1. What does good marketing in the visual arts look like? Heather Maitland

2. What does good marketing look like? There is huge variation – as with dogs! But why?

6. Local authority museum and gallery budgets are being cut to the bone.

7. This blog site is pretty much the only marketing this local authority gallery will do for its flagship exhibition in 2011

8. Understanding visitors But let’s focus on good practice. How does a good understanding of visitors lead to good marketing practice in UK galleries?

10. So a lot of galleries ensure they have a strong presence on the street

12. The layout of the building leads the visitor into the archaeology collection but the art is hidden both round the corner to the left behind a solid door and in a completely separate building.

13. And this is the only indication of what’s inside this separate building.

14. These leaflets on the reception desk are the only indication for the visitor that there is any art to see at all.

17. And just inside each space there is something to draw people in.

21. So the gallery mainly focuses on the iconic building rather than individual exhibitions

25. Why do they come? Qualitative dimensions

26. Gerri Morris, of Morris Hargreaves McIntyre, is almost single-handedly responsible for this good understanding of visitors thanks to her qualitative segmentation of visitors based on motivation. Find out more at www.lateralthinkers.com

27. social

30. intellectual

33. emotional

36. spiritual

41. Segmentation of visitors to the Baltic

42. How do galleries respond to this?

43. MILLENNIUM GALLERIES, SHEFFIELD

44. Multi-layered exhibits are designed to appeal to different segments – which do you think this is aimed at?

50. And this must be the most friendly security guard ever, chatting to visitors about what they might want to see as he searches their bags.