Starter for ten


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Ten Marketing trends to watch out for in 2012

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Starter for ten

  1. 1. Starter for Ten…Alison O‟HaraChief ExecutiveAudiences North East
  2. 2. 1. The Lip Balm Effect 2009 2010 2012
  3. 3. Gross Domestic Product
  4. 4. Price Philanthropy
  5. 5. Pricing – increasing sophistication • Call it a Tenner - published 2007 but a good introduction to pricing with detailed case studies a-tenner-the-role-of-pricing-in-the-arts/ • Tim Baker – The Pricing Institute • Dynamic pricing monitor • Zone analysis • Price type analysis • Sales over time • Custom table reporting • Baker Richards Hotseat IndexTM • Strategy and Tactics of Pricing – Nagle and Holden 5
  6. 6. Philanthropy• Last year – looked at the need to address philanthropy and trends in giving• This year – how we approach philanthropy• Partnership working• Improving internal skills• Learning from outside cultural sector• Michael Kaiser – „turnaround king‟ • 25 rules for fundraising sheet events/conferences/past-events/michael- kaiser-fundraising-seminars/ • 6
  7. 7. 2. Join the Crowd
  8. 8. Crowd Funding• Research undertaken by Adam Lopardo, The Sponsors Club,• Still in its infancy• Figures roughly cover Nov 2010 - Nov 2011 though some sites started operating after Nov 2010• Sites:,, and• Basic stats: • Projects put on the site needed money ranging from £60 to £150k • 75% of all the projects got some pledges • 27% of projects were fully funded • On average the sites had raised £120k each in the year but most of that had come in the latter part of the year as the early part was more about set up etc • Pledges ranged from £1 to £3k • The mean pledge was £47, the modal was £20 8
  9. 9. Top Tips • Rewards matter in tipping donors to pledge more • Achievable totals - projects with large totals rarely get off the ground • Allocate time to get the message out • Get „friends‟ on board first others will follow (validation) • Money wasn‟t everything… Successful projects realised marketing is the most valuable benefit as it: • Engaged „friends‟ • Spread the word • Built advocates 9
  10. 10. 3. Spamming the World
  11. 11. Integrated MarketingCommunications • Explosion of new and emerging digital techniques and social media • But still persevering with older techniques – traditional direct mail, outdoor advertising, print, PR etc • IMC – co-ordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless programme that maximises the impact on the consumer at a minimal cost • Make all aspects of marketing communication work together as a unified force, rather than permitting each to work in isolation: • Multi-skilled marketers • Data driven • Larger, cross discipline teams • Increasingly involving closer alignment with business development and philanthropy 11
  12. 12. 4. The (not so) Big Society•• Building the Big Society• Five priorities: • Give communities more power • Encourage people to take an active role in their communities • Transfer power from central to local government • Support co-ops, mutuals, charities and social enterprises • Publish government data
  13. 13. • Collaboration between citizens of Peterborough, the RSA, Arts Council England and Peterborough City Council• Explores new ways of making the city a better place to live• is an open, online collaborative space for everybody to air their thoughts, opinions and ideas on the projects and get updates on news and events• Six interconnected projects, each of which addresses priorities identified by the local authority and Peterborough residents • Arts and Social Change – putting art at the heart of the city • Peterborough Curriculum – connecting what we learn with where we live • Civic Commons – empowering local people to take action • Sustainable Citizenship – making green innovation a reality • Recovery Capital – supporting long term recovery from problem drug and alcohol use • ChangeMakers – unlocking the hidden wealth of community leaders
  14. 14. Arts and Social Change• Creative Gathering – diverse group of artists, musicians, dancers, actors, poets – invited to create their own artistic response around the themes of Artist/Resident – these were curated into a fast, furious and inspirational scratch exhibition• Cross Pollination event – explored perspectives on world ecology• Creative Gathering picnic• Context Matters, artists in residence programme• Short videoed interviews with Creative Gathering attendees
