Measuring engagement pt II...

Arts Professional: Essential Audiences 30 June 2008 More about measuring engagement I have found myself thinking a lot recently about how cultural organisations can measure the way that audiences, visitors and participants experience what they have to offer. It all started when I discovered that Scottish...

Public engagement...

Journal of Arts Marketing Issue 30 – June 2008 How do the public engage with culture? Heather Maitland explores what we know about the way people experience the arts and what we are learning from this … Research into public engagement with cultural activities divides into four areas: · What...

Design and the brain...

Journal of Arts Marketing Issue 29 – April 2008 Killer communication Heather Maitland looks at using design to make your marketing communications more effective Our potential customers need to understand our marketing communications and remember them positively when they make a decision about how...

Measuring engagement...

Arts Professional: Essential Audiences article 24 March 2008 Measuring engagement For decades, marketers have been trying to understand their customers’ experiences. Mason Haire first talked about ‘selling the sizzle not the steak’ way back in 1950. And it’s not just marketers. Retailers worry...

Branding 2008...

Journal of Arts Marketing Issue 28 – January 2008 Complex relationships abound Heather Maitland discovers that most research into brands is case-study based and here she explains why Branding is well researched: Google Scholar comes up with over 6,000 books and articles published in academic journals...

Email campaigns...

Journal of Arts Marketing Issue 27 – October 2007 Let’s walk before we run Heather Maitland investigates how we are getting on with our e-mailing campaigns Last autumn, my colleague, Beth Aplin, joined 13 venues’ email lists to see what happened. Although she was playing the role of a dance...

Reaching the hard to reach...

Arts Professional: Essential Audiences 16 July 2007 Reaching the unreachable Engaging with hard-to-reach groups is, after all, what tackling social exclusion is all about. But how do you reach the unreachable? Heather Maitland makes some suggestions. Some arts organisations exist to reach people no-one...

Sources of information...

Journal of Arts Marketing Issue 26 – July 2007 In the know Heather Maitland advises you to think about what you want to know – it may be that someone already knows the answer The point of marketing planning is to make informed decisions about what will get your organisation from where it is...

Cultural diversity statistics...

Journal of Arts Marketing Issue 31 – July 2008 What do we know about our culturally diverse population? Heather Maitland on Britain’s increasingly multicultural society Hardish Virk, this issue’s guest editor, asked me to research the answers to three simple questions: • How have the UK’s demographics...

Impact of media coverage...

Journal of Arts Marketing Issue 25 – April 2007 Media coverage: why bother Heather Maitland delves into some research about the effects of media coverage You may not have to pay for media coverage but it still costs because getting it is so time consuming. So why invest all that time and energy? Politicians...

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