In July, our Marketing and Communications Manager, Verity, spent two days in Leeds at the Arts Marketing Association (AMA) Conference. Here she shares some of her key takeaways.
Sometimes the best thing to do to focus your thinking is to get out of the office and away from the day-to-day business of your work. Something that we rarely have time (or make time) for in the arts. I was keen to attend this year’s AMA conference because the theme was ‘Together’ – and as the only marketer at Activate there are few opportunities to share marketing ideas with others.
The conference attracts marketers working in a whole range of arts organisations, from touring companies to regional venues, west end theatres to orchestras, museums to galleries. I’m not sure if there was anyone else there from an outdoor arts organisation!
Some of my favourite sessions were ones where questions were raised, provocations made but solutions not really offered. There was space for delegates to consider and interpret case studies and experiences from the speakers without a ‘this is right, this is wrong’ sentiment.
Topics included the use of AI, communicating your access offer, creating a marketing strategy that works for the whole organisation, working with Instagram influencers and tackling the climate crisis together. So many areas that resonate with the things we’re already doing, or have plans to do, at Activate.
Overall, it was a valuable experience to gain some new insights and find some inspiration. I made lots of connections, spoke to people doing similar roles – and others working in completely different types of organisation. It was great to spend time learning, reflecting and ultimately coming back to Activate with some fresh perspective.