An in-depth project examining Sadler’s Wells’ ‘customer journey’ has resulted in a much more relevant and targeted approach, which should ensure that customers stay happy and, crucially, return. Hannah Mitchell reports.
Despite decades of investment in audience development and the current enthusiasm for all things data, arts organisations still aren’t getting it, says Michael Nabarro.
How relevant is outreach marketing in a world of digital communications? Hardish Virk believes there is still a place for talking to people on the street.
Dirk vom Lehn explains how video-based research into social interactions in museum or gallery exhibitions can be used to develop new resources and inform arts marketing.
Hye-Kyung Lee traces the history of arts marketing though three different phases, each posing new challenges and requiring arts marketers to rethink their aims and remits.
How did Robert Sanderson turn an overspending council-run facility into a theatre and concert hall thriving without subsidy? Erik Peterson tells the story.
Julie Aldridge takes the bait thrown down by Trevor O’Donnell’s dismissal of arts marketing as ‘amateur’ and in response urges closer collaboration between artistic leaders and arts marketers.
How much has the arts marketing role changed in the last twenty years? Strikingly, says Sarah Chambers, who examines what is now required to market culture.
