• Share on Facebook
  • Share on Facebook
  • Share on Linkedin
  • Share by email
  • Share on Facebook
  • Share on Facebook
  • Share on Linkedin
  • Share by email

Over recent years, more and more value has been attached to reaching potential audiences via the consumer one-stop-shop experience. So far, the opportunities for arts organisations to develop a sustained relationship with the retail sector have been limited other than through sponsorship, says Charlotte Halliday. But individual arts organisations can achieve some success with one-off promotions in a particular retail outlet.

Such campaigns usually depend on establishing a good relationship with an enlightened store manager, devising a special ticket offer, benefits for the staff and attracting some local press coverage. The time and energy required by the arts marketer to co-ordinate such activity can outweigh the rewards. From the store manager?s point of view, maximising revenue per square metre is their overriding objective, and therefore building up relationships with individual partners across the arts sector cannot be considered a priority.


As a distribution company, EAE has had some success in increasing publicity display provision within busy supermarkets and retail outlets, but the progress made has depended on the relationship with individual store managers. Such managers see the benefit to customers of offering as many value-adding services as possible under their one roof, and arts information provision has been identified as an example of an added-value service.

With this potential in mind, Safeway has chosen us as its partner to formalise and facilitate the relationship, bringing the two sectors together. As a result, we have been awarded a contract to provide What?s On leaflet displays across a network of Safeway superstores. The ?instore? service involves a network of leaflet display systems in supermarkets across Scotland, Northern Ireland and the north east of England. To meet the high demand from shoppers using the information displays and to ensure effective presentation of each print title, a new type of leaflet dispenser has been installed.

With the ?instore? service, arts organisations have the opportunity to place their brand alongside national consumer brands which are associated with access and value for money. For the first time, leaflet displays across a network of supermarkets can be used as either a tactical or strategic marketing tool. The flexibility of the service enables clients to use the service tactically for one-off monthly campaigns in selected areas. Or the service can work strategically, as arts organisations capitalise on the opportunity to build long-term relationships with their own potential client base via their local supermarket.

By using the right message, design and call to action on print, and by using ?instore? to reach a target market, opportunities open up to deliver cost-effective marketing materials; and the use of an effective response mechanism within the print itself, enables an arts organisation to measure the return on the marketing investment.

Charlotte Halliday is Sales and Marketing Manager at EAE Distribution. t: 0131 555 1897; e: charlotte@eae.co.uk