Guerrilla marketing is the term used to describe authentic and creative actions that work outside conventional advertising strategies with a small budget and have a big impact. Especially in the per se creative cultural sector and with limited resources, guerrilla marketing can address potential audiences in an original way.
The workshop first gives an overview of the origins of this marketing technique in art and political activism and discusses the relationship of guerrilla marketing to other marketing formats. Afterwards, the participants jointly evaluate digital as well as local guerrilla marketing campaigns by cultural institutions, taking into account in particular the prerequisites of such campaigns, their advantages, but also the challenges in conception and implementation. In a third practical part, it is then: step by step to a guerrilla campaign for your own institution or initiative.
This event is aimed at artists who would like to improve their (self-)marketing skills.
Ina Ross, lecturer in cultural management. Born in Sonneberg/Thuringia in 1970, studied German/Scandinavian Studies in Greifswald and with W.G. Sebald in Norwich. 1995 at the Business School Copenhagen. Studied cultural management in Potsdam from 1996 to 2000. From 1999 freelance work at the Cultural Forum of Social Democracy and at Radio 1, marketing department. From 2001 to 2003 responsible for multiplier marketing at DeutschlandRadio. From 2003 to 2011, manager of the Bauhaus Academy, an international postgraduate programme for architects and artists at the Bauhaus Dessau Foundation. Since 2012, she has taught cultural management and marketing at the Ernst Busch Academy of Dramatic Arts in Berlin. | ina-ross-kulturmarketing.de
35 euros incl. conference drinks and lunch snack