Hiding in Plain Sight via You Tube

The Alley Theatre has a wonderful gallery space which has welcomed numerous artists over the last 3 years to display their work in Strabane. Now with a growing reputation, the amount of applications we receive to exhibit at the Alley is growing dramatically on a yearly basis.

From the world famous Felim Egan, glass artist Sean Campbell, the Northern Ireland Press Photographers Association to the local arts Group, the Alley has offered an exceptional space and support for professional and amateur artists alike. The venue offers regular exhibition launches, an art club and regular podcasts with the exhibiting artists, all aimed at raising the profile of the artist and the gallery space.

This year the Alley also embarked on establishing a second gallery space within the Linton and Robinsons department store in Strabane, funded by Arts and Business. From a wonderful launch in a newly refurbished 2nd floor area, the North West Artist Gallery, based in Lintons' has became a commercial success!

The superb success of our exhibitions clearly demonstrate how the Alley is leading the creative arts in not only the North West, but across Northern Ireland, pushing the boundaries and getting more people interested in viewing/buying art.

However our new exhibition, "Hiding in Plain Sight" made me stop and think about how we should approach new artists in the future.


Our new exhibition, "Hiding in Plain Sight" is by a Strabane photographer, Raymond McCarron, a highly complex man whose passion for street photography is endless. He has a god given gift to capture that lost or stolen moment on the street which when seen through the lens offers more than a thousand words to the observer. From the gritty streets of Belfast, a Halloween trip in Derry, an old women hunched in a windy high street to an almost "Darwin -ist" portrait of an old man walking the dark narrow back alleys in Edinburgh, Raymond can certainly be hailed as one of Ireland's leading street photographers and is worthy of having his work put into a book format (any publishing houses reading this?)

For his new exhibition, "Hiding in Plain Sight", the Alley has developed press releases, interviews with regional newspapers, twitter updates, designed invitations, web updates, e-news letters, planned an official launch night, a Facebook events page, got David Oliver to play at the launch and completed a hit podcast.

However one piece of marketing gold we missed out in producing was a You Tube presence for the exhibition. We shouldn't have worried, Raymond had already completed one himself without telling us and boy was it good. This stunning exhibition on You Tube, mixed with a killer soundtrack simply took my breath away it was that good.

I have to admit my jaw dropped when I first saw it listed on You Tube, how could I have missed this? What a great way of exhibiting the work to potential journalists and patrons. Why hadn't he told me? More importantly, why hadn't I asked? However my frustration over missing this golden opportunity to further promote his show was very short lived, as I began soak up the music and enjoy the wonderful images which were flowing in front of my eyes.

So this weeks comment from the Alley, when you are planning your campaign, make sure you have a good chat to the performer/artist about what else they have done and maybe you might find a hidden gem! To watch for yourself the wonderful work Raymond has produced on You Tube click here.

I hope you enjoy it as much as me.

Don't sacrifice marketing expert warns arts groups

Often in tough economic times art groups and theatres would look at their budgets and see marketing as one of the leading easy areas to cut costs, however leading thinkers and marketing groups have highlighted that this is a short term and ill advised route to follow, with possible long term repercussions which will harm the organisation rather than develop its future.

Obviously you would state that "Of cause someone working in arts marketing would argue that saving marketing budgets (and jobs) is the way forward, it's all about self interest", however if we examine the facts and look at various case studies the evidence clearly shows that in tough times, investment in the marketing department is the way foward, not cut's.

The marketing department are the only people in the organisation whose main aim is to retain and gain new audiences, and by cutting that service an organisation is merely stopping the process from happening at the very time when theatres come under pressure from patrons with limited budgets.

Check out this article and see what you think.
http://www.sacbee.com/livinghere/story/1872492.html

Arts and Business - Spacey style!

I found this rather interesting debate taking place in the Times recently. Kevin Spacey, the famous Hollywood actor and currently artistic director at the Old Vic, rebuts criticism about the arts not being worthy of support during these tough economic times.

Spacey shows the arts for what they are, not just a investment in our children, inspiring and educating all ages, but a valuable tool for the business community to invest in! The UK and Ireland have a very successful arts industry. which is the envy of the world and has a lot to offer all sections of the community and industry, in particular the business community (read David Adairs comments concerning PWC view on the arts).

