Positioning

In the dynamic world of arts and culture, effective positioning is essential for reaching your audience. Cultural creators and institutions can do this by finding a unique positioning that resonates with their target audience. This article dives into the essence of positioning and offers practical insights for cultural professionals.

What is positioning?

Positioning defines how you stand out from others in the eyes of your audience. In marketing terms, it means how a brand compares to its competitors. It's not just about actual distinctiveness, but more importantly perceived distinctiveness: creating a unique identity that better meets the needs and wants of your target audience than that of the competition. This helps build a loyal fan base and strengthen your brand identity.

Positioning

To determine your current positioning and achieve your ideal positioning, start by analyzing your current situation, both internally and externally. Start by identifying your strengths and weaknesses and then consider your dream position: who inspire you most and what do you want to achieve in your career? After this self-reflection, apply targeted strategies to move from your current position to your desired position.

-> The internal marketing environment refers to everything within your own business environment that is directly related to your initiative or project. By thoroughly analyzing this environment, you will gain insight into your strengths and areas that need attention.

-> An analysis of your external marketing environment helps identify opportunities and threats beyond your direct control. This includes factors you cannot influence, such as demographic, economic, sociocultural, technological, environmental and political developments, as well as elements you can influence, such as target audiences, competition, suppliers and stakeholders.

Opportunities and threats

A SWOT analysis, also known as a strength-weakness analysis, provides at-a-glance insight into the opportunities and areas of concern for your business. SWOT stands for strengths, weaknesses, opportunities and threats. Before you begin, determine the subject of the analysis-whether you are examining your artistic work or your marketing strategy. The analysis should always be related to the field in which you operate, for example, your organization versus your competitors.

Defining mission and vision

Defining your mission and vision early in your career helps set goals that shape your artistic identity. This means envisioning the distant future and describing your big dream. What does the ideal world look like for your company or organization and what do you think is important? In a few sentences, formulate what success means to your idea. Some examples are:

• Museum Arnhem: 'At our unique location where nature and culture come together, we want to offer insight as well as views. We do that with a varied and daring program.'
• LUX: "Our programming aims to renew, deepen and connect. LUX wants to be a base where a diverse audience feels at home. [...] In this way LUX contributes to a humane, colorful and sustainable society.'
• Introdans: 'The art of dance as an end in itself to enjoy and also as a means for people to belong, connect and participate. That is our mission.'

Positioning Strategies

Successful positioning requires a clear strategy. You need to highlight your unique attributes and communicate them effectively to their audience. But how do you determine your strategy? Three key pillars are:

1. Do your own research
   To determine your own strategy, look at similar creators and projects that are active in marketing and public activities, such as exhibitions and collaborations. Keep an eye on them by following their projects and artistic developments, or by meeting them in person at events and networking meetings. Also read articles and reports about the arts sector to pick up trends and insights. This will help you come up with your own unique strategy and stand out from the rest!
2. Collect feedback
   In addition, it is important to do internal analysis: use feedback from exhibitions, reactions from visitors and conversations with fellow artists to understand how your work is being received and where you can improve. Actively collecting feedback and responding to your audience's preferences will help you stay relevant and continuously improve your offerings.
3. Differentiate yourself
   While it's important to be aware of your audience's needs, you don't have to cater to what everyone else is offering. Find your niche within the art world and highlight what makes you unique. This could be a particular technique, theme or approach that sets your art apart, or it could be a unique historical background, a particular artistic vision or a specific goal you are pursuing.

Resources

• Frankwatching - Strategic positioning
• Cultural marketing - SWOT analysis: explanation and tips
• KVK - Creating a SWOT analysis in 5 steps.
• Introdans - About Introdans
• LUX - LUX Foundation
• Museum Arnhem - Mission & Vision

Marketing Plan

As a cultural organization, a good marketing plan helps you reach and engage your audience. Whether you are organizing a festival, theater production or concert, it is important to be clear about who you want to appeal to, how you will do it and with what resources. This article provides an overview of the most important components of a marketing plan, with practical tips and examples.

Data-driven marketing and privacy laws

As a marketer, you collect data to better understand your audience and optimize your strategy. Data-driven marketing helps you work more effectively, but privacy laws such as the AVG set clear limits. In this article, you'll learn how to handle data smartly without breaking the rules.

Target group analysis and policy

Many cultural entrepreneurs and artists have the urge to get their work out and touch an audience. To do that effectively, it is important to determine in advance which people you are targeting and how you want to reach them. This article offers insight into how to identify your core and growth audience, create personas, optimize the customer journey and build a community, which forms the basis for an effective marketing strategy.