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...

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...

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...

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...

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...

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...