Resources tagged with

Using visitor personas to target audiences more effectively

Using visitor personas to target audiences more effectively By developing audience personas, organisations can better target their marketing campaigns for specific groups of customers. Personas can also help plan and prioritise which tools to use to best reach specific visitors. The Citizens Theatre in Glasgow successfully used this approach to focus their campaigns. (This conference ... Read more

Segmentation and the Whitney Museum of American Art membership scheme

Segmentation and the Whitney Museum of American Art membership scheme The Whitney Museum of American Art, New York, offers membership called ‘Curate Your Own’, in which members select one of five specialised ‘buckets’ of benefits in addition to core admission and discount benefits. For this case study Nina Simon sat down with Kristen Denner, Director ... Read more

Rows of brown seats with one read seat in the middle. A teddy bear holding a red balloon sits on the red seat

How to… develop audience personas

This guide and template created by Thrive will help you identify your ideal audiences.

Families

Families Issue 64 / Autumn 2016 Family ties This issue of JAM welcomes families with open arms and explores how the arts, cultural and heritage sector can improve their offer for families. Jenny Daly shares the key learnings and best practice that the Family Arts Campaign has learnt since its launch in 2012. Debbie Richards ... Read more

Pricing

Pricing Issue 7 / October 2002 An organisation can only have a clear pricing strategy – whether to charge, what to charge, when, how and of whom – if there is clear agreement regarding the organisation’s mission, values and core objectives. This edition of JAM aims to give you enough theory and practical examples to ... Read more

Building customer loyalty

Building customer loyalty Issue 4 / January 2002 What is customer loyalty? Why does customer loyalty matter? What should the balance be between generating new customers and retaining existing ones? If you have ever asked yourself one of these questions, then this edition of JAM is for you. An important idea underpinning customer loyalty is ... Read more

Diversity

Diversity Issue 60 / November 2015 Diversity – where we are now In this issue of JAM we look at the different ways in which arts and cultural organisations are meeting the needs and engaging with diverse audiences and visitors. Jo Verrent from Unlimited opens the debate by considering how increasing access to the arts ... Read more

Segmentation

Segmentation Issue 37 / January 2010 Download this issue of JAM and find out how marketing segmentation has changed over the last ten years. Inside you will find: a rough guide to the segmentation toolkit by Heather Maitland (page 4); Katy Raines makes segmentation seem easy on page 6 and presents a new segmentation project ... Read more

Communication strategy

Communication strategy Issue 35 / July 2009 How do you make sure you are making the right strategic decisions before you start communicating with your audience or visitors? In this issue, both Heather Maitland in her research round-up (page 4) and Robert Jones in his feature (page 6) suggest that we start by making an ... Read more

Increasing frequency, building loyalty

Increasing frequency, building loyalty Issue 34 / April 2009 This issue of JAM explores the theme of audience frequency and loyalty: what is the relationship between the two and what can we do to increase them both? To help us answer these questions, Heather Maitland finds out what the research says about customer retention and ... Read more