  15. 15. Citizen Power - Marketing Challenges• Getting people to engage – very much focused on identifying key community groups and leaders and getting them involved first• Social media is not the only way to engage• No automated responses to comments!• Some nervousness initially about whether to moderate social media/blogs/content• Capacity to engage with social media – found best time to engage was in the evening• The value of social media is in supporting and encouraging face-to-face interaction, it is a means to an end, not an end in itself• Setting up robust evaluation methods both online and offline• Different scales and target audiences of projects - some projects targeted at a number of segments, some at closely defined segments• Range of people involved - volunteers, local councillors, community leaders
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  27. 27. A Good Yarn: The Knitting Club Whether you are a beginner or expert, pop along and join us as for our fortnightly crafty community. If you‟ve never knitted (or crocheted!) before never fear, as Tyneside Cinema‟s very own knitting queen Jenny Payne is here to welcome you and help you get started.A Good Yarn takes place in the gorgeous 2nd floor Digital Lounge, with comfy sofas and a private barno less! Entry is £2 per person, with your ticket redeemable in full against your first order at the bar.Capacity is strictly limited so we recommend advance booking.Knit the night away with a bottle of lovely house red or white wine at our special knitter’s rate of£9.50, or choose from our tasty range of Fentimans Botanically BrewedBeverages for just £2.STARTS: 7pmTICKETS: £2 (Redeemable at the bar)
  28. 28. The6. A Shedload audience memberof Toolkits arts marketer‟s manual INSTRUCTIONS, TROUBLE-SHOOTING AND ONGOING MAINTENANCE• Shifts in technology by Alison O‟Hara MA DipM MCIM and social media• Economic downturn – marketing metrics Arts activities now even more to maximise important happiness• Move from Nutrition needs supporting umbrella organisations to cultural Best communication Pricing levels organisations methods carrying out activity themselves
  29. 29. Cultural Marketing Toolkits • Arts audiences: insight updated aka the blue book audiences-insight-2011/ • Dinner and a Show Toolkit – available from from end of February • Family and Community Focused Toolkit – available from from end of February • Festivals Lab • Researching audiences at outdoor events and festivals • Cultural tourism resources • See a voice • Kids in Museums manifesto • AMA Arts Marketing Standards – Employer‟s Toolkit, Marketer‟s Toolkit and Trainer‟s Toolkit 30
  30. 30. The Lowry• Update on 13 arts audiences: insight segments first identified in 2008• Increased numbers of lower engagement Engagement Red Book Blue Book 2008 2011 Highly engaged 9% 7% Some engagement 70% 66% Not currently 23% 27% engaged• Most important/less important media for each segment 31
  31. 31. All About Audiences• Arts audiences: insight segment• Some engagement with 20% of English adult population The Lowry• Specific event performer• 25 – 64• No children living in household• Six-step process • Identify • Understand • Audit • Plan • Deliver • Evaluate• Music• Memorable/special experience• Social experience• High quality experience• Price when risky• Perception of quality• Prominent marketing• Online experience 32
  32. 32. Audiences North East• Arts audiences: insight segment• Some engagement with 9% of English adult population The Lowry• Outdoor• 25 - 44• Children living in household• Moderate means, Six-step process• Key reasons for engagement • Social motivation • Community involvement • Spending time with children • Spending time without children• Primary drivers/barriers • Artforms, programme, activity • Price • Timing • Place• Secondary drivers/barriers • Promotion • People • Processes • Physical evidence 33
  33. 33. Establish and collaborate; Get other peopleon board; Stakeholder map; Project start-assumptions tool; Start a blog; Project kick Festivals Laboff meeting; The interview lite; 50 things tool; The LowryContextual interview; Observation;Shadowing; Cultural probe; Relationship/stakeholder Map; Generative tools; Voxpopping; Service walkthrough; Customerday; Tech day; Asset map class; Brief; Slidedeck of findings; Customer journey map;Persona; User profiles; Media portrait; POPI;Idea voting; Newsletter; Co-design session;Showcase event; Evaluate and measure; Ideaoptions book; Example and case study –slide deck; Brainstorm ideas; Storyboarding;Prototype challenge lite; Prototypechallenge; Staging; Desktop walkthrough;Mock up; Experience prototyping;Storyboard for developing idea; Make day;Intervention day; Hack day; Funding bid;Story to tell; Blueprint lite; Serviceevidencing poster; WWWWWH; Blueprint;Service evidencing; Deliver storyboard;Exhibition; Evaluation tool. 34
