What can – and should – you charge digital audiences?
Even if people are willing to pay for digital performances, are they willing to pay enough? Robin Cantrill Fenwick examines the da…
Editorial Partner: Baker Richards
Arts Professional is working in partnership with Baker Richards to present a series of articles and case studies exploring ways in which arts and cultural organisations can achieve their commercial potential.
Baker Richards is a leading international provider of consulting services and software for the cultural sector, working in the areas of admissions pricing, segmentation, memberships, subscriptions and donations, sales forecasting and primary research.
from this partner
The many roads to recovery
As we emerge from the chaos of the pandemic let’s focus on where we want to go, but remember there’s no single way to…
Maintaining focus in the eye of the storm
Once the initial storm of Covid-19 closures and lockdown subsides, rapid and focused medium-term planning will be essential for th…
Discounting: The Good, the Bad, and the Ugly
Offering discounts? If you don’t have a reason for cutting prices and are inconsistent with your offers, don’t expect…
Does ‘Pay What You Can’ pay off?
As new customers are more likely to buy high price tickets than existing customers, can we expect Pay What You Can schemes to deve…
Is price a reason for low engagement – or just an excuse?
The popular misconception that price is the chief barrier to access to the arts has taken hold in the sector, while in reality, pr…
What the Romans did for us…
Visitor attractions are embracing innovative approaches to maximising sales and income. Debbie Richards explains the approach rece…
Points make prizes
Schemes aimed at generating loyalty need to do more than offer simple discounts. Francesca Di Nuzzo looks to airline loyalty progr…
Can less be more?
Making a product or service scarce or exclusive has become an effective way to attract customers in other sectors. Tim Baker explo…
Embracing the excitement of resilience
Resilience in the arts may be linked with finance – but for Debbie Richards, it’s really about making bold and excitin…
Segment your way to success
The right approach to segmentation can drive sales and improve return on investment, as Tennessee Performing Arts Center in the US…
Are you really GDPR ready?
GDPR obligations go beyond direct marketing, so when it comes to managing commercial risk, what might you have missed, asks Debbie…
How airline pricing can help sales soar
With dynamic pricing already common practice in other sectors, Isabella Anderson examines what the arts can learn from the airline…
The challenge of true collaboration
How do we get to the point where we are truly collaborating? Debbie Richards describes a project that sought the benefits of colla…
Finding the magic money tree
By looking at admissions, ancillary sales and affiliation in isolation you may be missing a trick. Tim Baker advises on how to max…
Would you like fries with that?
From up-selling and cross-selling to ancillary offers of food and beverage, merchandise and even car parking, Tim Baker explores a…
Bare necessities
What’s the recipe for maximising engagement and income? Jenny Scudamore explores ‘segmentation made simple&rsquo…
The AAA of income
Are you leaving money on the table? Tim Baker explains how taking an integrated approach to earned income can help arts organisati…
Turn your marketing upside down
To achieve true customer relationship management all marketing activities should be turned upside down, focusing much more on the…
Making your aims achievable
Tim Baker explains how SMART objectives can make challenging aims – such as engaging more young people – a…
Knowing the score
A simple repertoire scoring system is far more effective than a crystal ball for predicting the popularity of a programme, setting…
Seeing the future
Need to forecast attendances or ticket sales? Jenny Scudamore explains how to make better predictions.
Are you pricing dynamically?
Dynamic pricing is all the rage, but is just one tactic amongst many. David Reece explains how organisations can benefit by placin…
Marginal gains make more money
Even small adjustments in pricing can boost ticket sales and increase revenues, explains Tim Baker.
