Alliance Day 2007: Marketing Research: The Big Picture
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Alliance Day 2007: Marketing Research: The Big Picture

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Marketing Research: The Big Picture

Marketing Research: The Big Picture
A wrap up of important trends in local, regional and national marketing research.

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Alliance Day 2007: Marketing Research: The Big Picture Alliance Day 2007: Marketing Research: The Big Picture Presentation Transcript

  • MARKETING DAY RESEARCH Cultural Marketing Research Top 10 …with apologies to Dave Tom Kaiden, Chief Operating Officer Greater Philadelphia Cultural Alliance tomk@philaculture.org 215-557-7811 x17
  • MARKETING DAY RESEARCH “Top Ten” Favorite Cultural Marketing Research Reports 10. Theoretical: Wallace’s ”RAND Model” of Audience Participation 9. 8. 7. 6. 5. : 4. 3. 2. 1.
  • MARKETING DAY RESEARCH #10 Building Arts Participation: Wallace’s RAND Model http://www.wallacefoundation.org/KnowledgeCenter/KnowledgeTop ics/ArtsParticipation/NewFramework.htm?byrb=1 View slide
  • MARKETING DAY RESEARCH “Top Ten” Favorite Cultural Marketing Research Reports 10. Theoretical: Wallace’s ”RAND Model” of Audience Participation 9. Demographic: U.S. Census Bureau 8. 7. 6. 5. 4. 3. 2. 1. View slide
  • MARKETING DAY RESEARCH #9 U.S. Census Bureau Pennsylvania Population Pyramids 2000 2010 85+ 80 - 84 Male Female Male Female 75 - 79 70 - 74 65 - 69 60 - 64 55 - 59 50 - 54 45 - 49 40 - 44 35 - 39 30 - 34 25 - 29 20 - 24 15 - 19 10 - 14 5-9 0-4 5 4 3 2 1 0 1 2 3 4 5 5 4 3 2 1 0 1 2 3 4 5 10-Year Changes: Average +2.5% 5-17 -9% 18-24 +9% 25-44 -9% 50-54 +21% 55-59 +39% 60-64 +43% http://www.census.gov/population/www/projections/statepyramid.html
  • MARKETING DAY RESEARCH “Top Ten” Favorite Cultural Marketing Research Reports 10. Theoretical: Wallace’s ”RAND Model” of Audience Participation 9. Demographic: U.S. Census Bureau 8. Mass Market: B.L.S. Consumer Expenditure Survey 7. 6. 5. 4. 3. 2. 1.
  • MARKETING DAY RESEARCH #8 Bureau of Labor Statistics Consumer Expenditure Survey Philadelphia Region Spending on Entertainment: Fees & Admissions Persons of Hispanic or Latino Origin http://www.bls.gov/cex/home.htm#data
  • MARKETING DAY RESEARCH “Top Ten” Favorite Cultural Marketing Research Reports 10. Theoretical: Wallace’s ”RAND Model” of Audience Participation 9. Demographic: U.S. Census Bureau 8. Mass Market: B.L.S. Consumer Expenditure Survey 7. Temporal: American Time Use Study 6. 5. 4. 3. 2. 1.
  • MARKETING DAY RESEARCH #7 American Time Use Study http://www.bls.gov/tus/
  • MARKETING DAY RESEARCH “Top Ten” Favorite Cultural Marketing Research Reports 10. Theoretical: Wallace’s ”RAND Model” of Audience Participation 9. Demographic: U.S. Census Bureau 8. Mass Market: B.L.S. Consumer Expenditure Survey 7. Temporal: American Time Use Study 6. Attitudinal: Making Culture Count 5. 4. 3. 2. 1.
