There’s a lot to consider when you invest in externally commissioned research. This useful guide provides a checklist of things to think about, including the different research methods open to you, their uses and limitations and the insight you can expect from primary research. You’ll find examples of key considerations and challenges to take into … Read more
Identifying and interpreting realistic key indicators for performing arts audiences through a collaborative audience analysis and intelligence-sharing programme. Working across 36 London venues, audiences were analysed by artform, demographics and market penetration, repeat attendance, ticket spend and booking behaviour, growth patterns, as well as a propensity to move across venues and artforms, creating robust benchmarks.
Interpreting and applying the ArkLeisure segmentation model for culture, and especially cultural tourists, is about understanding values, needs, aspirations and interests. Tourism South East used the model to bring partners together to build a picture of the market, identify opportunities, develop channels and campaigns to increase income (for day visits and overnight stays) and consistency … Read more
What do you get when 12 leading arts innovators get together in a room to discuss audience engagement with artistic excellence? Answer: a thought provoking, insightful and creative view of modern programming, marketing and communication practices in the arts, where value, quality and excellence take centre stage.
Marketers need to understand the current economic, political, technological and social environment that affects their audiences’ behaviour and consumption. This article describes the impact that polarization is having on audiences, how it is affecting organisations and what marketers can do to exploit current trends. The author argues that organisations need to tailor their marketing mix … Read more
Learn how the Barbican’s marketing director, working together with the artistic director and financial director, created a Value Framework model for the venue. Designed to assess artistic projects across a variety of measures, some financial, some relating to audience development, some relating to environmental issues, this model enabled the Barbican to attach a real value … Read more
Google Analytics can help arts marketers when developing a digital strategy and a digital marketing plan for their organisation. Learn about all the different tools that art marketers can use to help maximise the use of Google Analytics which can improve their marketing campaigns, increase customer engagement and a customers website experience. Please note the presentation referred to in the resource can now be … Read more
Arts marketers by undertaking qualitative market research will help to improve their understanding of their audiences and influence an organisations decision making. Learn about the tools and techniques available, advice on how to carry out the research, which method to use (for example, focus groups), the advantages of using a consultant who is a member of the market research society and an idea of the costs involved. … Read more
From realising what you want to achieve from your online and social media marketing activity, to setting measurable objectives and KPIs, to explaining some tools for how to measure them, this is a wise overview from an experienced consultant working in the commercial arena and with the Culture 24 digital measuring project. It will help … Read more
In order to see whether digital marketing efforts are working, cultural organisations have to measure the right things and use the right tools. This article looks at two case studies: one of a group of major UK institutions conducted by Culture 24, and another by The Powerhouse Museum in Sydney. It looks at how to choose the … Read more