★ ART MARKETING ★
Connecting various artistic sources to management, it is an activity to increase practical value such as cutomer, reputation and so on. In addition, art marketing is to make use of differentiated marketing strategy through intrinsic art value such as 'Aura', 'Resonance' and 'Exalt' as catalyst.
■ Five Different Types of an Art Marketing
1. Area of product planning : Enhance brand dignity by adding artistic and esthetic elements to products. In other words, enhance brand image through joint designing a product with an artist or assimilating with product and exisitng art work.
2. Area of place marketing : Enable to direct cultural experience space with an art theme. Create and direct complex artistic space where people can experience esthetic values, not just a store selling products.
3. Area of external cutomer management : Induce passionate participation of Art+Consumer(Artsumer). It is enable to satisfy cutomers' creative desire by operating 'Interactive Art Program' in digital environment and utilize high esthetic sense of cutomers into new product develpment or customized product design.
4. Area of internal customer managemet : Give creativity and innovation motive to members of a team through an art. Through joint program with artists, increase employees' communication skills and creativity and in further help to find solution for problem and limitation of a company inside.
5. Area of repuation marketing : Enable to enhance corporate image through art sponsor. Give opportunity to share artistic values for the people living in culturaly isolated area.
■ Background of Surfacing Art Marketing
1. Rise of creative management
2. Aesthetic of consuming
3. Combination of technology and art
■ 3 Points of View in Marketing Point of View
1. Aura - Secret communion between art work and audience
2. Resonance - Audiences facing with art works are enable to be look back themselves and awake new inspiration and creative desire.
3. Exalt - Art work made by great effort and agony calls humanity and the aesthetic consciousness as an exalt.
■ Types and Successful Cases of Art Marketing
- Apply 'Aura' at product planning and place marketing, 'Resonance' at 'External and Internal Customer Management', and 'Exalt' at 'Reputation Marketing'.
1. Product Planning
- Fusion work between product and an art: Jean Paul Gartier desgined the the water bottle of Evian thereby enhanced product value.
- Louis Vuitton could make brand innovation through collaboration with artists and designers. Increased repurchase rate through collaboration with the world most famous artists, and also added modern design value to existed design eventually could create new brand value with lowering targets' ages.
2. Place Marketing
- Interior of store or design with artists
- Through enhancing communication point of customers by art gallery, concert hall and brand museum, exchange emotions widely.
3. External Customer Management
- Applying cutomers' creative design in product develpment, cutomizing cutomers' preferences through participating product development.
(ex. Heineken - let customers to remix the music they love)
4. Internal Customer Management
- Pixar built Pixar University for employees' creativity.
- Opened workshop with artists and their associations.
5. Reputatino Marketing
- Exhibit hotel as art work
- Operate concert house for local citizens and various art sponsor business
- Host music and art award driven by the company name
★ Implications ★
1. In order to earn the title of 'Artistic Company', company should show continual interests toward art marketing and should propel art marketing with consistency.
2. Through discovering unique product and artist, try to find opportunity to execute differentiated art marketing.
3. Use artistically talented people in management with a timely manner.
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