Essential marketing skills

Essential marketing skills

Issue 50 / May 2013

We’re fifty!

Well, not quite, but this is the fiftieth issue of the ‘best-loved AMA member service’ and we’d like to thank all those who have contributed case studies, features and examples of good practice over the issues. There’s a lot of fantastic work going on out there and this is the theme for AMA conference 2013 which will share success stories from a range of wonderful people who have significantly changed the game for their organisation – maybe by dramatically raising earned income, reaching new target groups, engaging people on a deeper level or transforming the impact their company has for their communities.

In this milestone issue of JAM; Marge Ainsley takes over page 4 to look at how organisations can get stuck into some DIY evaluation and research. Mel Larsen practices some blue-sky thinking and looks at getting to grips with your organisation’s vision on page 6 while Heather Maitland has a change of scene and appears on page 8 looking at how a small organisation evaluates the promises it makes on its mission statement.

There is some collaboration happening on page 10 where Penny Mills, Karen Cardy and Jo Johnson write about benefits-led marketing with the London Orchestral Marketing Consortium and it is here that you will find the middle-page pull-out section all about CultureHive (pages 11 to 14).

I love Beckie Smith’s ‘Just a minute’ on page 17 and found that we have something in common as one of my first memories of the arts is going to the Bristol Hippodrome to see Joseph…although I was blissfully unaware of the possible open roof and danger of birds flying in …
Sally Worman from Norden Farm Arts reviews their marketing practice (page 18) and on page 20 Emma Parsons describes the Get it Loud in Libraries project and its impacts. Closing this issue is our very own Chair of the Board Jo Taylor sharing her top ten segmentation tips on page 22 while AMA head of programme Cath Hume kicks us off in Spotlight on page 3.

Any thoughts, comments or suggestions for JAM? Please email the Editor.

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