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Systematic
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If you are not a member of the Arts Marketing Association, you really should be.

The latest issue of JAM (their magazine) focusses on customer development and includes excellent articles by Heather Maitland (looking at research tells about audience loyalty; Katy Raines on how assessing audience loyalty is essential (as she says “do the maths” – a lady after my own heart); Caroline Griffin shows how using CRM well can support artistic risk; Sharon Ament makes the case for lifestyle segmentation; and Tim Baker argues that it’s not yet time to write off the subscription scheme. Additionally there is an inspirational extract from Seth Godin’s book and a case study from Claire Byers at the BALTIC Centre for Contemporary Art.

You really should get a copy – the membership fee is worth it for JAM alone. Check out the AMA here.