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Pete Gomori Presentation

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  • What works for us and what makes sense for us… Do these things make sense in any way for you? Can they spark off any ideas?
  • Get closer to a dialogue the better your surveys become
    Age
    Gender
    Residence
    Background
    Education
    Art Knowledge
    Emotional, intellectual etc
    Why us?
    Satisfaction?
    Suggestions?
    Needs? Frequency
    Attendance
    Purchasing
    Café use
    Mobile use
    Other galls
    Time of visit Art forms
    Media
    Artists
    Topics/themes
    Countries
    Ideas
    Non-art interests
  • The segmentation is built on a visit (as opposed to grouping visitors based on their personality/values/life stage…)
    individuals experience changing need states
    Can be in a different segment on a different visit
    E.g. someone can be an Actualiser when on their own and a member of the Urban Cool when coming w/friends;
    a Researcher on one day and coming for a family visit on another day; etc.
  • The segmentation is built on a visit (as opposed to grouping visitors based on their personality/values/life stage…)
    individuals experience changing need states
    Can be in a different segment on a different visit
    E.g. someone can be an Actualiser when on their own and a member of the Urban Cool when coming w/friends;
    a Researcher on one day and coming for a family visit on another day; etc.
  • What works for us and what makes sense for us… Do these things make sense in any way for you? Can they spark off any ideas?

Transcript

  • 1. Innovation in Audience Development Pete Gomori, Marketing Manager, Tate Modern 18 May 2011
  • 2. What’s the aim? Tate’s mission – to increase public understanding and enjoyment of art Business objectives – maximise visitor numbers & give them the best experience Make the most of new opportunities – both creatively and strategically
  • 3. Our tools Difference between online/social media/in-gallery audience
  • 4. Data What can you find out about your audiences? Demographics Motivations Habits Interests What are you going to do with the info? Satisfaction
  • 5. Visitors who have this motivation to visit… spiritual emotional social intellectual …need this from a visit: food for the soul feast for the eyes finding out new things feeling comfortable Motivation
  • 6. Visitors who have this motivation… Aficionados Actualisers Sensualists Researchers Self-Improvers Urban Cool Social Spacers Site Seers Families Art professionals Non-professionals Art professionals Non-professionals < 35 years old > 35 years old First time visit Families …and these …divide into determining demographics… these segments: spiritual emotional social intellectual * Identified through ‘golden questions’ Tate visitor segments
  • 7. Audience priorities Current audiences – regular exhibition and collection visitors, artists/art world/academics, tourists, members Developmental audiences – young people under 25, families, locals
  • 8. Projects
  • 9. Tinie Tempah / Ofili
  • 10. Tate Tracks
  • 11. Street Art
  • 12. Festivals
  • 13. Flyering
  • 14. Facebook & Twitter
  • 15. ‘On my way to see the Gabriel Orozco exhibition at the tate modern now’ Paloma Faith ‘After reading @Palomafaith 's tweets going to go to the Tate in my lunchbreak’ Gemma Perolls Live Tweet
  • 16. Promotions
  • 17. . Increasing engagement (Tate’s first ever Flash online display ad)
  • 18. Datacapture • Email subscribers increased by 39% over last exhibition