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SEMINARS
Delegates have the opportunity to attend four seminars during the conference. You will be able to pick and mix from a range of sessions depending on your professional development needs including: - Implementing marketing programmes – for those interested in the practical application of marketing within their organisation
- Round table discussions (focus on marketing practice – for those interested in the practical application of marketing within their organisation)
- Focusing on your strategy – for those with responsibility for marketing and audience development planning,
- Round table discussion (strategic discussions – for those with responsibility for marketing and audience development planning),
- Management discussion seminars – for those who manage an organisation or a team,
- Industry discussion seminars – for those wanting to contribute to industry-wide debate,
- Keynotes in conversation – for those wanting to contribute to the discussion on the ideas, arguments and issues presented in the keynote sessions.
Delegates can create a programme that is intellectually stimulating, challenging and fun regardless of their experience or job title.
The deadline for returning completed seminar selectors to the AMA is now passed. Delegates who have not yet chosen their seminars can book them up at the conference (space permitting).
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IMPLEMENTING MARKETING PROGRAMMES
These sessions are for you if you are responsible for or interested in the practical application of marketing at your organisation
1.Getting to know you: CRM on a shoestring
(relates to portion four - Long Life - build relationships)
Heather Maitland, Consultant
What is it about?
Customer Relationship Management (CRM) is such a marketing buzzword these days – but how can we use it in the arts? This is a practical session looking at how arts organisations, large and small, have taken a planned approach to building relationships with their audience – and saved time and money in the process. You’ll take away a host of ideas you can implement straight away in your own organisation without a megabuck budget.
Who is it for?
This seminar is for people with less than six years’ experience of arts marketing. You’ll get most out of it if your organisation has a box office computer system or a decent sized mailing list or you are in the process of building one.
What will I learn?- An understanding of the kinds of relationship you already have with your audiences, visitors or participants,
- how to use that information to decide the most effective ways of building a deeper, longer term relationship with them.
2. Networks and marketing
(relates to portion three: Tasting is Believing)
Mel Larsen, Consultant
What is it about?
This seminar looks at the use of networks in marketing. It provides an overview of different variations –
ambassador schemes, community networks, viral campaigns – plus a chance to explore how you might use networks to help develop audiences.
Who is it for?
Those new to working with networks and anyone who wants to look at developing existing or new ones.
What will I learn?- The benefits of working with networks,
- success factors and common pitfalls,
- how networks have been used in arts marketing.
3. Targets, tactics, messages
(relates to portion two: Pick your Own)
Debbie Richards, Director, Baker Richards Consulting
What is it about?
This seminar is about the art of effective and creative marketing implementation, including targeting and segmentation. From positioning to the daily nitty-gritty (copy, design, communication tactics, service), the seminar will draw on examples from venues, theatre companies and the visual arts. There will be a chance for delegates to ‘have a go’ as the session progresses and a goodie bag of useful stuff to take away.
Who is it for?
Those at the early stages of their marketing career through to those operating at a more strategic level who would like to revisit the creative elements of putting the strategy into practice.
What will I learn?- How to approach segmentation,
- thinking about your competitive advantages,
- how to engage with target segments in a meaningful way, using appropriate tactics and messages.
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FOCUSING ON YOUR STRATEGY
These sessions are for you if you have responsibility for marketing and audience development planning
1. Building diverse audiences
(relates to portion three: Tasting is Believing)
Tracy-Ann Smith, Acting Head of New Audiences (Learning Department), Natural History Museum
What is it about?
Eighteen months ago the Natural History Museum created a New Audience team who focus on diversity and inclusion. The team develops programmes and projects to engage under represented audiences and also advise the museum on good practice. Tracy-Ann will offer perspectives from the New Audiences Team at the Natural History Museum, providing an overview of the strategic aims, working practices and outputs of the team and offering opportunities for discussion around key issues.
Who is it for?
Useful for people who seek to implement community engagement work at their institution, practitioners (managers and project workers) seeking to discuss and exchange various approaches, ideas and good practice to community engagement.
What will I learn?- An insight into the strategic approach for engaging under represented audiences at the Natural History Museum,
- ideas and good practice in community and advocacy work,
- advice on how to connect with your local community.
