Promotion in the marketing mix
Because of its visibility, it is tempting to confuse promotion with marketing itself. Artistic directors and board members without a marketing background can fall into this trap. However, promotion is not some kind of veneer, the

application of which to an existing offering can automatically generate high attendances. It can only work as part of a successful marketing mix. If the price is too high, or the product is unattractive, irrelevant or inaccessible, no amount of clever promotion will guarantee success. On the other hand, if promotion is not carefully planned and executed the product will not reach as many customers as it ought. While it is an area that demands flair and imagination, it also demands clear thinking and a highly disciplined approach.