Hints and guides from Audiences South West

Guides to marketing - theory and practice

A series of publications produced by Audiences South West that complement the core training seminars on offer.

Further information on Audience South West's training programme.

The guides are intended as an introduction to arts marketing and as a practical guide for arts practitioners working with very limited resources. If you need a PDF reader, there is a link at the bottom of this page.

10 Things that Cost Nothing

A Short Guide to Marketing

Effective Copywriting

Golden Rules of Media Etiquette

Monitoring and Evaluation Handout

Preparing a Press Release

Strategic Marketing Planning

If you would like to develop your skills in arts marketing and audience development find out about our training programme.

Click here for Adobe Acrobat Reader download pages. Note that this a large download (more than 20Mb) so, if you don't have broadband Internet access, it may be better to find a computer magazine with front cover CD because these frequently contain copies of Adobe Acrobat Reader.

Top

Newsletters

Past Newsletters

SWAM conference reports & Speakers’ notes

SWAM organise an annual conference for arts marketers in the South West region. Find out about them and download some of the speakers’ notes by clicking on the links below.

Lost In Translation? – March 2007

Keynote Speech: New Media, arts & audiences
Speaker: Bill Thompson
Full report

Keynote Speech
Speaker: Jon Morgan, Executive Producer, Contact Theatre
Speaker’s notes

Family Friendly Dorset
Speaker: Tamsin Loudon, Bridport Arts Centre
Speaker’s notes

My Box Office Doesn’t Understand Me
Speaker: Beth Aplin, Henderson Aplin
Speaker’s notes

Knowing where to look: audience data at your fingertips
Speaker: Leo Sharrock, Arts Marketing Hampshire
Speaker’s notes

Audience Development: fulfilling whose agenda?
Speaker: Shirley Kirk, South West Arts Marketing
Speaker’s notes

Raising The Bar – March 2006

Keynote Speech
Speaker: Pippa Warin, Executive Culture South West
Speaker’s notes

Gloucestershire Arts Ambassadors
Speaker: Derek Aldridge, Everyman Theatre
Speaker’s notes

Managing Your Customers For Profit
Speaker: Katy Raines, Dixon Raines
Speaker’s notes

Career Development for Individual Artists
Speaker: Alicia Miller, Bristol Visual Arts Consortium
Speaker’s notes

The Price Is Right
Speaker: Tim Baker, Baker Richards Consulting
Speaker’s notes

Engaging BME Communities
Speaker: Hardish Virk
Speaker’s notes

Free Sex & Chocolate
Speaker: Ruth Staple, South West Arts Marketing
Speaker’s notes

A Perfect Fit - March 2005

Keynote Speech
Speaker: Dorothy Wilson, Executive Director, mac
Speaker’s notes

Audience Development & Arts Marketing: the same but different
Speaker: Ivan Wadeson, Arts About Manchester
Speaker’s notes

Family Friendly
Speaker: Louise Cogman, Louise Cogman Arts Marketing
Speaker’s notes

Inside Out
Speaker: Jill Low, Salisbury Arts Centre
Speaker’s notes

Making Your Mark
Speaker: Ruth Staple, South West Arts Marketing
Speaker’s notes

Blah di Blah
Speaker: Ros Fry
Speaker’s notes

Pushing the Passion - April 2004

Keynote Speech

Sue Hill, Artistic Director of The Eden Project

Speaker’s notes

How Not To Do Audience Development: A practical guide to guaranteed failure
Speaker: Helen Tobias
Speaker’s notes

e-passion does not equal e-porn
Speaker: Stephen Cashman, Communication Director, Network
Speaker’s notes

ROAR (right of Admission Reserved): Quantifiable trends amongst young people
Speaker: Martin Prendergast, Guardian Media Group
Speaker’s notes

The Internet: Our Audience Awaits
Speaker: Simon Duffill, ARAM
Speaker’s notes

State of the Art Data Usage
Speaker: Sarah Denner Brown, SDB Talking Direct
Speaker’s notes

Target Practice - March 2003

Txtm8: SMS Text messaging in Plymouth
Speaker: Ruth Staple, South West Arts Marketing
Full report

The Hard Sell: Raising the profile of dance
Speaker: Helen Tobias, South West Arts Marketing
Speaker’s notes

Rural Sophistication: Motivations and attitudes amongst audiences for rural arts events
Speaker: Ruth Staple, South West Arts Marketing
Speaker’s notes

As Young As You Feel: Exploring the market for the arts amongst the fastest growing population segment – the over 50s
Speaker: Paul Kaynes, Birmingham Arts Marketing
Speaker’s notes

