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Audience Development

Audience Development - Surviving and Thriving

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Audience Development

  1. 1. Audience Development Surviving and Thriving
  2. 2. Sian Jamieson <ul><li>HI-Arts Audience Development Manager </li></ul><ul><li>Marketing Advice and Support </li></ul><ul><li>Audience Development Research </li></ul><ul><li>Audience Development Planning </li></ul><ul><li>Customer Relationship Management </li></ul><ul><li>Marketing Health Checks </li></ul><ul><li>Workshops and training </li></ul><ul><li>[email_address] </li></ul>
  3. 3. What is Audience Development? <ul><li>Understanding who your audience is. </li></ul><ul><li>Long-term planning for your audiences and your organisation. </li></ul><ul><li>Knowing what you want to achieve . </li></ul><ul><li>Building relationships . </li></ul>‘ Audience Development is about ambition . It involves proactive steps to develop audiences.’ Thinking about Audience Development – Lottery Fund Requires change and risk taking! ‘ Audience development is a planned process which involves building a relationship between an individual and the arts. This takes time and cannot happen by itself. Arts organisations must work to develop these relationships.’ Heather Maitland, The Marketing Manual Audience Development are the ‘ actions we take to involve people, to understand their needs and interests, and to create an environment and experience that appeals to them.’ Christian Waltl – Museums for Visitors
  4. 4. What can Audience Development do? <ul><li>Increase commitment of existing audiences </li></ul><ul><li>Attract new and wider audiences </li></ul><ul><li>Develop more enriching experiences for all audiences </li></ul>
  5. 5. Survive, Thrive… <ul><li>… or evolve? </li></ul>
  6. 6. What do we know about our audiences? <ul><li>European Union Cultural Values </li></ul><ul><li>Cultural Consumption in Scotland </li></ul><ul><li>Scottish Household Survey </li></ul><ul><li>Taking Part in Scotland </li></ul>
  7. 7. Audiences Across the EU ‘ Culture and creativity are important drivers for personal development, social cohesion and economic growth.’ European Commission President Jose Manuel Barroso European Cultural Values 2007
  8. 8. What does ‘Culture’ mean to you? Performance and Visual Arts Traditions, Language, Customs and Community Literature, Poetry and Playwriting Education and your Upbringing Knowledge and Science Lifestyle and Manners Civilisation History Museums Leisure, Sport, Travel Values and Beliefs Not Interested Too elite and boring other 39% 24% 24% 20% 18% 13% 13% 13% 11% 9% 9% 2% 7% 1% European Cultural Values 2007
  9. 9. Types of Cultural Attenders in Scotland <ul><li>Omnivores </li></ul><ul><li>Heritage and Libraries </li></ul><ul><li>Audio Visual Arts </li></ul><ul><li>Low Attendants </li></ul>26% 15% 28% 31% Cultural Consumption in Scotland, 2011
  10. 10. Audience Attendance in Scotland <ul><li>75% of Scots attended one cultural event </li></ul><ul><li>Cinema, theatre and arts exhibitions most popular </li></ul><ul><li>Higher incomes more likely to attend </li></ul><ul><li>Without a car less likely to attend </li></ul><ul><li>No qualifications less likely to attend </li></ul>People and Culture in Scotland, Scottish Household Survey 2007
  11. 11. <ul><li>Reasons for Attending: </li></ul><ul><ul><li>they liked going to that type of event, </li></ul></ul><ul><ul><li>they wanted to see a specific performer or event, </li></ul></ul><ul><ul><li>they wanted to spend time with family and friends </li></ul></ul><ul><li>Want to attend events more often if they had more free time </li></ul><ul><li>Would attend more if there was: </li></ul><ul><ul><li>more information available, </li></ul></ul><ul><ul><li>cheaper admission prices and </li></ul></ul><ul><ul><li>better transport </li></ul></ul><ul><li>People do not attend because: </li></ul><ul><ul><li>they were not interested, </li></ul></ul><ul><ul><li>health was not good enough, </li></ul></ul><ul><ul><li>difficult to find time, </li></ul></ul><ul><ul><li>the event cost too much. </li></ul></ul>Audience Attendance in Scotland People and Culture in Scotland, Scottish Household Survey 2007
