The ultimate aim of arts companies is to put bums on seats. But the multi-media, multi-faceted strategy is an inexact science. Crikey speaks to arts marketers about the challenges of their jobs.
Marketing
Your Say: Daily Mail readers' feedback: Children, marketing and fast food
Crikey readers have their say.
Behind the one sided mirror of focus groups
As a long term practitioner and teacher of research methods, Eva Cox wants to set the record straight by pointing out the apparent gross misuse of a very useful tool — focus groups.
How MasterChef can help more than your culinery skills
MasterChef is a rich source of knowledge, and not just about how to make the perfect strogonoff or red wine jus. James Thomson has five ideas inspired by the show to kickstart your business.
RRP-off: how to make a $499 iPad sound like a bargain
Mint explains the simple but surprisingly effective marketing tactic of “price anchoring”: stick a product’s price next to a much higher one, and it will suddenly seem like a steal.
How Hoyts ruined my night out at the movies
He’d seen the trailers, saw the ad in the paper, headed down on opening night to his local Hoyts cinema, yet didn’t see the film because he couldn’t buy a ticket. Tim Burrowes explains how Hoyts threw the sale away.
How packaging is more than just paper
Seth Godin offers advice on how an African chocolate company should package their chocolate. Sure, it involves some glamorising of poverty, but it’s a great marketing idea.
What business can learn from The Grateful Dead
Seminal jam band The Grateful Dead didn’t just develop their cult following through their fusion of psychedelic rock and hallucinogenic drugs (though that helped): they actually pioneered a range of marketing practices that have since been embraced by the corporate world.
Apple’s marketing magic
The buzz around this week’s big reveal of Apple’s new tablet computer has reached fever pitch. How does the company generate the kind hype others would pay billions for without spending a dime?
Dell tweeps equal US$6.5 million in sales
Twitter ain’t no time waster down at Dell, with promotions on Dell’s 35 various Twitter accounts responsible for bringing US$6.5 million in sales of personal computers.
Hold the phoney: Telstra’s ‘customer’ unmasked
Megan Lane appeared on radio and TV yesterday as an angry Telstra customer as part of the company’s new “My Telstra Experience” campaign, but Crikey can reveal that Lane worked as a Telstra spin doctor until 2002, writes Andrew Crook.
When is a cage egg green? When it plants trees
Some battery egg producers are giving their cartons a green sheen so dazzling, it threatens to blind consumers to the nature of their egg-laying process, writes Crikey intern Aaron Flanagan.
What’s in a name? Money, say universities
By changing a course name from “German Literature of the High Middle Ages’’ to “Knights, Castles, and Dragons’’, Boston College nearly tripled enrollment. Catchy course names are becoming an important business strategy for unis.















