CultureHive > Tags > promotion
19th July 2013 Sara Lock

Resources tagged with "promotion"

CircuitWest: The Search for Audiences Handbook

The Search for Audiences handbook is a tool for helping presenters (venues) build audiences. It details the research techniques CircuitWest and its participating members used for 12 Western Australian presenters in its projects involving focus groups (qualitative) and, in some cases, surveys (quantitative). It provides an overview of the main factors that influenced audience behaviour across the studies, as well as details the research questions posed and research respondents’ feedback. It also provides recommendations regarding strategies for audience development.

By CircuitWestPublished:2019 Type: guide-toolkit


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What do venues think makes effective copy for touring events?

In this two and half minute video, marketers and managers from five small scale arts centres talk to Heather Maitland about the kind of copy they need from touring companies. All the venues are members of Theatre Forum, the industry body for the performing arts in Ireland.

By Theatre ForumPublished:2014 Type: guide-toolkit


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How to promote live music

Generator is recognised as the UK’s leading music development agency and, among other projects, it runs Mapped Out, a development programme for emerging live music promoters. Generator has set up a touring network and supports promoters with practical audience development and marketing.  Bob Allan organises Generator's programme of advice sessions, master classes, training courses, seminars, conferences and showcases for UK talent. In this guide he provides the do's and don'ts of promoting live music in rural areas.

Published:2014 Type: guide-toolkit


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Touring to rural venues

Orchestras Live is a national music charity that takes professional orchestras to rural venues to enable as many people as possible to experience live world class orchestral music. Each year they work with over 60 promoter partners, ranging from professionally run arts centres to voluntary music groups presenting music in community halls and churches. Based on Orchestras Live's experience, this guide provides bullet point tips to consider when touring to rural venues.

Published:2014 Type: guide-toolkit


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Getting big audiences for contemporary classical music

Kroumata is a full-time chamber orchestra based in Sweden. Its mission is to perform contemporary music and promote the work of Sweden’s living composers wherever possible. This case study discusses how Kromata developed its audience and started to lead the way in contemporary classical music.

Published:2014 Type: case-study


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The role of an arts ambassador

Arts Ambassadors have been used for many years for a range of promotional and marketing activities. This short guide looks at how they can be used, gives examples of how and why organisations have used them and the pros and cons involved. It also discusses two approaches: the promotion-focused approach and the audience development approach and the differences between them.

Published:2014 Type: guide-toolkit


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Why voting competitions are a nightmare

We may not all be in a position to offer a £10,000 prize as in the case of the example in this article from outside the arts, but this is worth a read if you are considering a voting competition.  Do you have a clear set of terms and conditions?  With the ease that social media brings to the process of voting competitions, it’s more important than ever to ensure that participants understand the voting restrictions but still get fun out of the process. This article was first published by Promotional Marketing.

Published:2014 Type: article


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Promotional products drive action

This short article from Promotional Marketing was first published in January 2013 and shares top-line findings from research commissioned by the British Promotional Merchandise Commission.  So if you’re not sure how effective promotional products are in comparison to other channels of customer engagement, this is worth a quick read.

Published:2014 Type: article


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How to run a successful promotional marketing campaign

This article was first published by Promotional Marketing, a website that aims to keep its readers up to date with the latest industry news, information relating to new campaigns, and features. This article stresses the importance of certain operational processes and outlines why they are key to successful promotional marketing campaigns.

Published:2014 Type: article


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Attracting young theatre audiences in Sheffield

The How Much? Project was an audience development scheme aimed at developing new young theatre audiences in Sheffield. This research summary discusses the findings – the changes relating to price, product and promotion.

Published:2013 Type: research


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A best practice guide to assessing agency creativity

The Judging Creative Ideas guide is aimed at arming marketing professionals with a best practice guide to assessing creative ideas from communications agencies. While the steps outlined may not be relevant to every creative idea process that you go through as arts marketers this provides some extremely useful steps to go through and aims provide some answers to the following questions 1) how do you know when you have a good idea on your hands 2) how can you turn a good idea into a great one and 3) at what point in the process do you need to be most …

Published:2013 Type: guide-toolkit


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The library that borrowed from the public

