Marketing Strategies for Art Studios Assessment Answer

Background to the Problem

There has been an intense challenge that the art studios confront that needs a variation in the marketing approach to deal not just with competition from other galleries but also competition on the web (Depperu et al. 2021). All businesses might benefit from marketing practices as long as goods, services, and clients are engaged. Nevertheless, an art studio is an exclusive business in a distinguishing model, and henceforth marketing approaches should be excluded from conventional commercial marketing. It is noteworthy that the artists make art productions from talent and inspiration like in manufacturing in which businesses make goods that fulfill the client’s direct necessities. Nevertheless, art too requires to fulfill the demands of advertisement and promotions and henceforth it is challenging to disregard the classic marketing approaches as a means to approach the target audiences (Mateos-Ronco & Peiró Torralba 2019). The main problem is that the Ladder Art Space confronts competition from other art studios and entertainment choices in the area and struggles to approach its target audiences and develop an awareness of its services.

Research Objectives and Questions

Objective 1

To understand the demographics, interests, and behaviors of the target audience for Ladder Art Space.

RQ 1.1: What are the demographics of the individuals most likely to attend Paint and Sip and Paint your Pet classes at Ladder Art Space?

RQ 1.2: Which of the variables predict interest in the Paint and Sip session?

RQ 1.3: Is there any relation between income and individual interest in Paint and Sip classes? How about how far they live from the city and their interests in Painting and sipping?

RQ 1.4: Does interest in Paint and Sip workshops differ from an interest in Paint your pet workshops?

RQ 1.5: Does interest in each workshop differ by gender (Male and Female)?

RQ 1.6: Does interest in paint and sip differ by the participant's relationship status?

Objective 2

To identify the motivations and drivers behind the target audience’s interest in art and entertainment options

RQ 2.1: What motivates the target audience to attend paint and sip or paint your pet classes?

RQ 2.2: What are the most important factors when choosing to participate in art and entertainment events?

RQ 2.3: What type of paintings does the target audience prefer to paint during paint and sip classes?

Objective 3

To gather insights into what marketing strategies and tactics would most effectively reach the target audience and increase awareness about the company’s services.

RQ 3.1: Which social media platform is the best to advertise?

RQ 3.2: What type of marketing material and messaging are most likely to engage the target audience and generate interest in Ladder Art Space’s services?

RQ 3.3: What is the most preferred communication message for paint and sip and paint your pet sessions at this company?

Literature Review

Paint and Sip are deemed a famous social practice that mixes the rejoices of painting with the rejoicement of shopping for favorite beverages (beer, wine, and others). It is further considered a fun means to tap into the innovative side, meet with novel individuals, and relax in a low-pressure setting. The ideal thing about such events is that one does not require any previous painting experience to engage. Apart from being a fun-making social action, paint, and sip sessions might have numerous advantages for the welfare and mental health. It can be said that painting is an effective means to lessen stress and anxiety. Also, it enables the individual to emphasize the current moment and express one creatively which can be incredibly healing (Mehta, S. 2022). A study by Sinurat et al. (2021) stated that consumer interest is described as the things wherein the mass marketplace and average clients are interested. It is frequent use of the term in economic publications on what individuals are purchasing. This depicts the choices, demands, patterns and fashion, purchasing power, and the selfish nature of clients. It has been suggested by Lieder et al. (2020) that knowing the influence of demographical forces like gender and age on consumer interests enables businesses to develop robust and more memorable advertisements. It has been found that gender variances might impact client decisions and the complexity of decision-making. It is found that males and females possess diverse pathways in data processing and in assessing their services.

As per the findings Han & Kang(2020), contemporary marketing, via the collection of essential information for an art follower, might develop marketing approaches that can be important in increasing competitiveness for art studies. It is noteworthy that via strategic marketing practices, art studios can assist in retaining the artistic value in a unique sophisticated world and also offer a way to depict aspirational messages which artworks try to portray. It is also true that the art of appealing to trustworthy clients has become intensely challenging in the present globalized setting wherein the emotional necessities of clients via cultural and appealing needs have become more complicated. Besides, the technological advancements in current times offer numerous alternatives for purchasing and viewing artworks. This might claim that the art and entertainment market has become competitive because of the growth prospects that the web offers. It is true that the web has become a mode wherein establishments might fulfill prospective audiences for their product offerings. Another scholar found that social media marketing, digital technologies, and the internet are considered influencing techniques that give arts businesses novel means to endorse events, involve audiences, approach novel clients, and enlarge the life and scope of their operations.

