Light Nelson first graced our community with its well delivered free event back in 2013.
I’m sure a lot of blood, sweat, tears and hard work has gone on behind the closed doors of creating such an event, theirs coming up with the idea for a start, collaborations, sourcing council approval, submission proposals, volunteers involvement and sparking the interest within the community to attend, just to name a few.
The first event attracted 16,000 eager Nelsonian’s, who beard the cold winters nights over a July weekend, to catch their first glimpse of this event, I suspect, only dreams are made of.
Here I am visiting marketing with a different purpose to the ‘norm’.
How has Light Nelson reached their target audience? You and me and the community. With little to no cost affecting their budget, can it be done?
My intention is to investigate into the possible free avenues that Light Nelson has used over the passed years, that has contributed towards this successful event.
The first website to pop up on Uncle googles search engine for Light Nelson was the above link. Here you can find information about the founders of the event, photographer John-Paul Pochin and engineer “Tutty”, and how they could not achieve this idea alone, so the Light Nelson Collective was formed in 2012.
You can find lots of useful tabs, on how to become a volunteer and get involved, tabs including incredible images of the previous events held, never seen before behind the scenes footage and so much more.
If for in this instance, their target audience has been to attract attention and inspire Nelson artists to become involved, well then they have succeeded, I for one have now became interested in joining the Collective and possibly give a helping hand, are you keen to get involved?
This website has been well developed, it is simple to navigate around, with clearly labelled tabs and active links taking you to both of their face book pages. It also provides an email address for the Light Nelson Trust, that I’m sure they would be accepting donations for…hint hint.
Sadly, Covid19 has resulted in Light Nelson being cancelled for 2020.
The Collective though, have been making the most of this compulsory quite time, and has been using it to re-brand Light Nelson under a new name for 2021.
As I search Light Nelsons website, I am slightly confused at first, by a link that takes me to another web page altogether, but hey, out with the old and in with the new after all huh?
Let’s see what a re-branding website looks like, its competing with pretty good competition as it is.
With the event dates already set for the 9th-13th of July 2021, Light Nelson or should I say Te Ramaroa’s new website leaves me speechless.
I now realize how basic their first website was, or is it because it’s a re-vamp with a wow?
Te Ramaroa’s home page consists of a selection of past event photographs, that are on rotation, instantly making me feel in awe.
The new re-vamped website has a combination of the same helpful tabs their previous one had, as well as some new additions, that leaves you feeling well informed while creatively inspired at the same time.
This new website is nearly as spectacular as the Light Nelson festival itself, and I dear say, will successfully capture the interest of new attendees and artist towards the show.
The first Light Nelson event was listed on eventfinder in 2013, after a successful first show, they continued to use this avenue for the following 2014 and 2016 events.
Why wouldn’t they? It is a free platform that has 1,220,481 members within New Zealand, who claim to reach more then 850,000 active and socially engaged Kiwis every month.
Plus, you don’t necessarily have to be a member to view the upcoming events that can be found listed within your or extended areas.
The above Demographic Graph has been generated by eventfinder, this shows their audience broken up into areas.
If all their claims are correct, that 3% of Nelson/Marlborough members would consist of 25,500 people that Light Nelsons ad could potentially reach.
Is it worth adding an event? Yes. Has it reached Light Nelsons target audience? Yes, I believe so, who doesn’t want to see a free light show? Was it successful for their event? Who can really say? But as they continue to use this platform for free advertising, the Light Nelson Collective must agree that it has helped reach Nelsonians in some way or another.
It’s on Nelson is an organization funded by the Nelson Council and Tasman Trust Council, their aim is to stimulate the Nelson City’s economy, by offering a place where events within the area, can be listed for free.
On the about us tab, you can find a Nelson event strategy option, this includes useful information to consider when listing an event and also has an up to date listing of the successful events that they have helped to advertise for over the years, you can find Light Nelson included on this list, for the events of 2013 and 2014.
Can It’s on Nelson take full credit for the success of Light Nelson? I think not, but surly it has helped to generate some public interest through its users.