2. Using new technology to interact with visitors
(relates to portion four: Long Life)
Roger Tomlinson, Consultant, ACT Consultant Services
What is it about?
Many arts organisations are finding people want to have virtual relationships with their organisation apart from when they make a real live visit. Roger will explore the opportunities open to those wanting to reach audiences through new technology, drawing upon a range of best practice examples from across the arts sector.
Who is it for?
Anyone wanting to develop interaction online and to build more effective e-mail communication.
What will I learn?- How to develop personalised content on your website,
- essential interaction to build relationships with potential attenders,
- effective e-mail communication strategies
3. How do you know if you’re talking to the right people?
(relates to portion five: Fresh Thinking)
Kate Sanderson, Marketing Director, West Yorkshire Playhouse and Mark Hazell, Marketing and Publicity Director, Norwich Theatre Royal
What is it about?
Ever wondered how many ice-creams other theatres sell each year? Or just what percentage of its marketing budget another organisation spends on advertising? Seeing your own achievements in the context of other information can be really valuable. Mark and Kate will share their experiences of setting up and running benchmarking projects, give some practical pointers on their use and highlight some potential pitfalls. There will also be an opportunity to participate in your own benchmarking scheme, as part of the Audience Data UK initiative.
Who is it for?
Anyone interested in shaping business strategy, improving advocacy internally and externally, and participating in benchmarking with peers.
What will I learn?- How to decide on appropriate performance indicators and avoid potential pitfalls,
- how to begin to compare marketing and business performance with similar organisations,
- how your project could link to national initiatives such as Audience Data UK.
4. Evaluating cultural diversity
(relates to portion five: Fresh Thinking)
Orian Brook, Research and Intelligence Manager, Audiences London
What is it about?
This session will be based on work that Audiences London has been developing with a range of cultural organisations in London, of diverse scales, art forms and audience/visitor profiles. The project brings together audience questionnaires and focus groups, experience within organisations, recommendations from the Commission for Racial Equality, requirements of data protection legislation and other research sources including The Voice newspaper to develop good practice in monitoring cultural diversity amongst audiences.
Who is it for?
Those considering or currently collecting sensitive information on audiences, including ethnicity and/or disability.
What will I learn?- The principles: what are the key purposes of monitoring? Why should it be carried out?
- The ethics: how questions can be asked that will be acceptable to audiences and how this data can be analysed, stored and shared,
- the practicalities: how to monitor on limited resources and how to get representative results.
5. The changing face of the Guardian and The Observer
(relates to portion four - Long Life)
Rachel King, Business Integration Manager, Guardian Media Group
What is it about?
At last year’s conference the Guardian and The Observer were still broadsheets – what a difference a year makes! They will be touching on how the launch went and their rationale for the Berliner format.
In addition Guardian Newspapers Ltd continues to publish ‘the most successful UK newspaper website’ and begins to describe itself as a content provider as opposed to simply being a newspaper publisher. Guardian Unlimited owes much of its success to being part of the web, actively participating in and pushing forward web trends.
This is a discussion based session which will explore your thoughts about how digital communication platforms are affecting media and arts organisations alike and how the issues facing them have never before been so similar.
Who is it for?
Anyone planning / implementing major online developments of their own and those seeking to build effective partnerships with the media.
What will I learn?
Delegates will be asked to discuss:- the challenges
- that digital platforms could present your organisation,
- the opportunities that digital platforms could provide for your organisation,
- the impact that digital platforms may, or may not have, on your marketing strategy.
6. A case study from Chelsea Football Club
(relates to portion four - Long Life)
Elaine Clark, Head of Information Technology, Chelsea Football Club,
Vicky Mudge, Data Manager, Chelsea Football Club, and
Kathryn Baldwin, Internal Sales and Product Specialist, Tickets.com
What is it about?
This seminar will explore the marketing and CRM goals of Chelsea Football Club. The club has recently changed its ticketing and marketing system. The speakers will talk about why they did this, the challenges they faced in doing so, and the improvements they have made in managing their customer information and relationships as a result.
Who is it for?
Anyone looking to improve the way they manage customer information.
