Spring 2013 was a busy and competitive period within London’s exhibition calendar and the Tate Modern’s Lichtenstein retrospective was on for a relatively short time. This case study plots the objectives, key elements and outcomes of the marketing campaign behind this blockbuster exhibition. The campaign strategy concentrated on building awareness among Tate Modern’s core audiences to … Read more
If you’re reviewing your approach to pricing then this article may prove useful. You’ll find an expert introduction to pricing theory, including the influences on pricing, how to understand value and the variables you can use to differentiate prices. There’s also a practical case study from City of Birmingham Symphony Orchestra (CBSO) which discusses the changes they … Read more
Customer relationship management (or CRM) needs time, loyalty and dialogue. The author of this article explains what we mean by CRM, how you can benefit from a CRM approach and when it works best. You’ll also find examples of when things don’t go to plan – as well as tips and advice on creating your … Read more
It is often challenging to internally manage your organisation’s brand. In this article the author outlines ways you can encourage your staff to become brand ambassadors, by letting them ‘create, be and live’. There’s a definition of mission, vision and values along with examples of both value-driven and purpose-driven brands such as Walmart, Walt Disney … Read more
This article offers a selection of solutions to internal communication challenges often faced by marketing departments. You’ll find an outline of some of the most regularly occurring issues such as trust, lack of understanding and value. There’s advice on how marketing teams should react to these challenges, along with top tips based on the author’s … Read more
This article considers how to integrate a ticketing system into an overall marketing operation in order to sell more tickets, more effectively. You’ll find case studies from Cheltenham Arts Festivals who integrated marketing and sales activity across their organisation – with no increase in budget allocation – and Historic Royal Palaces who implemented various measures such as using … Read more
Explore Welsh National Opera’s approaches to reaching new audiences and delve into the evaluation of Classic FM-supported concerts in this presentation by Lucy Shorrocks and Giles Pearman.
This seminar report from the AMA Museums and Galleries Marketing Day explores a proposed national framework for supporting museums, libraries and archives through a business-planning model of audience development.
Consider the cultural landscape of the future from a sociological and social science perspective in this presentation by Melanie Howard.
How we communicate our brand to audiences is crucial. In this article the author takes a look at the issues we need to consider more generally when approaching branding within the arts market. You’ll find an outline of the benefits of branding for visitors and donors, examples of co-branding and re-branding, drivers of customer equity … Read more