Arts Marketing Association New Media, New Marketing: 2008 Arts Marketing Association New Media, New Marketing How New Technology Is Changing Our Lives Day event incorporating AGM 25th November 2008 Sadler’s Wells, London Report of the Day Report prepared by Jonathan Goodacre
[email protected] Gusto Arts Management and Consultancy +44 (0)1223 513784 Arts Marketing Association New Media New Marketing: 2008 Contents Introduction, welcome and opening remarks 3 Keynotes 4 Jonathan Drori New Media, New Marketing 4 Anna Rafferty Talking Directly to Customers 11 Keynotes in conversation 17 Jonathan Drori 17 Anna Rafferty 20 Seminars 23 Roger Tomlinson Up Close and Personal 23 PR Smith Digital Planning and Strategy 31 Mike Saunders Making Digital Media Work For You 35 Stuart Nicolle Designing Effective E-mail Marketing Campaigns 40 Delegates 46 2 Arts Marketing Association New Media New Marketing: 2008 Introduction Was there ever a life before e-mail, websites and blogging? New technology has become such a fundamental part of our life and work, it’s hard to imagine what we would do without it. New Media, New Marketing explored how digital technologies are transforming the way that arts organisations attract, retain and interact with audiences, visitors and participants. This day event, which incorporated the Arts Marketing Association (AMA) AGM, included presentations and debates about how successful organisations are using available technology to improve the way they are working, especially in terms of engaging with their customers. It took place at Sadler’s Wells in London on 25th November, 2008 and attracted nearly 200 delegates. Welcome Simon Drysdale Chair of the Arts Marketing Association and Director of Impact Print Display, London Simon welcomed delegates to Sadler’s Wells for the annual day event incorporating the AGM.