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  2. Achieving commercial potential

Achieving commercial potential

An Arts Professional Feature in partnership with Bambridge Accountants
Photo of a man sitting in an empty stadium

Can less be more?

6 December 2018
Feature

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.

Photo of green shoot and tree branch

Embracing the excitement of resilience

1 November 2018
Feature

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.

Photo of dancer in swirly pink dress

Dancing on the pinhead of pricing

4 October 2018
Case study

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.

Photo of exterior of theatre at night

Segment your way to success

21 June 2018
Case study

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.

Photo of light bulbs

Are you really GDPR ready?

24 May 2018
Feature

GDPR obligations go beyond direct marketing, so when it comes to managing commercial risk, what might you have missed, asks Debbie Richards.

Photo of aircraft in sky

How airline pricing can help sales soar

19 April 2018
Feature

With dynamic pricing already common practice in other sectors, Isabella Anderson examines what the arts can learn from the airlines.

Photo of actors on stage with audience behind

The challenge of true collaboration

22 March 2018
Feature

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.

Photo of exterior of theatre at night

Finding the magic money tree

1 March 2018
Feature

By looking at admissions, ancillary sales and affiliation in isolation you may be missing a trick. Tim Baker advises on how to maximise upgrades and offer cost-effective membership benefits.

Photo of theatre restaurant

Would you like fries with that?

1 February 2018
Feature

From up-selling and cross-selling to ancillary offers of food and beverage, merchandise and even car parking, Tim Baker explores a ‘AAA’ approach to increasing revenue.

Photo of a pink cake being sliced

Bare necessities

4 December 2017
Feature

What’s the recipe for maximising engagement and income?  Jenny Scudamore explores ‘segmentation made simple’.

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Baker Richards

ArtsProfessional is working in partnership with Baker Richards to present a series of articles and case studies exploring ways in which arts and cultural organisations can achieve their commercial potential.
 

Baker Richards is a leading international provider of consulting services and software for the cultural sector, working in the areas of admissions pricing, segmentation, memberships, subscriptions and donations, sales forecasting and primary research.

Baker Richards logo

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