2. The Latest
Marketing and Touring: A practical guide to marketing an event on tour
By Heather Maitland
Pub ACE 2004 ISBN 0728710277 £10
This guide aims to help companies and venues to market touring arts events more effectively. It can be used in an art form, on any scale and in any capacity – and is particularly useful for theatre and dance. It contains many case studies and tips from practitioners and had an editorial team drawn from companies and venues. It stresses the value in developing effective partnerships and planning ahead. There’s also plenty of useful stuff on communicating with audiences.
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Practical Guide to working with Arts Ambassadors
By Mel Jennings
Pub Arts Council of England 2003 ISBN 0728709929 £10
An Arts Ambassador is defined as ‘a community networker with the objective of spreading the word about arts and cultural events and/or representing the views and aspirations of a target community’. Ambassadors have been effective in helping audiences to engage with the arts for at least the last two decades. The ambassador approach requires commitment and can even bring about fundamental changes in the host organisation. The guide takes the lessons learned from people with first-hand experience and summarises what we know currently about good practice. Includes useful case studies from across a range of art forms.
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Practical Guide to Developing and Managing Websites
By Roger Tomlinson
Pub ACE 2004 ISBN 0728710234 £10
The introduction starts "This is designed to be a practical
guide to developing and maintaining a website that focuses
on: setting the objectives, planning the design and
content, tackling the key issues in its development,
monitoring and evaluating the results. It is as
much about concepts, attitudes and approaches as it
is about possible practical solutions". It
goes on to give a guide to which sections to read in
what circumstances and poses key questions to consider
in each section. Very practical, very readable.
Review
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How Much?
By Angela Galvin, Peter Taylor, Sophie Withnall and Elizabeth Owen
Pub: Sheffield Theatres Trust, 2000, ISBN 095383140X
£10
The How Much? project aimed to test how the mix of programming,
price and promoting influences young people’s
attendance at Sheffield Theatres. With plenty of useful
information from the research, evaluation of the activities
and recommendations for action, this is useful reading
for anyone else seeking to engage young audiences with
theatre performances. Review.
Out of stock, not sold at Amazon
Targeting The Now Generation: A Case study on marketing the arts to 15-19 year olds
Ed Liz Hill
Pub: Arts Marketing Association 2001 ISBN 1903315050
£10
Based on a three year programme by MAX – Marketing the Arts in Oxfordshire who worked with a wide range of organisations including Apollo Theatre, Museum of Modern Art, Pegasus Theatre, Oxford Playhouse and Cherwell District Council. It focuses on young people as individuals rather than in groups, and looks at what we already know about young people and then the results of MAX’s research. It then outlines the integrated programme of marketing and audience development undertaken by MAX as a result of the research, and has careful evaluation of this. Useful stuff.
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Commissioning Market Research
By Liz Hill
Pub: AMA £10.00 2000 ISBN 1903315034
Sponsored by Arts intelligence
A well-structured guide to the whole process, starting with why do market research; through writing a research brief and selecting a researcher; working with researchers; to evaluating a research report. Useful information on a whole range of issues including sampling, survey data collection and questionnaire design. A very useful little book.
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It's For You: Telemarketing for arts organisations
By David Dixon
Pub: Arts Marketing Association 2001 ISBN 1903315042
£10
Aimed at those selling tickets and anyone else in marketing or fund-raising that needs to make effective use of the telephone to communicate with the public – for information gathering and research as well as recruitment and sales. It covers why use the phone; the place of the telephone in customer relationship management; planning, budgeting and managing telemarketing; mobile phones, text messaging etc; legal and ethical matters; and case studies of a wide range of types of campaigns within the arts. Very useful guidance.
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Is it Time for Plan B?
by Heather Maitland
Pub: AMA £2.50 (AMA members) £4.50 (Non-members)
2000 ISBN 1-903315-01-8
Considerable pressure is often put on marketers to develop audiences for new work, with extremely high targets being set and a perception that audiences do not want to experience new work! Heather Maitland has pulled together the findings of research from dozens of individuals and organisations into the marketing of new work. Review
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A Guide to Audience Development
by Heather Maitland
Pub: Arts Council of England 1997 free ISBN
0728707500
This valuable handbook defines audience development, and considers why develop audiences?, what does audience development do? and what does audience development involve? It then provides a step by step guide to developing and managing audience development projects including case studies from a wide range of organisations.
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Effective Customer Care
by Amanda Knight
Pub: DSC 1999 £10.95 ISBN 1 900360 36 5
Covering everything from the notion of who is a customer to handling complaints and developing effective relationship management, this book provides the starting point for developing a customer care policy. It even includes sample questionnaires for monitoring and evaluating customer care. AMA Review
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The DIY Guide to Public Relations
by Moi Ali
Pub: DSC 2nd edition 1999 £12.50 ISBN 1 900860
53 5
Written specifically for charities and voluntary organisations, this book covers media relations, internal PR, event management, publication, copywriting, photography, exhibitions, videos, advertising and sponsorship and useful section on using PR consultants. An excellent beginners' guide. AMA
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The Family Factor: a guide to family friendly arts activities
by Catherine Rose
Pub: East England Arts 2002 £10.00
A guide for arts venues who wish to improve their family friendliness, based on a pilot involving six performing and visual arts venues in the East of England. It presents ideas and guidelines to help arts managers, programmers, artists, marketers and others to integrate family friendliness into their activities. Chapters include Artistic Engagement, the Family Friendly venue, Communication, Customer Care and Some Legal Guidance. Review
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The New Marketing: Transforming the Corporate Future
By Malcolm McDonald and Hugh Wilson
Pub Butterworth Heinemann 2002 ISBN 0750653876 £21.99 [£26.09 inc p&p]
Malcolm McDonald is one of the clearest writers around
on marketing and he has twice been a speaker at AMA
events, most recently at the 10th Birthday Conference
in October 03. Marketing, the author says, is about
value exchange between customer and supplier. Customer
behaviour patterns have changed with people alternating
between being cyber-consumers and traditional buyers,
and with the help of information technology, customers
are highly informed about suppliers. There is the need
to “take all that is best in traditional marketing,
supplemented by some new techniques and use it to drive
markets by creating superior value propositions”.
This, the authors call New Marketing. Their map of marketing
covers their “define markets and understand value”,
“as set base”, “determine value proposition”,
deliver value proposition” and “monitor
value”. A worthwhile read. Buy this here at
SAMs Books
Raving Fans! : A Revolutionary Approach to Customer Service
By Ken Blanchard & Sheldon Bowles
Pub Harper Collins 1998 ISBN 0006530699 £6.99 [£9.59 inc p&p]
Satisfied customers just aren't good enough, what you
need are raving fans….. A small easy-read book
that works from the premise that customers are central
to any type of organisation (hospital, professional
practice, business, etc) and that goods aren't sold
but products and services are BOUGHT. Some fundamental
truths are delivered in a simple, understandable and
enjoyable form. Decide, Discover and Deliver are the
principles established through the story of Charlie,
the Area Manager. Buy this here at SAMs Books |
