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Jul 18, 2019

MARKETING MIX FOR THE PERFORMING ARTS is a presentation by Lanfranco Li Cauli (Marketing and fund raising director of Teatro alla Scala, Milan). Teatro alla Scala is constantly engaged in loyalizing and developing its audience. In these slides we could see the strategies of fund raising, communication and audience development of this theater.

This presentation was published in november of 2017.


Jul 10, 2019

Several studies have focused on the marketing mix of goods, but it shouldn’t be neglected that services, through its characteristics, cause major problems for marketers, when adopting appropriate marketing strategies. This problem is prevalent in the field of cultural services, where marketers face the lack of funds to implement appropriate marketing strategies, either an internal system that restricts the possibilities for action, or simply a lack of experience and marketing information applied within cultural services. The purpose of this study is to compress information regarding the characteristics of cultural services and the specific marketing actions used in the field of performing arts, providing thus several directions in knowing and understanding it. Many cultural institutions are still adopting traditional marketing strategies but this approach is not sufficient. New approaches and strategies are required in order to ensure their survival on the cultural market. This paper offers for the reader a literature review of arts marketing and the main issues approached in specialized literature regarding marketing in performing arts. Several ideas based on this survey are formulated in order to improve the marketing strategies adopted by cultural institutions.

This article was published in 2015 for Claudia Maria CACOVEAN (PhD Student Babeş-Bolyai University, Cluj-Napoca, Romania).


Jul 04, 2019

JOURNEY MAPPING* is the process of identifying every encounter and interaction that your customers or audience have with your organisation (known as “touchpoints”), and analysing how these encounters can be improved - for both you and your audience.

This resource provides us a very useful template to apply this logics to arts organizations.
Is was created in 2013.

Download this useful tool to evaluate your touchpoints. 

*Journey mapping is often also referred to as ‘Customer Journey Mapping’ or ‘Customer Experience Mapping’.


By enhancing cultural participation among Europeans, will the values of tolerance, trust and willingness to engage respectfully with others be strengthened, and more open, inclusive societies emerge as a result?

A link has been made in recent years between a strong, well-functioning democracy and an abundance of cultural opportunities for all. Societies are said to be more open, tolerant and economically successful when people have easy access to a wide range of cultural activities and when participation rates in these activities are high. This first Council of Europe thematic report on culture and democracy specifically explores the relation between cultural participation and aspects of inclusive societies in Europe, such as tolerance and trust, and underlines the potential power of culture in nurturing them.

The report is based on the Indicator Framework on Culture and Democracy, developed by the Council of Europe and the Hertie School of Governance, in co-operation with the European Cultural Foundation. It was published in December 2016. 


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