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.
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.
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.
What’s the recipe for maximising engagement and income? Jenny Scudamore explores ‘segmentation made simple’.
Are you leaving money on the table? Tim Baker explains how taking an integrated approach to earned income can help arts organisations improve their bottom line.
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.
