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Marketing on a shoestring

Marketing on a shoestring

Issue 16 / January 2005

What are the secrets of marketing without a huge marketing budget? This issue of JAM aims to inspire and offer some suggestions as to how marketing on a shoestring can be done. After all, we work in the arts – there’s a whole world of creativity out there.
Case studies come from what was previously known as the Dorset Word Week, now Blah di Blah, Dorset’s festival of words and voices (page 10), ambassador schemes at the City of Birmingham Symphony Orchestra (CBSO) (page 12) and the success of the Cathedral Quarter Arts Festival in Belfast over recent years (page 14).
JAM takes a whistle-stop tour of marketing with David Popple to look at ideas and priorities when marketing on a shoestring (page 5), visits the Press Office at the Welsh National Opera (WNO) and is shown around by Caroline Leech (page 8) and gets creative with Jonathan Goodacre (page 15). Julie Aldridge reveals the facts about marketing budgets as discovered in the recent AMA member research (page 20).
We have imported a goat from the Netherlands, courtesy of Freek Bloemers, for What Gets my Goat on page 17 and share a day in the life of Alison Copeland of Talawa Theatre Company on page 18.
Issue editor: Helen Bolt
Any thoughts, comments or suggestions for JAM? Please email the Editor, Jacqueline Haxton at

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