This Marketing Society Scotland (2013) paper outlines an award winning campaign from the National library of Scotland (NLS) and Frame.  NLS is the world’s leading centre for the study of Scotland and the Scots. In the summer of 2012, a campaign that explored the story of cinema-going in Scotland over the past 120 years attracted 40,000 visitors, despite the competition of the Edinburgh summer festivals. Read about how a highly successful integrated campaign was developed and how a simple competition on Facebook resulted in 2,000 people engaging creatively to come up with their own movie poster headline to promote the …

Published:2013 Type: case-study


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Involving consumers in your promotions

In this article Anna Rafferty explains how Penguin Books has developed a more meaningful and intimate relationship with consumers, in her case readers. She gives examples of promotions including the invitation to write a blog reviewing a Penguin Classic and the involvement of teenagers in the launch of a website to promote teen books.

Published:2013 Type: article


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Lucian Freud Portraits exhibition at the National Portrait Gallery 2012

After five years in the making, the National Portrait Gallery's major exhibition of Lucian Freud Portraits took place in 2012. This major exhibition, which spanned Freud's seventy year career, was the first to focus on his portraiture. Produced in close collaboration with the late artist, the exhibition concentrated on particular periods and groups of sitters, and featured 130 works from museums and private collections throughout the world, some of which had never been seen before. This case study describes in detail the marketing campaign behind this major exhibition, which was the most popular paid for exhibition in the Gallery’s history.

Published:2013 Type: case-study


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Ambient media campaign: V&A Quilts 1700-2010

Ambient media is the term used to denote out of home advertising utilising non-traditional methods. It is often used in conjunction with more mainstream traditional media to create an event or spectacle in a public place. London Calling, in partnership with Ambient Media, were commissioned by the Victoria & Albert Museum (V&A) to develop a creative ambient solution for promoting the 2010 Quilts exhibition. This case study describes the concept behind this campaign when for one day the V&A created a modern living room at Victoria station.

Published:2013 Type: case-study


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Media campaign for the re-launch of HMS Belfast, May 2012

Following a six month closure for redevelopment, the Imperial War Museum (IWM) re-opened HMS Belfast in May 2012. The re-launch campaign was a great opportunity for the IWM to build a marketing strategy to meet the ongoing challenge to increase awareness of HMS Belfast as a must-see visitor attraction. This case study describes how this family-focused, promotion-led campaign helped to form an integral part of the overall marketing strategy of HMS Belfast.

Published:2013 Type: case-study


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Typography and illustration as effective marketing tools

This guide explores how hand-crafted lettering and illustration can make your brand stand out.

By Charlotte Mary RosePublished:2013 Type: guide-toolkit


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Data protection – a guide for the arts sector

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible A guide designed to assist managers, box office, marketing and fundraising staff in operating procedures for dealing with customers and their data. It gives guidance on how to provide good customer service while complying with the spirit of the Data Protection Acts. It is designed explicitly to offer advice primarily about ticket sales situations. Customers are sensitive as to how they are treated. It is important that venues are seen to behave in ways which respect the public and the integrity of their information.

Published:2013 Type: guide-toolkit


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A tailor made approach to promoting the Edinburgh International Festival

In the year that the Edinburgh International Festival celebrated its sixtieth birthday, this presentation discussed how an understanding of audiences contributes to the development of the Festival brand, illustrating how in 60 years it has transformed a City not known for its festivals into one that attracts millions of visitors and generates over £200 million each year.

Published:2013 Type: guide-toolkit


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How and why businesses in and around Manchester are using Twitter

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.

Published:2013 Type: guide-toolkit


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Subscription scheme benefits

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 approach and how ticket bundles have boosted sales at Bolton Octagon, one leading regional venue.

Published:2013 Type: article


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Pricing strategies: making the right choice

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 neutral pricing: skim pricing is used for customers willing and able to pay more through premium offers or packages, while low, accessible prices are used to target particular, more price sensitive customer groups, or as part of sales promotions.

Published:2013 Type: article


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Co-creating campaigns with customers

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.

Published:2013 Type: guide-toolkit


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Creating campaigns with your audiences and visitors

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 explore encouraging visitor/audience involvement in marketing campaigns.  

Published:2013 Type: guide-toolkit


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Which promotional tools and communications channels work best with new audiences?

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 what has been tried and what worked, so you don’t reinvent the wheel.

Published:2013 Type: case-study


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Public engagement on a shoestring

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.

Published:2012 Type: article


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