Crisis? What Crisis?: Media relations through testing times
Speaker: Andy Ryans, Halle Orchestra
Speaker’s notes

Getting Personal - April 2002

They Love Me, They Love Me Not: Simple but effective ways of measuring and monitoring audience retention and loyalty
Speaker: Stephen Cashman, Developing Audiences in the North
Speaker's notes

Knowing Me, Knowing You:
The power of a strong brand and the trust it can bring
Speaker: Sarah Gee, City of Birmingham Symphony Orchestra & Shirley Kirk, South West Arts Marketing
Speakers' notes

The Lost Art Of Persuasion:
Turning awareness into audiences
Speaker: Andrew McIntyre, Morris Hargreaves McIntyre
Speakers' notes

Access Arts: A case study
Speakers: Derek Aldridge, Gloucestershire’s Everyman Theatre & Judy Gibson, Roses Theatre, Tewkesbury
Access Arts Final Report

We Have Ways of Making You Talk - March 2001

Closer to Home: Researching the Audiences for Rural Arts
Speaker: Stephen Cashman, Developing Audiences in the North
Speakers notes

Going The Extra Mile: Collaborative Audience Development Initiatives in the Visual Arts
Speakers: Phillippa Yates, M6 Group & Helen Tobias, South West Arts Marketing
Speakers notes

Starting The Conversation: Audience Research You Can Do At Home (almost)
Speaker: Liz Hill
Speakers notes

Confessions of an Arts Marketer: Less Than Successful Audience Development Initiatives
Speakers: Andrew McIntyre, Morris Hargreaves McIntyre & William Pritchard, Welsh National Opera
Speakers notes

Out of the Ether: New Technology, new ways to talk
Speakers: Graham Lane, SMART SW & Phil Jackson, Minack Theatre, Cornwall
Speakers notes

Whose Job Is It Anyway?: Marketing for non-marketing people
Speaker: Anne Roberts

Mission Impossible?: Promoting and selling dance
Speaker: Anthony Waller, Dance Agency Cornwall
Speakers notes

