The popular misconception that price is the chief barrier to access to the arts has taken hold in the sector, while in reality, price is only one of a complex set of factors affecting engagement with ‘hard to reach’ groups. Tim Baker concludes it’s time to start a debate about the true meaning of affordability.
Visitor attractions are embracing innovative approaches to maximising sales and income. Debbie Richards explains the approach recently introduced at The Roman Baths, a leading heritage attraction.
Schemes aimed at generating loyalty need to do more than offer simple discounts. Francesca Di Nuzzo looks to airline loyalty programmes for inspiration.
Making a product or service scarce or exclusive has become an effective way to attract customers in other sectors. Tim Baker explores how it might work in the arts.
Resilience in the arts may be linked with finance - but for Debbie Richards, it’s really about making bold and exciting changes to realise big ambitions.
Baker Richards helped the Royal Opera House kick-start a revolution in evidence-based marketing that increased revenues by £400,000 in six months. Tim Baker talked to Lucy Sinclair about the value of using data to drive decision-making.
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.
GDPR obligations go beyond direct marketing, so when it comes to managing commercial risk, what might you have missed, asks Debbie Richards.
With dynamic pricing already common practice in other sectors, Isabella Anderson examines what the arts can learn from the airlines.
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.