The Old Vic and the Alley Theatre would have a lot of similar issues, working in areas of high unemployment, however committed to regenerating the area, promoting the arts and developing a strong education programme for a new generation of actors, artists and musicians.

See the letters below and enjoy Mr Spacey putting his superb argument together!

From The Times
May 9, 2009

I won't apologise for defending the arts
It’s not charity or empty philanthropy. It’s an investment in jobs and our collective soul

by Kevin Spacey

Open any newspaper or turn on the TV and you are confronted with the realities of recession. So it is perhaps inevitable that there will be some who frame the arts and culture as luxury items and accept that they will have to survive on shorter rations. And in the grand scheme of things, what does it matter, they say.

I believe that, far from being luxury items, arts and culture are a necessity in our lives, as individuals and as nations. Culture is the strongest ambassador of the human condition we exchange around the world. Countries may go to war but it is culture that unites us. The arts inspire, uplift, challenge, stimulate our conversations, drive our debates and remain in our memories.

For those still unconvinced there is an equally powerful economic argument. Our cultural life contributes to the financial health of communities across the nation. Cultural centres create jobs and generate income for the hotels, restaurants and countless other businesses in the areas where they operate. I, for one, do not want to see another regeneration plan that does not have arts and culture at its heart. Without them we are not building rounded communities, but ignoring the fabric and soul of society.

Now I can't see why anyone would begrudge us practitioners the chance to fight for our cause, but in this very paper Richard Morrison criticised the “usual suspects” for spreading “propaganda” by citing that arts and culture are essential and transformative. The creative industries are fortunate to have many vocal cheerleaders, with names famous enough to get column inches. But frankly, it seems an odd slur to accuse Dame Judi Dench, Antony Gormley, Philip Pullman and Nicholas Serota of being biased merely for having spoken out on behalf of their own professions.

This attack left me confused, just as folk are when I try to explain that my own theatrical home, the Old Vic, receives no public subsidy at all. Some things just don't make sense. Who else should stand up and fight for cultural support other than its practitioners? Should public health policy be advanced, not by NHS leaders, but by lorry drivers and dressmakers? Should arguments about environmental issues be advanced by policemen and pilots?

I don't hear anyone demanding special treatment for the arts above other important and vital public services, but it is an important debate. This isn't about showbusiness and it isn't a trivial argument. This recession is claiming many victims and the arts are under threat. That's why so many of us feel the need to shout about the value that cultural programmes bring to millions of people across the UK, as well as the economic impact of the creative industries throughout the world.

I am delighted to take on Mr Morrison when he states that arguments in favour of arts funding are “as essential and transformative as a wet sock”. That most schemes designed to introduce young people to arts and culture are destined to fail. This notion does a huge disservice to the dedicated professionals who create inspiring programmes for young people.

I have watched as young children from the Old Vic's neighborhood have attended workshops, school projects and community productions and seen them totally engaged and enthralled. These are thousands of kids from low-income families, not some middle-class-only playing field. This is true not only of our work at the Old Vic, but of programmes that the National Theatre, the Young Vic and countless other institutions are providing in London and beyond.

Education through the arts enriches the next generation, and not just of artists. Theatre, for example, teaches young people to communicate, to resolve conflicts, to collaborate and to explore emotions. It's not about whether these kids want a career in the arts when they grow up. These programmes can be good for business as they contribute to a wide range of interpersonal skills. So it's not charity or empty philanthropy, it is an investment in the future of our society.

Kevin Spacey is artistic director of the Old Vic

This is an abridged version, for the full article visit the Times Link below

http://www.timesonline.co.uk/tol/comment/columnists/guest_contributors/article6251188.ece

And here we have the supporting statement from David Adair from PWC, a man who I would love to introduce to the work of the Alley and demonstrate how well we could develop his CSR strategy in the North West of Ireland.........

From The Times
May 12, 2009

Sir,

I fully endorse Kevin Spacey’s sentiment that support for the arts is about more than “mere charity or empty philanthropy” (Opinion, May 9). Not only do the arts enrich the next generation, but, importantly, they also enrich the business community. Whether people participate as a student or a corporate volunteer, participation in the arts widens and essential skills in the workplace are developed.

Last year we had more than 4,500 volunteers taking part in community-based activities, far away from their day-to-day business responsibilities. That contrast encourages creative thinking, better use of language and improves teamwork and interpersonal skills. All this while enthusing young people with transferable skills and qualities that will ultimately enhance the workplace they will join. Such investment is vital to enable communities and businesses to transcend the chill winds of recession.