Advertising for Light Nelson was also found on the following pages.
Light Nelson has successfully advertised on several different pages, covering possible other avenues people from the Nelson community could go to, seeking advice on upcoming events within the area.
Social Media Platforms…
Light Nelson Facebook site was created on the 23 November 2012, it has 4,207 likes and 4,248 people following their page.
This page is not dedicated solely to their main event, but also posts of other light projects that they have been involved in within the community.
They share posts about other inspirational New Zealand artists that specialize in spectacular light displays and help to support the wider community by posting related light installations from around the area.
A post can even be found in support of Golden Bays Light Festival and Mohua Matariki, that is a community event that was inspired by Light Nelson itself.
Posts are not very consistent on this page, with some months having weekly posts or more and then other months only posting once during that time, with each post generating well under 100 likes.
With the Nelson-Tasman population combined, totaling roughly 100,000 people within the area, 4,207 people liking this page is quite low, maybe this is a reflection on the inconsistent posts or is it possible that only people interested in behind the scenes information like this page to start with?
A Light Nelson Event page was created on the 23rd of April 2018 and has recently been change to Te Ramaroa to accommodate the new name change.
Te Ramaroa has an even lower fan base then Light Nelson, with only 2,590 likes and 2,644 people following this page.
They have 134 photos from past events to view and have numerous reviews recommending people to attend, one comment even claiming she drove all the from Blenheim and was not disappointed by the light show one bit. Positive feedback is always good for advertising, even if it is only seen by a small amount of people, after all word of mouth contributes to a lot.
On April 4th, 2018, a lovely article written about Light Nelson can be found, it gives you a basic over run of the previous year’s event and sets the readers up for the excitement of the 2018 event due to happen in a few months’ time from the date the article is published.
I think this is a clever way to gather the public’s interest, they don’t have to pay to be interviewed or cover the cost to place an advert and the article is getting directly delivered for free, to 21,500 homes around the Nelson community within the route provided below.
Overall, I think that Light Nelson has done well by approaching their marketing with the purpose to reach a lot of different people within the community, they have advertised on free event sites and kept their own website relevant and up to date, they could possibly try to attract more attention on Facebook if they desired, but I think what’s most important to them is delivering a free rememberable event that the whole community can enjoy, and with their numbers increasing yearly, I suspect a lot of that has to do with the wider community, people enjoying the event and spreading the word to each other, by expressing how this really is an event that shouldn’t be missed.
#Keeping It Local #Art is Life and Life is Art #Te Ramaroa
As the Nelson community has taken a hit recently, I would like to purpose a free event, a Covid19 relief party in a way, bringing us all together in a safe zone, to reflect and appreciate each day.
A chance for all of us locally here, to enjoy and support all the creative industries that we are lucky enough to have, in and around our bubbles.
An event that is aimed at the whole community, having a mixture of safe zones, to suit all ages, with a wide range of local produce and creations, with local musicians and dance performances, locally grown food and with artists displaying their own interpretation of the lock down period.
#Keepin’ it local #Stuff Covid19 #Art is Life and Life is Art
Inspirational, prominent, remarkable, intriguing and exceptionally talented are only a few words that can be used to describe Eva Vogt and her brilliantly skilled range of artwork.
Council pink is undeniably a striking photograph, that has texture, patterns, depth and contrasting colours all in the same image. This is only but one example of the sheer artistic talent Eva possesses.
It is not surprising that photograph comes naturally to her, as the saying goes, the apple doesn’t fall far from the tree. Eva basically grew up in her late father’s home art studio in Germany, he was an artist who specialized in graphic design and photography, who no doubtable passed down an artist’s secret or two.
Eva’s interests expand over a wind range of art techniques and materials; textiles are one of her favorite, she finds it satisfying and fascinating creating something out of discarded pieces of fabric. While ceramics comes in a close second, as she says, “Making something useful or an object out of mud is pure magic.”
The way of life brought Eva here to Nelson, New Zealand fourteen years ago, her previous career and starting a family put art on the back burner for some time.
