Audience Development Issues - Discuss!

Audiences: Why Don’t They Come?
People are not hearing us
People don’t trust us
Bad news travels faster than good news
People worry… will I enjoy it?
We are creatures of habit: we live in our comfort zone
But we also want new experiences:
Therefore - customers are intensely difficult to satisfy

Who Are They?Generally…
Well educated
Upmarket
Older
Live in secure, stable communities (with ‘cultural capital’)
(and they were probably exposed to art/ creativity as a child)

How Do They Engage?
Infrequently
A few people attend a lot
People have narrow interests
Live locally

What do they want?
Special atmosphere
Sense of belonging
Comfort and safety
Relaxation
Opportunities to socialise
A good night out:
ENTERTAINMENT!

Our Challenges
‘Arts-Speak’ – impenetrable language
Elitist image
Perceived irrelevance
Effective Communication
Competition – for time, money, attention
Building relationships
Learning to love our Audiences

Audience Development Issues - Discuss!

by ThatPossibiility on Feb 07, 2011

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Audience Development Issues - Discuss! — Presentation Transcript