An article that introduces the most common forms of pricing strategy: Skim, Penetration, Neutral and illustrates how these operate with case study examples from the RSC, Creation Theatre, Bay Chamber Concerts, Norwich Theatre Royal and the Philadelphia Orchestra. Some arts organisations use a combination of these three approaches, while most of the strategy is based around … Read more
Subscription schemes are used by major American institutions to sell theatre tickets in bulk. These schemes often act as a starting point for increasing customer loyalty – by encouraging customers to attend more frequently, it is hoped that they will eventually become a friend or a donor. Consultant Debbie Richards explains the benefits of this … Read more
A practical toolkit for devising, creating, co-creating, delivering and managing integrated marketing campaigns to develop awareness, interest and engagement from different audiences. Learn how arts marketers can move from simply telling audiences about events, to demonstrating the value they will get from them, and involving them as active participants. With case studies and exercises to … Read more
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.
With case studies drawn from several action-research projects from the New Audiences programme, funded by Arts Council England, this round-up looks at how people have used mailing lists, special events, ambassador schemes, Test Drive the Arts, promotional samples and more to communicate with new or unengaged audiences. This resource lets you go back and find … Read more
Transcript of a session which took a practical approach to marketing the arts on limited budgets, with case studies and practical examples of engaging the public in imaginative ways.