Marketing workshops
(aimed at those relatively new to the topics – marketing assistant / marketing officer)
Reviewing your marketing campaign strategy
(Weds AM and Thurs AM)
Kate Sanderson, Indigo Ltd
With Sarah Gee – Indigo Ltd (Wednesday morning only)
There is a lot of talk at AMA events at the moment about whether we should be doing ‘more for less’ or ‘doing less, better’. This workshop will help you to take a health check of your communication strategies and marketing campaigns so that you can prioritise the stuff that works and ditch the stuff that doesn’t. What are the key things you need to monitor and improve in order to optimise your communications mix to sell more tickets, attract more visitors, or engage more participants?
What will I gain?
- A check list of key things to monitor to understand the current impact of your communication strategies and campaigns.
- Insight into how to measure what’s working and what isn’t across a range of communication tools.
- Ideas to take back to your organisation to improve your marketing and communication campaigns.
Marketing campaigns - a creativity workshop
(Weds AM and Thurs PM)
Lisa Baxter, Consultant
This is an interactive workshop in which delegates will be introduced to creative idea generation techniques to help you to significantly improve the process of devising communication campaigns.
What will I gain?
- Tried and tested techniques to help you realise your own creative potential
- An insight into the blocks that can inhibit our creative thinking and how to resolve these
- A way of working which will support you in developing new campaigns and messages to grab attention and resonate with your key target markets.
Doing less, better: targeting audiences effectively through personas
(Weds PM and Thurs PM)
Alison Martin, Head of Marketing and
Helen Black, Digital Marketing Manager - Citizens Theatre
Alison and Helen will share an innovative approach to planning marketing campaigns that they have developed at the Citizens Theatre based on the creation of audience personas. They will share examples of communication campaigns (using both online and offline tools) targeting different personas and explain how this technique could help you to plan and prioritise which tools to use to best reach your own target groups - saving you both time and money by doing less, better
What will I gain?
- A framework to help you target your communication campaigns more effectively.
- Ideas on how this type of targeting could help save time and money.
- An insight into how the use of personas can get your entire organisation thinking about audiences.
Managing multiple priorities
(Weds PM and Thurs AM)
Jane Richardson, Marketing and Programme Manager - British Library
Arts marketers have to manage a mix of priorities - writing inspiring copy, juggling constant targets and multiple events, meeting the needs and expectations of a range of artists, funders, line managers, developing online communities while also focusing on achieving campaign targets, etc. This session will discuss how to go about keeping all these balls in the air at the same time without dropping one! How do you decide on the top priorities? How can you manage your time more effectively in order to achieve these priorities?
What will I gain?
- Knowledge of tried and tested tools and techniques to help you to manage your time more effectively
- Advice on how to cope with overload, how to prioritise more effectively, and how to address time-stealers
- Insight into how to work more effectively with others – managing expectations and dealing with conflicting demands
Strategic marketing workshops
(aimed at strategic marketing officers / marketing managers)
Forecasting and predicting in a time of rapid change
(Thurs PM)
James Gough, Director - Audiences South
One of the key challenges arts marketers are facing in today’s brave new world is identifying how to forecast and predict accurately while the external environment is changing and audience behaviour is becoming less predictable. This seminar will explore how to identify the most appropriate trending data and comparisons for your organisation to use to inform future strategy, budgets and resources. If it sold out last time will it do it again? How can I predict how our visitors will respond to the next exhibition? What can we learn from the past to inform the future?
What will I gain?
- An understanding of where to source relevant trending data and comparisons to inform your future strategy.
- Insight into how to use this information to predict and forecast future capacity more accurately.
- An opportunity to hear how other marketers across the sector are addressing this issue and how we might work together to improve our audience / visitor insight.
Developing marketing assets
(Weds AM and Thurs PM)
Alix Hearn, Head of Marketing and Sales and
Charlotte Handel, Head of Open Stage - Theatre Royal Stratford East
Alix and Charlotte will describe how a closer dialogue and partnership with their audiences has led to the development of a broad range of marketing assets created by and with the public. They will provide a range of case study examples highlighting how this innovative technique is resulting in much deeper public engagement with their work. This session will explore how you might be able to capitalise on some of your own existing marketing assets and how you could work with your audiences / visitors to create new marketing resources and tools without spending a fortune.
What will I gain?
- A understanding of the range of marketing assets you might already have or be able to develop
- Ideas for working with the public to get them developing your marketing for you!
- An insight into how this approach can lead to improved relationships with audiences, visitors, artists, and other departments within your own organisation.
Introduction to Culture Segments
(Weds AM)
Andrew McIntyre, Director - Morris Hargreaves McIntyre
This seminar is the national launch of Culture Segments where delegates can learn about the new profiling system of the UK's arts and culture market. The system itself is free to access for all arts organisations and delegates will get pen portraits of each segment including their values, motivations and behaviour and advice on how to develop differentiated propositions and campaigns to reach them. They'll also get a 'think piece' on approaches to segmentation, published jointly with the AMA. Andrew will explain why some arts organisations are describing Culture Segments as the 'holy grail' of segmentation: a common language between artistic and marketing teams that helps us all to develop product, set targets, plan campaigns, build audiences and monitor results. There'll be time for questions, discussion and sharing of practice.
What will I gain?
- Knowledge of how to use Culture Segments to understand audiences more deeply and target them more successfully.
- Free, take-home set of segment pen portraits that you can use straight away.
- Thinkpiece on approaches to segmentation to stimulate debate about your organisation's segmentation strategy.
Breakout sessions
This year there is a wide variety of sessions involving a huge number of contributors.
Workshops
Round tables
Conference Fringe
Senior level discussions
Keynotes in conversation
Senior level discussion
These sessions are aimed at those working as senior managers, heads of department, director level or similarNetworking
With up to 600 arts professionals attending each year, the AMA conference is a great place to meet new people and catch up with old friendsJoin in
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