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Tailor your conference programme
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As well as inspiring keynote presentations for all delegates, this conference includes a variety of pick and mix sessions for you to style your own conference programme, including:- practical, 'how to' workshops,
- marketing and audience development case studies and discussion seminars,
- senior debates on latest developments affecting our sector,
- management seminars, and
- round table advice sessisons
Download the conference timings here
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Keynote presentations - Thursday morning
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John Knell, Co-founder, Intelligence Agency
Research shows that audiences and visitors are changing, they want to get more involved with your organisation, to be treated as individuals, and to get a deeper experience of the arts. John will explore how other sectors are already adapting and raising expectations. He will argue that if the arts don’t start to embrace personalisation then we increasingly won’t be seen by a large proportion of the general public.
John McGrath, Artistic Director, Contact Theatre
John will bring to life the concept of a participation led approach to developing audiences, exploring how this has been working effectively at Contact Theatre. He will present a range of examples of new ways to engage the public and will explore how the role of marketing is changing as a result of this new style of working with the audience.
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Keynote presentations - Thursday afternoon
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Chris Denton, Head of Marketing, Barbican
How do we ensure a customer-centric, personalised approach is adopted throughout the organisation? Chris Denton will discuss the process and outcomes of leading the Barbican staff (all 450 of them) through a branding programme called 'Barbican experience'’. He will describe how this programme developed into a CRM strategy which has led to 62% of all event sales being generated online and 58% repeat visits for core activity!
Joanna Baker, Managing Director, Edinburgh International Festival
Edinburgh International Festival attracts large and diverse audiences every year. This session will explore how a personal approach to marketing has led to such success, with examples of effective campaigns and insights into how they balance generic branding, with personalised audience development.
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Keynote presentation - Friday morning
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Alan Brown, Principal, WolfBrown Back by popular demand.
Can you explain how you or someone you know is changed by listening to music, watching a dance performance, or looking at an artwork? It’s not easy to talk about how art transforms, or how we are different because of it. We lack a language for communicating its impacts that is relevant for today’s increasingly individualistic society. Alan will discuss the need for us to begin to talk differently about arts experiences and will offer a framework to help us better articulate the value of our work and the benefits of attending, or taking part in, arts and cultural experiences.
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Keynote presentations - Friday afternoon
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Sharon Ament, Director of Public Engagement, Natural History Museum
Sharon will share insights on the economic impact of the Natural History Museum. She will discuss how aware people are of the museum, what they do there, and what they really think about it. She will look at how understanding the value of the museum has lead to new ways of segmenting visitors and more relevant methods of communicating with a broad range of people.
Chantal Badjie, Project Director, BBC
When Chantal Badjie was asked to project direct the BBC's Slave Trade Abolition Season, her first thought was 'oh no -that sounds like a really boring and difficult gig'. This is the story of how she and the BBC worked together to connect a painful shared history from the 18th century to audiences today. She will focus on how she was able to develop a deep understanding of the broad range of audiences, viewpoints and feelings about the subject to inform their marketing and communications.
Catherine Holden, Director of Marketing and Development, National Museums Scotland
Catherine Holden will consider how the National Museums Scotland has used innovative approaches to branding to grab the attention of potential visitors. If audiences and visitors are becoming more and more individual, how do you demonstrate an integrated approach without falling into the trap of trying to be all things to all people?
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Breakout sessions take forward discussions on developing made-to-measure approaches to audiences, visitors and participants by considering what this might mean in practice and how to apply it to your own organisation:
Implementing marketing programmes
aimed at those with up to 6 years experience
Helen Black, Project Manager, TAG Theatre Company
Using new technology to engage with audiences
Thursday AM, Friday PM
TAG was the first theatre company in Scotland to establish a presence on You Tube. Helen will talk through the ideas behind the project, the process of securing a star endorsement from Ewan McGregor, and the challenges they faced in using this new tool. She will also share her ideas about how other organisations might be able to use new tools such as MySpace and You Tube to develop new audiences and relationships with supporters.
Angharad Wynne, marketing and communications consultant
How do you build a tailor made Press and PR campaign?
Thursday AM
This session will provide an overview of the latest developments in press and PR and will discuss how to target and tailor your PR communications to get a range of different stories in the public eye.
Stuart Brownlee, Partner, sbworks
Beyond the to-do list – cost-effective community engagement
Thursday PM, Friday PM
This seminar is based on a Highlands and Islands audience development capacity building campaign. It will challenge delegates to consider what needs to change to grow your audiences, visitors and participants, and will enable you to work with other delegates to explore how this can be done in the most cost-effective way.
Howard Buckley, Marketing Manager, Chichester Festival Theatre
An audience with … your audience
Thursday PM, Friday PM
In an increasingly individualistic society, how should we be adapting our communications to appeal to current and potential audiences / visitors? This seminar will explore how to personalise communication - including writing effective copy for diverse groups of people, writing copy for targeted e-mail campaigns, and involving the customer facing staff in creating the right atmosphere for all visitors and audiences.
Strategy focus
aimed at those with 3 to 10 years experience
Alison Edbury, Chief Executive, Audiences Yorkshire
There’s no need to get personal about it! - modern day segmentation
Thursday AM, Friday AM
Why is personalised marketing becoming so important? Alison will explore some of the drivers for personalised marketing and will outline how new approaches to segmentation can enable you to talk to different people in different ways and appeal to a broad range of audiences.
Jo Breeze, Marketing Officer, The National Gallery
Tailor made marketing strategies
Thursday PM, Friday PM
New communication tools, such as websites and e-mail, are changing the way we interact with customers. This seminar will explore how to integrate these new tools with your more traditional ones (print, advertising, direct mail etc.) and will focus on how to select an appropriate mix for your campaign or organisation.
