AMA Conference 2020

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Found 13 results

Setting organisational vision and values that impact marketing strategy

NEMO is a Science Centre in Amsterdam, and one of the Netherlands leading attractions. NEMO wanted to reassess its organisational priorities and worked with arts consultancy Wonderbird to establish NEMO 3.0, the vision of NEMO in the future, and to set a marketing strategy that can support that vision.


Published: 2013 | Resource type: Case studies

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England’s adult population: a segmentation of arts audiences

Catherine Bunting describes research which breaks down the adult population in England into distinct segments based on whether and how often people attend and participate in the arts. She shows how the segments differ in terms of demographics, attitudes, behaviour, lifestyles and aspirations and how arts organisations might (or might not) engage with each group.


Published: 2008 | Resource type: article

Arts Engagement with older people and families

Twelve case studies of arts engagement projects working with older people and families in London. The case studies share the learning from Audiences London’s Family Advocates Programme, BAC’s work with non-professional older artists, a skills exchange with Building Exploratory, an architecture centre and Cubitt, a gallery and studios regarding work with older audiences, Royal Philharmonic Orchestra & Tate ... Read more


Published: 2011 | Resource type: Case studies

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Marketing dance studio spaces to dancers

This short guide outlines the ways in which dance studio’s can market themselves to dancers and dance students.


Published: 2011 | Resource type: Guide/tools

Test drive the arts: an introduction

The ‘Test Drive the Arts’ concept is about utilising spare capacity in arts venues (which generate nil income) to give potential attenders a ‘taste’ of the product in order to stimulate repeat attendance (and thus generating income in venues where a charge is levied). This groundbreaking study evaluates performance against objectives including: targeting 25,000 new ... Read more


Published: 1999 | Resource type: Research

Research study on the needs and motivations of young people

A research study that profiles the changing social, emotional, personal and cultural needs of young people by investigating their needs, motivations and attitudes, informing service provision. The findings seek to understand the child’s world through the variety of environments and relationships in which they live – the political systems and policies, how they develop and ... Read more


Published: 2002 | Resource type: Research

Opening time research for London galleries

The study, involving nine London galleries, sought to quantify and understand the evening market for galleries, providing demographic and psychographic profiling data alongside attender motivations and the relationship with daytime visits. The data also cross-referenced findings from participating venue to venue, and analysed marketing activity reach and appeal by segment, and opportunities to position galleries ... Read more


Published: 2002 | Resource type: Research

Interpreting key indicators in the performing arts

Identifying and interpreting realistic key indicators for performing arts audiences through a collaborative audience analysis and intelligence-sharing programme. Working across 36 London venues, audiences were analysed by artform, demographics and market penetration, repeat attendance, ticket spend and booking behaviour, growth patterns, as well as a propensity to move across venues and artforms, creating robust benchmarks.


Published: 2012 | Resource type: Research

Regional audience and visitor profile in the Black Country

Organisations can learn a lot about their current and potential audiences through profiling. This project uses data from eleven different organisations in the Black Country to identify and understand the arts engagement behaviour of audiences across a common catchment area. It identifies hot spots of cultural engagement which could be further penetrated, as well as ... Read more


Published: 2012 | Resource type: Research

An evaluation of Lakes Alive 2009, year one of a four-year programme of outdoor arts in Cumbria

A report and evaluation of audiences for Lakes Alive 2009, the inaugural year of Cumbria’s unique four year festival which aimed to put the county at the centre of outdoors arts nationally and to make a key contribution to the social legacy of the Cultural Olympiad. The report looks at the demographic of the estimated 75,000 ... Read more


Published: 2010 | Resource type: Research

How Acorn segmentation of audiences can help arts marketers target their communication

This quick and easy to follow overview of CACI’s Acorn geo-demographic classification explains what it is, where the information comes from – and how it can help arts marketers to understand their audiences and the different types of people within their audiences. It shows you what you can learn about segments’ behaviours, preferences and what ... Read more


Published: 2013 | 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

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Impact of the 'demographic timebomb'

Note on the ‘demographic timebomb’ of the UK’s increasingly aged population and the implications for marketing to older people.


Published: 2003 | Resource type: Guide/tools