How culture and commerce can market each other in the current economic climate

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• How culture and commerce can market each other in
  the current economic climate

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• Nick Capon
• Director of CERI

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• Jane Chambers
• Regional Director
• Arts Business

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What the arts can offer business
Fran Everist Fran Everist PR and Marketing
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Whats missing?
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Business objectives

• Increasing sales
• Developing brand recognition
• Raising the profile of the company
• Rebranding or re-positioning the company
• Recruiting high quality staff
• Reducing staff turnover
• Building longer lasting relationships with
  clients

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What do the arts have to offer?

• Colour and excitement

Creativity
A new perspective
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How does this help your business?

• Opportunities to align your brand
• Opportunities to position your company
• Opportunities to reach a targeted market

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• Unusual and appealing venues for client
  entertaining and staff events

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Theres more......

• Outside the box product launches and staff events
• Experiential marketing opportunities
• PR opportunities leading to higher profile
• Money cant buy experiences for clients staff

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What else can partnership offer?

• Demonstrable Corporate Social Responsibility
• A thriving and balanced community
• Higher staff morale and easier recruitment

(The gallery) has created an inspiring
environment in which to work and we feel that
this must influence our staff as well as
graduates applying to the firm. It also gives us
greater accessibility to the general
public. Bridget Cooper, Marketing Manager,
Donne Mileham Haddock (sponsored Brighton
Festival)
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• "It's inspiring to see MMC put something
  worthwhile into its community and it reminds me
  of how lucky I am to do what I do".
• An employee, Marsh McLennan Companies 
  (sponsored London Sinfonia)
• " We have been able to provide development
  opportunities for our employees, we have
  strengthened our relationships with other local
  businesses and organisations and have obtained
  important local recognition and branding."  
• Sarah Murphy, Head of Corporate Social
  Responsibility, Capital One

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Summary

• Partnership with the arts offers a cost-effective
  means of
• strengthening your brand
• raising the profile of your company
• improving client and staff relationships

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• How culture and commerce can market each other in
  the current economic climate

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Culture and commerce

• Beth Rogers
• Principal Lecturer
• Sales Management

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Why people buy from sponsors

• Feelings of gratitude
• Positive attitudes lead to intention to favour
  the sponsor in buying decisions
• Sponsors make arts events better
• Halo effect
• Arts sponsors are successful companies
• Arts sponsors are good corporate citizens
• PR or advertising

Quester and Thompson, 2001, Vasssilis, 2009
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Thought-provoking space

• Business-to-business networking
• Senior decision-makers are likely to be patrons
  of the arts
• Association of arts with ideas
• E.g. Leadership themes in Shakespeare
• Creating time to reflect
• Less ethical risk than sports/TV?

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Exchange of benefit

• Mutual credibility
• Association with success
• Stakeholder value (sponsorship can be
  customer-driven)
• Mutual return on investment
• Part of IMC branding
• Not a gift

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Win-win-win.....

• Arts sponsorship adds value to
• Creative endeavour of the arts organisation
• Community and economic value
• The audience
• Enjoyment and thought-provoking
• The sponsor
• Association with success
• Good opinion of customers
• Knock-on benefit for employees and shareholders

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• How culture and commerce can market each other in
  the current economic climate