In order to grow audiences it’s important to be strategic in your approach. This article explains how a combination of marketing cycle planning and gathering the right data can help you make informed decisions about communication and marketing activity. You’ll find a series of practical case studies, tools and downloads that can help you be … Read more
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.
A summary of the findings of seven pieces of audience research: Cornerhouse Audience Profiling Report Cornerhouse Economic Impact Summary In-Depth Interviews with Audience Members Market Assessment Online Survey of Cornerhouse Website Users On-Site Survey with Visitors to Cornerhouse Manchester Single Spies Mystery Shopping Research The research and recommendations were used to inform Cornerhouse’s marketing and communications strategy.
This guide offers a broad introduction to arts marketing, with the aim of supporting any organisation or artist working in the arts.
Discover when it’s appropriate to carry out market research, how to get started, and how to make sure you’re doing it right. This introduction to market research covers core topics including why and when to do research; approaches to market research; desk research; qualitative and quantitative research; staying within best practice guidelines; devising a research programme, … Read more
This research project focuses on the impact of digital culture on museum practice, and looks at how large international museums are embracing digital culture and using technology to improve their relationship with visitors. It focuses on museums in New York, and how the innovations they are leading can be built on by organisations elsewhere. It summarises key … Read more
Report on research undertaken on how theatre audiences could be developed in Wales. The research aimed to identify current trends in drama attendance in Wales, provide profiles of drama attenders and potential attenders, assess the approach to and correlation of programming and marketing, and identify areas of good practice and potential audience development schemes and initiatives.
Gives guidance to decision makers in the cultural sector on increasing public digital access to cultural institutions. It encourages rapid deployment of digital techniques where they will do good, by engaging more people, raising the quality of experiences, and saving money. Includes sections on organisational strategy and leadership, organisational culture, the building blocks of digital projects and … Read more
This guide shows how businesses use Twitter to market themselves and their work in Manchester, one of the most active Twitter communities in the country. With clear illustrations of what the data on usage actually means, this analysis can help you to make sure you’re staying one step ahead of your competitors when using Twitter.
The Santa Fe Opera is an international summer festival with an outdoor venue capacity of slightly over 2,200. This case study explains how initial data analysis by The Pricing Institute confirmed a slight but steady decline in the Opera’s capacity and revenue over a series of seasons. You’ll find details about how the opera responded … Read more