuals cannot have these statuses, and if you are an organisation you might be in the process of setting this up, or not yet eligible. This is where the ACF can help!
Since July 2018, the ACF has received over $1 million in pledged donations. This has been our fastest ever one million dollars — raised in just four months. To celebrate this milestone we contacted the donor who helped us achieve this milestone and the artist they chose to donate to.
There’s no better advice than from someone who has been in your shoes. Here are our top 12 tips from ACF artists and arts initiatives.