Doors sales and advanced bookers...

Journal of Arts Marketing Issue 22 – February 2007 On the trail of the missing hordes Walk-ups, advance bookers and non-bookers: a study commissioned from Cultural Intelligence by the Arts Councils of England, Wales, Scotland and Northern Ireland. My first reaction to this recently published research...

Customer data for audience development...

Arts Professional: Essential Audiences 20 November 2006 Are You Stalking Your Audience? Heather Maitland sees too many arts organisations squandering opportunities to use their customer databases for effective audience development I come across too many organisations who are not making effective use...

Customer experience...

Journal of Arts Marketing Issue 23 – October 2006 Customer experience Heather Maitland warns about making assumptions when researching your customers’ experience Researching how satisfied people are with the experience your organisation offers is not straightforward. It is all too easy to research...

Audiences for unfamiliar work...

Arts Professional: Essential Audiences 3 July 2006 Trainspotters and Trendsetters Heather Maitland considers the nature of audiences for unfamiliar work by unfamiliar artists I can’t think of many arts organisations that don’t want to stretch their audiences and their staff by programming outside...

International partnerships...

Journal of Arts Marketing Issue 22 – July 2006 Developing International Collaborations Heather Maitland has recently been delving into the world of international relationships and offers advice based on what she has found Anne Roberts and I have been researching consortia for a forthcoming book...

Managing success...

Arts Professional: Essential Audiences 24 April 2006 Making ‘sold out’ mean success When an arts organisation has been successful at attracting audiences, the problems don’t stop there. Heather Maitland looks at ways of managing success. A couple of weeks ago I visited a small arts centre mid-morning...

Developing a culturally diverse audience...

Journal of Arts Marketing Issue 21 – April 2006 How to develop a culturally diverse audience The recently published book on cultural diversity and audience development, Navigating Difference , lists well over 100 information resources relevant to arts organisations trying to develop culturally...

Marketing choice...

Arts Professional : Essential Audiences 26 March 2007 Something for Everyone? Niche marketing may be commonplace in the arts but most arts venues offer a range of events. Heather Maitland explores the marketing of choice. One consequence of arts organisations’ work to broaden their audiences, visitors...

Profiling online ticket buyers...

Journal of Arts Marketing Issue 20 – January 2006 Profiling on-line ticket buyers Each year since 2001, ts.com has sent out email questionnaires to people who purchased tickets from client organisations who want to participate in the research. In 2004, we joined forces to explore in more detail...

More for less – developing arts ma...

Arts Professional: Essential audiences 30 January 2006 More for Less Heather Maitland reflects on what arts marketers can do to introduce new ideas and practice How open are you to new ideas for developing your audiences, visitors or participants? For many of the arts marketers I meet, this is a pointless...