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...

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...

Partnerships with community groups...

Arts Professional: Essential Audiences 19 November 2007 The art of collaboration Heather Maitland considers the sometimes tricky relationships between arts practitioners and their partners, and offers some tips for keeping professional relationships on the right track When did you last check the health...

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...

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...

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...

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...