What will I learn?- The importance of a ticketing and membership system for a football club and how it compares to arts organisations,
- insights into the upheaval of transferring from one system to another,
- advice on managing your audience data.
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MANAGEMENT DISCUSSION SEMINARS
These sessions are for you if you manage a team or your organisation
1. Audience focus from the top
(relates to portion two: Pick Your Own)
Madeline Hutchins, Arts Management Trainer and Consultant
What is it about?
An exploration of structural and cultural issues surrounding an effective arts board and suggestions on approaches that make the most of this valuable resource. This session goes beyond the legal requirements and looks at the choices we have on how to develop the role of the board and build effective relationships with staff. It will draw on examples of good practice from a wide range of boards and will provide an opportunity for discussion and comparison.
Who is it for?
Those managing an organisation or a team. Staff attending board meetings, or interested in these posts. This is a discussion based session, please come ready to discuss the ideas, challenges and solutions presented in this seminar.
What will I learn?- New ways of thinking about board and staff roles and relationships,
- approaches including harnessing energies and enthusiasms,
- models such as critical friend, the hourglass and doubles tennis!
2. Audience focus throughout
(relates to portion two: Pick Your Own)
Dilwyn Davies, Director, Theatr Mwldan
What is it about?
This management discussion session will explore how to ensure there is an audience focus throughout your organisation. Is it really possible to fully integrate programming, marketing, sales, box office and audience development in an arts organisation, and how can it be done? Dilwyn will describe his experience at Theatr Mwldan of trying to achieve what many have said is impossible, after which there will be an opportunity for delegates to discuss and share the many issues that will arise.
Who is it for?
Those who are managing a team or organisation – venue managers, marketing and box office managers. This is a discussion based session, please come ready to discuss the ideas, challenges and solutions presented in this seminar.
What will I learn?- Some of the techniques and practices employed by Theatr Mwldan to encourage audience focus throughout,
- an insight into identifying obstacles and opportunities that might exist within your own organisation,
- practical ideas to put into practice.
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FACILITATED INDUSTRY DISCUSSIONS
These sessions are for you if you want to contribute to industry-wide debate
1. Arts and tourism in partnership
(relates to portion two: Pick Your Own)
Adrian Bevan, International Product Development Manager, VisitBritain
What is it about?
In this session VisitBritain will look into how the cultural and arts industries can maximize the benefits of a shared partnership with tourism to improve understanding and engagement. VisitBritain will, in particular, focus on its use of major events and anniversaries including two major opportunities – Liverpool 2008 and the way forward to the Olympics in 2012 – its Cultural Olympiad, and the cultural legacy.
Who is it for?
Those wanting to contribute to industry-wide debate to help shape the future for the arts sector and those wanting to broaden their activity through building partnerships with the tourism sector.
What will I learn?- How to work with the tourism sector,
- what aspects of tourism might be right for your organisation to engage with,
- how major opportunities like Liverpool 2008 and Olympics 2012 can involve you, your organisation and the sector as a whole.
2. Call my data bluff
(relates to portion one: Check the Label?)
James Gough, Director, amh
What is it about?
Based on the long-running British game show Call my Bluff’ with two teams of celebrities, Call my Data Bluf’ will have two teams who will take it in turn to provide three definitions of an obscure term, only one of which will be correct. The other team will then have to guess which is the correct definition, the other two being ‘bluffs’.
Luminaries of arts marketing Beth Aplin, Partner, HendersonAplin Partnership and Andy Ryans, Marketing Director, Hallé, will captain the teams who will pit their wits in this ferocious battle – each trying to out do the other in coming up with the most plausible of definitions to some of those more elusive terms and protocols. Audience participation will be encouraged but in no way mandatory.
Who is it for?
Those wanting to contribute to industry-wide debate while being entertained by our two teams!
What will I learn?
There will also be short briefings and updates on:- The implementation and evaluation of ADUK data ownership pilot programme (who should own the data?),
- the testing and evaluation of the A-Z of commonly used terms and protocols (what does it all mean?),
- the development of the training programme for ADUK (how you can learn more about this data stuff).
