Chris France, Head of Product Growth & Customer Success, Ben Jeffries, Head of Scotland and Megan Tripp, Community Manager at The Audience Agency take us through how you can get the most from Audience Spectrum.
There is great potential for small organisations to build income streams from their supporter base. This detailed report contains the findings from a research study on the motivations of individual donors in England (outside London) for giving to the arts at a low- to mid-level (from about £5/10 up to £1,000).
How can we develop a deeper understanding of what motivates people to attend or take part in arts and cultural events? Mary Butlin showed AMA conference 2013 delegates how to implement a low-cost research programme to understand audience motivations and shared expertise from a variety of settings for organisations of all sizes. Helen Jones from … Read more
Heather Maitland explores what we know about the way people experience the arts and what we are learning from this …
What can be done to improve the capabilities of arts organisations to both develop a strong and sustained customer/visitor base and build participation in the arts? This report examines how organisations can understand the motivations of our audiences and customers, and develop skills to create and maintain a customer base. It also considers participation and … Read more
Gerri Morris audience demands that arts marketers need a better understanding of the needs, attitudes and motivations of existing and potential audiences and visitors. She introduces a diagnostic tool, ‘7 Pillars of Audience Focus’, that can also be used as a planning tool.
In 2010, after seventeen years in arts marketing, Jan McTaggart opened up a greengrocer, Clementine of Broughty Ferry, with her business partner Carole Sommerville. In just three years, Clementine has built up a loyal and varied customer base (they deal with around 78,000 customer transactions a year). In this article for CultureHive, Jan makes observations … Read more
This article focusses on what it is that nurtures and nourishes us as individuals. The author argues that there are two things that often prevent us from achieving our goals – resistance (stopping ourselves from doing the things we want to do) and taking action (actually putting into practice the things that will get us closer to where … Read more
Understanding what motivates colleagues can be a powerful way of improving internal communication. This article discusses the Language and Behaviour (LAB) profile tool, created by Rodger Bailey, and how it can be used to explore motivation. The tool works from the premise that each individual has their own perception of reality and assumes that people who … Read more
Empowering and motivating staff is key to internal audience development and brand communication. The author of this article describes the challenges of building commitment amongst staff and highlights his points through a relevant and practical case study from Tyne and Wear Museums. He argues that organisations must ensure efficient communication occurs across all levels, that … Read more