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FULL HOUSE: Turning Data into Audiences

Order your copy here! NZ$24.95 (Incl GST)
 

FULL HOUSE: Turning Data into Audiences is a ticketing and marketing manual written by Roger Tomlinson and Tim Roberts with contributing author Vicki Allpress Hill. It is aimed at assisting arts and entertainment organisations to maximise the data they collect on customers, their transactions and their behaviours.


As the ticketing and marketing manual for the arts, FULL HOUSE develops a strategic relationship with customers. Rather than treating the Box Office as an inconvenient external service, FULL HOUSE puts the customer first and Box Office at the centre of the arts marketing and audience development.

FULL HOUSE: Turning Data into Audiences was commissioned by Creative New Zealand, the Arts Council of New Zealand Toi Aotearoa, in partnership with the Australia Council for the Arts.


Download three sample chapters of FULL HOUSE


 

Industry comments:

"A powerful resource as a reference book for anyone working in marketing in an arts organisation. It gives really good information not only on database strategies but also on marketing principles, relationship building strategies and how customer information can be powerfully used to build audiences." Christine Young, Young Communications

"I think the publication is excellent and I have been using it in respect of our database system which is Castellan/ TicketDirect. The book has been useful in thinking about and applying how better to work within the confines of the ticketing system.
Also more generally thinking about how better to access non-attendees and building relationships and dialogue with customers, which has been relevant to our first subscription season implemented this year. As an area of development greater connection with box office and marketing will be useful." Megan Lyon, Business Development Manager, Hamilton City Theatres

FULL HOUSE - Australia


FULL HOUSE: Turning Data into Audiences was published in Australia in November 2006 by the Australia Council for the Arts with the assistance of Arts Victoria, WA Department for Culture and the Arts, Arts SA, Arts Queensland and Arts NT.
 

Buy FULL HOUSE Australia Online NOW

Building Skills

 

One of the Audience & Market Development Programme's key events is the 21st Century Arts Conference, an annual event held over two days in June.

 

21st Century Arts Conference

The 21st Century Arts Conference is an annual event attended by arts leaders, managers and marketers from arts organisations. The conference encourages cross-disciplinary teams to engage with 21st century ideas.

 

The conference is based on the 7 Pillars of Audience Focus, a concept developed by UK arts consultancy Morris Hargreaves McIntyre in partnership with Creative New Zealand, and encourages an approach that is:

 

  • vision-led
  • brand-driven
  • outcome-oriented
  • inter-disciplinary
  • insight-guided
  • interactively-engaged
  • personalised

To learn more about the concepts in the 7 Pillars of Audience Focus, you can download the introduction, written by Andrew McIntyre and Gerri Morris from Morris Hargreaves McIntyre.

 

CONFERENCE RESOURCES 2009 and 2008

Read about the 21st Century Arts Conference 2009 and access resources from the Conference, including presentations and videos, on the dedicated 21st Century Arts Conference 2009 page.

 

Read about the 21st Century Arts Conference 2008 that was held in Auckland.

 

Move on Up

Creative New Zealand in partnership with Morris Hargreaves McIntyre has developed a programme that enables arts organisations to become increasingly vision-led and audience focused. The programme, Move on Up, shows organisations how to understand, reach out, communicate and engage with more people, more effectively.

 

Move on Up takes up to four organisations through this development process each year, with organisations selected on the basis of their aspirations towards:

  • becoming financially solvent
  • developing strong leadership
  • showing strong artistic vision
  • being open to change
  • having access to their own audience data

Seven organisations have completed Move on Up since 2008: Centrepoint Theatre, Fortune Theatre, Chamber Music New Zealand, Taki Rua Productions, Circa Theatre, The Physics Room and Govett-Brewster Art Gallery.