Telling Our Stories on Our Terms — The Power of Strategic Marketing

The dangerous power of negative marketing, clockwise from top left: Detroit = miserable (photo by Rebecca Cook for Reuters); Occupy Wall Street = directionless (photo by Odell Payne); “A Fire In My Belly” video = sacrilegious; and prospective travelers = potential terrorists (photo by Craig Walker for AP).

The dangerous power of negative marketing, clockwise from top left: Detroit = miserable (photo by Rebecca Cook for Reuters); Occupy Wall Street = directionless (photo by Odell Payne); “A Fire In My Belly” video = sacrilegious; and prospective travelers = potential terrorists (photo by Craig Walker for AP).

As the saying goes, “everyone is trying to sell you something,” and in today’s hyper-connected digital world it couldn’t be more true. Whether it’s algorithmically personalized ads across social media, spam emails or product placement in popular music videos, we are constantly bombarded with branded marketing that is subtly attempting to influence the way we think about our selves, our desires and the people  in our lives.

Given all of this, why should artists want to participate?

On Thursday January 12, join Creative Capital artist leader and marketing expert Brian Tate for Seven Elements of Strategic Marketing, where he will detail how and why artists can and should understand marketing their work in a way that’s strategic and authentic.

According to Brian Tate, there are three main reasons why strategic marketing is essential for artists (now more than ever.)

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The Seven Principles of Strategic Marketing

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Artist leader Brian Tate leads a workshop on Strategic Marketing at this year’s Creative Capital Summer Intensive

Marketing is a term that often makes artists uneasy. 
It’s understandable, we are so often inundated with corporate messaging that feels cold, impersonal and profit driven.

However at its most basic, marketing is simply effective storytelling to a specific audience to drive a specific outcome. On Tuesday September 27 artist leader and marketing strategist Brian Tate will be leading our Seven Elements of Strategic Marketing webinar. This session will break down how artists can effectively and authentically deploy marketing theory in ways that help both them and the audience understand their work better. Register Here

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Snapshot: Artists Summer Institute 2015

Artists Summer Institute 2015

Leaving Governor’s Island was difficult this past Sunday as we we wrapped up this year’s session of Artists Summer Institute. Artists Summer Institute is a five-day intensive professional development opportunity for artists created and developed in partnership between Lower Manhattan Cultural Council (LMCC) and Creative Capital.

ASI provides a unique opportunity for artists for to retreat from their daily routines to focus on developing their professional skills and artistic goals. The program combines the best of LMCC’s Basic Finance for Artists and Creative Capital’s Professional Development Program (PDP) to provide a comprehensive range of training, tools, and resources for working artists. The curriculum offers arts-focused professional training in the areas of strategic planning, verbal communications, marketing and promotion, Internet optimization, financial management, and business planning. Continue reading

Marketing as Self-Definition

Robert Karimi

¡Viva las Roots! at Intermedia Arts, Robert Karimi, 2011

If marketing leaves you feeling uneasy, reconsider how you approach it. For artists, marketing is an exercise in self-definition, not self-promotion. Your marketing strategy should echo your ideas and intentions. Creative Capital consultant Brian Tate identifies seven principles as a framework to implement and analyze his own strategic marketing plan. This post looks specifically at the elements of the story, the message, the audience and call to action. Brian will discuss using the seven principles in depth on Monday, October 19 in his popular Seven Elements of Strategic Marketing webinar.

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Strategic Marketing for Artists, Part Three: Choosing a Path and Taking Action

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This post is part of Brian Tate’s series, The Seven Elements of Strategic Marketing: Tools for Artists to Advance Their Careers and Communities. Read Part One: Marketing Is Storytelling, and Part Two: The Story Chooses Sides.

On Tuesday September 27, Brian Tate leads his Professional Development Program Webinar, “The Seven Elements of Strategic Marketing,” which examines these elements, and how we use them to advance our communities and careers.

Like most journeys, marketing strategy can be broken into a series of steps. They begin with choosing a path.

Make a Self-Inventory: The first step is to make a self-inventory of what’s important to you, why you’ve chosen a certain path to pursue it, and just how far you’re willing to go. The results of that examination will form the arc of your Story, and it can help you connect with like-minded others. The next step is to define the qualities or intentions that link your work to a tradition, yet also set it apart. Continue reading

Photo Gallery: Seven Elements, 24 Artists, One Workshop

Troy Burton

Artist Particpant Troy Burton (standing) presents during the day-long “The Seven Elements of Strategic Marketing” workshop.

“It is a privilege to be able to get this quality of information and these amazing presentations from amazing human beings.”
—Dulce Pinzon, Participant, Seven Elements of Strategic Marketing Workshop

Creative Capital’s Professional Development Program (PDP) bid farewell to February with a full day of activity in our New York City office. Building on the success of our popular webinar, “The Seven Elements of Strategic Marketing”, with Brian Tate, we offered 24 artists a chance to sit down with Brian and his team of experts, including k. Neycha Herford, Caroline Hendrix and Kevin McAleer, to dig deep into the qualities of a successful marketing strategy—from the philosophical to the technical. The workshop was generously underwritten by Tequila Herradura, and participants were selected through a lottery process.

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