Marketing a sensitive and brutal history

Photo of a sculpture of people
20 Mar 2017

The rise of the selfie has created new problems for those managing ‘dark tourism’ sites, such as Auschwitz-Birkenau. Félicie Kertudo examines how they can promote themselves ethically. 

Getting to know our audience

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09 Mar 2017

Graeae has successfully developed D/deaf and disabled audiences across the UK. Richard Matthews explains the principles and strategies that guide their marketing work.

How to… evaluate a PR campaign

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08 Mar 2017

PR is about so much more than column inches, but how do you measure a campaign’s success? Amy Finlayson guides us through her straightforward approach.

If I were 22: Monique Baptiste-Brown

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06 Mar 2017

Soak up the world around you and find time for the things that matter, advises Marketing Manager Monique Baptiste-Brown.

Maximising members

Exterior of Compton Verney
16 Feb 2017

If you only have one level of membership you’re missing a trick. Debbie Richards explains how Baker Richards helped Compton Verney gain thousands of additional members by expanding its offer.

Reaching out to young people

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02 Feb 2017

Aside from pockets of innovative practice, many arts organisations are at a loss as to how to engage young people, who behave and think quite differently to older marketers and programmers. Lucie Fitton offers an insight into their world.

My Gurus – Julie Aldridge

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02 Feb 2017

What should you look for in a guru? As she leaves the Arts Marketing Association, Julie Aldridge reveals who has helped and guided her career – and how.

In pursuit of the holy grail

Photo from the orchestra pit
19 Jan 2017

Is it possible to double the response rate you get from your direct marketing and save money at the same time? Tim Baker explains how the CBSO did just that. 

The importance of inclusive design

Photo of woman with crutches on stage standing over actor lying down
15 Dec 2016

All audiences benefit from inclusive design, but most importantly it helps disabled and older people. Jennifer Tomkins and Jo Verrent share tips on how to get it right.

The value of media coverage

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01 Dec 2016

Can free editorial and reviews get your message across just as well as paid-for advertising? Teresa Crowley explains how to calculate AEV. 

A simple formula to measure success

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24 Nov 2016

Calculating return on investment is a great way to measure the effectiveness of arts marketing activities. Carol Jones explains exactly how to do it.

Bursting some bubbles

17 Nov 2016

At Spektrix’s annual conference Vikki Heywood explored the mindsets and mythologies that influence the performing arts today.

What video content do audiences want?

Photo of two men taking notes during opera rehearsal
27 Oct 2016

From trailers and vox pops to backstage sneak peeks, the arts sector produces reams of video footage, but what impact does this content have on audience behaviour? Andrea Perseu shares his recent research.

Selecting a showcase

Photo of five dancers
20 Oct 2016

Productions chosen for the Made in Scotland showcase gain a stamp of quality, but how are they selected? Wendy Niblock asks members of the panel what they are looking for.

Managing your cultural brand

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06 Oct 2016

An established brand has helped arts organisations increase engagement and fundraise. But how do you begin developing a brand? Kirsten Abildgaard offers her tips.

Hanging out with audiences

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26 Sep 2016

Disappointed with the aggressive nature of today’s arts marketing, Ben Walmsley explores the potential benefits of a more direct form of interaction with audiences.

My Research: Cats are your competition

Photo of a cat riding a unicorn
05 Jul 2016

There’s a reason 19 million people have watched a video of Grumpy Cat, and arts organisations can learn a lot from it, says Oonagh Murphy.

Making ticketing work smarter

'Box Office' in neon lights
04 Jul 2016

Cutting-edge technologies are bringing about a box office data revolution. Andrew Thomas and Roger Tomlinson reveal how arts organisations are increasing audience engagement and reaping financial rewards.

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