Marketing the arts in 1988

Press, 10 February 1988, Page 22

Marketing the arts in 1988

They used to be known as art lovers. Today they have become target audiences. Their tastes were once described as being classical, avante-garde or artistic. Today they are prime prospects profiled, analysed and questioned, as the arts world turns to corporate sponsorship to bridge rocky financial times. The quest for a smoother journey over the economic bumps led the Queen Elizabeth II Arts Council to join forces with the AGBrMcNair in 1986 to begin the most comprehensive survey of the arts in New Zealand. The results indicate that Kiwis are no longer totally preoccupied with rugby, racing and yachting. Forty-two per cent of the country’s population are actively interested in the live performing arts, crafts and painting — 1,175,000 people. “More than the number of Kiwis interested in rugby union or horse rac-

ing,” the survey’s organisers note with the slightest hint of satisfaction. “Marketing the Arts ’BB - the result of the national survey - will be presented in Christchurch on February 24 during a three centre tour designed to persuade the business, finance and arts worlds that arts sponsorship can be an effective means of reaching “the target markets.” “Sponsorship is simply the exchange of benefits. This survey is a great asset for the Arts Council,” the arts and business manager, Mr David Fowler, said. “It is invaluable for corporate clients interested in prospective arts sponsorships and for arts organisations which may be putting the proposal together.” New Zealanders interested in the arts are of “high commercial value,” the managing director of the AGB group, Mr Ron Stroeven, said. “The survey shows that the arts market is a valu-

able market. This information will help those corporate clients who are interested in establishing sponsorship to know more about their target audience and to identify appropriate sponsorship activities.” The survey reveals much more about the individuals questioned than their preference for Puccini and liking for Jane Evans’ watercolours. Consumption and lifestyle factors, tastes in food, drink and reading material, shopping habits and spending patterns also feature in the data collected during the past year. ' “The survey is itself a good example of an artsbusiness partnership which is entirely appropriate to the nature of the corporate partner’s business,” Mr Fowler said. The information gathered during the survey is available to companies and arts organisations interested in arts sponsorship through the Queen Elizabeth II Arts Council.