7.1. Traditional media
Here are some practical tips on how to plan and use traditional media: print, TV and radio, direct mailing and hard copy as communication channels
Use TV and radio to reach a mass audience
– TV and radio is still the most powerful medium for reaching a large audience. If you want to reach as many people as possible, TV should be a part of your communication approach to the target audience. Plan to establish close cooperation with a few selected TV stations. Using radio should be focus more on reaching local audience.
Use print to reach specific targeted audience
- Print media, such as magazines and newspapers, can be a great way to reach a targeted audience. Once you get closer to know your target audience well, you can use print media to reach them in a way that's highly targeted and effective.
Use public spaces / outdoor printed and electronic communication to reach a mobile audience
Outdoor advertising, such as billboards and bus shelters, can be a great way to reach a mobile audience, or audience at the specific targeted location. This type of advertising you can use for promoting your website and social channels with print media - make it easier for your customers by including a QR code that takes them to a landing page containing all the links to your social channels or a link to your contact page.
7.2. Communication tools
Each communication channel has its communication tools. There are various, specific and they can be successfully combine / crossed in communication activities. Here we are presenting common tools that are used per each communication channel:
The novelty in communication of contemporary artworks is internet platforms for posting originally digitally produced, or digitalized artworks in the form of NFTs (non-fungible tokens), virtual certificates of ownership that allow both galleries and artists to exhibit and sell their works. By using the BITE Virtual Gallery, as CABM element (refer to Annex 2 of CABM), cultural operators are introducing a new communication tool in the online world.
Now, after you are defined channels of communication with your target audience, when you stratified target audience you can use this table matrix to populate and cross data, to better plan all communication actions.
/set a tool /
/ explain how that specific tool will be used /
/ for which target audience this tool is intended/