Offering discounts? If you don’t have a reason for cutting prices and are inconsistent with your offers, don’t expect your customers to play nicely, says David Reece.
It’s time we all started thinking of ourselves as experience makers. Lasting memories and positive emotions can be created at every point of contact with audiences, writes Lucy Costelloe.
Artists will increasingly need multiple income streams and brand collaborations to fund their creative practice in an Instagram-fuelled marketplace, a new report says.
Intuition can take you only so far. You’ll be more successful at retaining audiences and reviving lapsed attenders if you use data rather than instinct to develop customer loyalty, says Sarah McAleavy.
As part of a fundraising strategy donation boxes consistently fail to fulfil their potential, but does it have to be this way? Bernard Ross explains what’s going wrong – and the research exploring how to put it right.
By defining what inclusivity means for you and empowering all staff to make suggestions or raise concerns, you can identify where your work and your organisation are falling short, says Amy Firth.
Mobile ticketing is convenient for the customer and can open up new business opportunities. Innovations in the US signal a way forward for the UK, suggests James McClure.
Schemes aimed at generating loyalty need to do more than offer simple discounts. Francesca Di Nuzzo looks to airline loyalty programmes for inspiration.
Over 25 years the role of cultural marketers has expanded, but the focus remains on audience relationships. Cath Hume examines the changes and challenges.
How can arts organisations develop the best possible strategy for their customer relationship management and ticketing systems? Helen Dunnett suggests some steps to make the task easier.
He is now Managing Director of the Society for All Artists, but Carl Gamble’s career began by rising up the ranks at retail giant Next. Here he looks back on the steps in his career and how they have shaped his leadership style.
Just providing entertainment is no longer enough to draw in audiences. But by focusing on what people value, arts organisations can maintain strong relationships with customers amid competing demands for their attention, writes Dave Wakeman.