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Optimizing the online experience

An abstract from a Spektrix Insights report that focuses on optimizing the online experience. Spektrix is a Pioneer Sponsor of A New Adventure, AMA Conference 2022.

Published: 2022 | Resource type: Guide/tools

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5 ways a CRM can boost your biz and build your audience

Helen Dunnett, Director, Helen Dunnett Consulting shares five ways a Customer Relationship Management system (CRM) can build your audience. Includes advice on avoiding costly mistakes, understanding your goals, choosing the right system, simplifying processes and engagement.

Published: 2021 | Resource type: Article

Getting started with CRM — how to develop an effective CRM strategy

CRM — customer relationship management — is not just about using a CRM system it’s about building and creating meaningful relationships with your visitors and audiences. In this online masterclass Helen Dunnett and Edward Appleyard provide practical insight into how a CRM strategy can work for a small to medium sized heritage organisation and the ... Read more

Published: 2021 | Resource type: Webinars and films

Shakespeare’s Globe – the journey towards a CRM strategy

Follow the journey of Shakespeare’s Globe as they put in place a comprehensive CRM strategy. This in-depth article gives you useful pointers to powering up CRM within your organisation (whatever its size) and a framework that you can use for your own projects to make a business case for change.

Published: 2018 | Resource type: article

Customer service as competitive advantage

US-based arts marketing blogger (and Managing Director of Milwaukee Repertory Theater) Chad Bauman goes back to basics to remind us of the importance of good customer service, offering some simple yet ‘outside the box’ ideas on how to go one step further to ensure your customers have the best experience they possibly can; and proving ... Read more

Published: 2011 | Resource type: article

Customer-centred strategies

In this short article Jim Rosenberg, National Arts Strategies (USA), promotes customer-centred strategies as the way forward for arts organisations.  He argues that an ‘ingrained’ fear of ‘pandering’ to customers could be holding arts organisations back and stresses that what audiences today seek is not necessarily very far from what many arts organisations strive to ... Read more

Published: 2009 | Resource type: article

CRM strategy – why is a seamless customer journey so important?

Across the cultural sector, organisations are thinking about customer journeys. From the first piece of communication to their experiences of a venue, everything you do contributes to whether or not a good relationship can be created. In this article, Sarah Chambers considers customer relationship management (CRM) and what it should look like for arts and ... Read more

Published: 2013 | Resource type: article

Using SMS to communicate with audiences

The Men’s Store opened in central Glasgow in 2004. It was one of the first salons in Glasgow to offer male only grooming. This article from outside the arts offers a few tips on the practicalities of using SMS to communicate with customers. Store Manager Matt Jameson shares what has worked, what hasn’t and what ... Read more

Published: 2013 | Resource type: article

Developing an service excellence programme

In 2009 Green Light Research won the UK qualitative research industry’s prestigious Prosper Riley-Smith Qualitative Effectiveness award. This case study provides an overview of their winning project. Centre Parcs were looking for in-depth research to ‘inform and direct the development of a Service Excellence Programme.’ Green Light worked with staff at all levels to define ... Read more

Published: 2009 | Resource type: Case studies

Developing a visitor base and growing participation

What can be done to improve the capabilities of arts organisations to both develop a strong and sustained customer/visitor base and build participation in the arts? This report examines how organisations can understand the motivations of our audiences and customers, and develop skills to create and maintain a customer base. It also considers participation and ... Read more

Published: 2005 | Resource type: Research

Using CRM to support artistic risk

Many arts organisations, especially those driven by artistic rather than social objectives, are unashamedly product-led. Of course, there are exceptions to this approach, but often, marketing departments are concerned with promoting work that has been developed separately from the audience it ultimately aims to attract.

Published: 2009 | Resource type: article

Communicating effectively with an online audience

A solution to integrate website, social media, e-marketing and online sales which provides an approach that works for individual customers and that can be managed by a relatively small marketing team.

Published: 2012 | Resource type: article

Building a customer relationship management strategy

Customer relationship management (or CRM) needs time, loyalty and dialogue. The author of this article explains what we mean by CRM, how you can benefit from a CRM approach and when it works best. You’ll also find examples of when things don’t go to plan – as well as tips and advice on creating your ... Read more

Published: 2013 | Resource type: article

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 ... Read more

Published: 2013 | Resource type: Guide/tools

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Using CRM to strategically develop your audiences

Helen Dunnett explores what we mean by Customer Relationship Management (CRM) and why it’s not widely adapted. Using a Royal Liverpool Philharmonic Orchestra (RLPO) case study, she demonstrates the impact that segmentation and targeted campaigns can have on developing audiences.

Published: 2013 | Resource type: article

Creating life-long relationships with museum visitors

An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum’s work.  For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can ... Read more

Published: 2007 | Resource type: Case studies

Imagine your organisation dedicated to public engagement

Following an instinctive approach to building a business and customer relationship management has helped Innocent Drinks to become a market leader.  This guide focuses on knowing what you’re about and communicating that effectively, ensuring that brand buy-in and commitment to customer satisfaction are understood throughout the organisation.

Published: 2009 | Resource type: Guide/tools

How to reach new audiences through using creative digital opportunities

Organisations are continually looking for innovative and creative ways to engage with new audiences. This case study explores how the National Theatre reached new audiences outside of London through its NT Live project by broadcasting a series of plays in UK and international cinemas. It discusses the impact the project had on raising brand profile, ... Read more

Published: 2010 | Resource type: Case studies

Barbican CRM strategy

The Barbican Centre enters its 25th anniversary year with some encouraging news about the loyalty of its audiences and results to its marketing and CRM (customer relationship management) strategy.

Published: 2006 | Resource type: Case studies