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Cultural Organisations Marketing Practice Survey
Market Intelligence What do other organisations do with their audience data? Profiles Mapping MOSAIC/ACORN Data cleaning Data capture Ticketing systems Audience Development What audience development programmes do other organisations carry out? Programmes Research & Evaluation Who does it? Research Evaluation Budgets & Training How do other organisations spend their money? Budgets Allocation Training budget Marketing budget Research budget What do other organisations want to know? Training Information |
Your chance to benchmark your organisation against the region's other cultural providersMarket IntelligenceIn the last 12 months...
Click here for an explanation of ACORN & Mosaic profiles. Over half of organisations cleaned their customer database and / or mailing list less than a year ago 
Audience DevelopmentThe most common Audience Development programme undertaken in the last 12 months is Family Friendly activities.One quarter of organisations had used Test Drive, Only 2% had used Teleprompt. For more information on any of these Audience Development programmes click here 
Research & EvaluationIn the last 2 years... Three quarters of organisations had carried out some kind of research
4 out of 5 organisations had carried out some kind of evaluation
Budgets & TrainingMore than 4 out of 5 of all cultural organisations had a budget specifically set aside for training and marketing/audience development. Are your budgets fully allocated? 3 out of 5 organistaions state that their budgets are always fully allocated.  Training Budgets Per Person Over 40% of organisations do not have a specific training budget per person, for those that do, it is most commonly between £100 - £500.  Annual Marketing/Audience Development Budget Around two thirds of organisations' budget is under £20,000.  Annual Budget For Research Most research is carried out on an ad hoc basis.  Training needs 'Understanding your audience' and 'new technology marketing' were rated as the highest priority training needs. 'Commissioning external evaluation' was ranked as a low priority for one third of organisations.
Information needs Over half of all organisations felt that 'strategic marketing plans', 'primary research' and 'new technology marketing' were high priority information needs. 'Current best practice in audience development' and 'secondary research' were seen as a medium priority by over half of organisations.
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