CultureHive > Tags > strategic marketing
19th July 2013 Sara Lock

Resources tagged with "strategic marketing"

Using segmentation tools to inform strategy

Pru Shackley, Marketing and Audience Development Manager at The Lightbox Gallery and Museum, Woking describes how Culture Segments TagTool insights are being used to fuel strategy across her organisation.

By Pru ShackleyPublished:2019 Type: article


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Crowdfunding – A unique blend of marketing and fundraising

AMA member Merrin Kalinowski considers how the success of Art Happens campaigns is dependent upon close collaboration between marketing and development teams. This article is featured in the Spring 2018 issue of  JAM - the AMA's quarterly publication.

Published:2018 Type: case-study


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Filling the empty seats first

How important is the person who nearly bought a ticket?  US-based marketing consultant Trevor O’Donnell offers some firm but considered advice on where and how ticketed arts organisations should be placing their sales energies to ensure empty seats are kept to a minimum.  Trevor is a straight talking marketing consultant who has developed marketing/sales strategies for many arts organisations including Disney, Cameron Mackintosh, Cirque du Soleil and the Music Center of Los Angeles.

Published:2014 Type: article


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Using data analysis and market research to solve a marketing challenge

US-based arts marketing blogger Chad Bauman reminds us that a combination of market research and data analysis prevent us from having to guess at our marketing strategies.

By Chad M. BaumanPublished:2014 Type: article


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Review your organisation’s vision and future direction to develop both art and audience

Andrew McIntyre explores how to review your organisation's vision and future direction to develop both art and audience. This is a transcript from Andrew's masterclass at AMA Conference 2013.

By Andrew McIntyrePublished:2014 Type: guide-toolkit


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Understanding the domestic and international tourism industry

Jonathan Mountford explored several areas in which AMA conference 2013 delegates could engage with cultural tourism and the incoming visitor market in the UK.

Published:2014 Type: guide-toolkit


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A culture of research ~ bringing research into your day-to-day practice

Katie Anderson, Marketing Director at Warwick Arts Centre gave AMA conference 2013 delegates an outline of what they've been doing about bringing research into the day-to-day operation at Warwick Arts Centre over the last couple of years.

Published:2014 Type: case-study


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Engaging your audience to make good habits stick

Coppafeel! is a charity on a mission to stamp out late detection and mis-diagnosis of breast cancer. With a clear vision, a unique brand and a strong understanding of its target audience Coppafeel! has become a prominent organisation effectively reaching out to young people across the UK. During this AMA conference 2013 session Coppafeel! explained how they engage their audience and plan effective, award-winning marketing campaigns.

Published:2014 Type: case-study


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Customer-centred strategies

In this short article Jim Rosenberg, National Arts Strategies (USA), promotes customer-centred strategies as the way forward for arts organisations.  He argues that an ‘ingrained’ fear of ‘pandering’ to customers could be holding arts organisations back and stresses that what audiences today seek is not necessarily very far from what many arts organisations strive to offer – ‘intellectual challenge, emotional truth, social connection and a new perspective.’

Published:2013 Type: article


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Setting organisational vision and values that impact marketing strategy

NEMO is a Science Centre in Amsterdam, and one of the Netherlands leading attractions. NEMO wanted to reassess its organisational priorities and worked with arts consultancy Wonderbird to establish NEMO 3.0, the vision of NEMO in the future, and to set a marketing strategy that can support that vision.

Published:2013 Type: case-study


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Who do you want on your front row?

In this article, Chris Grady provides an introduction to the basics of developing a marketing strategy for your event, starting with the question: who do you want on your front row? Chris discusses the importance of identifying the five key customers you want to ensure attends your event and consider these people at the very first stages of your marketing planning. 

Published:2013 Type: article


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Balancing long and short term marketing planning

This short article from MediaCom Edinburgh reminds us that marketing impact must not be measured on short term evaluation alone. It recommends ‘The Long and the Short of It’ as a good read for anyone interested in better balancing short and long term marketing goals.

By Zoe RichardsPublished:2013 Type: article


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Engaging audiences with a touring theatre – one stop at a time

When touring company Out of Joint tours a show, the marketing is a delicate balance between a focus on the production as an entity in itself, and a focus on the company’s ongoing work. This involves close collaboration with teams at those venues to which they tour and with whom they co-produce work.

Published:2013 Type: case-study


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Integrated marketing communications

The aim of integrated marketing communications (IMC) is to create a ‘synergy of persuasive voices’ where the message is consistent and each persuasive tool is used to best effect. In the arts, we’re good at getting people to attend, visit and participate in our organisations’ activities. That’s important, of course, but do our communications coordinate to achieve our organisations’ wider goals or are we just delivering a series of separate campaigns?

