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.
The place in which a cultural organisation finds itself can determine how it thrives, survives or even dies, but many organisations are now taking the lead in helping places reinvent themselves. Anne Torreggiani explores the rise of place-shaping.
What can you do if your event is approaching but your marketing campaign isn’t achieving its desired effect? If you’ve got access to the right data, there’s always time to turn the tide, says Paul Fadden.