ATC / Can the brochure save us?                    Can the brochure                    save the art sector?Can the brochur...
ATC / Can the brochure save us?Brochure - can and often are beautiful, hand crafted things - artefacts in their ownright, ...
ATC / Can the brochure save us?Brochures - the thing is that they very quickly end up like this, lost amongst thecrowded d...
ATC / Can the brochure save us?Brochures - ... and if we’re lucky like this for someone who actually might pick one ofthem...
ATC / Can the brochure save us?Brochures - and even if they do then there’s a feeling they’re up against it in terms ofwor...
ATC / Can the brochure save us?Brochures - too often they don’t even make it to there. As quickly as they’re printed,they’...
ATC / Can the brochure save us?Brochure - but as an artefact, as a piece of work in itself they can and often are lovely ...
ATC / Can the brochure save us?But there’s a sense that it’s going the way of this fellow ...
ATC / Can the brochure save us?Meanwhile ... we’re going through one of these things (recession)
ATC / Can the brochure save us?... and supposedly being led out of it by one of these things - i.e. we’re not coming outof...
ATC / Can the brochure save us?Being constantly told about the squeezed middle and the impact that’s having onspending
ATC / Can the brochure save us?However there’s the feeling (and reality) that digital is moving like this ...
ATC / Can the brochure save us?Whilst we’re moving a bit moreslowly
ATC / Can the brochure save us?The upshot is that it’s harder and harder (to engage) - less money about, more channelsand ...
ATC / Can the brochure save us?It’s enough to make you cry (US election kid)
ATC / Can the brochure save us?TODAY WE HAVE THE ANSWER TO ALL THAT AND MORE - the meaning of life theuniverse and everyth...
ATC / Can the brochure save us?No, not really that would mean we’re a snake-oilsalesman
ATC / Can the brochure save us?... or to put that another way - this man (Mitt Romney)No, instead we think we have an appr...
ATC / Can the brochure save us?The starting point is that there is too much information and that there’s a myriadnumber of...
ATC / Can the brochure save us?At one level or another we’re both missing out on opportunitiesUsers - because of informati...
ATC / Can the brochure save us?Put another way, we’re doing this with our time, effort, resources and money on bulkprintin...
ATC / Can the brochure save us?It’s enough to make youcry
ATC / Can the brochure save us?                  There’s a genuine:                  ๏   Organisational and business need ...
ATC / Can the brochure save us? The first rule of techclub is that it’s not about the tech ...If I were to think about thi...
ATC / Can the brochure save us?Instead it’s about real people - e.g. venue staff - knowledgeable, insightful, friendly -th...
ATC / Can the brochure save us? The SECOND rule of techclub is that it’s NOT ABOUT THE TECH!The second rule of techclub is...
ATC / Can the brochure save us?It’s about understanding users and their motivations and in this case it’s also aboutincent...
ATC / Can the brochure save us? The third rule of techclub is ... it is A BIT about the tech!The third rule of techclub is...
ATC / Can the brochure save us?Done bad and it’s an epic fail!
ATC / Can the brochure save us?We’re saying ... Connect the Tastemakers and Users and establish a meaningfulrelationship b...
ATC / Can the brochure save us?... and use technology to facilitatethat
ATC / Can the brochure save us?And while we’re there doing this, how about throwing some bones!? Rewarding usersfor their ...
ATC / Can the brochure save us?And Bingo!
ATC / Can the brochure save us?                      Reduced overheads on wasted                          resources (print...
ATC / Can the brochure save us?                      Increased capture of user data        (and not just personal details ...
ATC / Can the brochure save us?                  An energised and engaged audienceWhat are the gains here? Well they’re po...
ATC / Can the brochure save us?                  A reward scheme that can be tailored   (to both your organisations market...
ATC / Can the brochure save us?What behaviour would reward be based on?๏   Time spent engaging with tastemakers and genera...
ATC / Can the brochure save us?What would reward look like?Again plenty of options to suit individual organisational needs...
