Ela Zych-Watson
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Charlotte Gross, Head of Sales and Marketing at Scottish Ballet, discusses the importance of data and insight in building audience relationships.

Charlotte Gross, Head of Sales and Marketing at Scottish Ballet, spoke at our Coming Back For More: Retention, Loyalty & Growth event on Friday 27 October, alongside Nathan Bombrys of Glasgow Warriors.

We’ve pulled together the highlights of Charlotte and Nathan’s talks to inspire your future marketing plans – whether you’re in the arts, culture or sport!

Building a loyal audience with Charlotte Gross from Culture Republic on Vimeo.


Charlotte admitted she could happily spend hours delving into Scottish Ballet’s Google Analytics and social media dashboards; but you don’t have to. Keeping an eye on your chosen KPIs (key performance indicators) and choosing what metrics are important measures for your objectives should be enough to inform what is working and what is not.


In Charlotte’s own words, “Artistic is marketing and marketing is artistic”. Much of the content Scottish Ballet produce for their social media channels is of high quality, aiming to give you the excitement and experiences you would feel at one of their performances. With live rehearsal videos and channel takeovers by the dancers, the audience is given a backstage pass to the company, cementing that relationship and increasing loyalty.

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Knowing who your audience are helps you know how to reach them. Scottish Ballet flipped this way of thinking on its head, and found a new audience by reaching them in a different way. Focusing on their new quality content, the company increased their presence on social media, and as a result found a younger audience than their current patrons.


Combining these two objectives relies on collecting feedback not only from metrics such as web visitors or video plays, but from your audience. Hearing and seeing how they interact with your organisation and brand allows you to keep producing content they value. And hopefully, keep them coming through the door.