David Adair
Head of Community Affairs, PricewaterhouseCoopers LLP

Times Link http://www.timesonline.co.uk/tol/comment/letters/article6268724.ece

Mike Absalom - New Alley exhibition set for major press coverage

The Alley Theatre is currently hosting a new exhibition by Mike Absalom and Paul McGuckin which you should really check it out, it's truly exceptional.

This exhibition has been one of my highlights this year, mainly due to finding a truly hidden PR gem for a marketing officer.

In preparation for the PR for the exhibition, Googling the artists backgrounds, I soon became aware that one of the artists, Mike Absalom, had a terrific back story, which would generate exceptional interest in the local and regional press. After getting the green light from Radio Foyle, The Derry Journal, The Strabane Chronicle/Ulster Herald and the Strabane Weekly/Tyrone Con for interviews, we arranged for Mike to travel down from County Mayo for an afternoon of interviews and tours in the Alley's impressive gallery space.

So what was his back story?

Well after growing up in England and Canada, Mike went onto Oxford to study German and French, however a meeting in a train carriage with a Cambridge student studying Classical Persian, Mike changed courses. However University wasn't what you'd expect, "I went to a few lectures, read a few books, then partied the next 4 years". After completing University Mike decided to launch a music career, after a dubious "Rugby Bar room anthem album", he went onto release a number of folk albums in the mid-late 60's. Success soon followed him, including performances on the Old Grey Whistle Test and the Royal Albert Hall, where David Bowie came back stage to talk to him about his performance. He also had the honour of playing on the same bill as the Sex Pistols in the early 70's at a University Student Union gig, "I have to admit I didn't think much of them, their guitars were un-tuned and their dress was rather unpleasant!".

After his music career went quiet, he had various jobs including a job in Iran selling English courses (thanks to his connections with the Prime Minister of Iran and the son of Afghanistan), busking in Paris and Greece, teaching in Canada, performing in an all-female harp group in America, teaching in Sweden, a children's entertainer......the list goes on. Throughout the day Mike had a great habit of talking about his life and dropping into the conversation some incredible facts and stories about his life, for example "Oh that was the time when I travelled across Europe in a old school bus which fell off a cliff, then took a train carriage where I was attacked by a mob not for money but my body, thankfully saved by a Russian, who let me live in her house in Tehran" As many commentators stated "How he survived the party lifestyle of the 60's and the music scene in the late 60/early 70's is a truly remarkable story in itself". I could agree 100% with that comment by the end of the day.

So after a impressive music career, travelling the world, teaching the harp in South America, mixing with every type of social class, learning several languages including Irish, Swedish, Spanish, French Persian, producing poetry and escaping a mob on a train, Mike thought he would take up painting around 6 years ago. Since then he has major exhibitions around Ireland and the UK, creating a new network of people interested in the creative genius of this mild mannered yet passionate artist. His artwork is now highly valued and has been purchased across the UK and Ireland, including a couple of paintings to major TV stars.

After 6 years of painting he now feels interested in developing his understanding of ceramics, so in typical Mike style he told me "I have never done it before, however I have bought a kiln and intend to make pottery artwork in the next few weeks". For many people this would be a major investment and career step to take.....for Mike, its just another adventure to add to a very long list.

Speaking to one journalist, we came to the same conclusion after speaking to Mike, "this guy needs to write down his life story, because the tales he has to tell would fill 1000 newspapers not just a column." Why not make your mind up and check out Mike's exhibition at the Alley Until May 29th 2009.

For further information visit http://www.alley-theatre.com/exhibitions/%20or or visit his official site at http://www.mikeabsalom.com/

New report shows the arts are enjoyed by all in Northern Ireland

Audiences NI have come up with a new report that in my opinion explores some of the myths about theatre attendance in Northern Ireland.

"A new report shows that the arts are enjoyed by people from all walks of life in Northern Ireland, exploding the myth that the arts are the preserve of an elite minority. The Audience Audit is based on data drawn from 22 arts organisations across Northern Ireland and looks at who went to the arts in 2008, what they spent and when they attended. Audiences NI has produced the report using the socio-demographic classification system Mosaic NI. This system divides Northern Irish consumers into nine ‘groups’ based on a range of indicators including income and lifestage. The Audience Audit report shows that people who go to the arts are drawn from all nine Mosaic groups, including Farming Communities and Housing Executive Tenants. Additionally the report demonstrates that the arts contribute significantly to the Northern Irish economy, with ticket sales alone generating £13.5 million in 2008. "

The Alley Mosaic Report 2008 showed that our largest groups comes from Farming Communities and Housing Executive Tenants, which is replicated across Northern Ireland in this new report.

