AMAculturehive

CultureHive > Authors > Heather Maitland
25th March 2013 Sara Lock

Resources by Heather Maitland

20 Quick Fixes (training video)

Are you responsible for getting your organisation noticed by the outside world but have a million other things to do? This training video will give you 20 top tips to help you make your life more manageable by focusing on the marketing and communication tools that work.

Read more

 

Introduction to Marketing – Impact Hub, Caracas

This resource is a write-up of a presentation given online by Heather Maitland at the Impact Hub Caracas, Venezuela on 19 June 2015. It is an introduction to arts marketing which looks at target audiences and different communication tools; Heather describes nine ideas for effective arts marketing.

Read more

 

Dance Touring Partnership – Overview of Research into Contemporary Dance

A benchmarking document created by Heather Maitland on behalf of the Dance Touring Partnership. This research overview focuses primarily on research reports written between 1995 and 2005 into the behaviour and attitudes of attenders of dance styles that the researchers have categorised as ‘contemporary’.

Read more

 

Dance Touring Partnership – Research into Audiences for Dance Summary Report

Beth Aplin and Heather Maitland carried out research on dance audiences at Dance Touring Partnership tour venues over two years and three tours. This is the summary of their findings.

Read more

 

Cultural tourism statistics

A flurry of research shows that cultural tourism brings all sorts of benefits - join Heather Maitland on a trip around the cultural tourism statistics.

Read more

 

Making our e-mail marketing campaigns be more successful

We hear a lot about the excellent results achieved by some of our colleagues but many of us aren’t getting the basics of e-mail marketing right. In this 2007 JAM (arts marketing journal) Heather Maitland investigates how we are getting on with our e-mailing campaigns.

Read more

 

Case-study based brand research

Heather Maitland discovers that much research into brands is case-study based and in this article she explains why.

Read more

 

Using design for more effective marketing communications

Our potential customers need to understand our marketing communications and remember them positively when they make a decision about how to spend their leisure time. Heather Maitland looks at how we can increase understanding and positive recall.

Read more

 

How do people engage with culture?

Heather Maitland explores what we know about the way people experience the arts and what we are learning from this …

Read more

 

Our culturally diverse population

Heather Maitland researches the answers to three simple questions: • How have the UK’s demographics changed? • What will be the impact of recent immigration trends? • What is the impact of most recent immigration from Eastern Europe? ... and wishes the answers were as simple as the questions.

Read more

 

Building relationships with stakeholders

We often think that research sharing between venues and visiting companies is a contentious issue but during some past research Heather Maitland talked to 50 companies and many of them said things like: ‘I don't encounter massive problems as we have good relationships with venues who are happy as long as they get something in return.’ So what is a good relationship and how can we create them?

Read more

 

Not just focus groups

Heather Maitland takes a look at the history of qualitative research and finds out that it is a lot more complicated than 'just focus groups'.

Read more

 

Audience frequency and loyalty

Is customer retention the same as loyalty? What are the positive factors that affect loyalty? Heather Maitland finds out what the research says about audience frequency and loyalty.

Read more

 

Integrated marketing communications

The aim of integrated marketing communications (IMC) is to create a ‘synergy of persuasive voices’ where the message is consistent and each persuasive tool is used to best effect. In the arts, we’re good at getting people to attend, visit and participate in our organisations’ activities. That’s important, of course, but do our communications coordinate to achieve our organisations’ wider goals or are we just delivering a series of separate campaigns?

Read more

 

A rough guide to the segmentation toolkit

The easiest way to segment people for arts marketing and audience development is to use obvious and unambiguous characteristics: their age, gender or occupation, for example. But there is a world of difference between a married 16 year old in their first job and a 16 year old who is looking forward to university and plays Grade VIII violin. Target Group Index (TGI) surveys these obvious demographic characteristics in an annual sample of 25,000 people across the UK, alongside what they buy and how they live. Since 1986, it has asked which broad art forms people attend and how often they attend them. It is important because it allows us to see patterns of attendance over time.

Read more

 

Evaluating mission statement promises

Owning a bold vision is vital to inform a mission statement that everyone in your organisation can buy into. How audience focused is your organisation’s mission statement? Is it just a list of what you do? Or does it tell people why you do it and what’s in it for them? It’s easy to prove that you are keeping your promises if all you are promising is to put on a certain number of shows, exhibitions or classes. But the things that are measurable often don’t matter much. So, how do you evaluate an audience-focused mission statement?

