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How theatres can maximise revenue through secondary spend

Secondary spend is the idea of getting a bit more revenue from your existing customers when they’re with you, and it’s pretty big business. Ben Park, Head of Business Development at Spektrix explains.


Published: 2015 | Resource type: Guide/tools

Customer Service in the Arts – A Manual by Roisin Bell for Arts Audiences

Arts Audiences works within Ireland to build knowledge and expertise within the arts about audiences through a range of initiatives and training courses. Arts Audiences is funded by The Arts Council/ An Chomairle Ealaoin and is a partnership initiative of The Arts Council and Temple Bar Cultural Trust. This manual takes the reader through the ... Read more


Published: 2010 | Resource type: Guide/tools

A guide for use and understanding of appropriate language

Graeae is the UK’s foremost disabled-led theatre company. Its audiences include Deaf, disabled and non-disabled people. This guide provides some basic guidelines for use of language and being confident with using language around disability. Appropriate use of language helps demonstrate that an organisation is committed to providing a welcoming environment and is the first step to ensuring ... Read more


Published: 2013 | Resource type: Guide/tools

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

What do the public want from libraries?

This research aimed to give an up-to-date picture of public views on libraries, in order to help leaders and practitioners make decisions about the future development of the service. The findings come from focus groups with a cross-section of user and non-user groups and a quantitative survey with a representative sample of 1,102 adults as well as a literature review ... Read more


Published: 2010 | Resource type: Research

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

Gaining loyal visitors at BALTIC

Contemporary visual art is often ‘hard’ – it is not always pretty or easy to understand. For a contemporary art gallery to rely purely on the ‘face value’ impact of a piece to engage visitors and secure their return would be foolhardy


Published: 2009 | Resource type: Case studies

Improving the visitor experience resource screen shot

Improving the visitor experience at cultural venues

Heather Walker draws on her work as a consultant for the Roundhouse to explore how cultural venues can improve visitor experience through a more unified approach to visitor and customer services.


Published: 2013 | Resource type: article

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Don't let your visitor down at the door: reviewing the visitor experience

As cultural marketers we know that achieving a positive visitor experience is crucial for developing positive word of mouth, raising satisfaction levels and encouraging repeat visits. This article outlines how to ensure that your visitor’s experience lives up to expectation. It explains how the effectiveness and consistency of your building’s branding, public areas, signage and visitor welcome ... Read more


Published: 2013 | Resource type: article