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

Photo of two teenage girls
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

Photo of Julie Aldridge
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

Photo of Science Gallery exterior at night
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

Photo of laptop with Google Analytics
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

Photo of woman trying out VR headset
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

Photo of people sitting in front of a large window
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.

Feeling at home

Man on seat
23 Jun 2016

Home Live Art’s interactive literary salon event sold out quickly, but when she met the audience Mimi Banks was surprised. She reflects on the difficulties of marketing interactive live art. 

The digital experience

Photo of a digital poster
12 May 2016

Technology is offering new ways for arts organisations to market their work and engage with audiences. Sofia Carobbio reveals some of the most effective. 

Buying into an experience

Children in hay
21 Apr 2016

The key to building a loyal audience for a family arts festival? It needs to come from a place of integrity, says Rowan Hoban.

Selling storytelling

Photo of children and actor
21 Apr 2016

Families are key to audience development, but how do you attract them? Patrick Spottiswoode reveals how Shakespeare’s Globe plans to market a new festival to family audiences. 

Young people on the case

Photo of people holding up letters spelling 'Unlock'
14 Apr 2016

Through the Circuit network, 15 to 25 year olds create arts events for other young people. Rachel Escott reveals what they’ve learned about marketing to this under-engaged audience. 

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