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Schemes aimed at generating loyalty need to do more than offer simple discounts. Francesca Di Nuzzo looks to airline loyalty programmes for inspiration.
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Making a product or service scarce or exclusive has become an effective way to attract customers in other sectors. Tim Baker explores how it might work in the arts.
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Resilience in the arts may be linked with finance - but for Debbie Richards, it’s really about making bold and exciting changes to realise big ambitions.
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The right approach to segmentation can drive sales and improve return on investment, as Tennessee Performing Arts Center in the US proved. David Reece and Timmy Metzner explain.
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GDPR obligations go beyond direct marketing, so when it comes to managing commercial risk, what might you have missed, asks Debbie Richards.
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With dynamic pricing already common practice in other sectors, Isabella Anderson examines what the arts can learn from the airlines.
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How do we get to the point where we are truly collaborating? Debbie Richards describes a project that sought the benefits of collaboration between fundraisers and marketers.
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By looking at admissions, ancillary sales and affiliation in isolation you may be missing a trick. Tim Baker advises on how to maximise upgrades and offer cost-effective membership benefits.
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From up-selling and cross-selling to ancillary offers of food and beverage, merchandise and even car parking, Tim Baker explores a ‘AAA’ approach to increasing revenue.
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What’s the recipe for maximising engagement and income? Jenny Scudamore explores ‘segmentation made simple’.