  34. 34. Audiences London• Introduction and context The Lowry• Evidencing success• Data collection methods• Using questionnaires• Sampling for surveys• Estimating audience size• Working with volunteers• Assessing economic impact• Research guidelines and data protection 35
  35. 35. Cultural Tourism Audiences London •Based on presentationsresources by Visit Britain and Visit London •Definitions of cultural tourism •Key facts and figures •Segmenting cultural touristsAngel of the NorthImage: I2I, Colin Cuthbert 36
  36. 36. Killhope 37
  37. 37. • Tell tales together• Be welcoming•• Play the generation game Invite teenagers into your gang The Lowry• Be flexible• Reach beyond your four walls• Create a safe place• Be the core of your community• Don‟t say ssssssssssssshush• Say “please touch”• Give a hand to grown ups• Be height and language aware• Make the most of your different spaces• Consider different families‟ needs• Keep an eye of visitors‟ comforts• Provide healthy, good-value foods• Sell items in the shop that aren‟t too expensive• Look after your website• Use social media to chat to families• Make the visit live on 38
  38. 38. AMA Arts Marketing Standards 39
  39. 39. • The next new thing for the 7. Experience Design cultural sector• Not a new concept – Disney, Apple, Tesco, Sainsbury• Move from „audience development‟ to „audience focus‟• We are in the experience business!• More formal acknowledgement of the processes involved by the cultural sector• – materials available under a creative commons licence
  40. 40. Festivals Lab• festivalslab is a programme of work which identifies and develops ways to improve Edinburgh - for audiences, for artists, for partners and for the festival organisations themselves • Establish • Discover • Define • Develop • Deliver • Exit
  41. 41. EstablishInterview (Lite)• Meet people associated with your idea and talk to them in an informal setting• Carefully consider who you should interview and what you want to find out about them
  42. 42. Discover50 Things• Pick one activity that is relevant to your project• Everyone writes down a list of 50 things related to that task eg what happened, how did they feel etc• Enables you to gain a new perspective on experiences related to your idea
  43. 43. DefineIdea Sketch• Sketching your concept is a great way to bring an idea to life and share with others• People should be able to look at it and understand what your idea does• Consider sketching up a festivals website layout, a leaflet or an app
  44. 44. DevelopPrototype Challenge• Quick way to test ideas• Use imagination to bring ideas to life• Potentially bring in your users to your prototype challenge workshop• Take your prototype out to users‟ homes/workplace
  45. 45. DeliverExhibition• Sets a deadline on pulling final plans together• Allows you to bring together people who were involved in the project and stakeholders who haven‟t but will be part of the implemented solution• Use it to gain feedback and also get important people on board• Show the final product
  46. 46. Exit• Write a brief• Slidedeck of findings• Evaluate and measure• Ideas options book• Funding bid• Evaluation tool
  47. 47. 8. Aging Hipsters –The Baby Boomer Generation 48
  48. 48. Baby Boomers• Post World War II 1946 – 1964• As a group widely associated with privilege as many grew up at a time of affluence• Demographic bulge which has marked effect on rest of society• 80% of the nation‟s wealth is owned by the Baby Boomers• They own 40% of total worth of houses• Over 50s account for over 40% of all the consumer spending• However: – Increasingly subject to boomerang children – Relied on for childcare as grandparents – For younger baby boomers, their promised pensions are slipping through their fingers
  49. 49. Cultural marketing implications?• Communications channels – Facebook over 55s largest growth group• Access issues• Programming preferences• Particularly interested in health issues• Pool of donors, high net worth individuals, potential long association with your organisation• Intergenerational activities may appeal• Potential sponsors – those relevant to baby boomers
