Strategic marketing

Strategic marketing

JAM 14 / July 2004 Strategic marketing Big, clever and funny (?) As a devoted enthusiast for the notions of strategy, strategic marketing and strategic marketing planning, I often wonder why these ideas grab me so. It’s not because I’m an intrinsically sad person who needs to ‘get a life’. Honest. Rather there are three qualities…

Storytelling

Storytelling

JAM 65 / Winter 2017 Storytelling Once upon a time … Storytelling is the social and cultural activity of sharing stories and in this issue of JAM we explore how storytelling is being used in marketing and fundraising across the sector to connect arts, heritage and cultural organisations with their audiences and supporters. Adam Thurman opens this theme…

Segmentation

Segmentation

JAM 1 / April 2001 Segmentation Welcome to the first edition of JAM – the Journal of Arts Marketing, published by the Arts Marketing Association. The AMA is the professional development body for people working in the arts whose job involves some element of persuading the public to experience the arts. The AMA has a…

Segmentation

Segmentation

JAM 37 / January 2010 Segmentation Download this issue of JAM and find out how marketing segmentation has changed over the last ten years. Inside you will find: a rough guide to the segmentation toolkit by Heather Maitland (page 4); Katy Raines makes segmentation seem easy on page 6 and presents a new segmentation project she’s developing…

Return on investment

Return on investment

JAM 44 / October 2011 Return on investment Making the most of it Regardless of what you are investing – cash, time or human resources – it is important that you get the return that you desire … especially in these lean times with a tightening of belts. In this issue’s Research Round-up, Heather Maitland…

Resilience

Resilience

JAM 61 / February 2016 Resilience The road to resilience We keep hearing the term ‘resilience’ being used throughout the arts and cultural sector but what do we mean by resilience? How can an organisation become and remain resilient? And what role can marketers take to support this? In this issue of JAM we aim to tackle these…

Research and Development

Research and Development

JAM 53 / January 2014 Research and Development Put some research on your resolutions list. And make sure to carry it on well beyond the New Year. This winter issue of JAM is all about research and development (R&D) and includes articles from authors based in Wales, Poland and the US. Heather Maitland takes our regular Research…

Relevance

Relevance

JAM 63 / Summer 2016 Relevance The importance of being relevant This issue of JAM continues the AMA conference 2016 theme of relevance with Nina Simon reflecting on her conference keynote speech. Kevin Metchear explains how Chickenshed produced a video that captured the impact of the theatre’s work while being relevant to potential supporters. The opening…

Qualitative research

Qualitative research

JAM 33 / January 2009 Qualitative research As you will discover in this issue of JAM, there is some great work happening in the arts sector that we hope will inspire you to reflect on the potential contribution of qualitative research to every area of your business. In the first feature, Lisa Baxter explores three core…

Pricing

Pricing

JAM 7 / October 2002 Pricing An organisation can only have a clear pricing strategy – whether to charge,  what to charge, when, how and of whom – if there is clear agreement regarding the organisation’s mission, values and core objectives. This edition of JAM aims to give you enough theory and practical examples to…