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Arts Marketing is Dead: Long Live the Audience

Unpublished
Andrew McIntyre
July 25, 2011
In his presentation at an Arts Learning Xchange forum, Andrew McIntyre, principal consultant, Morris Hargreaves McIntyre, shares arts marketing ‘then and now’ and helps to re-imagine audience relationships. He describes the cutting-edge segmentation system—rapidly being adopted by arts organizations in the UK, Europe, Australia, and New Zealand—and how it’s currently being used to target audiences more accurately, engage them more deeply, and build lasting relationships.Andrew McIntyre is one of the UK’s leading authorities on audience motivations, behavior and responses, and co-founder of Morris Hargreaves McIntyre, a recipient of the Market Research Society’s Research Magazine’s Business Transformation Award 2008 for their work on visitor insight at the British Museum.As referred to in Andrew McIntyre’s presentation, you can learn more about Culture Segments and the definition of each segment by visiting www.lateralthinkers.com.
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