Effectively monetising creative work ensures that artists can continue to do what they love. Ros Gilman offers advice on pricing, marketing and legal issues.
Arts organisations could be doing a lot to tempt potential audiences with a taster of their work. Steve Wallace explains how video could take more advantage of society’s growing visual literacy.
The right approach to segmentation can drive sales and improve return on investment, as Tennessee Performing Arts Center in the US proved. David Reece and Timmy Metzner explain.
Bespoke segmentation modelling helps Sadler’s Wells talk to its audiences with personalised precision across venues and genres. Sebastian Cheswright Cater explains how.
How do we get to the point where we are truly collaborating? Debbie Richards describes a project that sought the benefits of collaboration between fundraisers and marketers.
Purging inactive subscribers from Chichester Festival Theatre’s email list has helped improve the effectiveness of its marketing campaigns. Alice Young explains how.
London’s West End is full of receiving theatres, but the Jermyn Street Theatre has recently rebranded and restructured itself as a producing house. Tom Littler tells the story.
How did Sadler’s Wells manage to increase its membership and ticket sales while cutting discounts and other incentives? Sebastian Cheswright Cater shares the secrets of their success.
Messages to arts audiences tend to focus on getting people to attend, but do little to trigger the strong feelings that will create long-term loyalty. Ron Evans explains why – and how – this should change.
Fabrica in Brighton has raised extra income through venue hire for some years, but it needed a more commercial approach to maximise its potential. Anne Rupert tells the story.
To achieve true customer relationship management all marketing activities should be turned upside down, focusing much more on the customer than the product, says David Reece.
Fans of touring companies are perfect customers – booking early and often in large groups. Sian Dudley reveals how a receiving venue like Cast in Doncaster works with visiting companies to make the most of ‘fandom’.
Are you certain you are reaching your widest possible audience through Facebook? If not, you may need to consider paid advertising, advises Katie Moffat.