Read more

 

Cultural diversity and audience development

Discover arguments for focusing on cultural diversity, examples of good practice and practical advice for marketing, management and audience development in this comprehensive guide.

Read more

 

The internet is killing the newspaper. Or is it?

Heather Maitland takes a look at the stats and explores how newspapers have been adapting to sales and revenue losses as a result of transformations in society.

Read more

 

How to develop believable copy

An essential guide to communicating effectively with your audiences and visitors, creating copy that will be listened to, understood and believed.  With tips on avoiding overused words and cliches, and making your copywriting sound personal and engaging, this guide can help you to refresh your approach to creating dialogue with existing and new audiences that will enable long lasting and deeper relationships to be developed.

Read more

 

How to market touring arts events more effectively

This comprehensive guide to market touring arts events includes chapters on setting up a tour, campaign planning, communicating with audiences and monitoring and evaluation.

Read more

 

How marketers can exploit current and emerging trends in a changing society

Marketers need to understand the current economic, political, technological and social environment that affects their audiences’ behaviour and consumption. This article describes the impact that polarization is having on audiences, how it is affecting organisations and what marketers can do to exploit current trends. The author argues that organisations need to tailor their marketing mix to remain healthy and relevant. Through offering unique, real-time experiences, responding to behaviour such as ‘cocooning’ and clearly communicating their brand position, marketers can respond more effectively to the needs, wants and motivations of their audiences in a turbulent time of societal change.

Read more

 

Visual persuasion – choosing the best images

Heather Maitland looks into research showing that images are the most powerful tool we have - working in some unexpected ways. Effective images need to trigger pre-programmed, emotion-laden responses to visual cues and here we discover how to choose images that will do that.

Read more

 

Considering membership schemes and friends schemes for arts and cultural organisations

Would a membership scheme work for your organisation? Heather Maitland looks at research and current thinking on membership and friends schemes and suggests a three-step process from Katy Raines to assess the suitability.

Read more

 

Spending cuts – the end of audience development as we know it

As the English audience development agencies lost their regular Arts Council England funding, Local Authority organisations said they must focus on increasing earned income to make up for lost subsidy and rural touring all but disappeared, Heather Maitland asked the AMA membership for their thoughts. Were these just extreme examples or would the spending cuts mean less access to the arts?

Read more

 

Take a look at return on investment (ROI) in arts marketing and cultural organisations

For cultural organisations, particularly museums and galleries, ‘return’ in ROI does not just mean money. Neither is the ‘investment’ bit merely financial. What about all the time we put in? There is an argument that we need to measure ROI now more than ever. The economic squeeze of the last few years has led to a rash of academic studies into the ROI of entire industry sectors such as libraries and of organisational functions like marketing. If something doesn’t provide a return on expenditure, it is a cost and can be cut.

Read more

 

Carrying out research into audiences, visitors and participants in the arts and cultural sector

A selection of research and comments around carrying out research into audiences, participants and visitors that is actually useful to your organisation and can help in decision making.

Read more

 

How important is mobile content to arts organisations?

By the end of 2012 there would be more mobile-connected devices than people on Earth. Heather Maitland takes a look at some of the facts and figures about how people are using their mobile devices and what the future might hold.

Read more

 

Arts marketers: artists or scientists?

Research indicates that the more diverse the team, the better they perform complex tasks, producing higher quality ideas. How can arts marketers be both creative and analytical? Differences in ability levels within the team can cause communication problems that lead to conflict and reduced creativity. There's an argument that that arts marketing departments need a mix of left-brained and right-brained thinkers. Heather Maitland looks into the research and asks, 'do diverse teams work?'.

Read more

 

Should your organisation have a membership scheme?

If half of all subsidised cultural organisations had membership or friends schemes similar to those already in existence our sector would generate an additional £98m (Tina Mermeri - Arts Philanthropy: The Facts, Trends and Potential, Arts and Business, 2010)

Read more

 

Data-sharing case studies

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible

Read more

 

Getting to know you

Getting to know you: customer relationship management on a shoestring

Read more

 

View all authors

Subscribe to our mailing list

* indicates required



 

CultureHive Bulletin