To say the less, we in the art world are very fortunate the Eva was gifted The Artists Way by Julia Cameron. A life changing book that has re-awakened her creative side, reminding her how important art has always been within her life, thankfully giving her the courage to proceed towards enrolling on to the Diploma in Arts and Design.
Her future career is currently undecided, but whatever path Eva chooses to take, be it, following in the steps of her father, a curator in a gallery, a children’s book illustrator or even a teacher within the arts, it is clear that Eva will succeed, she has the potential to achieve each one of these career goals and more, if she desires.
Eva Vogt is an artist to keep an eye out for, expect great things from her. https://blogs.nmit.ac.nz/evav/
Art intriguing our senses “is necessary, not only beneficial but necessary”- Eva Vogt.
The beginning of my academic art journey began at the start of 2019.
I didn’t really know what to expect, all that I did know for sure; was that I had put off following my dreams for far to long.
Level 4 Art and Design gave me a sense of purpose, that I am not even sure I had ever felt before.
It was a combination of stress, assessments, enjoyment, frustration, more stress, self doubt, sleepless nights, coffee and on multiple occasions; fighting with the thought of just giving up…
But I pushed on through the dark times, taking new lessons and skills learnt; to the next step of my journey.
Assessment AAD405 required a presentation on a New Zealand Maori artist.
Instantly, the memory of native Manus perched amongest traces of dripping gold, sprung to my mind. I was reminded of the utter most awe; that I had first experienced.
In all honesty, I may not have remembered his name, but luckily for me, while describing what I recollected; the tutor knew exactly who I was waffling on about.
From here on, Robins own art journey, continues to inspire me.
I found a range of bios from basic to in-depth, that also included exhibit information within the web site links below.
Have you followed these links yet??? Of course, there is freedom of choice here… But is there really an excuse good enough, as to why, we as artists, can not take the time to appreciate another artists life work?
I felt like all the web sites i visited, just weren’t fully explaining to me the whole narrative that Robin’s paintings were instinctively telling me..
Don’t get me wrong, this is not a complaint to the hard work put into these sites, I couldn’t of done better myself if I tried.
I was still just left questioning, all the symbolic meanings behind Nga hau e wha.
So I took a chance, I sent Robin a Facebook message, a message I nearly didn’t send at all.
But oh my, it was like a destined occurrence, not only did I have all of my questions answered, I was welcomed into his home like an old friend and had the privilege of seeing his work studio with my own eyes.
If you have read to this far of this lengthily blog, well done you, after all this post is intended to voice the importance of never giving up, no matter how frustrating it may be to continue foward.
#Never give up #It is worth it #Express yourself freely
As I had been told,”Once you start your art journey, it never stops”-Robin Slow
Image above Koha , courtesy of Robin Slow.
#Art is life and life is Art #Inspiration is key #Keeping it Kiwi
#Art shared with Mana #Art created with Aroha #Art is Tapu
A meaningful enlightenment found along the way….
Bye for now,
Have you seen Robin’s work in person before? Did it leave an ever lasting impression on you; the same way it did for myself?
The admiration I instantly felt gave me goosebumps, an impression that has been imprinted within my souls essence for life.
How did he manage to make me feel like his paintings were intended for me to see? Like the narratives in his work, was a story that I should have already known…
I saw brilliance; yet an effortless beauty at the same time. How was that possible?
I didn’t know then; but that was the moment that Mr Slow joined me along this continuing path, that has become my art journey.
His combined exhibit, Nga Hau Ngakau translated to “Breath of mine”, sure did take my breath away.
Will you be impressed?
Find out for yourself…
Its just a click away…
Possibly, to a discovery that may change your life as well.
Reliable and informative information has been provided at the web site below.
But please just keep in mind, nothing can beat seeing the real deal , with your own two eyes….
#Art is life and life is art #Inspiration is key #Keeping it local
#Direct link #Its worth your time #Why wouldn’t you?
P.s. give the video ago while your there, after all, this is about the land that our feet walk upon, sights you may have seen and the air that we all breathe…
#Kiwi Art #Aotearoa #No place like home
Till next time,