When it comes to marketing the arts to the modern, Singaporean consumer, it’s important to deliver collectively all the content material marketing instruments as doable. From music to phrases to compelling visible, advocating for the relevance and function of the arts is de facto very a lot anchored on telling tales.This is why the National Arts Council (NAC) is prioritising a digital first engagement technique when it comes to marketing to the modern consumer, in accordance to Lynette Pang, deputy chief government officer at National Arts Council in a dialog with MARKETING-INTERACTIVE. She added:It is necessary to faucet into the areas the place customers are the most energetic.”This contains social media, digital promoting and constructing on-line platforms resembling Catch to join with audiences to promote arts and cultural experiences,” she mentioned. Don’t miss: National Arts Council to enliven arts and tradition scene with slew of latest partnershipsCatch, which was launched in September 2023, is a digital information and reserving portal, enabling fast and accessible discovery of all issues arts and tradition. It is a key initiative beneath the five-year arts plan and contains a digital platform and social media community facilitating content material cross-marketing initiatives throughout a variety of companions and alternatives.Through Catch, a mixture of visible, written, and interactive media belongings are developed to have interaction various viewers segments. This contains collaborations with influencers, content material creators and digital platforms to amplify the attain of the contents. In addition, the Catch Creator Community was established, focusing on artwork fanatics, on a regular basis content material creators and micro-influencers, to produce and share content material throughout their very own channels, in addition to via Catch. They will get first dips to the newest arts and tradition occasions, and in flip, present Catch with natural and genuine content material that can be utilized for Catch’s web site and social media platforms. Catch may even acknowledge these content material creators to assist profile them and prolong the attain of their content material.Through the improvement of compelling narratives based mostly on Singapore artists, arts and cultural experiences, the goal is to have tales powered by actual encounters to create deeper connections, she added. However, whereas social media attain and natural content material are key, at the coronary heart of the NAC’s marketing technique lies a deep want to join related and genuine content material and experiences to the consumer, of which there are 4 key pillars, mentioned Pang. These are:1. Personalisation, curation, and customisationUnderstanding the wants and preferences of various viewers segments is crucial to allow extra focused marketing. By focusing on these priorities, NAC goals to successfully join with the modern consumer, drive curiosity and participation in arts and cultural actions, and domesticate a vibrant and engaged arts neighborhood in Singapore.2. Accessibility and inclusivity Marketing efforts that emphasise the significance of constructing arts and cultural experiences extra accessible to individuals of various demographics and totally different life levels are key, conserving in thoughts totally different age teams, cultural backgrounds, and talents, mentioned Pang. 3. Innovation and creativityIt is so necessary to guarantee all inventive marketing methods have this constructed into its DNA, to guarantee a better chance of capturing the consideration of the modern consumer, mentioned Pang.This can come from exploring new media codecs and applied sciences to create interactive experiences to have interaction audiences in distinctive and compelling methods.4. Community engagement Fostering a way of neighborhood and belonging amongst modern customers to construct higher relevance, resonance, and authenticity is extremely necessary, mentioned Pang. This entails creating alternatives for participation, dialogue, and co-creation inside the arts and cultural eco-system.“Campaigns and experiences are finest developed via co-creation with the area people, adapting and integrating actual tales and narratives into media and experiential content material, for audiences to higher recognise, resonate and join with at a deeper stage,” defined Pang. To create extra tangible and memorable encounters with arts, NAC has tapped into varied native areas to highlight the arts scene, resembling its themed MRT trains and I Play SG Music initiative, which brings homegrown visible arts and music respectively to tens of millions of commuters each day. This scheme is a part of a three-year partnership with SMRT, that enables Singaporeans to expertise and luxuriate in ‘artwork on the go’. Pang shared with MARKETING-INTERACTIVE that this technique will quickly broaden to the literary arts, the place the council is trying to deliver the written phrase to trains, and extra busking experiences to stations.Check out extra of what Lynette Pang has to say at #Content360 #Singapore from 24 – 25 April for a two-day extravaganza centred round 4 core thematic pillars: Explore with AI; Insight-powered methods; Content as an expertise; and Embrace the future. Immerse your self in studying to curate content material with creativity, vital considering, and confidence with us at Content360!Related articles:SG arts and tradition portal releases rap tune starring native talentThe National Arts Council launches new marketing campaign to present arts’ transformative energyNational Arts Council to enliven arts and tradition scene with slew of latest partnerships
https://www.marketing-interactive.com/interview-deputy-ceo-lynette-pang-nac-marketing-the-arts