Beth Aplin, Consultant
Diving for pearls – collecting valuable visitor information
Thursday AM
This seminar is for those responsible for collecting information on visitors in non-ticketed organisations. It will offer a range of tried and tested techniques, ideas and solutions to collect information on visitors without the need for a box office. This valuable information will enable you to develop insight, knowledge and understanding of your visitors and potential visitors. Are you missing out on key hot prospects? What do your visitors really think about you?
Beth will provide a snippet of this day workshop taking place as part of the ADUK training programme.
Amelia Foster, Director, Roald Dahl Museum and Ian Whitaker, Commercial Director, Cairngorm Mountain
The virtual visitor experience
Friday AM
This session will focus on two case studies - from the Roald Dahl Museum and from Cairngorm Mountain (a ski resort in Aviemore, Inverness). Both organisations are developing interactive websites not only as a tool to generate ticket sales, but also to broaden and deepen relationships with visitors. This seminar will outline how they are achieving this and will provide some insights for your own website development.
Management discussion seminars
aimed at those managing a team or organisation
Nadine Andrews, Consultant and Researcher
Managing to collaborate
Friday AM, Friday PM
Many of our keynote speakers will make recommendations that can not be achieved by one person or one department, or even one organisation alone. This interactive session has therefore been programmed to provide delegates with a range of techniques and principles to help you collaborate more successfully.
Delegates should attend this session with some thoughts on current factors that have helped or hindered them when working collaboratively internally and / or externally.
Howard Raynor, Managing Director, World Class Service Limited
Brands don’t work any more
Thursday AM, Thursday PM
As our customers start to expect personalised, individual service, what role can a brand play? This management level session will discuss what the future holds for branding and will explore how you can deliver a customer experience that reflects your organisations brand and meets, or exceeds, personal expectations.
Keynotes in conversation
aimed at those with 10 years + experience
Discuss the themes addressed by the keynote presentations with the speakers themselves.
Facilitated industry discussions
aimed at those with 10 years + experience
Martin Prendergast, Guardian and Hannah Rudman, Executive Director, Rudman Consulting
DigiNation
Friday AM
Digital technologies are enabling us to offer customers more choice, more personalisation and more flexibility. This forum will explore the way in which ‘place’ may be changing in the marketing mix - should we producing art online as well as offline? Should we be making art accessible to audiences in multiple formats? Will these digital developments enable us to reach new customers or increase involvement with existing customers?
Martyn Richards, Director, Martyn Richards Research Limited
Marketing is in a state of change
Thursday PM, Friday PM
Martyn will introduce concepts from the world of qualitative research which, by identifying key areas of consumer behaviour, present challenges to all marketers. Topics covered will include word-of-mouth and community marketing as well as introducing concepts such as ‘Need States’. Also covered will be communication behaviour amongst young people, for instance the increasing importance of social networks. Martyn will be facilitating group discussions to explore how arts marketing should respond– both in terms of organisations, and for the sector as a whole.
Phil Cave, Director, Participation Strategy, Arts Council England, Alexandra Tomkinson, Audience Development Officer, Arts Council England, London, and Fiona Sturgeon, Head of Audience and Organisational Development, Scottish Arts Council.
Taking Part
Thursday AM, Thursday PM
Encouraging greater public engagement with the arts is an aim of both funders and arts organisations alike. In order to support our planning with this, the arts councils, DCMS, and the MLA have commissioned research to help us understand the characteristics of audiences and participants and trends in engagement patterns. Delegates are invited to join our panel of speakers in discussing the findings of the latest research.
Round Tables
Ask the advice of experts at the round table sessions.
Thursday AM, Friday AM
• Does your brand have heart and soul? Lisa Baxter, freelance consultant
• Career development, Matt Carwardine-Palmer, freelance consultant
• Marketing using SMS and mobile technology, Abby Dix, Project Development Manager, and Andrew Wilson, Director, Blinkmedia
• Low cost online personalisation, Dan Ramsden, Company Manager, Dead Earnest
• Marketing on a shoestring, Andy Sheppard, Campaign Manager, The Mayflower
• Campaign planning, Abigail Carney, freelance consultant
• Eco-friendly marketing, Louisa Davison, freelance consultant
• Copywriting surgery, Stephen Forster, freelance consultant
• Can coaching transform your situation? Alasdair Cant, trainer and accredited coach
• Personalised ticketing, Fergus O'Keefe, Channel Manager, Arts and Entertainment, Tickets.com
• Market research, Rachel Escott freelance consultant
• Career development, Helen Stallard, freelance consultant
Thursday PM, Friday PM
• Freelancers discussion forum, Ros Fry, marketing consultant and trainer
• Marketing to those on low income, Richard Bliss, freelance consultant
• Evaluating experiences, Sarah Bedell, freelance consultant
• Tailored language, Anita Van Mil, Director, HopkinsVanMil: Creative Connections
• The renaissance of subscription, Tim Baker, Director, Baker Richards Consulting Ltd.
• Writing relevant copy, Jo Dereza, Marketing Director, SWAM
• An introduction to qualitative research, Alan Love, Director, Travel, Tourism and Leisure, BDRC Ltd.
• Working effectively with your Board, Madeline Hutchins, Arts Management Trainer and Consultant
• Full house - turning data into audiences, Roger Tomlinson, freelance consultant
• Customer relationship management (CRM), Jack Rubin, Director, Business and Marketing, Tessitura
• E-ticketing, Martyn Luke, Sales and Marketing Manager, Ticketmaster
Please note that the conference programme is subject to change.
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