Beatrice Burrows, director of Relationship Marketing at Tate, delivered a lecture to students from both the English and Spanish editions of the Master's Degree in Cultural Management. The museum, with four locations around the United Kingdom, is renowned for its digital management and social media practices, and is also home to a collection of British and international modern and contemporary art.
Beatrice Burrows and her work team are in charge of relationship management and strive to generate long-term relationships with Tate users through online tools: webpages, social media, e-mail, online sales, etc.
Among the main strategies she shared with the students and guest attendees was the need to know one's audience: who they are, what their interests are and why they are committed to the institution. This entails using a number of strategies and measurement tools to analyse data on user behaviour. Another key element they take into account is sending the right message at the right time. To do so, it is important to bear in mind that the number of messages and type of information will vary depending on the audience, the medium, their interests and even their physical location. The limit on the number of variables is defined by the organisation, but the opportunities are limitless. Lastly, Burrows discussed the importance of accompanying the audience during the experience: they try and have an in-depth understanding of the steps which comprise the service they offer, in order to enhance the users' experience.
The lecture, which took place on 12 December in the Aula Jardí, was attended by approximately ninety students and professionals from institutions such as CCCB, MACBA, the Tàpies Foundation and L’Ateneu.
Over the course of the year, the students from UIC Barcelona's Master's Degree in Cultural Management will attend a number of lectures by special guest speakers who will share with them their successful experiences in the cultural sector.