Published:2013 Type: research


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Reviewing arts marketing practice

Is it really worth spending time reviewing our marketing practice when we are so busy doing what we do? Is pausing activity to review what we do terrifying, unnecessary navel-gazing or an essential process? What is the impetus behind our decisions to take stock and how do we know where to start? Sally Worman embarks on a project of reviewing marketing practice at Norden Farm Centre for the Arts.

Published:2013 Type: case-study


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A potted history of arts marketing

A history of arts marketing going back to the 1970s and the lack of any marketing activity, through to the creation of marketing departments and consortia, to the present day’s audience development agencies. Followed by an exploration of how arts marketing strategies can use the Ansoff matrix (new and existing markets and products) and how Maslow’s hierarchy of needs can help our understanding of what motivates people to become arts attenders.

Published:2013 Type: article


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Promoting culture with ambient advertising – and dinosaurs

Ross Perth, head of marketing at Edinburgh International Film Festival (EIFF), shares this case study on ambient advertising. During the 2013 EIFF, Ross used crushed cars, strategically placed around Edinburgh, to promote a festival screening of Jurassic Park. Ross discusses how the idea came to mind only a matter of weeks before the screening.  A hugely successful approach to ambient advertising that just took a bit of passion and persuasion – tickets sold in a matter of hours after the crushed cars descended on Edinburgh.

By Ross PerthPublished:2013 Type: case-study


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Using a blend of techniques to market family shows

Oxford Playhouse presents and produces a wide range of live performances including tours of its own shows under the banner of Playhouse Plays Out (PPO), an on-going series of off-site productions and events which happen at surprising and unusual locations across the county. This case study describes how digital, guerilla and viral marketing techniques were used to promote the PPO production of Bicycle Boy. Aimed at 5-to-8-year-olds, Bicycle Boy ran for 12 performances in May 2013 in a specially converted garage just half a mile from Oxford Playhouse.

By Richard MatthewsPublished:2013 Type: case-study


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Social media marketing tips from the independent retail sector

A story of successful tactical marketing in independent retail from a former arts marketer who opened her own greengrocer shop in 2010.

By Jan McTaggartPublished:2013 Type: article


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Consumer insights explained

David Amers (Partner, The Leith Agency) provides a short thought piece on the marketer’s quest of unearthing ‘true insights’ to inform marketing strategy. 

By David AmersPublished:2013 Type: article


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Using a business planning model for audience development

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.

Published:2013 Type: article


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Thinking BIG worksheet 8: strategy sets

Explore the implications of your proposed marketing strategy sets with this practical worksheet designed for use with the Thinking BIG! resource.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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Thinking BIG worksheet 10: marketing mix

Take a strategic approach to the marketing mix with this practical worksheet for use with the Thinking BIG! resource.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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Thinking BIG worksheet 11: planning to sell the plan

A practical worksheet for use with the Thinking BIG! resource to help you get buy-in for your marketing plan from colleagues.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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Thinking BIG worksheet 12: evaluation

Plan the overall evaluation of your marketing strategy with this practical worksheet for use with the Thinking BIG! resource.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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Thinking BIG worksheet 9: branding and positioning

Plan your organisation's branding and positioning with this practical worksheet for use with the Thinking BIG! resource.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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Thinking BIG worksheet 2: marketing audit

Carry out a marketing audit with this practical worksheet designed for use with the Thinking Big! resource. Review the current (and past) state of your organisation's marketing and examine facts, figures and perceptions to answer a number of basic questions.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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Thinking BIG worksheet 3: PEST assessment

A practical worksheet for use with the Thinking Big! resource to help you carry out a PEST assessment.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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Thinking BIG worksheet 4: competitors and collaborators

Map competitors and collaborators with this practical worksheet for use with the Thinking BIG! resource.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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Thinking BIG worksheet 7a: planning revisions to your strategic marketing plan

Plan revisions to your strategic marketing plan with this practical worksheet designed for use with the Thinking BIG! resource.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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Thinking BIG worksheet 7b: TOWS analysis

Turn your SWOT analysis (strengths, weaknesses, opportunities and threats) into TOWS to give you strategic options for your marketing planning with this practical worksheet for use with the Thinking BIG! resource.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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Thinking BIG worksheet 1: mission and implied marketing objectives

Draw out the implied marketing objectives in your organisation's mission statement with this practical worksheet designed for use with the Thinking BIG resource.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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