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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

Crowdfunding – A unique blend of marketing and fundraising

AMA member Merrin Kalinowski considers how the success of Art Happens campaigns is dependent upon close collaboration between marketing and development teams. This article is featured in the Spring 2018 issue of  JAM – the AMA’s quarterly publication.


Published: 2018 | Resource type: Case studies

Filling the empty seats first

How important is the person who nearly bought a ticket?  US-based marketing consultant Trevor O’Donnell offers some firm but considered advice on where and how ticketed arts organisations should be placing their sales energies to ensure empty seats are kept to a minimum.  Trevor is a straight talking marketing consultant who has developed marketing/sales strategies ... Read more


Published: 2013 | Resource type: article

Article cover screen shot

Using data analysis and market research to solve a marketing challenge

US-based arts marketing blogger Chad Bauman reminds us that a combination of market research and data analysis prevent us from having to guess at our marketing strategies.


Published: 2013 | Resource type: article

AMA Conference 2013 Game Change Logo

Review your organisation’s vision and future direction to develop both art and audience

Andrew McIntyre explores how to review your organisation’s vision and future direction to develop both art and audience. This is a transcript from Andrew’s masterclass at AMA Conference 2013.


Published: 2013 | Resource type: Guide/tools

Engaging your audience to make good habits stick

Coppafeel! is a charity on a mission to stamp out late detection and mis-diagnosis of breast cancer. With a clear vision, a unique brand and a strong understanding of its target audience Coppafeel! has become a prominent organisation effectively reaching out to young people across the UK. During this AMA conference 2013 session Coppafeel! explained ... Read more


Published: 2013 | Resource type: Case studies

A culture of research ~ bringing research into your day-to-day practice

Katie Anderson, Marketing Director at Warwick Arts Centre gave AMA conference 2013 delegates an outline of what they’ve been doing about bringing research into the day-to-day operation at Warwick Arts Centre over the last couple of years.


Published: 2013 | Resource type: Case studies

Understanding the domestic and international tourism industry

Jonathan Mountford explored several areas in which AMA conference 2013 delegates could engage with cultural tourism and the incoming visitor market in the UK.


Published: 2013 | Resource type: Guide/tools

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

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

Who do you want on your front row?

In this article, Chris Grady provides an introduction to the basics of developing a marketing strategy for your event, starting with the question: who do you want on your front row? Chris discusses the importance of identifying the five key customers you want to ensure attends your event and consider these people at the very first stages ... Read more


Published: 2013 | Resource type: article

hand holding pocket watch

Balancing long and short term marketing planning

This short article from MediaCom Edinburgh reminds us that marketing impact must not be measured on short term evaluation alone. It recommends ‘The Long and the Short of It’ as a good read for anyone interested in better balancing short and long term marketing goals.


Published: 2013 | Resource type: article

Engaging audiences with a touring theatre – one stop at a time

When touring company Out of Joint tours a show, the marketing is a delicate balance between a focus on the production as an entity in itself, and a focus on the company’s ongoing work. This involves close collaboration with teams at those venues to which they tour and with whom they co-produce work.


Published: 2009 | Resource type: Case studies

Integrated marketing communications

The aim of integrated marketing communications (IMC) is to create a ‘synergy of persuasive voices’ where the message is consistent and each persuasive tool is used to best effect. In the arts, we’re good at getting people to attend, visit and participate in our organisations’ activities. That’s important, of course, but do our communications coordinate to achieve our organisations’ wider goals or are we just delivering ... Read more


Published: 2009 | Resource type: Research

Reviewing arts marketing practice

Is it really worth spending time reviewing our marketing practice when we are so busy doing what we do? Is pausing activity to review what we do terrifying, unnecessary navel-gazing or an essential process? What is the impetus behind our decisions to take stock and how do we know where to start? Sally Worman embarks on a project of reviewing marketing practice at Norden Farm Centre ... Read more


Published: 2013 | Resource type: Case studies

A potted history of arts marketing

A history of arts marketing going back to the 1970s and the lack of any marketing activity, through to the creation of marketing departments and consortia, to the present day’s audience development agencies. Followed by an exploration of how arts marketing strategies can use the Ansoff matrix (new and existing markets and products) and how ... Read more


Published: 2004 | Resource type: article

Promoting culture with ambient advertising – and dinosaurs

Ross Perth, head of marketing at Edinburgh International Film Festival (EIFF), shares this case study on ambient advertising. During the 2013 EIFF, Ross used crushed cars, strategically placed around Edinburgh, to promote a festival screening of Jurassic Park. Ross discusses how the idea came to mind only a matter of weeks before the screening.  A ... Read more


Published: 2013 | Resource type: Case studies

Using a blend of techniques to market family shows

Oxford Playhouse presents and produces a wide range of live performances including tours of its own shows under the banner of Playhouse Plays Out (PPO), an on-going series of off-site productions and events which happen at surprising and unusual locations across the county. This case study describes how digital, guerilla and viral marketing techniques were used ... Read more


Published: 2013 | Resource type: Case studies

Leithal Thinking logo

Consumer insights explained

David Amers (Partner, The Leith Agency) provides a short thought piece on the marketer’s quest of unearthing ‘true insights’ to inform marketing strategy. 


Published: 2010 | Resource type: article

Clementine of Broughty Ferry Green Grocers

Social media marketing tips from the independent retail sector

A story of successful tactical marketing in independent retail from a former arts marketer who opened her own greengrocer shop in 2010.


Published: 2013 | Resource type: article