Our core aim is to develop the arts and increase arts participation across the whole of the community, and I think this report and our own research shows many critics that arts are not only for the middle class, but for all groups in society.

"Alan Sugar" vs The Alley Marketing Dept

The Alley Marketing officer recently took part in the Arts and Business course entitled "The Art of the Pitch", a 2 day practical development training programme (27 & 28 April 2009) which offered the Alley and 5 other arts organisations the opportunity to develop and hone our business skills to 'pitch' to the business world. A mixture of the Apprentice and the Dragons Den, this exciting course really made me think about how to make the perfect pitch and avoid being fired.......

Held in Blick Studios in Belfast (thanks for opening up early guys!) and Whitenoise Creative Design Studios, the training culminated on a third day, entitled 'pitch' day, where all six participants were given the opportunity to 'pitch' to a panel of local business representatives (30th April 2009), including representatives from Autoline, Royal Mail, Davy, FG McClure Watters, BT, Texeco, Tesco and PWC.

The training was undertaken by Cathy Law from Cathy Law Communications (great trainer, gets a 5 star report) in partnership with Arts & Business (great as usual, thanks Beverly) and a crack team of experts to including a creative team of designers (whitenoise), a presentation expert from UTV and a really interesting talk from image consultant Paul Smyth from Outlook, a personal image consultancy.

Some top tips from Paul Smyth
1. Wear a blue tie to show calmness and authority

2. Wear a red tie when you want to grab attention, the "look at me" idea

3. Always look well groomed, you never know you might meet your sponsor when you do the weekly shop, do you really want him to see you in your joggers and ripped T-shirt?

I have to admit these three little golden rules are now my mantra! For more information about Paul Smyth and his personal image work, visit http://www.outlook-image.com/

The Grand Opera House Marketing officer won the overall pitch competition, however as the yanks would say "Everyone was a winner", as many of the participants overcame major fears in developing or presenting a pitch.

One thing I would certainly say is one of the major things on the course I thought I would not enjoy, but did, was the South African image consultant, Paul Smyth....well worth further investigation!

Events Guide vs Direct Marketing Letter

While surfing the web I came across a very interesting article looking at why theatres should move away from the traditional events guide and develop a more cost effective alternative. This message is not only coming from US arts marketing officers, but also marketing consultants from the UK and Ireland. Make your mind up for yourself? Events guides vs Letter? Yes, NO, Maybe? you decide?

If you want my view, in today's climate where budgets are key and we are all trying to reduce our carbon footprint, can we still justify printing 40 event guides, where a simple letter or email would still have the necessary impact.

Why the Letter Works Better
by Stephen Belth
Consultant and Founder
Source: Arts Marketing Network http://www.artsmarketing.org/node/674


Since the 1970s, the season brochure has been the calling card for performing arts organizations. While this convention continues into the 21st century, rising costs and shrinking direct mail responses has limited its universality. Arts marketers need alternatives. Supplementing, and more typically replacing, the brochure is the very simple but powerful direct mail letter, especially effective in attracting both old and new subscribers at lower acquisition costs.


This brief article expands on ArtsMarketing.org’s observation about the power of letters over brochures as a marketing tool and attempts to put the place of the brochure into perspective.
To understand why well-focused letters prove more efficient than brochures, you must start with the most important sub-segment of your subscription database, your renewing subscribers. Examine the demographics of your most active, long-term, loyal subscribers and you will find that the one characteristic that consistently defines them is their level of higher education. Regardless of age and occupation, the common denominator of an active arts patron is a college or graduate degree. What does that tell you? With education, subscribers share another important commonality: an active and avid interest in reading.

Prove this yourself through an informal survey with the question, “letter or brochure?” You will find overwhelmingly that subscribers prefer to receive clear and concise information about the season. They will tell you to save your money on the colorful graphics and paper quality, especially when they know how hard pressed you are for support. Tell your subscribers what they need to know, as simply as possible, and you will find that they respond.

