Visual arts market...

Journal of Arts Marketing Issue 19 – October 2005 Visual Arts: tapping the potential Research published by Arts Council England (ACE) last year revealed that there is potential to more than double the market for original art. In Taste Buds: how to cultivate the art market (2004), Morris Hargreaves...

Cultural identity and segmentation...

Journal of Arts Marketing Issue 18 – July 2005 How can marketers respond to cultural identity? Many of us have targets for attracting visitors, audiences or participants from specific ethnic groups. But ethnicity is not a particularly useful basis for segmentation. Several pieces of research...

Selling contemporary work...

Is it time for Plan B? Heather Maitland published by the Arts Marketing Association 2000 Is it time to acknowledge that the accepted notions about marketing new work simply don’t get results? Time to throw them out and think of something that does? We’ve been trying to develop audiences for new...

Museum marketing – objects or expe...

Marketeum 05 Objects or inspiration: should museums focus on marketing the collection or the experience? Heather Maitland Here’s how two local museums in the UK introduce themselves to potential visitors: “Grantham Museum interprets the archaeology and history of this market town and includes Sir...

Marketeum – Turning Interest into ...

Marketeum 05 Turning interest into action: reaching the potential visitor Heather Maitland Four out of ten people in the UK have visited a museum or gallery in the past 12 months whereas six out of ten have visited a cinema. But 53% of the people who had not been to a museum or gallery give reasons...

Copywriting – writing process...

Journal of Arts Marketing Issue 16 – January 2005 Open to Persuasion The words we use to describe the events we put on are crucial. If you are marketing on a shoestring they are your most important marketing tool. Whether we are writing copy or talking face-to-face with potential attenders, we...

Copywriting – funny events...

Journal of Arts Marketing Issue 10 – July 2003 Open to Persuasion Game for a laugh One of the biggest issues for venues marketing incoming touring shows is that the images and copy don’t reflect the show accurately. So how do you write copy that reflects a funny show? You could simply tell...

Copywriting – frequently asked que...

Journal of Arts Marketing Issue 08 – April 2003 Open to Persuasion Frequently asked questions Imagine you’ve got just 20 minutes to answer ten arts marketers’ questions about copywriting. Then imagine doing that three or four times in a row. I enjoyed the round table sessions at both the...

Branding 2003...

Your organisation’s identity Heather Maitland provides an overview of the key elements to consider relating to branding How it works Everything about your organisation contributes to its identity – your name and address, the way you answer the telephone, the prices you charge, the building from...

Copywriting – readability...

Journal of Arts Marketing Issue 07 – October 2002 Open to Persuasion Making ourselves understood We write copy to give people information about the events and activities that our organisations offer, and to persuade them to take action. Unfortunately we don’t always succeed: What I dislike about...