by Paige Harvey
Thanks to the support of Findhorn Bay Arts, I (Paige Harvey, Marketing and Community Lead at Findhorn Bay Arts) had the fantastic opportunity to attend this year’s (2025) Arts Marketing Association (AMA) Conference in Edinburgh at the International Conference Centre – and what a brilliant two days it was!
From the very first session, the AMA Conference offered something many of us in Arts marketing are craving: space to reflect, question, connect and be inspired.
Day 1 included insightful sessions, practical takeaways, and meaningful conversations. I left feeling inspired and looking forward to day 2.
Day 2 surpassed expectations, it was great to hear from industry leaders, each addressing the real, complex challenges we’re all facing – from audience behaviour shifts to embedding equity and inclusion into our everyday practice.
Some insights were reassuring reminders (the ones worth hearing again and again). Others unlocked brand-new perspectives on how we approach marketing in the arts.
A few session highlights that stood out to me were:
- Amplify with compassion – A human approach to influence and impact: Benjy Kusi. Opening keynote speaker Benjy Kusi set a powerful tone for the conference with his session on human-centred, compassionate marketing. He explored what inclusion really looks like – from ticket pricing and working with freelancers, to programming and communication – reminding us that change doesn’t always happen in big moments, but in the small ones too.
I found his session a powerful and motivating reminder that we all have influence – and a responsibility to use it in shaping a fairer, more inclusive, and diverse cultural landscape. A key takeaway for me was “start where you are, with what you have, and amplify your work with compassion.” - Can psychographic segmentation go digital? – Jen Benson and Siobhan Sharp at The Natural History Museum spoke about combining psychographic segmentation (“Psychographic segmentation is a marketing strategy that divides consumers into groups based on psychological characteristics like lifestyle, personality, values, and social class, rather than just demographics. It aims to understand the why behind consumer behavior by exploring their attitudes, interests, opinions, and beliefs.”) CRM (Customer Relationship Management) data and digital behaviour into a single customer view. It was fascinating to hear their insights on how they approached audience segmentation and how deep audience understanding can have such an impact!
- Make the change – Amber Kirby reminded us that you have to be brave in this industry and you can’t please everyone but you can make a change by focusing on the key messages that need to be shared. She shared the lessons she’s learnt through her years in Marketing and I really enjoyed seeing the progression of the Paralympics ads over the years and how the key messages were portrayed in each of them.
- Learn to love late bookers – how one theatre is reframing the challenge – Stacey Hedge from ATG Entertainment – Princess theatre, Torquay spoke about how they are adapting to and embracing late bookers. It was interesting to hear about the challenges of late bookings – a refreshing take on a common challenge!
- How to reach a diverse Gen Z Audience – Kalisha Patel from Roundhouse (music and arts venue and youth charity) shared how organisations can better connect with diverse young people and speak directly to identity and lived experience and that understanding the social, cultural and emotional landscape of your target audience is crucial. She spoke through how she built a multi-step journey for Roundhouse’s audience and how their strategy was built on insight from previous campaigns. I really enjoyed her practical tips and hearing about her journey to connecting with young people and the success she’s had implementing an audience focused strategy.
Key Takeaways from AMA Conference 2025
Here are just some of the learnings that stuck with me most:
- Be brave – with your ideas, your campaigns, and in speaking up when it counts.
- Change takes time – keep learning and apply it back into your work.
- Don’t be afraid to try new things – experimentation is essential.
- Say something – because silence is still a message.
- Track everything – data is only powerful when it leads to action.
- Keep it simple – clarity and conciseness are underrated.
- Get comfortable with the unfamiliar and with chaos – growth lives here.
- Imposter syndrome is more common than we think – you’re not alone.
- Sustainability matters – be intentional and transparent about how you’re contributing.
- Fresh audience research is key – you can never know too much!
- Net Promoter Score – something I’m inspired to implement.
- Communication is everything – know what to share, with who, and why.
- Get the team on the same page – define and document your core pillars.
- Network – community and peer learning is invaluable.
Looking Ahead
I’m not just walking away with notes – I’m walking away with actionable steps, new connections, and a real sense of community. The conversations I had reminded me how valuable it is to be surrounded by people who get it – people who are navigating similar challenges and are generous in sharing what they’ve learned.
Feeling inspired, challenged, and ready to start applying all of this in our own corner of the arts world.
A huge thank you to the Arts Marketing Association for curating such an inspiring and inclusive space, and to Findhorn Bay Arts for making it possible for me to attend. I had the best time and learnt so much!
Here’s hoping I’ll be back at AMA Conference 2026 – with even more insights to share!
