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AMA Conference 2015 branding

AMA Conference 2015 Marketing Essentials Collection

This conference collection brings together practical tips and advice on reaching different target groups, having productive conversations with your audience and more.

Published: 2015 | Resource type: article


Introduction to Marketing – Impact Hub, Caracas

This resource is a write-up of a presentation given online by Heather Maitland at the Impact Hub Caracas, Venezuela on 19 June 2015. It is an introduction to arts marketing which looks at target audiences and different communication tools; Heather describes nine ideas for effective arts marketing.

Published: 2015 | Resource type: Guide/tools

Guide to measuring return on investment

Guide to measuring return on investment (ROI)

Discover what ROI is, how to use it to your advantage and how it can and should be applied to the marketing choices we make as we plan.

Published: 2015 | Resource type: Guide/tools

The Touring Marketing Map

A step-by-step tool for marketing a tour. Produced by the AMA for Arts Audiences 2014. Funded by The Arts Council/An Chomairle Ealaion.

Published: 2014 | Resource type: Guide/tools

How to promote live music

Generator is recognised as the UK’s leading music development agency and, among other projects, it runs Mapped Out, a development programme for emerging live music promoters. Generator has set up a touring network and supports promoters with practical audience development and marketing.  Bob Allan organises Generator’s programme of advice sessions, master classes, training courses, seminars, ... Read more

Published: 2014 | Resource type: Guide/tools

Building a loyal online community

JustSoFestival is an annual weekend-long camping festival for children and their families. Since the first festival in 2009, it has almost doubled in size, from a capacity of 2,600 in the first year, to a sell-out of 5,000 in 2013.  With no money for advertising, the festival has grown through online and offline word-of-mouth. In this ... Read more

Published: 2013 | Resource type: Case studies

Making community engagement part of your marketing strategy

Ten top tips for social marketing – an outline of key things to consider when developing and delivering an audience development campaign.  

Published: 2008 | Resource type: Guide/tools

How to start a conversation with a mass audience

Starting in April 2011, the Museum of Modern Art in New York asked its visitors to fill in notecards  “I went to MoMA and …” to describe their experiences of the museum. With the simple tools of cards, pencils and tape to stick the cards on to the museum’s lobby wall, the project turned into ... Read more

Published: 2013 | Resource type: Case studies

This Way Up

This Way Up – a guide to arts marketing planning

A practical hands-on guide to writing a marketing plan and building audiences, aimed at people working in small scale organisations with limited marketing resources.

Published: 2007 | Resource type: Guide/tools

How to work with arts ambassadors

What makes a good arts ambassador?  How useful can they be as a marketing tool for your organisation? How do you get started on recruiting ambassadors that will bring real benefits?  With top tips and words of caution, this step by step approach to promotion and development through ambassadors will offer the tools you need ... Read more

Published: 2003 | Resource type: Guide/tools

How to get your audiences and visitors to take greater risks

We’re in danger of not listening to our audiences enough, and under-estimating what they want from our organisations.  This guide brings to the fore some of the issues around WHY we should encourage our audiences down different paths, exploding some of the myths around the dumbing down of artistic content.  See where the synergy exists ... Read more

Published: 2008 | Resource type: Guide/tools

How to develop believable copy

An essential guide to communicating effectively with your audiences and visitors, creating copy that will be listened to, understood and believed.  With tips on avoiding overused words and cliches, and making your copywriting sound personal and engaging, this guide can help you to refresh your approach to creating dialogue with existing and new audiences that ... Read more

Published: 2009 | Resource type: Guide/tools

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A framework for your digital marketing strategy

Learn which social media techniques, sites and tools are appropriate for your organisation in this transcript of Susan Hallam’s session at Digital Marketing Day 2009.

Published: 2009 | Resource type: Guide/tools

Visual persuasion – choosing the best images

Heather Maitland looks into research showing that images are the most powerful tool we have – working in some unexpected ways. Effective images need to trigger pre-programmed, emotion-laden responses to visual cues and here we discover how to choose images that will do that.

Published: 2011 | Resource type: Research