News – Capital marketing spending

The marketing practices of London?s cultural sector have been revealed in an online survey covering 78 of the capital?s arts organisations, commissioned from pollsters MORI by London Calling Arts. The survey has identified print design and production as accounting for a third of all arts marketing expenditure in the sector, with direct mail accounting for 15% and advertising a further 15%.
The survey also found that, despite the growing popularity of web-based marketing, e-marketing accounts for only 6% of expenditure. A further 4% of budgets are allocated to audience research although 90% of respondents state that sufficient funds to undertake or commission research would be of use, and almost as many said that training in the skills to interpret statistics and research findings would be valuable. There is a heavy reliance on in-kind assistance to support the delivery of marketing campaigns, with 49% of respondents using volunteers to provide general administrative support, and 29% regularly receiving in-kind strategic advice. Copies of the report will be available from January 20. e: [email protected]