ATC / Can the brochure save us?... points meanprizes!
ATC / Can the brochure save us?              Platform that ...     Shares the        That leverages        That incentivis...
ATC / Can the brochure save us?                      Can the brochure save the world? Probably not ...                    ...
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Arts techcymru

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Arts techcymru

  1. 1. ATC / Can the brochure save us? Can the brochure save the art sector?Can the brochure save us by reinventing it and rewarding audiences for using it?
  2. 2. ATC / Can the brochure save us?Brochure - can and often are beautiful, hand crafted things - artefacts in their ownright, that are tactile and desirable
  3. 3. ATC / Can the brochure save us?Brochures - the thing is that they very quickly end up like this, lost amongst thecrowded display
  4. 4. ATC / Can the brochure save us?Brochures - ... and if we’re lucky like this for someone who actually might pick one ofthem up and put it somewhere like here
  5. 5. ATC / Can the brochure save us?Brochures - and even if they do then there’s a feeling they’re up against it in terms ofworking out what they want to go and see
  6. 6. ATC / Can the brochure save us?Brochures - too often they don’t even make it to there. As quickly as they’re printed,they’re straight to the bin and shredders
  7. 7. ATC / Can the brochure save us?Brochure - but as an artefact, as a piece of work in itself they can and often are lovely ...
  8. 8. ATC / Can the brochure save us?But there’s a sense that it’s going the way of this fellow ...
  9. 9. ATC / Can the brochure save us?Meanwhile ... we’re going through one of these things (recession)
  10. 10. ATC / Can the brochure save us?... and supposedly being led out of it by one of these things - i.e. we’re not coming outof it anytime soon
  11. 11. ATC / Can the brochure save us?Being constantly told about the squeezed middle and the impact that’s having onspending
  12. 12. ATC / Can the brochure save us?However there’s the feeling (and reality) that digital is moving like this ...
  13. 13. ATC / Can the brochure save us?Whilst we’re moving a bit moreslowly
  14. 14. ATC / Can the brochure save us?The upshot is that it’s harder and harder (to engage) - less money about, more channelsand more information being thrown at audiences than ever before
  15. 15. ATC / Can the brochure save us?It’s enough to make you cry (US election kid)
  16. 16. ATC / Can the brochure save us?TODAY WE HAVE THE ANSWER TO ALL THAT AND MORE - the meaning of life theuniverse and everything (42 from Douglas Adams, The Hitchhickers Guide ...)
  17. 17. ATC / Can the brochure save us?No, not really that would mean we’re a snake-oilsalesman
  18. 18. ATC / Can the brochure save us?... or to put that another way - this man (Mitt Romney)No, instead we think we have an approach which might take the edge off some of it,provide a nice solution to the brochure thing AND provide users with a means of berewarded for their time and effort
  19. 19. ATC / Can the brochure save us?The starting point is that there is too much information and that there’s a myriadnumber of increasingly fractured channels through which they find out about andshare about stuff and in which they make decisions
  20. 20. ATC / Can the brochure save us?At one level or another we’re both missing out on opportunitiesUsers - because of information overloadArts organisations - are missing out on opps to engage ... in a more meaningful,personal and tailored way ... for all the reasons just listed
  21. 21. ATC / Can the brochure save us?Put another way, we’re doing this with our time, effort, resources and money on bulkprinting of brochures that are increasingly never read and more likely to be masspulped and users are left increasingly on their own to fend for themselves, in spaceswhere we have no level of engagement, making decisions we know nothing about
  22. 22. ATC / Can the brochure save us?It’s enough to make youcry
  23. 23. ATC / Can the brochure save us? There’s a genuine: ๏ Organisational and business need ๏ Real user need ๏ Real resources and technology that can facilitateThere’s a genuine business need - better use of time, effort, resources, moneyThere’s a genuine user need - the need to make better sense of all there is out there onofferThankfully there’s genuine resources and technology to help solve it
  24. 24. ATC / Can the brochure save us? The first rule of techclub is that it’s not about the tech ...If I were to think about this as a tech club (fronted by Edward Norton + Brad Pitt) andleading on solving these needs and it was, we’d say that ... the first rule of techclub isthat it’s not about the tech!
