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19th April 2013 Sara Lock

Resources by Gerri Morris

Using qualitative research to inform a segmentation system

Gaining key insights from combining qualitative and quantitative research techniques at the Edinburgh International Film Festival.

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Seven ways to be more audience/visitor-focused

Gerri Morris audience demands that arts marketers need a better understanding of the needs, attitudes and motivations of existing and potential audiences and visitors. She introduces a diagnostic tool, '7 Pillars of Audience Focus', that can also be used as a planning tool.

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A potted history of arts marketing

A history of arts marketing going back to the 1970s and the lack of any marketing activity, through to the creation of marketing departments and consortia, to the present day’s audience development agencies. Followed by an exploration of how arts marketing strategies can use the Ansoff matrix (new and existing markets and products) and how Maslow’s hierarchy of needs can help our understanding of what motivates people to become arts attenders.

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