AKWA IBOM STATE UNIVERSITY JOUNAL OF ARTS

This study applied the qualitative comparative case-study design, supported by documentary research, interview and personal observation to examine marketing strategies employed by two select arts endeavours that could be emulated by industry practitioners to attract additional patronage and investments. Effective marketing in Performing Arts has been identified as an area that needs more documented study materials to serve as guides to practitioners. If efforts in this area are properly coordinated, the industry could contribute significantly to increasing the revenue base of respective states and the Country, through more job creation, patronage and investments. This paper, therefore, highlights marketing approaches used by Xhibitz and Terra Kulture and the achievements recorded. Primary data was collected from personal interview with the initiator of Xhibitz, to obtain verifiable information, facts and figures about the programme, while books and other published works provided secondary data. The AIDA Model with the focus on customer Awareness, Interest, Desire and Action, developed in 1898 by St Elmo Lewis provides the framework of this research. Findings from this study indicate that the two select endeavours have carried out marketing activities which have yielded positive results. However, there is need to ensure that a higher number of arts businesses also deploy these methods for effectiveness. This work therefore recommends that arts practitioners should intensify marketing campaigns to increase their customer base. Implementing the recommended approaches in this study could improve the performance of arts concerns, generate more income for the industry and add more value to the society.

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