Here are 5 steps for an effective letter:

1. State the offer right away, and include a call to action:
Renew your subscription by February 23 and keep or upgrade your seats for next season. Plus, save 10% on individual tickets.

2. Lay out the letter like a letter, not a brochure.
Introduce the letter with “Dear Friend:” or “Dear Arts Lover:” and end with “Best wishes.” Don’t right justify the type or it will look like a book. Indent, bold and underline for easier reading.

3. Make the letter conversational and personal, using the words “you” and “your” as much as possible.
You won’t want to miss a single moment of the season. You’ll have your same seats reserved at every performance.

4. Emphasize benefits not features.
When you set your copy points, think in terms of benefits or what’s in it for the responder rather than just giving them interesting facts. Fact: We have great artists and programs this season. Benefit: When you buy your tickets today, you’ll be guaranteed a seat for our sure-to-be sold-out performance!

5. Tell your reader how to respond.
To buy tickets, call 028 7138 4444, visit online at http://www.alley-theatre.com or mail back the attached order form by the deadline of xx/xx/xx.

Despite rising postal costs and increasing use of e-mail, direct mail still offers the most significant returns. Fact: Give the same professional care to your letter as you do to the design of your brochure. Benefit: Your responses will improve and your subscriber base will increase.

Druids make the best arts marketing officer

In 2007 , I attended the first Northern Ireland Druidstone marketing course, one of the best courses I have ever attended.

The Theatrical Management Association (TMA) London, in conjunction with Audiences NI, delivered the Druidstone residential arts marketing course for the first time in Northern Ireland during April of 2007.

The course was a massie investment and involved a seven-day residential course, designed to provide those working in arts marketing with intensive professional development in the essential skills of arts marketing. The Druidstone course has run for over 23 years in Wales and has achieved international recognition as a unique training opportunity, this was a unique chance for theatres in Northern Ireland to rise to the challenge.

A total of 13 staff involved in Arts Marketing from across Northern Ireland attended the course which ran from 20-27 April in Rubane House, Kircubbin, County Down. The participants took part in a series of lectures and tutorials, covering marketing planning and principles as well as practical marketing 'tools' such as copywriting, e-marketing and press and public relations.

Click on the title of this blog story and check out the attached website for images and course feeback.

The Alley scoops the Allianz Arts and Business Award NI 2009

The Alley has won numerous awards since we opened, however one of the most thrilling results was winning the Allianz Arts and Business Award for 2009. Read below for the full story.

Representatives from the Alley Theatre and their sponsors, RE/MAX, Linton and Robinsons and CRAFT Recruitment and Training attended a stunning awards ceremony at the Reform Club in Belfast on January 16th 2009, with the Alley scooping the top award for "Excellence in arts management of the business relationship" in front of a pack audience of theatres, festival organisers, musical groups and their business partners from across Northern Ireland.

The Allianz awards night recognised the important role the arts have to play in the development of a successful business and in building communities. Seven awards were presented on the night, with RE/MAX, Linton's and CRAFT Recruitment all nominated for top awards. The three Strabane based businesses narrowly missed out in their hotly contested groups, however RE/MAX received a "Highly Commended" for their project which involved photography classes for staff and the local community, culminating in an exhibition in the Alley gallery space.
However the Alley Theatre was delighted to accept the final prize on the night for "Excellence in arts management of the business relationship" and was awarded a prize of £2000 to recognise their achievements.

Speaking after the awards, John Kerr, Alley Theatre manager stated "Receiving this award is a tremendous achievement for the Alley staff, our sponsors, Strabane District Council and all of the patrons who have worked on our various Arts and Business Projects. We are delighted to accept this award from Arts and Business, supported by Allianz and we look forward to working on even more creative projects in 2009/2010."

For further information visit http://www.alley-theatre.com/about-us/latest-news/

The Alley Theatre goes Twittering!

As well as the Alley's website at http://www.alley-theatre.com/, the Alley has broken new ground by being the first Northern Ireland arts venue to host a twitter page. If you have not logged on before view our Twitter page at www.twitter.com/thealleytheatre

Setting up the Alley website took around 10 months from first design, linking it up with the ticketing system and ensuring the website took secure bookings.

It was a very intense project, even if it did take 10 months, however it is now being highlighted as one of the best sites in Northern Ireland by leading web designers. Check it out, any feedback would be great!