Marketing and communication
*Communication (general)
Audiences, Markets and Motivations in the Performing Arts | CAPACOA
2012
*Communication (general)
Effective PD activity | Training video
Webinar highlighting key information on performing arts audiences, marketing and motivations, with an emphasis on research findings that can be applied to audience and sponsor development.
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Finding an Audience: Marketing | Canada Council for the Arts / Conseil des arts du Canada
2009
*Communication (general)
Publication
Chapter 7.1 of On the Road: Presenters Handbook.
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Market analysis
Audience Research Made Easy: A Guide for Small to Medium Performing Arts Organizations | Australia Council for the Arts
2012
Market analysis
Publication
This is a detailed and helpful Australian guide to conducting audience research, including advice on “how to plan an audience research campaign from inception through to analysis and implementation”. Different research techniques are covered, including informal observation, focus groups and questionnaires.
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Publicity
Patterns in Performing Arts Spending in Canada in 2008 | Hill Strategies
2011
This report provides a comprehensive analysis of Canadians who spend money on live performing arts. It also offers insights on performing marketing and sponsorship. It is a "must read" for presenters and for marketing staff.
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Ticketing policy and subscription
Dynamic Pricing | CAPACOA
2010
Ticketing policy and subscription
Publication
The concept of dynamic pricing - the practice of changing prices after tickets are on sale, in response to customer demand - has been around for some time and is now becoming a growing trend that is the subject of heated discussions. Here is a review of some web literature on the matter of dynamic pricing in the performing arts.
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