The New York creative community,
artists, designers and the cultural interested are the primary target audience
of this exhibition, we need to appeal to this market essentially to attract any
kind of audience to the exhibition. Promoting the brand to this target audience
will be done through several effective methods; both digital and print. A focus
on print is going to best relate to the content of the exhibition, print media
such as posters, flyers and adverts are a given. Placement of these printed
materials in areas where we have a large traffic of this target audience has
been considered, publications ranging from the NY Times Magazine to independent
lower budget publications will capture the majority of this audience, as will
placement in the Subway system. As this project is associated by AIGA, we have
the opportunity to use their mailing list of 25,000 members, which is going to
be invaluable. I would also like to explore more irregular forms of
advertising, this being a contemporary exhibition, how about contemporary
methods such as augmented design, embracing new methods of framing as well as
guerrilla marketing.
New York's Arabic
community is going to be a big target market for the brand too; this market is
a lot wider than just a creative one. The inclusion of aspects of Arabian
culture will be a welcome sight to Arabians in a foreign culture and we hope
the Arabian community will embrace aspects of their culture being promoted in
New York. The methods of reaching this audience will include the methods
mentioned previously however, this being a more defined audience; promotion in
Arabian focused publications as well as highly populated Arabic areas will be
great for attracting this audience.
Thinking post
exhibition, it is vital for us to create and maintain a worldwide creative
audience, to create and grow a digital following to build visitor numbers for
following exhibitions. Our digital presence will include the use of Facebook,
Twitter, Tumblr and Instagram primarily. Keeping followers updated with
galleries, interviews and digital versions of all work will help sustain and
build this following. Through all platforms, I believe Twitter, Tumblr,
Instagram and Facebook are going to be the focus, in that particular order.
Hashtags such as #-6 could be promoted running up to and post event.
Beyond NY, surrounding
states should be targeted to promote the event as we cannot rely on just the
population on New York. I do not believe the attraction for international
guests to visit is going to be considered worthwhile, Iran has a small Graphic
Design history so the designers will not have such a great following of
groupies nor be recognisable in the American design culture.
Our main goal is attract
traffic to the first exhibition yes but we cannot forget our social goals;
Creating positive social
change, this is a cultural exchange after all, introducing Iranian GD to
America with the hope to create links for future projects and overall develop
contemporary GD. An event that is a catalyst for collaboration between two
cultures could be the start of something spectacular.
Promotion should start
around 3 months before the event; this will result in a larger exposure of
advertising as well as allowing any international guests time to arrange
transport etc. This is before the New Year of course, so from Jan 1st,
promotion should step up a gear and be relentless until the opening night.
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