Intro Welcome We can help Your audience FAQs Hints and guides Mailing list Contact us Links and stuff	Hints and guides Audiences South West offers a selection of downloadable resources to help you with your everyday marketing tasks. Guides to marketing - theory and practice Newsletter articles Conference reports & Speakers’ notes Where to find out about your audience Recommended reading Feel free to browse – we hope you find the hints, guides and articles useful. If you have a specific query that isn’t answered here, fill in the form and tell us what you’re looking for as we may be able to help. And you can get specific advice and support by choosing one of the options at How Audiences South West can help you.
	Guides to marketing - theory and practice A series of publications produced by Audiences South West that complement the core training seminars on offer. Further information on Audience South West's training programme. The guides are intended as an introduction to arts marketing and as a practical guide for arts practitioners working with very limited resources. If you need a PDF reader, there is a link at the bottom of this page. 10 Things that Cost Nothing A Short Guide to Marketing Effective Copywriting Golden Rules of Media Etiquette Monitoring and Evaluation Handout Preparing a Press Release Strategic Marketing Planning If you would like to develop your skills in arts marketing and audience development find out about our training programme. Click here for Adobe Acrobat Reader download pages. Note that this a large download (more than 20Mb) so, if you don't have broadband Internet access, it may be better to find a computer magazine with front cover CD because these frequently contain copies of Adobe Acrobat Reader. Top Newsletters Past Newsletters Issue 18 - January 2007 Lost In Translation? Conference keynote speakers announced. Report on the first Great Somerset Arts Adventure. Welcome to Katie Issue 17 - September 2006 Family Friendly Dorset gets results. Welcome to Jo…and Farewell to Ruth. Not For The Likes Of You – a new initiative for Bristol. Issue 16 - April 2006 Raising the Bar: SWAM conference report. Gloucestershire Arts Ambassadors – results of a successful first year. New way of supporting artists. Kate’s baby announcement. Issue 15 - January 2006 New audiences for classical music at Colston Hall – a case study. Alicia’s British Art Show Diary. AMA Conference report. SWAM 2006 conference announced. Issue 14 - October 2005 Family Friendly Dorset launched. Alicia appointed as Bristol Visual Arts Consortium Project Manager. Reports from Theatre 2005, AMA Conference & AMA Museums & Galleries Day. Issue 13 - May 2005 Somerset Arts Promoters’ research results show lively county theatre sector. Introducing Devon Arts Culture. Imaginative Partnerships & New Technology in Bristol – a case study. Report on SWAM 5^th annual conference. Issue 12 - December 2004 Pushing the hard stuff: selling dance at Exeter Phoenix – a case study. Introducing Audience Data UK. The Special Guests – a case study. Report from AMA Museums & Galleries Day. Issue 11 - September 2004 The Selling of football: any lessons for the arts? AMA conference report. Regional arts sector ‘vibrant’ says two new reports. Issue 10 - June 2004 Blah Di Dah not La Di Dah - The Dorset Literature Network New Marketing Co-ordinator for Dorset Historic Boost for Cornish Arts - new marketing chief Gloucestershire Arts Organisations Launch New Collaborative Project Issue 9 - February 2004 The best from the South West features in NZ audience development seminars. AMA conference report. Diversity Festival South West. Two case studies – branding acta & Classical Music Attendance at the Queen’s Theatre. Issue 8 - September 2003 Pushing the boundaries: SWAM’s geographical remit expanded. Welcome to Kate. Mel Jennings’ Guide to Arts Ambassadors. Tips on setting up a good website. Reports from AMA conference & symposium. SWAM’s website is a hit. Issue 7 - June 2003 Arts Council England, South West – Press & Media Training Stairway to heaven – Arts Marketing Association AGM Arnolfini Supporters – Making a difference to the future of art Au Revoir, Helen Tobias Target practice – South West Arts Marketing’s 3rd Annual Conference Dance Live! Bristol Everyman and Motors – a Case Study Scientists are from Mars, Artists are from Venus Issue 6 - September 2002 Bristol Benefits – report on SWAM activities in 2001/02 Changing Worlds – AMA Conference 2002 Cheltenham Live – a case study Dance Live! Bristol – festival opens Electric December – Watershed Media Centre’s successful project Issue 5 - May 2002 Conference Diary Art4Bristol/Art Break Birmingham – Visual Arts Collaborative Initiative Issue 4 - March 2002 Swam Conference Dates Announced New Arts Information Service for Gloucestershire DAISI'S new approach to sales and marketing to Devon and Torbay schools Dance Live! Bristol Blind Data Word of Mouse Shadow Play Issue 3 - September 2001 GROUND-BREAKING RESEARCH INITIATIVE FOR SOUTH WEST MADE IN HEAVEN? - Arts Marketing Association Annual Conference Arts Council of England New Audiences Seminar Issue 2 - March 2001 We have ways of making you talk Visual Arts Tourism Boost This Way Up - Marketing The Visual Arts Targeting the NOW Generation Commissioning Market Research: Liz Hill, AMA's speaker's tour New Arts, New Audiences Cornwall Arts Marketing Issue 1 - September 2000 About Us 1st Regional Conference for Arts Marketers Announced News Round Up - Reports from around the region Conference Round Up - @udiences.com2 Conference Round Up - Tearing Down Barriers annual Arts Marketing Association