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17th April 2013 Sara Lock

Resources by Andrew McIntyre

Future Proof Museums Notebook

A sample toolkit from the AMA’s Future Proof Museums programme designed to help museums explore how they will change, adapt, influence and remain relevant in an ever-changing world.

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Review your organisation’s vision and future direction to develop both art and audience

Andrew McIntyre explores how to review your organisation’s vision and future direction to develop both art and audience. This is a transcript from Andrew’s masterclass at AMA Conference 2013.

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Segmentation system for the arts and cultural sector

Us marketing types are optimists by nature. It’s what makes us go back into work each day. We honestly think we can make a difference. But even the most cheerful among us can’t ignore the creeping crisis. Our box office databases are clogged up with so-called ‘bookers’ that don’t seem to book. Our mailings are forensically targeted yet often produce frankly underwhelming response rates. And our campaigns and media buying can sometimes be a tad predictable.

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Matching your product to the market

Andrew McIntyre explores marketing in terms of what a visitor might want to experience and what an arts organisation or curator might want to offer. He proposes the use of a benefits matching model to focus marketing activities on the benefits sought by the visitor and the benefits offered by the arts organisation in order to then communicate those benefits.

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How to move audiences up the ladder of engagement

We all want to attract new audiences and encourage our current audiences to attend more frequently. This guide explains how you can move your customers up the ladder of engagement by using two techniques; test-drive and teleprompt. Described as affordable, profitable, practical and successful approaches, you’ll find an outline of how to undertake each one along with case studies which demonstrate the impact they have had on audience engagement.

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Culture Segments – an introduction

An introduction to Culture Segments, a new profiling and segmentation system of the UK’s arts and culture market, created by Morris Hargreaves McIntyre. Provides an attitudinal segmentation system which provides pen portraits or personas of each segment including their attitudes, values, motivations and behaviour. Provides advice on how to develop differentiated propositions and campaigns to reach each segment.

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Identifying different visitor types

Andrew McIntyre explores how visitors really respond to going around an art gallery or a museum. What are the fundamental drivers or motivations that bring people in? And once they are through the door, what do they do? What makes audiences come back?

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