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...

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...

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 – 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...

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...

Contemporary music enthusiasts...

Journal of Arts Marketing Issue 05 – April 2002 Open to Persuasion How can we persuade people to try something different? How can we persuade people to try something different? Andrew McIntyre argues that the difference between arts attenders and non-attenders is simply motivation. We talk about...