It is found by Kang et al. (2019) that Instagram is a social media platform that is deemed as a great channel for artists to promote their artworks. It is said that social media influencers develop content for their followers to inspire their opinions and comprehend their routine life, goods, brands, companies, and events and they get paid to establish constructive pictures of specific businesses. This social media platform offers a place for young artists who are not demonstrated by a dealer gallery to show their work. This can assist such autonomous visual artists approach broader audiences and facilitates them to depict and endorse their work in the manner they favor. It is asserted by Chen et al. (2020) that marketing messages possess visualized and informative dimensions which can impact the experiences of users. It can be said that informativeness might surge the efficacy of marketing communications by conforming to the preferences of the users. Also, this intends to offer users adequate information to enable buying decisions. Consequently, for marketing communications social media channels enable clients to comment on or like the favored content.

Proposed Research Design

Research Design

The nature of research questions figures out the study content, respondents, and the kind of data needed. The intent of the research design is to make decisions on what might be monitored, and how. There are three major research designs named descriptive, exploratory, and explanatory. The scholar for this study will employ an exploratory research design that deals with investigating the phenomenon. The choice of this design will enable the researcher to emphasize gathering primary or secondary data by using an informal process to understand them. It is chosen amongst three designs since it has the ability to incorporate the minimum amount of scientific technique and rigor due to objectives and structures. Besides, it is chosen since this research design is essential to attain an initial viewpoint into the issues for the motive of forming them for more accurate examination. This design will facilitate the deepening of the understanding of a specific issue. Also, it is more flexible, the intent of the study might extremely well change over time, and the emphasis might vary from a wider viewpoint to a narrow one (Lauterbach et al. 2022).

Research Strategy

The qualitative research strategy will be used in this study. With this, the scholar aims to attain preliminary viewpoints into decision issues and prospects. Moreover, this strategy will enable the scholar to emphasize gathering data from a relatively smaller number of participants by seeking questions and observing behaviors. It is chosen as a suitable strategy since it is beneficial in terms of timely data gathering, preciseness of attaining client behaviors, preliminary viewpoints, and more. In view of the qualitative nature of the study, the scholar will employ an inductive approach to study which intends to gather data, evaluate it and formulate theories. This is supposed as a helpful strategy to consider diverse views and individuals from the social world one life in (Williams & Moser 2019).

Data Collection Method

Both primary and secondary data will be used to attain the intended outcomes. The chosen technique to collect primary data will be the online questionnaire method and interview method. The questionnaire is described as a range of questions made for various participants. It is chosen since an online questionnaire is the quicker, more reasonable, and simpler means to gather data in relation to carrying out an interview. For the purpose of this study, the scholar will carry out an open-ended survey and interview technique wherein the participants will be permitted to express their insights in a free and open manner. Also, they will be asked to provide recommendations for the art studios to be successful in their business to reach target audiences. There will be a total of 10-15 questions in the survey which will be made using Google Forms and the interview will have 5 questions. Also, the secondary data will play an essential role by offering information for scholars to comprehend, elucidate, and solve the research problem. For the purpose of this study, the researcher will collect secondary data using the sources such as peer-reviewed journals, annual reports, industry-published reports, government websites, and more. Moreover, the chosen company’s website (Ladder Art Space) will be considered a vital source of secondary data collection and will be utilized for the sense-making of primarily collected data (Putri et al. 2020).

Target Population and Sampling Technique

The target population for the questionnaire study will be clients of Ladder Art Space Company who will be asked about their motivations for interests in art and entertainment options; and about their demographics’ impact on their interests in such sessions. Moreover, the sample for the interview study will encompass the marketing professionals in this company who will be asked about the marketing strategies to reach target audiences. The sample size for the online survey will be 30 consumers and the size will be 4 professionals for the interview study. There are two major sampling techniques named probability and non-probability sampling techniques. The scholar for this study will employ a non-probability sampling technique which is a convenience sampling that can facilitate the researcher to get the people that are most suitably accessible. Also, this technique will facilitate the researcher to choose respondents with the opportunity to involve at the time when asked due to availability and accessibility (Stratton 2021).

