Marketing communications as a necessary prerequisite for efficient work of a philharmony
Date
2019-02-26
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Lviv Politechnic Publishing House
Abstract
The purpose of the article is to
summarize the peculiarities of marketing communications
in the field of culture and arts and philharmonic in
particular, to consider the financial component of the
activities of the philharmonic and to propose measures
for its improvement. Analyze modern creative means
and tools of communication marketing and adapt them
for activities of philharmonic. The article investigates
that organizations of the sphere of culture and arts and
philharmonic society, in particular, operate in conditions
of instability, great competition and uncertainty. Their
success depends directly on the number of visitors.
Therefore, marketing communications play an extremely
important role in the life of cultural and arts
organizations and the philharmonic. In general, the
marketing of organizations of the socio-cultural sphere
and the philharmonic, in particular, consists of the same
components – good, price, place and promotion, but in
the philharmonic they have their own specific, which is
that the product can be divided into the main and the
additional. It is also noted that the implementation of
philharmonic events non-commercial and commercial
marketing leads to the same effects – a high commercial
outcome. The difficulty in promoting of philharmonic
arts services is due to lack of funds for such events. In
order to realize marketing measures of a flexible
strategy of cultural and arts organization, it is proposed
to implement the latest financial technologies –
fundraising and crowdfunding. Elements of scientific
novelty can see in construction of an algorithm of
action in the application of fundraising, as well as in
generalization of modern types of marketing
communications tools for the philharmonic. The
practical value of this study is to elaborate on the
application of four possible to promote the future
of the Philharmonic's concert, namely Event-
Marketing, Art-Marketing, Entertainment Marketing
and Guerrilla Marketing. The advantages, disadvantages
and costs of each of these promotion methods
are outlined. The research found that Guerrilla
marketing or Art-marketing is inappropriate due to
its quot; aggressive" way of promoting and
possible problems with obtaining permission, while
Entertainment-marketing and Event marketing are
recommended for use in the Philharmonic. Also the
main stages of the use of Event-marketing are described
in detail. It is recommended to borrow foreign
experience. For the Philharmonic, it is suggested to use
the experience of the world class chamber orchestra of
Manchester Kamerata. This orchestra promotes its
cultural product very flexible and attract the maximum
number of viewers. Further research will address the
more detailed study of the effectiveness of marketing
activities of the cultural and arts organizations.
Description
Keywords
marketing communications, fundraising, crowdfunding, marketing tools, philharmonics
Citation
Karyy O. Marketing communications as a necessary prerequisite for efficient work of a philharmony / O. Karyy, K. Protsak, O. Prosovych // Economics, Entrepreneurship, Management. — Lviv : Lviv Politechnic Publishing House, 2019. — Vol 6. — No 1. — P. 70–80.