  25. 25. ATC / Can the brochure save us?Instead it’s about real people - e.g. venue staff - knowledgeable, insightful, friendly -they are an invaluable resource and they are potential tastemakers
  26. 26. ATC / Can the brochure save us? The SECOND rule of techclub is that it’s NOT ABOUT THE TECH!The second rule of techclub is that it’s not about thetech!
  27. 27. ATC / Can the brochure save us?It’s about understanding users and their motivations and in this case it’s also aboutincentivising and rewarding that
  28. 28. ATC / Can the brochure save us? The third rule of techclub is ... it is A BIT about the tech!The third rule of techclub is that IT IS about the tech in as much as technologyfacilitates the first two
  29. 29. ATC / Can the brochure save us?Done bad and it’s an epic fail!
  30. 30. ATC / Can the brochure save us?We’re saying ... Connect the Tastemakers and Users and establish a meaningfulrelationship between them whereby Tastemakers assist users to make sense of yourprogramme whilst also allowing users to DIY (there’s always the punk out there)
  31. 31. ATC / Can the brochure save us?... and use technology to facilitatethat
  32. 32. ATC / Can the brochure save us?And while we’re there doing this, how about throwing some bones!? Rewarding usersfor their good behaviour, their effort and the investment of a most preciouscommodity ... their time
  33. 33. ATC / Can the brochure save us?And Bingo!
  34. 34. ATC / Can the brochure save us? Reduced overheads on wasted resources (printing)What are the gains here? Well they’re potentially BIG
  35. 35. ATC / Can the brochure save us? Increased capture of user data (and not just personal details but proper taste and flavour information)What are the gains here? Well they’re potentially BIG
  36. 36. ATC / Can the brochure save us? An energised and engaged audienceWhat are the gains here? Well they’re potentially BIG
  37. 37. ATC / Can the brochure save us? A reward scheme that can be tailored (to both your organisations marketing and communication strategy AND to users own motivations)What are the gains here? Well they’re potentially BIG
  38. 38. ATC / Can the brochure save us?What behaviour would reward be based on?๏ Time spent engaging with tastemakers and generating their own programme๏ Writing a review๏ Rating an event๏ Social activity (e.g. a follow, a like, a recommendation of a show via Fb/ Tw)๏ Sharing a digital artefact of their own with you (e.g. picture, voxpop)๏ Time spent on your site
  39. 39. ATC / Can the brochure save us?What would reward look like?Again plenty of options to suit individual organisational needs ... e.g.:๏ Users become Tastemakers themselves over time, helping other users๏ Users receive access to additional things - online or perhaps offline๏ Users get offers - first dibs on shows you KNOW are going to sell out fast๏ Users get points and we all know what points mean ...
  40. 40. ATC / Can the brochure save us?... points meanprizes!
  41. 41. ATC / Can the brochure save us? Platform that ... Shares the That leverages That incentivises Where the At it’s basic level knowledge and the perfect storm engagement by definition of allows users to insight your technology is rewarding participation and compile their Tastemakers can providing to participation range of reward own programme provide with facilitate this and can be flexible users do the majority of the heavy liftingWhile engaging with tastemakers to make sense of ALL the opportunities out there... to work out what it is they’d MOST likely want to come, see and experience... users will be able to curate their own selections and create their own personalisedprogramme... which they’ll be able to use online and/ or offline, as as a physical or digital artefact
  42. 42. ATC / Can the brochure save us? Can the brochure save the world? Probably not ... Can it be reinvented to save money, foster engagement with audiences, create a meaningful reward scheme around which both users and organisations gain? Yes, probablyReturning to the opening section ... will rewarded with a unique artefctSo can the brochure save the world? Probably not ...not in it’s current guise but with good effort, creative ideas and the right tech ...

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