  • MARKETING DAY RESEARCH #6 Making Culture Count 3.0—LaPlaca Cohen When Do You Typically Decide to Enjoy Performing Arts? The same day as the event 1 2% Well in advance 48% A few days in advance 40% http://www.laplacacohen.com/
  • MARKETING DAY RESEARCH #6 Making Culture Count 3.0—LaPlaca Cohen Why Do You Participate in the Arts? Entertainment/enjoyment Support a friend or family member involved Escape everyday stress and rejuvenate Experience the high quality of the performance/art Interest in learning something about another time or culture Support organizations or events that are important to me and/or my community Desire to learn about or celebrate cultural heritage Be quot;in the knowquot; about the latest trends and tastes 0% 10% 20% 30% 40% 50% 60% 70% http://www.laplacacohen.com/
  • MARKETING DAY RESEARCH “Top Ten” Favorite Cultural Marketing Research Reports 10. Theoretical: Wallace’s ”RAND Model” of Audience Participation 9. Demographic: U.S. Census Bureau 8. Mass Market: B.L.S. Consumer Expenditure Survey 7. Temporal: American Time Use Study 6. Attitudinal: Making Culture Count 5. Developmental: Alan Brown’s Values Study 4. 3. 2. 1.
  • MARKETING DAY RESEARCH #5 Alan Brown’s Values Study 1. Inventive Arts Participation engages the mind, body and spirit in an act of artistic creation that is unique and idiosyncratic, regardless of skill level. 2. Interpretive Arts Participation is a creative act of self-expression that brings alive and adds value to pre-existing works of art, either individually or collaboratively. 3. Curatorial Arts Participation is the creative act of purposefully selecting, organizing and collecting art to the satisfaction of one’s own artistic sensibility. 4. Observational Arts Participation encompasses arts experiences that an individual selects or consents to, motivated by some expectation of value. 5. Ambient Arts Participation involves experiencing art, consciously or subconsciously, that is not purposefully selected – art that “happens to you.” http://www.ggfmsp.org/research/CT_Values_Study_Report.pdf
  • MARKETING DAY RESEARCH “Top Ten” Favorite Cultural Marketing Research Reports 10. Theoretical: Wallace’s ”RAND Model” of Audience Participation 9. Demographic: U.S. Census Bureau 8. Mass Market: B.L.S. Consumer Expenditure Survey 7. Temporal: American Time Use Study 6. Attitudinal: Making Culture Count 5. Developmental: Alan Brown’s Values Study 4. Geographic: Philadelphia Cultural List Co-Op/Mapping 3. 2. 1.
  • MARKETING DAY RESEARCH # 4 Philadelphia Cultural List Co-Op/Mapping http://www.philaculture.org/advo/mapping.htm
  • MARKETING DAY RESEARCH “Top Ten” Favorite Cultural Marketing Research Reports 10. Theoretical: Wallace’s ”RAND Model” of Audience Participation 9. Demographic: U.S. Census Bureau 8. Mass Market: B.L.S. Consumer Expenditure Survey 7. Temporal: American Time Use Study 6. Attitudinal: Making Culture Count 5. Developmental: Alan Brown’s Values Study 4. Geographic: Philadelphia Cultural List Co-Op/Mapping 3. Organizational: PACDP/Portfolio 2. 1.
  • MARKETING DAY RESEARCH MARKETING #3 Portfolio/PACDP RESEARCH Other Corporations 10% 2% Local Government 2% State Government 5% Federal Government 1% Contributed Earned 50% Foundation 14% 16% Individuals http://www.philaculture.org/portfolio/
  • MARKETING DAY RESEARCH #3 Portfolio/PACDP http://www.pacdp.org/
  • MARKETING DAY RESEARCH “Top Ten” Favorite Cultural Marketing Research Reports 10. Theoretical: Wallace’s ”RAND Model” of Audience Participation 9. Demographic: U.S. Census Bureau 8. Mass Market: B.L.S. Consumer Expenditure Survey 7. Temporal: American Time Use Study 6. Attitudinal: Making Culture Count 5. Developmental: Alan Brown’s Values Study 4. Geographic: Philadelphia Cultural List Co-Op/Mapping 3. Organizational: PACDP/Portfolio 2. Primary: Zoomerang 1.
