Conference Report AMA Conference 2003 Conference Report

AMAAMA conference conference 2003 2003 ConferenceConference report report © Arts Marketing Association, July 2003 1 Contents Foreword......................................................................................................................................................4 Keynote Address..........................................................................................................................................5 The Culture of Communication Media, Networks and Brands ....................................................................11 The Importance of Effective CRM ..............................................................................................................18 Audience Builder: The Art and Science of Persuasion ...............................................................................28 “The Map is not the Territory.” Exploring Stakeholder Discourses and the Diffusion of Ideas: The Case of Emotional Intelligence ................................................................................................................................32 Speaking With One Voice ..........................................................................................................................34 Creating Mass Communication ..................................................................................................................38 Overcoming the Decade of Forgetfulness: Reviving the lost arts of communication to embrace the new opportunities of the 21st Century ................................................................................................................42 STAGETEXT..............................................................................................................................................52 The Brand Key ...........................................................................................................................................55 Producing Effective Print............................................................................................................................59 Click Here – Content and Copywriting for Websites and Emails ................................................................65 Audience Builder – How to do it .................................................................................................................71 A Short Introduction to Arts Ambassadors .................................................................................................79 Hitting Home ..............................................................................................................................................83 Keynote Debate .........................................................................................................................................87 Access All Areas ........................................................................................................................................91 Show me the money! .................................................................................................................................94 Early Adopters and Trend Setters ..............................................................................................................97 In Yer Face! Some NLP techniques and how they can be used for successful, face-to-face communication.........................................................................................................................................106 Txtm8: An introduction to the effective use of SMS..................................................................................110 2 Get Creative.............................................................................................................................................118 Round Tables...........................................................................................................................................125 Speakers’ Biographies .............................................................................................................................128 Exhibitors’ Directory .................................................................................................................................135 Delegate List ............................................................................................................................................139 3 Foreword Have you ever wondered how to get customers really interested in your message? Try sending them an email, text or fax that says “Sorry - for legal reasons it is imperative that you ignore our previous message”. Unfortunately, these sort of tactics only work once so the Arts Marketing Association’s 2003 conference Message in a Bottle, in partnership with the Guardian, Observer and Guardian Unlimited, and sponsored by Tickets.com, focused on the art and science of communication. Much has changed since the AMA was founded ten years ago, not just the technology by which we communicate but also our markets and messages. Over four hundred conference delegates debated these issues, and revisited some of the basics of communication. Delegates were particularly reminded that it is often too easy to get wrapped up in communicating the features that we think are important, rather than the benefits that the customer is looking for. So, while I could point out that this report includes seven keynote presentations, fifteen seminars and four appendices, perhaps I should say that, no matter how many years you’ve worked in the industry, the presentations in this report will offer you inspirational ideas and useful examples of innovative practice from which you can learn and apply to your everyday work and thinking. Everyone who works in the arts has a role in mediating between arts and audiences and as marketers we have a responsibility to take control and ensure that the messages that we put out, and that audiences receive, are honestly persuasive. So, what are we waiting for? Debbie Richards 4 Keynote Address Peter Hewitt – Arts Council England The AMA conference was officially opened with a keynote address from Peter Hewitt, Chief Executive of Arts Council England. When I was a young boy, my family lived for a while in Ireland, just south of Dublin. I went to the local primary school. Homework every night included Gaelic but, recognising that I was there for just a few months, the teacher – Miss Quigley – realised that there was no point in me doing Gaelic. Instead, I had to learn a poem every night, and recite it to the class next morning. Many of the poems were challenging for a nine year old and I just learnt them by rote (or on occasions failed to learn them!). One day, I was given Gerard Manley Hopkins’ “Inversnaid” to learn. Its first verse begins like this: This darksome burn, horseback brown, His rollrock highroad roaring down, In coop and in comb the fleece of his foam, Flutes and low to the lake falls home. It is a simple poem about a mountain stream. Not one of Hopkins’ most sophisticated. But nevertheless one that had a dramatic impact on me, the nine-year-old English boy in Ireland. In reading it, for the first time in my life, I recognised – in the true sense – poetry. Of course, I couldn’t articulate it as such but I heard rhythm, alliteration, word play of a different nature to anything I had read or heard before. It was a magical moment. Looking back, it probably altered the course of the choices I made in my education and, in due course, my career. I leave with you the relevance of this anecdote to what I go on to say today. Let me first say how pleased I am to have been invited to speak to you today at the Arts Marketing Association conference. This is an important time for Arts Council England and you are an important audience for us. The AMA is one of the few organisations that crosses all art-forms, and bridges the gap between the subsidised and commercial sectors. Importantly, the AMA also reaches across organisations supported by Arts Council England and many other parts of the cultural sector. I am conscious that many delegates here are from Scotland, Wales and Northern Ireland and that you have your own Arts Councils. The UK Arts Councils talk to each other a lot, and in any case, the arts are genuinely internationalist. The Arts Council in England increasingly so – we’ve just opened a desk of our own in Shanghai. And the UK is, in so many ways, a cultural crossroads. So I hope that much of what I have to say today will have resonance outside England's borders. Your work, the work of arts marketers, is at the interface between the creation of art and the public's engagement with art. I don’t need to tell you that if nobody is creating a buzz about the work of artists and arts organisations, then no tickets get sold and no work is seen or heard - and the case for public funding of the arts disappears. The vitality of the arts in this country is dependent on the ability to engage with audiences. 5 I was asked to speak to you about marketing and audience development in the new Arts Council England. I will turn to that in a moment or two, but my central thesis today will revolve around the following claim and its relevance to making the case for the arts in this country. My claim is quite simply this: We are dealing in the arts with something powerful, inspirational and capable of effecting deep and positive change in people and in places. The arts indeed have the power to transform individuals, communities, places. I want to explore the

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