Round table sessions - emerging ideas
aimed at delegates ranging from officer - manager positions
taking place on Wednesday afternoon and Thursday morning
How might arts marketing change over the next 12 months? We have invited seven people to host round table discussions with delegates each exploring a range of emerging marketing ideas and opportunities. Choose three tables from the following to attend during the seminar and join our hosts to hear their experiences and to share ideas / challenges of your own.
Click here to download the emerging ideas round table information
Click here for ALL speaker biographies
Click here to download the emerging ideas round table information
The future is mobile?
Amy Clarke, Marketing Officer (Corporate) - Royal Shakespeare Company
Amy will share a range of ideas around how the future of marketing may be mobile. She will include thoughts on making sure our websites are mobile and iPad friendly, and examples of innovative uses of mobile technology from a range of organisations e.g. those who are creating apps to engage audiences.
Working with networks, ambassadors and advocates
Mel Larsen, Consultant
Mel Larsen has worked with networks, ambassadors and advocates for a range of arts organisations in the UK and internationally including Gothenburg Symphony Orchestra, StillArt Sweden, London Symphony Orchestra and The National Trust. She will share some secrets of the trade about what works and what to focus on when developing your own ambassadors and advocates.
Geotargeting
Hannah Rudman, Director - AmbITion Scotland
Do you find that people often make decisions about attending your events / exhibitions very close to the time of the event taking place? This round table discussion will consider how digital tools such as Foursquare and Facebook Places might be used to help reach people close to your venue / arts event who are looking to make last minute decisions about something to do.
Crowd funding
Sarah Gee, Partner - Indigo Ltd
With the pressure on to explore new income streams and improve fundraising in the arts, this round table will explore how we might work with audiences, visitors and donors in a completely new way to both engage people with our work and to raise money for the arts.
Dynamic pricing
(hosting one session each)
Debbie Richards, Director - BakerRichards
Dynamic pricing is a hot topic but what is it and how does it differ from revenue management or yield management? Why do organisations do it? Should your organisation be doing it? How and when do you do it? What are the implications for your communications? This round table will answer your questions as well as sharing the experiences of some of the organisations using dynamic pricing in the USA, Canada and the UK
Debbie Richards, Director - BakerRichards
Jenny Scudamore, Research Manager - BakerRichards
Dynamic pricing is a hot topic but what is it and how does it differ from revenue management or yield management? Why do organisations do it? Should your organisation be doing it? How and when do you do it? What are the implications for your communications? This round table will answer your questions as well as sharing the experiences of some of the organisations using dynamic pricing in the USA, Canada and the UK
Fundraising and marketing - a blurring of roles?
Nicole Newman, Head of Development - English National Opera and Christopher Goodhart, European Managing Director, Arts and Cultural Division - Blackbaud Europe
This table will explore how the role of development integrates with the marketing strategy. How can our audience segmentation techniques be used to help create a culture of philanthropy among the audience? How does corporate sponsorship sit within our campaigns to enhance and develop our brand? Join Nicole and Christopher to hear their experiences and ideas and to share thoughts with other delegates about what marketing and fundraising can learn from one another.
Video marketing
Alex Fleming, Marketing Manager - Lyric Hammersmith
Alex has worked developing video content at the Lyric Hammersmith across various campaigns. Some of these involve working with high-tech companies, but often they are done in-house for almost no cost. This table discussion will share some of Alex’s experiences and include thoughts on new opportunities and ideas. Join this table to share your own stories and / or to discuss the potential for increasing the use of video in your communications.
Open Data
(Thurs AM ONLY)
Rohan Gunatillake, Innovation Lead - Edinburgh Festivals Innovation Lab
This table will explore the emerging idea of open data – making certain cultural data (e.g. listings, content) publicly available so as to enable and stimulate other people outside of your organisation making use of it in ways the owner organisation never could. Open data has become more popular in the arts through the holding of events called hack days’ where web developers create new apps based on cultural data.. Join this table to explore how you might be able to deepen engagement with the public by opening up the data and content you hold online.