Conference Practical Help for Arts Marketers Bristol Education Action Zone Over to You Issue 17 in PDF format Top SWAM conference reports & Speakers’ notes SWAM organise an annual conference for arts marketers in the South West region. Find out about them and download some of the speakers’ notes by clicking on the links below. Lost In Translation? – March 2007 Keynote Speech: New Media, arts & audiences Speaker: Bill Thompson Full report Keynote Speech Speaker: Jon Morgan, Executive Producer, Contact Theatre Speaker’s notes Family Friendly Dorset Speaker: Tamsin Loudon, Bridport Arts Centre Speaker’s notes My Box Office Doesn’t Understand Me Speaker: Beth Aplin, Henderson Aplin Speaker’s notes Knowing where to look: audience data at your fingertips Speaker: Leo Sharrock, Arts Marketing Hampshire Speaker’s notes Audience Development: fulfilling whose agenda? Speaker: Shirley Kirk, South West Arts Marketing Speaker’s notes Raising The Bar – March 2006 Keynote Speech Speaker: Pippa Warin, Executive Culture South West Speaker’s notes Gloucestershire Arts Ambassadors Speaker: Derek Aldridge, Everyman Theatre Speaker’s notes Managing Your Customers For Profit Speaker: Katy Raines, Dixon Raines Speaker’s notes Career Development for Individual Artists Speaker: Alicia Miller, Bristol Visual Arts Consortium Speaker’s notes The Price Is Right Speaker: Tim Baker, Baker Richards Consulting Speaker’s notes Engaging BME Communities Speaker: Hardish Virk Speaker’s notes Free Sex & Chocolate Speaker: Ruth Staple, South West Arts Marketing Speaker’s notes A Perfect Fit - March 2005 Keynote Speech Speaker: Dorothy Wilson, Executive Director, mac Speaker’s notes Audience Development & Arts Marketing: the same but different Speaker: Ivan Wadeson, Arts About Manchester Speaker’s notes Family Friendly Speaker: Louise Cogman, Louise Cogman Arts Marketing Speaker’s notes Inside Out Speaker: Jill Low, Salisbury Arts Centre Speaker’s notes Making Your Mark Speaker: Ruth Staple, South West Arts Marketing Speaker’s notes Blah di Blah Speaker: Ros Fry Speaker’s notes Pushing the Passion - April 2004 Keynote Speech Sue Hill, Artistic Director of The Eden Project Speaker’s notes How Not To Do Audience Development: A practical guide to guaranteed failure Speaker: Helen Tobias Speaker’s notes e-passion does not equal e-porn Speaker: Stephen Cashman, Communication Director, Network Speaker’s notes ROAR (right of Admission Reserved): Quantifiable trends amongst young people Speaker: Martin Prendergast, Guardian Media Group Speaker’s notes The Internet: Our Audience Awaits Speaker: Simon Duffill, ARAM Speaker’s notes State of the Art Data Usage Speaker: Sarah Denner Brown, SDB Talking Direct Speaker’s notes Target Practice - March 2003 Txtm8: SMS Text messaging in Plymouth Speaker: Ruth Staple, South West Arts Marketing Full report The Hard Sell: Raising the profile of dance Speaker: Helen Tobias, South West Arts Marketing Speaker’s notes Rural Sophistication: Motivations and attitudes amongst audiences for rural arts events Speaker: Ruth Staple, South West Arts Marketing Speaker’s notes As Young As You Feel: Exploring the market for the arts amongst the fastest growing population segment – the over 50s Speaker: Paul Kaynes, Birmingham Arts Marketing Speaker’s notes Crisis? What Crisis?: Media relations through testing times Speaker: Andy Ryans, Halle Orchestra Speaker’s notes Getting Personal - April 2002 They Love Me, They Love Me Not: Simple but effective ways of measuring and monitoring audience retention and loyalty Speaker: Stephen Cashman, Developing Audiences in the North Speaker's notes Knowing Me, Knowing You: The power of a strong brand and the trust it can bring Speaker: Sarah Gee, City of Birmingham Symphony Orchestra & Shirley Kirk, South West Arts Marketing Speakers' notes The Lost Art Of Persuasion: Turning awareness into audiences Speaker: Andrew McIntyre, Morris Hargreaves McIntyre Speakers' notes Access Arts: A case study Speakers: Derek Aldridge, Gloucestershire’s Everyman Theatre & Judy Gibson, Roses Theatre, Tewkesbury Access Arts Final Report We Have Ways of Making You Talk - March 2001 Closer to Home: Researching the Audiences for Rural Arts Speaker: Stephen Cashman, Developing Audiences in the North Speakers notes Going The Extra Mile: Collaborative Audience Development Initiatives in the Visual Arts Speakers: Phillippa Yates, M6 Group & Helen Tobias, South West Arts Marketing Speakers notes Starting The Conversation: Audience Research You Can Do At Home (almost) Speaker: Liz Hill Speakers notes Confessions of an Arts Marketer: Less Than Successful Audience Development Initiatives Speakers: Andrew McIntyre, Morris Hargreaves McIntyre & William Pritchard, Welsh National Opera Speakers notes Out of the Ether: New Technology, new ways to talk Speakers: Graham Lane, SMART SW & Phil Jackson, Minack Theatre, Cornwall Speakers notes Whose Job Is It Anyway?: Marketing for non-marketing people Speaker: Anne Roberts Mission Impossible?: Promoting and selling dance Speaker: Anthony Waller, Dance Agency Cornwall Speakers notes

Hints and guides

Guides to marketing - theory and practice

Newsletters

Issue 18 - January 2007

Issue 17 - September 2006

Issue 16 - April 2006

Issue 15 - January 2006

Issue 14 - October 2005

Issue 13 - May 2005

Issue 12 - December 2004

Issue 11 - September 2004

Issue 10 - June 2004

Issue 9 - February 2004

Issue 8 - September 2003

Issue 7 - June 2003

Issue 6 - September 2002

Issue 5 - May 2002

Issue 4 - March 2002

Issue 3 - September 2001

Issue 2 - March 2001

Issue 1 - September 2000

SWAM conference reports & Speakers’ notes