  • MARKETING DAY RESEARCH #2 Primary Research--Zoomerang Internet provides an opportunity to ask stakeholders their opinions in a cost-effective manner. Cost: $350/year for non- profits. http://info.zoomerang.com/solutions/nonprofits.htm
  • MARKETING DAY RESEARCH Most Popular Member Benefit 54% 59% n=238 Arts & Culture Advocate 62% Newsletter Philadelphia Cultural List 66% Cooperative Advocacy (State Government) 69% Advocacy (Local Government) Cultural Resource Directory 69% (printed copy) Job Bank 69% Market Research 70% Cultural Resource Directory (your listing) 72% FunSavers E-Mail Listings PhillyFunGuide.com Events 81% Calendar 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
  • MARKETING DAY RESEARCH “Top Ten” Favorite Cultural Marketing Research Reports 10. Theoretical: Wallace’s ”RAND Model” of Audience Participation 9. Demographic: U.S. Census Bureau 8. Mass Market: B.L.S. Consumer Expenditure Survey 7. Temporal: American Time Use Study 6. Attitudinal: Making Culture Count 5. Developmental: Alan Brown’s Values Study 4. Geographic: Philadelphia Cultural List Co-Op/Mapping 3. Organizational: PACDP/Portfolio 2. Primary: Zoomerang 1. Implicational: Leisure in America, National Arts Strategies
  • MARKETING DAY RESEARCH #1 Leisure in America May 10-11, 2007, Getty Center, Los Angeles
  • MARKETING DAY RESEARCH #1 Leisure in America May 10-11, 2007, Getty Center, Los Angeles The price of culture In 2006, the average price of a New York hotel room: $241 A two-day pass to Disneyworld, for a family of four: $529 A twelve day camel safari in Kenya, for a family of four: $31,400 Ticket cost for a family of four to the following events: Football game $247 Basketball game $184 Hockey game $165 Theme park $137 Baseball game $90 Movie theater $26 Annual entertainment budget for average U.S. household in 1999: $1,891 Annual entertainment budget in 2005: $2,388 Percentage increase in real dollars: 8.5 percent.
  • MARKETING DAY RESEARCH #1 Leisure in America May 10-11, 2007, Getty Center, Los Angeles Driving alone, with sufficient legroom and seating for six The percentage of U.S. commuters using private vehicles in 1960: 64 The percentage of U.S. commuters using private vehicles in 2005: 88 The percentage of these commuters driving alone: 90 The isolated American, with 360 friends Percentage of U.S. teens with more than 25 “buddies” in their instant messaging contacts list: 65 That percentage with more 100 “buddies”: 25
  • MARKETING DAY RESEARCH #1 Leisure in America May 10-11, 2007, Getty Center, Los Angeles What’s my motivation? Percentage of whites selecting “celebrate my cultural heritage” as a reason for attending cultural events in the prior twelve months: 15 Percentage of African Americans who claimed this motivation: 50 Percentage of Hispanics who claimed this motivation: 43 http://www.getty.edu/leadership/compleat_leader/downloads/leisure_in_america.pdf
  • MARKETING DAY RESEARCH “Top Ten” Favorite Cultural Marketing Research Reports 10. Theoretical: Wallace’s ”RAND Model” of Audience Participation 9. Demographic: U.S. Census Bureau 8. Mass Market: B.L.S. Consumer Expenditure Survey 7. Temporal: American Time Use Study 6. Attitudinal: Making Culture Count 5. Developmental: Alan Brown’s Values Study 4. Geographic: Philadelphia Cultural List Co-Op/Mapping 3. Organizational: PACDP/Portfolio 2. Primary: Zoomerang 1. Implicational: Leisure in America, National Arts Strategies
  • MARKETING DAY RESEARCH PUTTING IT TO WORK Primary Research Secondary Research Implications Intuition Implementation
  • MARKETING DAY RESEARCH
  • MARKETING DAY RESEARCH The Greater Philadelphia Cultural Alliance’s Campaign for Culture, an umbrella marketing initiative, is funded by The Pew Charitable Trusts.