Ethical Considerations

There is no doubt that the qualitative research technique might be associated with some ethical issues. In this study, the scholar will ensure the protection of the privacy of participants, certify the data confidentiality, and secure the anonymity of people and chosen companies while collecting and demonstrating the data. The respondents will be offered with detailed information on the implementation and objectives of the study. Moreover, the participants will be given the choice of leaving the qualitative survey at any point in time. Also, the respondents will be treated anonymously and organization descriptions are depicted as these can not be appointed out. The researcher will ensure the protection of the research community by evading deception of the nature of the objectives of the study, evading conflicting interests, being transparent and honest to converse about the research, and evading any falsified reporting of the study findings.

References

Bleiker, J., Morgan-Trimmer, S., Knapp, K., & Hopkins, S 2019, ‘Navigating the maze: Qualitative research methodologies and their philosophical foundations, ‘ Radiography , vol. 25 , pp. S4-S8.

Chen, J., Kou, G., Peng, Y., Chao, X., Xiao, F., & Alsaadi, F. E. 2020, ‘Effect of marketing messages and consumer engagement on economic performance: evidence from Weibo, Internet Research , vol. 30 , no. 5, pp. 1565-1581.

Depperu, D., Magnani, G., Crosato, L., & Liberati, C 2021, ‘Growth of firms in a fragmented cultural industry: Italian commercial art galleries’ competitive strategies’, Sustainability , vol. 13, no. 9, pp. 5057.

Han, S., & Kang, E 2020, ‘The marketing strategy to stimulate customer's interest in art-gallery business plan’, Journal of Distribution Science , vol. 18, no. 8, pp. 47-54.

Kang, X., Chen, W., & Kang, J 2019, December, ‘Art in the age of social media: Interaction behavior analysis of Instagram art accounts’, In Informatics Vol. 6, No. 4, p. 52). MDPI.

Lauterbach, A. A., Bettini, E., Mathews, H. M., Rossetti, Z., & Hughes, O. E 2022, ‘Beyond exploratory: How varied qualitative methodologies can inform and advance the field of special education’, In Handbook of Special Education Research, vol. 1, pp. 171-186. Routledge.

Lieder, M., Asif, F. M., & Rashid, 2020, \’A choice behavior experiment with circular business models using machine learning and simulation modeling’, Journal of Cleaner Production , vol. 258 , pp. 120894.

Mateos-Ronco, A., & Peiró Torralba, N 2019.’ Sustainable management of contemporary art galleries: a Delphi survey for the Spanish art market. Sustainability , vol. 11, no. 2, pp. 541

Mehta, S. 2022, ‘The Painting Elephant Art Classes: Evaluating New Strategies for Growth’. In SAGE Business Cases . SAGE Publications: SAGE Business Cases Originals.

Putri, R. S., Purwanto, A., Pramono, R., Asbari, M., Wijayanti, L. M., & Hyun, C. C 2020, ‘ Impact of the COVID-19 pandemic on online home learning: An explorative study of primary schools in Indonesia, International Journal of Advanced Science and Technology , vol. 29, no. 5, pp. 4809-4818.

Sinurat, M., Heikal, M., Simanjuntak, A., Siahaan, R., & Ilham, R. N 2021, ‘Product Quality On Consumer Purchase Interest With Customer Satisfaction As A Variable Intervening In Black Online Store High Click Market: Case Study on Customers of the Tebing Tinggi Black Market Online Store’, Morfai Journal , vol. 1 , no. 1, pp. 13-21.

Stratton, S. J 2021, ‘Population research: convenience sampling strategies’, Prehospital and disaster Medicine , vol. 36 , no. 4, pp. 373-374.

Williams, M., & Moser, T 2019, ‘The art of coding and thematic exploration in qualitative research’, International Management Review , vol. 15, no. 1, pp. 45-55.

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