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KEYNOTES IN CONVERSATION
These sessions are for you if you want to join in the discussion of the ideas, arguments and issues presented in the keynote session. As this is an open forum - delegates are responsible for their own learning.
1. Keynote speakers from Thursday morning (portion 1)
Peter Fisk, Director, The Foundation, author of Marketing Genius and former CEO of the Chartered Institute of Marketing and Claire Eva, Head of Marketing, Tate
What is it about?
Peter’s keynote challenges us to develop a deeper understanding of our audiences, their motivations and their expectations. Claire’s keynote identifies how this understanding can be used to develop successful campaigns to develop audiences for the arts.
2. Keynote speakers from Thursday afternoon (portion 2)
What is it about?
Rufus’s keynote explores the branding of Channel 4 in light of the fundamental changes going on in the external environment. Paul’s keynote argues that if you want to change the range and frequency of attendances from your audiences, you first need to change your organisation. To what extent should arts organisations brand ‘lead’ audiences and to what extent should we ‘follow’ changes in their lifestyles?
3. Keynote speakers from Friday morning (portion 3)
What is it about?
Jonathan’s keynote explores what it is that people find intrinsically compelling and how to use this understanding to engage audiences / attenders / participants with interactive services available online or at your organisation. Henrietta’s keynote looks at the role of new technology in developing international audiences and the partnerships, networks and connections required to develop audiences from very different backgrounds.
4. Keynote speakers from Friday afternoon (portion 4)
What is it about?
Alan’s keynote considers a strategic framework for social network marketing. Yinka’s keynote explores how to develop relationships with young people and diverse urban markets. Is there a need to empower audiences / consumers? Are expectations within society changing in terms of how they want to ‘consume’ their art?
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ROUND TABLE DISCUSSIONS
ROUND TABLE DISCUSSIONS (STRATEGIC DISCUSSIONS)
For those with responsibility for marketing and audience development planning.
Delegates choosing this seminar option will be able to select from two of the following tables (space providing).
Branding: the power of the small ‘P’
with Sian Thomas, Head of Marketing, Amgueddfa Cymru – National Museum Wales (AMA member rep)
The aim of this discussion table is to share experiences, ideas, tips and best practice on how to manage brand development and implementation. Sian will be bringing her own experiences from recently launching a new corporate identity for each of the seven member museums at National Museum Wales. This will include the process she went through to ensure effective implementation and buy-in / ownership from staff. Please bring your own ideas, experiences, challenges and solutions to share with colleagues.
Customer care as a strategic marketing tool with Carol Jones, Head of Marketing, Chapter Arts Centre
Customer care can often be seen as an ‘add-on’, as a tactical, passive activity rarely reviewed, measured or evaluated. Carol is challenging delegates to consider how it might be turned into a marketing-led, measurable, audience development tool – strategic, essential and audience driven. She will be presenting a range of ideas of how this might be done and is seeking your input, thoughts, comments and experiences.
Developing long-term relationships with audiences – how an audience development agency could help
with Anita MacGregor, Senior Manager, The Audience Business
Led by Anita MacGregor, an agency representative from The Audience Business in Edinburgh, this round table discussion will offer you the opportunity to find out more about the benefits of working with an audience development agency when planning to develop long-term relationships with audiences. Share your opinions and experiences or simply find out more about some of the current agency approaches.
Integrating CRM in your organisation
with Jack Rubin, President, Tessitura Network
It costs a great deal to add a new customer and once added, it takes great customer service to retain them. A practical and organisation-wide Customer Relationship Management (CRM) system will aid greatly in maintaining and building relationships. Discuss what it takes to establish a system from the standpoint of data capture, data sharing, data usage, reporting, management and other perspectives. Computerised systems can assist, but an organisation-wide initiative will be required. Hear tips from your peers on this critical business area.
