Marketing Plan for Polka Dot Art Gallery Exhibition Event

This project outlines a marketing plan for an art gallery exhibition, detailing the event's objectives, including promoting and selling artworks. The plan incorporates S.M.A.R.T. objectives to ensure specificity, measurability, attainability, relevance, and timeliness. It identifies the target market, which includes high-income earners, educated individuals, and those interested in art and interior design, using demographic and psychographic characteristics. Research methods involved analyzing web analytics, social media engagement, and magazine subscriptions to understand the target audience. The brand story focuses on showcasing original, high-quality artworks from established and upcoming artists. Marketing messages include promotional offers and calls to action designed to attract attendees and drive sales. The project also references key marketing management literature.

ART GALLERY EXHIBITION 1
Art gallery exhibition
Name
Institution affiliation

ART GALLERY EXHIBITION 2
Art gallery exhibition event
The event will be held at the Polka Dot Art Gallery. The event will feature talented artists and
their artworks. The invited artist includes; Virginia Wright, john Boscov, and Mary Degea. Mary
is an established cartoon artist. Her latest award was in Belgium which was on 20th Dec 2018.
She won the world best artist award. John is an artist photographer based in Canada. Virginia
Wright is also an established artist, her major artworks are architectural works. During the event,
each of the artists will give a 10 minutes talk about each of the artworks represented at the
gallery. Other upcoming artists will also be given a chance to present their pieces and offer them
for sale. The event will take place on 16th February starting from 10:00 am.
Major goal
The major goal of this event is to promote and sell artworks. The artist will be guiding the
interested buyers during the allocated time for purchases. The upcoming artists will also have a
chance to showcase their artworks and sell them as well.
S.M.A.R.T. objectives
For the objective to be S.M.A.R.T it has to agree with the criteria of; specific, measurable,
attainable, relevant and timely (Elbedweihy, et al, 2016).The objective is specific on what I want
to achieve. The idea is also measurable since the end result is already projected. It is attainable
since the events of the same kind have been successful in the past years. The idea is totally
relevant too. The deadline for the event is already set therefore it is timely.

ART GALLERY EXHIBITION 3
Target market
Some of the demographic characteristics of my target market are: high income earners, young
and middle aged, mostly men, educated, couples, people with small families, Americans and
Canadians, self-employed persons and people currently living in Canada with less engaging
occupations. Some of the psychographic characteristics I used to identify my target market
includes; lavish lifestyles, enjoys indoor activities, values talents, tends to use the money on
expensive things, values artwork, enjoys online, concerned with upcoming talents, loves interior
designs, loves exploring and values creativity (Daoud, 2016).
How I researched my target market
I researched my target audience from their web analytics the pages the click on, who they call,
and the things they buy online. The pages they have followed on social media for example
Instagram and Facebook (Chernev, 2018).
I also checked the subscribers of various magazines. I analyzed specific magazines that display
artworks and creativity.
My other target group was the tourists. I identified this group through their booking in hotels and
travel agencies. The places they have booked to visit gave me an idea of who would be my target
customer.
Brand story
Most of the artworks will be from the three established artists that are John, Mary, and Virginia.
They will showcase their artworks and give relevant descriptions. Upcoming artists will also
have a chance to showcase their work and sell it to the interested buyers. All the artists are highly

ART GALLERY EXHIBITION 4
popular within the country. The given artworks are the original works, therefore, all the works
are exceptionally high quality. The artworks were made at different times and therefore there is
no given range of their date of modification. Upcoming artists will showcase their artworks too.
We promise to offer the best artworks from all our artists at fair prices.
Marketing messages
Marketing messages includes; “take advantage of this deal today brought by polka dot art
gallery”, “leave us a review to win some of our amazing artworks”, “buy your ticket today to get
25% off of any piece you buy”, “come join us to view our exceptionally artworks”, “book
attendance in advance to win exclusive prizes” (Mangold, and Faulds, 2009)

ART GALLERY EXHIBITION 5
References
Chernev, A. (2018). Strategic marketing management. Cerebellum Press
Daoud, H. (2016). 8 Essential Elements of a Social Media Marketing Strategy. Socia
lmediaexam iner. com.
Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016).
Customer relationship building: The role of brand attractiveness and consumer–brand
identification. Journal of Business Research, 69(8), 2901-2910.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion
mix. Business Horizons, 52(4), 357-365.
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