Sales
Auckland Theatre Company TXTU final report
The report outlines the rationale, strategy and outcomes of TXT2U, Auckland Theatre Company's pilot initiative designed to test the effectiveness of SMS or text message marketing in reaching the notoriously difficult market of 18 – 25 year olds.
Pricing down for revenue growth: Welsh National Opera
Research has shown that price is not the most significant barrier to attendance and there is scope for price increases. However, WNO found that for current opera-goers, a decrease in price could encourage attendances.
Roger Tomlinson's presentation to the eMarketing Summit held in Adelaide, 2005. Gathered from work by Vicki Allpress & Roger Tomlinson and commissioned by Arts Council England.
An account of a major project undertaken by Sheffield Theatres Dec 98-00. The project investigates the importance of price sensitivity to young people, and that price was very often far from being the most important barrier to young peoples’ attendance at the arts.
Marketing Summit 2008 - workshop summaries
These five snappy summaries round-up the main points from the 2008 Arts Marketing Summit workshops from marketing to women to maximising your online presence.
Arts Marketing presentation - pricing strategies - summary
Simon Wellington summarises the main points from Tim Baker, from the UK-based Baker Richards Consulting, 'Pricing strategies for additional income generation'.
21st Century Arts Conference - keynote presentations - summary
Need reminding of the key points on pricing strategies, building and finding audiences and need to know more about data collection? These three summaries from Tim Baker's, Roger Tomlinson's and Stuart Nicolle's presentations at the 21st Century Arts Conference in New Zealand are for you.
Making the most of Vital Statistics
Ron Layne and the authors of FULL HOUSE: Turning Data into Audiences, Roger Tomlinson and Tim Roberts, discuss data collection and analysis challenges and issues in Australia and New Zealand.
About the audience data and visitor information collection enterprise (ADVICE)
This short piece explains the aims and motivations of the Australia Council national initiative, ADVICE an online data gathering and analysis project that will help arts companies and venues gain better insights into their audiences. About the audience data and visitor information collection enterprise (ADVICE)
Australian product design: the parts are stronger than the whole
In this overview it is argued that many Australian product designers work in ways that do not benefit the successful commercialisation of their work.
Resale royalties and new directions for the arts
The recent Australian federal arts policy revived interest in the resale royalty rights for visual artists. This article outlines the pros and cons of such a scheme raising questions effecting visual artists, their descendants, auction houses, galleries and the administration of such a scheme.
Music royalties in cyber space
This snappy piece gives a straight forward snapshot of the many facets relating to music royalties.
Droit de Suite Down Under: should Australia introduce a resale royalties scheme for visual artists?
This paper examines the impact that the introduction of droit de suite would have in Australia, and explore other models of such a scheme, given that the authors question whether resale royalties achieve their stated aims.
Ticketing professionals conference - top takeaways
The 2008 Ticketing Professional Conference was a great success. Here Australia Council & Creative New Zealand managers share their top takeaways. Explored at the sessions were the latest developments in ticketing and marketing focusing on Customer Relationship Management (CRM).
Case study - Back to Back Theatre
This case study investigates how Back to Back Theatre leveraged their opportunity at The Australian Performing Arts Market in 2006 resulting in a full year of touring nationally and abroad.
Case study - Yirra Yaakin Aboriginal Corporation
This case study of performing arts company Yirra Yaakin outlines approaches to great partnerships.
Memoirs of a performing arts salesman
Henry Boston stresses that success from APAM is "all about relationships". "Forget Funding Application 101" and "Look for the fit." Understand your offering, your point of difference and do your research. Networks will help you to understand how the international market works and will pay dividends later.
Forget about selling and start making connections
Want to make an impact at APAM without a 'Spotlight' or showcase? In '06 Circa & Ranters Theatre walked away with an impressive list of contacts leading to overseas tours.
I'll take the recycled, light-green one please
This special by Fleur Watson and Martyn Hook explores global retail trends for artists and designers.
Arts Marketing Summit 2007: stop selling tickets (and start building audiences)
British arts marketing specialist, Andrew McIntyre explores the conflict between the increasingly commercial and transactional approach of performing arts marketing and the higher objectives for art to engage, involve, challenge and transform.
Leading voices: FULL HOUSE executive briefing and workshop presentations
Presentations from executive briefings and workshops around Australia by FULL HOUSE authors, Roger Tomlinson and Tim Roberts, presented by the Australia Council for the Arts as part of its 2007 Leading Voices program.
FULL HOUSE authors Roger Tomlinson and Tim Roberts consider three performing arts organisations at various stages in the CRM process and suggest the next critical steps for each of them.
The pressure is on ticketing organisations everywhere to make smarter use of their audience data in luring more customers more often through their doors. Three organisations which have taken the plunge and invested in integrated ticketing and CRM system upgrades share their experience.
The Sydney Symphony CRM experience
This presentation given by Victoria Doidge and Aaron Curran from Sydney Symphony at the Arts Marketing Summit 2006 discusses the approach and outcomes of conducting an organisational review of CRM to inform the implementation of Tessitura software.
The Australia Council's Strategic Arts Marketing Summit took place in Brisbane on 13-14 July 2006. Speakers included Brendan Hughes Schwab, Craig Tapper, Mark McCrindle, Tim Roberts, Sean Kidney, Victoria Doidge, Aaron Curran and Dianne Davis.
If you're selling something, it is only worth what someone is willing to pay for it. So writes guest editor and international pricing specialist, Tim Baker. In his overview of the topic, Tim examines our notions of value and begins to pin down the elusive links between price and value in the arts.
Music streaming: sonic shoplifitng versus download dollars
Veteran Australian music industry analyst and publisher, Phil Tripp puts music streaming into its historical context, takes a keen eye to the future and shares his tips for dodging the digital landmines in the new battlefield of rights and revenue.
Price is to blame? Understanding perceptions of value
We have to face the fact that many people don’t think the arts offer them anything they value. It could be argued that people don’t understand the value they could have from an artistic experience but the fact remains that unless people value something, the price is irrelevant.
What do I get in return? Using discounting to achieve objectives
Price alone is rarely the main reason for people not attending the arts but, packaged with other elements that address barriers to attendance, discounted prices can work as part of an integrated approach to acquiring new customers.
Slippery values in a world of smoke and mirrors: the economics of taste in Australian art
Terry Ingram wrote the weekly Saleroom column in the Australian Financial Review from March 1969 to March 2006. In this article he takes a gently satirical look at the diverse and often quirky factors which can have a bearing on the price someone is prepared to pay for a work of art.
Txt2U: developing the potential of SMS text marketing in the arts
Auckland Theatre Company has started messaging the mobile phones of its young adult audience members in an innovative marketing strategy. Michael Adams, ATC's Marketing and Sponsorship Manager shares the details of the project in conversation with Andrew Ross.
This striking 8-page colour brochure promotes group bookings for NZ Opera productions and is an excellent example of how to communicate value and a clear call to action.
The Royal New Zealand Ballet developed a subscription drive that boosted attendance figures dramatically. This case study looks at before and after aspects of this process including audience development, promotion and profiling your subscribers.
Understanding pricing strategy
So how do you decide what’s the right pricing strategy? For small organisations, as long as careful monitoring undertaken, an experimental approach is probably best.