Opportunities and challenges of marketing in multiple languages with Rob Edwards, General Manager, AudienceView
The 2001 census identified that the UK is more culturally diverse than ever before, while the number of people arriving to live in the UK for at least a year increased from 513,000 in 2003 to a record 582,000 in 2004. Whether we look at increasing access within our local community, or attracting visitors from Europe and beyond there are considerable opportunities if we speak the language of our target audience, but this comes with its challenges. A number of local authorities communicate in multiple languages including Bengali, Punjabi, Greek, Turkish and Cantonse as the most common languages after English that people in Britain consider their first language. Other languages include British Sign Language (BSL). However, we can take the question of language further than this to ask what words our target audiences use to communicate – for example Estuary English is rapidly being replaced by Multicultural London English. Rob will facilitate discussion and debate on the role of language – should we translate copy? Into which language/s? What changes do we need to make to reach specific communities? What challenges and opportunities does this present to arts organisations?
Sitting on the bench – the role of benchmarking within the arts with Andy Ryans, Marketing Director, Hallé
Benchmarking. Lots of people are talking about it, but what exactly is it? Why could benchmarks be good for you and your business? We would all like to know how the other fella's doing, but we often feel nervous about sharing information. Benchmarks can help you see your results in context and help you to analyse performance and plan ahead. This discussion will explore how to distinguish between a target and a benchmark, how to help establish benchmarks with like-minded organisations and how to help others become less afraid of the 'B' word.
ROUND TABLE DISCUSSIONS (FOCUS ON MARKETING PRACTICE)
For those interested in the practical application of marketing within their organisation.
Delegates choosing this seminar option will be able to select from two of the following tables (space providing):
Communicating with diverse communities with Janthi Mills, Community Liaison Officer, Derby Playhouse (AMA member rep)
Find out how the personal touch can help you find, engage and develop a lasting relationship with new audiences. Breaking down barriers and preconceptions about the arts, Derby Playhouse's Hot Tickets scheme has distributed over 15,000 funded tickets to main house productions, enabling a diverse range of 200 people from local community groups to access live theatre. By increasing access to mainstream cultural services the project helps combat social exclusion, build audiences for the future and ensure all of Derby’s communities can participate fully in the cultural life of the city.
Effective print marketing with Ben Turner, Managing Director, Cantate and Joanna Atherden, Sales and Marketing Director, John Good
Ben and Joanna will be discussing ways in which to use print and print distribution as part of an audience development strategy; highlighting the differences between print that appeals to core audiences, and that which is accessible to new ones. They will list the do’s and don’ts of print; traps to avoid, and questions to ask yourself when planning the production of a piece of print. There will also be the opportunity to discuss relevant distribution strategies for different campaign objectives; highlighting the pros and cons of various approaches.
Introduction to audience analysis with Alan Love, Director Travel, Leisure and Tourism, BDRC
How much do we really understand about the audience of today? This table will focus on five key areas: understanding who your audience are, why they attend, how they typically behave (on this visit and over time), how the audience regard your organisation, and what they take away from the experience. Participants will also receive a checklist of questions to take away to help you structure audience analysis activities in the future.
Marketing campaign planning with Ros Fry, Marketing Consultant and Trainer (AMA member rep)
Ros Fry, inventor of the Arts Marketing Timeline, spices up the wholesome - but sometimes indigestible subject - of marketing campaign planning.
So if you are a Basil, a Rosemary, or a Marj(oram), you’re invited to salt and shake at the organic Round Table.
More than just a press release with Andrea Sheppard, Marketing Manager, The Point, Eastleigh (AMA member rep)
This round table will explore how to get a twist to your press coverage. The conversation will be led by Andrea Sheppard who will outline how she has managed to make and exploit connections to get more pre and post performance press coverage, and to help attract new audiences. There will also be time to discuss your own press activity and share ideas with each other about how to develop further coverage.
Who moved my database? Intelligent marketing for 2006 and beyond with Fergus O’Keefe, Arts and Entertainment Sales Manager, and Kathryn Baldwin, Internal Sales Manager, Tickets.com- Do mailing extractions fill you with fear?
- Do you dream about the Data Protection Act – and still find yourself confused about what it means?
- Do you secretly worry that your box office staff are forgetting to ask how customers heard about the show?
If you have answered ‘yes’ to any of these questions then come to our round table discussion where participants will share experiences and propose solutions on collecting, managing and using data in new and different ways.
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Seminar selector
The deadline for returning completed seminar selectors to us is now passed. Delegates who have not yet chosen their seminars can book them up at the conference (space permitting).
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Seminars