Round table sessions - collaboration
aimed at managers, heads of deparment, directors and consultants
taking place on Wednesday morning and Thursday afternoon
Is there an evidence base that a joined up approach can enable us to either save money or increase audiences / visitors? We have invited eight people to host round table discussions with delegates on the topic of collaboration.
Achieving more together
Alex Saint, Consultant
This session will explore how collaborative working can enable us to achieve things that we couldn’t otherwise do – where collaboration is the obvious solution to a problem or need. It will draw upon Alex’s experience developing and delivering Creative Tourist with Manchester Museums and Galleries Consortium. Alex will lead discussions around factors for collaborative success – to include thoughts on managing partnerships, roles and relationships, leadership and consultation, responding to market-gaps and needs, being selective by cherry- picking content and partners, and legacy.
A collaborative approach to programming and public engagement
Erica Whyman, Chief Executive - Northern Stage
Erica will explore the factors that make alliances effective. Drawing on her involvement in the Newcastle Gateshead Culture Venues alliance - an informal network set up without external funding - Erica will share insights from collaborating across a range of areas and in particular across programming, and public engagement. This round table discussion will unpick what can lead to organisations naturally clustering together and the key drivers for successful collaboration.
How large arts organisations can support smaller organisations and community groups
Rob Langley Swain, Marketing and Communications Manager - LG Arena, The NIA and The Ticket Factory (NEC Group)
The LG Arena opens its doors 2.5 hours before the main arena events start in order to engage with audiences for longer, increase dwell time and spend on food and beverages. Pre-show entertainment is also provided by a range of arts organisations, amateur groups and commercial companies. The venue has received excellent customer feedback about how this has all helped to enhance their experience, as well as providing significant increases in earned income for the business, and supporting the smaller arts organisations who gain access to new audiences (they have a subscriber database of 1million people). Rob will discuss with delegates the secrets to success for this collaborative approach to public engagement – also including what hasn’t worked.
Regional collaboration
Antony Pickthall, Head of Marketing and Communications - Liverpool Biennial
Drawing on his experience from taking part in LARC (Liverpool Arts Regeneration Consortium) - an alliance of eight of the city’s major cultural organisations – Antony will discuss how a collaborative approach across a region could help arts organisations to develop joint marketing and joint knowledge of the public. He will outline where the collaboration has been particularly successful and where it has been less successful.
Collaborating for innovation
Rohan Gunatillake, Innovation Lead - Edinburgh Festivals Innovation Lab
Rohan will share thinking from festivalslab – a project working with and for the twelve Edinburgh Festivals to identify and develop ways of using innovation thinking and digital technology to improve the festival experience - for audiences, artists, partners and the festivals themselves. Join Rohan to share your own stories / ideas of how the challenges and opportunities of joined up working can realise greater innovation within the arts.
What does collaborative success look like?
Marion Bourbouze, Head of Marketing and Audience Development - Scottish Book Trust
Drawing from her experience of managing collaborative projects – with other arts organisations as well as with partners from the commercial and education sectors (incl. BBC), Marion will explore the key ingredients to achieve a successful collaboration. This round table session will provide an open and honest discussion of the lessons learnt from both positive and negative experiences. Please bring your own stories, ideas and concerns to discuss with the rest of the table.
Working in partnership with sponsors
Sarah Hunt, Director of Sales and Marketing - National Theatre
This round table will explore the strategic issues to consider when working in collaboration with corporate sponsors. How, for example, do you ensure that the partnership supports the mission of your organisation? How do manage external communications to ensure there isn't a clash with your positioning strategy or key messages to priority audiences? Join Sarah to share your own challenges, ideas and examples of how working with corporate partners can benefit audiences and finances.Marketing workshops
A combination of marketing workshops aimed at those who are relatively new to the topics and strategic marketing workshops aimed at strategic marketing officers and marketing managersSenior level discussion
These sessions are aimed at those working as senior managers, heads of department, director level or similarConference Fringe
These sessions are aimed at those working as senior marketing officers, marketing managers or similar.The conference fringe sessions will cover something we don’t normally discuss – failure and learning from our mistakes.
Keynotes in conversation
For those wanting to contribute to the discussion on the ideas, arguments and issues presented in the keynote sessions. 
Matthew Cain, Channel 4 News