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PANSA & BASA CONFERENCE (article first published : 2003-04-11)

The Performing Arts Network of South Africa (PANSA) in association with Business & Arts South Africa (BASA) will present the first national arts and culture marketing conference in South Africa from May 21 to 23 at the Johannesburg Civic Theatre, Johannesburg.

The British Council and the Royal Netherlands Embassy are also partners through their generous funding of speakers. The Marketing Federation of South Africa has endorsed the conference.

The aims of the conference are to highlight the importance of marketing within the arts and culture sector; to impart basic skills, insights and marketing knowledge to participants and to launch the Arts and Culture Marketing Association of South Africa (ACMASA) as an organisation to keep members informed of arts marketing trends, to develop further marketing skills among members, to lobby in members' interests, maintain links with other arts and culture marketing associations abroad, etc.

There is a need in South Africa to address the issue of marketing arts and culture. With a decline in public support, a changing socio-economic environment and an increase in alternative forms of entertainment - such as casinos, arts and culture have had to re-define their place in society and re-think their appeal to peopleís lives.

The conference will address these issues through a mix of keynote speakers, panel discussions, seminars and synergy clusters. Keynote addresses include: Arts and culture marketing: the missing link?, Research into current arts and culture markets, Who is our potential market? and Selling arts and culture projects to the private sector: the doís and doníts.

Panel discussions will provide insights into international arts and culture marketing models and strategies and will address local case studies highlighting successes and challenges in audience and market development

Participants may choose from a range of seminars such as devising and implementing a marketing plan; marketing on a shoestring; e-marketing; customer loyalty programmes; audience development strategies; undertaking market research; building a brand and maintaining it and relationship marketing. Synergy clusters will look at developing particular marketing strategies for theatre, museums, music, literature, dance, film, visual arts and other areas.

Speakers and seminar leaders at the conference include Ivan Wadeson, Chief Executive of Arts About Manchester and representative of the Arts Marketing Association in the UK; Gordon Cook, Navigator from Vega, The Brand Communications School; Heather Maitland, Arts Marketing Consultant, UK; Mel Jennings, independent arts marketer, UK; John Arnesen, Marketing Federation SA; Eymert van Manen of the Netherlands and Nicola Danby of BASA.

Conference fees are R600 (R400 for paid-up PANSA members) payable by April 30. For further information and application forms, please contact Tammy Ballantyne at the PANSA National Office on tel/fax 011 880 5486 or email pansa@artslink.co.za or visit www.artslink.co.za/pansa




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