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“Roger and Tim have explored the importance of the
customer database and its role as a vital resource to feed
audience development and customer relationship management in the
arts. The FULL HOUSE manual is essential “basic training” for
every arts marketer, and should be a required “refresher course”
for mid- and senior-level marketing professionals. I only wish
they’d author a version for the U.S.” - Alan S Brown,
Principal,
WolfBrown
"The publication is more than a manual, it is an excellent
tutorial offering tips to chart consumer's behaviours and buying
patterns which are a valuable reference for marketing and audience
development." - Susan Loh, Director Market
Development, Corporate Communications / International Relations,
National Arts Council, Singapore
“The FULL HOUSE workshop and accompanying book have been
invaluable to us in continuing to increase the effectiveness of
our online world here at Malthouse Theatre.” - Brad
Martin, Marketing Manager, Malthouse Theatre
“This is an accessible and comprehensive guide to what every
arts marketer should be doing – using the captured patron
information to maintain and develop
audiences. It is an indispensable manual for the practitioner,
or a mandatory resource for an arts marketing student (we use it
as a text book). It fills a long standing gap in available
printed resources, and I cannot conceive of an arts marketer not
having this on their work desk.” - Bruce Finlayson,
Department of Arts Management, Western Australian Academy of
Performing Arts
"I was impressed with the careful way in which this book
is written and produced, and how it combines very practical
insights with clear writing and illustration. It is a
stimulating and well integrated compendium of best practice,
case insights, useful tips, software resources, and recent ideas
in direct marketing. Arts marketing professionals and students
alike can benefit greatly from using this book to develop their
understanding of customer databases and audience management. For
arts marketing students, it will be particularly helpful in
filling in those practical knowledge gaps that marketing
communications theory can't always reach." - Daragh
O'Reilly, Lecturer in Marketing, University of Sheffield
“An excellent reference book. The case studies and
examples throughout the book are informative and inspiring.
Reading the book makes me want to pull on the gloves and start
digging around in our Box Office data.”
- Tina Rettke, Customer Services Manager, Geelong Performing Arts
Centre, Victoria.
“TERRIFIC! The most important strength of the book is the
Action Plans - they give people a starting point and a real
ability to progress the ideas. Another strength is the range of
complexity of information. There is something useful for
everyone regardless of their existing knowledge base. The case
studies are also really valuable because they show that this
stuff is actually being implemented in this country.” - Bronwyn Edinger, General Manager, City Recital Hall Angel Place,
Sydney, NSW.
"FULL HOUSE is an indispensable 'How To' tool for any
marketing or ticketing professional involved in audience
development in the arts." - Ravi Sivalingam Director of
Operations Esplanade - Theatres on the Bay, Singapore
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Download a sample PDF of the
first two chapters HERE<<
"There is no-one in
our industry who would not benefit in some way from reading FULL
HOUSE." - Duncan May, Head of Marketing & Development,
Glasgow Theatres Ltd, Ambassador Theatre Group in Arts
Professional, Issue 145, 7 May 2007, page 11.
"A highly valuable
resource for all aspects of marketing, ticket selling, customer
relationship marketing, etc. It draws from many resources and
puts them all into one place. Smartly spiral bound, so it can be
kept open to the relevant chapters/tasks." - Jerry
Yoshitomi, Chief Knowledge Officer, Meaning Matters LLC
“It’s an extremely useful document and one which I’ve made
mandatory reading for any staff.” - Benson Puah, Chief
Executive Office, Esplanade: Theatres on the Bay, Singapore.
"It's the one and
only Ticketing/Marketing bible for Asia Pacific." - Karen
Mosley, Chair, Asia Pacific Ticketing Association and Director
of Ticketing, Venetian Macau Casino, China.
“The customer database tells the story of the current
audience and provides the resources to develop the audience for
the future. The Australia Council is proud of
this practical
resource to develop arts organisations' use of that asset.”
- Ron Layne, Australia Council for the Arts "Today the customer database is fundamental to developing a
relationship between arts organisations and their audiences.
Creative New Zealand is proud of this practical resource, which
shows that data-driven marketing is essential for real marketing
success. FULL HOUSE provides a key that can unlock a lifetime of
arts attendance." - Helen Bartle, Adviser, Audience and
Market Development, Creative New Zealand |
