New ways of working with visitors and audiences can help develop new, more engaging marketing ideas and solutions. Using the examples of arts ambassadors, idea generation groups and co-creation, this resource explores how arts marketers can think about their cultural marketing campaigns in a fresh way by bringing the audience on to the team.
Discover new ways to engage audiences and visitors online between visits, and how research can give insights into why people participate on social networks. This resource highlights the benefits that engaging with people online can offer to arts and cultural organisations. It examines four ways of approaching content: consumption, interaction, curation and creation, and explores … Read more
This synopsis of research by Dr Gretchen Larsen, lecturer in marketing at Bradford University School of Management, tested a framework depicting the relationship between the consumer’s self-concept, the symbolic properties of music and the consumption context. It looks at how people’s relationship with the arts has changed over time, from passive consumers to whom arts marketers presented information, to … Read more
Organisations can capitalise on existing marketing assets and work with audiences and visitors to create new marketing resources and tools without spending a fortune. Working closely with audiences can help an organisation recognise and develop its marketing assets. This case study of Theatre Royal Stratford East shows how a cultural organisation engaged audiences with its work at a much deeper … Read more
The impact and implications of co-creation – how it is affecting the development of audiences, artists, performers and writers. Three case studies on participatory productions help to explore the theme.