  50. 50. 9. Avoid Green Washing• Sustainability continues to be a buzzword• Companies try to create ethical businesses• Increased focus on initiatives such as packaging reduction, ethical sourcing policies and reduction in food miles• Consumers wary of green washing claims• Cynicism amongst consumers so brands need to be highly specific• Fewer brands making general bland claims about their environmental efforts
  51. 51. Julie’s Bicycle• Alison Tickell established Julies Bicycle in 2007 as a not-for-profit company, to unite and lead the music industry in tackling climate change• JB has brought together a coalition of scientific and industry figures to map the carbon profile of the industry and take practical steps to reduce it• JB has developed the Industry Green certification scheme specifically for the creative sector• In 2010 Julies Bicycle expanded its remit to include theatre and visual arts
  52. 52. Green Barometer• JB Associates – advice, Industry Green standard, environmental policy, staff training eg Ambassador Theatre Group, Artichoke• JB‟s 100 Green Riders – helps artists and venues put on environmentally responsible shows through a green rider alongside technical and hospitality riders• Global Reporting Initiative enabling concerts, festivals and cultural events to be more transparent about their sustainability performance – JB helped developed the guidance from the perspective of arts and creative industriesImage: Florrie Bassingbourn
  53. 53. Green Barometer• Event Organisers Sector Supplement – provides tailored guidance for the events sector on reporting their sustainability performance• Observer Ethical Awards 2012 launched with new Arts & Culture category (JB on judging panel)• JB‟s Industry Green - environmental certification scheme for festivals, venues, offices and CD packaging – The Sage Gateshead, Ambassador Theatre Group• Better Batteries Campaign – aim to switch over to rechargeable battery systems and increase rate of recycling for disposable and rechargeable batteries
  54. 54. Emergence• Arts sector in Wales at three major conferences to share ideas, ask questions and get practical tools for more sustainable practice• New publication on sustainability and the arts – Developing a low carbon infrastructure – Developing the role of the arts as a crucible of ideas and visions for low carbon sustainable Wales – jb/news/1109,Emergence%3A+ A+new+publication+on+sustain ability+and+the+arts.html
  55. 55. 10. BriefEncounter
  56. 56. Legal Update • Growing number of laws, regulations and codes affecting the marketing profession – both within national boundaries and laws passed elsewhere • Chartered Institute of Marketing – Shape the Agenda available from end of February 2012 with an update on marketing and the law • The Queen‟s Diamond Jubilee • The 2012 Olympic Games 57
  57. 57. • People hoping to name community events, buildings or projects in honour of The Queen‟s Diamond Jubilee can now apply for permission The Lowry• Applications have opened for the commemorative use of Royal names and titles for the event, which takes place next year• There will be a blanket approval for the phrases “Diamond Jubilee” and “Jubilee” providing they are used for non- commercial purposes• However phrases such as “Queen Elizabeth II Diamond Jubilee” or “The Queen‟s Diamond Jubilee” will need permission• More information about the Diamond Jubilee and how to apply to use Royal names and titles can be found on and from nandspecialanniversaries/TheQueensDiam ondJubilee2012/DiamondJubileeNamesan dTitles.aspx 58
  58. 58. • The 2012 Olympic Games - 27 July to 12 August 2012• The 2012 Paralympic Games – 29 August to 9 September 2012 The Lowry• Ambush marketing ie trading off an event‟s goodwill – LOCOG has special statutory marketing and legal rights• Only official sponsors, suppliers and licensees are allowed to use the Olympic Marks eg: • London 2012 logo, the Olympic Rings • Olympic torch, the Olympic flame, athletic images and the colour combinations of the Olympic Rings • The Olympic and Paralympic mottos • The words Olympic, Olympiad, Olympix and similar wordings • Combinations of words and expressions• For guides on list of restricted words, The 2012 Olympic brand usage and non-commercial usage visit Games 59
  59. 59. Top Ten Trends • The Lip Balm Effect • Join the Crowd • Spamming the World • The (not so) Big Society • Retro Revival • A Shedload of Toolkits • Experience Design • Aging Hipsters • Avoid Green Washing • Brief Encounter 60