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Using segmentation tools to inform strategy

Pru Shackley, Marketing and Audience Development Manager at The Lightbox Gallery and Museum, Woking describes how Culture Segments TagTool insights are being used to fuel strategy across her organisation.

Published: 2019 | Resource type: article

Top tips to keep on top of your CRM

This guide provides seven top tips for looking after your CRM to ensure it effectively delivers the benefits, relationships and data your can utilise.

Published: 2015 | Resource type: Guide/tools

Cart before the horse for CRM?

When thinking and talking about a CRM strategy don’t just focus on the IT implementation that is the customer database technology. A clear understanding of customer journeys and how a customer interacts with your organisation will help you align your internal business processes and CRM strategy with these interactions.

Published: 2015 | Resource type: article

An inside view on data and fundraising

This guide is based on an interview with Ben Park of Minor Tickets on how arts and cultural organisations should be using data effectively within fundraising. It considers database management and the benefit of linking data; CRM and software options; skills and experience needed to develop use of data; how data can inform planning and donor insights; and ... Read more

Published: 2015 | Resource type: Guide/tools

Foolproof tips for a successful software implementation

Implementing a brand new, mission-critical piece of software is no easy feat. This guide by Helen Gage at Spektrix suggests four things you should focus your attention on (and four things you should avoid) for a stress-free software implementation.

Published: 2015 | Resource type: Guide/tools

Five key points to consider when selecting a database or CRM

This useful resource by Mags Rivett from Purple Vision provides a guide on selecting a CRM or database for small, non-profit, charitable organisations. It provides a five-point approach to help you find what’s right for your organisation including: strategy, integration, ease of use, expert support and budget.

Published: 2015 | Resource type: Guide/tools

Tips to help you with your CRM implementation

This is useful guide by Mags Rivett from Purple Vision compares the process of implementing a new CRM to a bike ride journey. It provides five top tips that will help you successfully implement your new CRM – from planning and integration through to project management, User Acceptance Testing and staying on top of potential ... Read more

Published: 2015 | Resource type: Guide/tools

Do I need a CRM or a donor database?

In this article, Mags Rivett from Purple Vision discusses in detail the difference between a CRM and a donor database and considers why that difference matters.

Published: 2015 | Resource type: article

Niche marketing: focusing on the few

A short study into the value of niche marketing using the example of the successful Opus One subscription series for the Hallé in Manchester. This article analyses why and how this form of marketing can work and why it might not be suitable for all organisations.

Published: 2004 | Resource type: article

Using e-marketing to collect data and build relationships

It’s fairly straightforward to collect data from audiences if you’re a ticketed organisation, but how do you go about communicating with audiences if you’re a non-ticketed venue? In this article the author explores how to use your website and e-mail campaigns to collect valuable data on attenders and potential attenders without the need for a ticketing system. You’ll ... Read more

Published: 2013 | Resource type: article

Using ‘balanced database’ as a way to implement strategic CRM

As we now have to achieve more with less – and prove what we’re doing is effective – it’s more urgent than ever to get a customer relationship strategy in place. So argues Helen Dunnett in this article about ‘balanced database’ – an intensive training programme by Purple Seven that provides software, training and marketing ... Read more

Published: 2013 | Resource type: Case studies

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

A tailor made approach to promoting the Edinburgh International Festival

In the year that the Edinburgh International Festival celebrated its sixtieth birthday, this presentation discussed how an understanding of audiences contributes to the development of the Festival brand, illustrating how in 60 years it has transformed a City not known for its festivals into one that attracts millions of visitors and generates over £200 million ... Read more

Published: 2007 | Resource type: Guide/tools

Encouraging digital access to culture

Gives guidance to decision makers in the cultural sector on increasing public digital access to cultural institutions. It encourages rapid deployment of digital techniques where they will do good, by engaging more people, raising the quality of experiences, and saving money. Includes sections on organisational strategy and leadership, organisational culture, the building blocks of digital projects and ... Read more

Published: 2011 | Resource type: Guide/tools

What is benchmarking between arts organisations, and why is it useful for arts marketers?

This guide and case study addresses the question of how your own organisation’s arts marketing situation measures up against those of your peers. It addresses what kind of benchmark is useful – such as budget, return on investment, email open rates, size of database – and suggests how you would approach getting those benchmarks. The ... Read more

Published: 2009 | Resource type: Guide/tools

Panning for gold

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible A guide to collecting valuable audience information in ticketed organisations from box office data and desk research.

Published: 2006 | Resource type: Guide/tools

Guide to desk researching audiences and visitor data

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible This guide to desk research will help you to learn about the likes, attitudes, behaviours and attendance habits of your audience, where they come from, and how to target the people most likely to attend.

Published: 2006 | Resource type: Guide/tools

Customer profiling and segmentation tools

Do you want your marketing budget to stretch further? Do you want to improve the effectiveness of your marketing campaign? Do you want to get audiences to visit more frequently? If you answered yes to any of those then this guide will help make your marketing budget stretch further with more effective campaigns that increase frequency of ... Read more

Published: 2006 | Resource type: Guide/tools