1. Introduction In this guide, our expert Dr Amelia Knowlson presents some examples of how other heritage organisations have successfully used digital to transform what they do. Digital transformation is about changing how you do things, challenging traditional approaches, and creating new value for new audiences. The way that you approach this will differ depending … Read more
Secondary spend is the idea of getting a bit more revenue from your existing customers when they’re with you, and it’s pretty big business. Ben Park, Head of Business Development at Spektrix explains.
US-based arts marketing blogger (and Managing Director of Milwaukee Repertory Theater) Chad Bauman goes back to basics to remind us of the importance of good customer service, offering some simple yet ‘outside the box’ ideas on how to go one step further to ensure your customers have the best experience they possibly can; and proving … Read more
The Manchester Weekender, now into its fourth annual run, was created by Creative Tourist on behalf of Manchester Museums Consortium to take advantage of the annual autumnal ‘critical mass’ of culture, visitors and, crucially, partnerships. Helen Palmer explains how it kicks off the autumn cultural season by creating a weekend-long snapshot of the best of … Read more
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
The Men’s Store opened in central Glasgow in 2004. It was one of the first salons in Glasgow to offer male only grooming. This article from outside the arts offers a few tips on the practicalities of using SMS to communicate with customers. Store Manager Matt Jameson shares what has worked, what hasn’t and what … Read more
Across the cultural sector, organisations are thinking about customer journeys. From the first piece of communication to their experiences of a venue, everything you do contributes to whether or not a good relationship can be created. In this article, Sarah Chambers considers customer relationship management (CRM) and what it should look like for arts and … Read more
In 2009 Green Light Research won the UK qualitative research industry’s prestigious Prosper Riley-Smith Qualitative Effectiveness award. This case study provides an overview of their winning project. Centre Parcs were looking for in-depth research to ‘inform and direct the development of a Service Excellence Programme.’ Green Light worked with staff at all levels to define … Read more
A short study into the value of niche marketing using the example of the successful Opus One subscription series for the Hallé in Manchester. This article analyses why and how this form of marketing can work and why it might not be suitable for all organisations.
Helen Dunnett explores what we mean by Customer Relationship Management (CRM) and why it’s not widely adapted. Using a Royal Liverpool Philharmonic Orchestra (RLPO) case study, she demonstrates the impact that segmentation and targeted campaigns can have on developing audiences.