  12. 12. Taking Part in Scotland Promoting Arts and Culture in Scotland Promoting Arts and Culture in Southern Scotland Taking Part in Scotland, Scottish Arts Council 2008
  13. 13. Audience Engagement <ul><li>Culture Segments </li></ul><ul><li>What Drives Demand? </li></ul><ul><li>Barriers to Engagement </li></ul>
  14. 14. Audience Atlas 2009-2010 <ul><li>85% of the UK population are in the market for arts, culture and heritage </li></ul><ul><li>They spent a total of £13.6 billion on arts, culture and heritage </li></ul><ul><li>73% said their spending on arts, culture and heritage would stay the same or increase in the next year (2010-2011) </li></ul>Audience Atlas 2010
  15. 15. Audience Atlas 2010 Total Potential Audience Attendance
  16. 16. Culture Segments Enrichment Entertainment Expression Perspective Stimulation Affirmation Release Essence Morris Hargreaves McIntyre Lateral Thinkers 2010
  17. 17. Culture Segments Morris Hargreaves McIntyre Lateral Thinkers 2010
  18. 18. Enrichment <ul><li>Key Insights into the Segment </li></ul><ul><li>Older adults </li></ul><ul><li>Time to spare </li></ul><ul><li>Close to home </li></ul><ul><li>Heritage, nature and traditional art-forms </li></ul><ul><li>Established tastes </li></ul><ul><li>Risk Averse </li></ul><ul><li>Driven by own interests </li></ul><ul><li>Warm escapism </li></ul><ul><li>Retired </li></ul><ul><li>Relatively low income </li></ul><ul><li>Invests in membership </li></ul><ul><li>Loyal to organisations </li></ul><ul><li>Active volunteers </li></ul>17% Of the population Morris Hargreaves McIntyre Lateral Thinkers 2010
  19. 19. Enrichment <ul><li>How to reach this segment </li></ul><ul><li>Focus on their interests </li></ul><ul><li>Not looking to broaden horizons </li></ul><ul><li>Find their cultural comfort-zone </li></ul><ul><li>Need to encourage something new </li></ul><ul><li>Nostalgia </li></ul><ul><li>Awe </li></ul><ul><li>Wonder </li></ul><ul><li>High media consumption </li></ul><ul><li>Regional and local paid-for news </li></ul><ul><li>Low internet usage </li></ul>48% Aged 35 – 64 yrs <ul><li>Audience Development Approach </li></ul><ul><li>News Reviews and features </li></ul><ul><li>Regional and local advertising </li></ul><ul><li>Targeted Poster and Flyer </li></ul><ul><li>Nostalgia in programming </li></ul><ul><li>Membership Scheme </li></ul><ul><li>‘ Try something new for Half Price’ campaign </li></ul>Morris Hargreaves McIntyre Lateral Thinkers 2010
  20. 20. Entertainment <ul><li>Key Insights into the Segment </li></ul><ul><li>Conventional </li></ul><ul><li>Younger adults </li></ul><ul><li>Art is on the periphery </li></ul><ul><li>Spectacular </li></ul><ul><li>Entertaining </li></ul><ul><li>Must-see events </li></ul><ul><li>Escapism and thrill </li></ul><ul><li>Socially motivated </li></ul><ul><li>Tried and tested </li></ul><ul><li>Concerned with image </li></ul><ul><li>Guarantees </li></ul><ul><li>Consumers rather than creators </li></ul><ul><li>Concerned with issues close to home </li></ul>14% Of the population Morris Hargreaves McIntyre Lateral Thinkers 2010
  21. 21. Entertainment <ul><li>How to reach this segment </li></ul><ul><li>Identify value </li></ul><ul><li>Influenced by mainstream media </li></ul><ul><li>‘ Pester Power’ of the kids </li></ul><ul><li>‘ Culture’ downplayed </li></ul><ul><li>‘ Must-see’ </li></ul><ul><li>‘ Not to be missed’ </li></ul><ul><li>Tabloids </li></ul><ul><li>Celebrity endorsement </li></ul><ul><li>Brand endorsement </li></ul><ul><li>Social media </li></ul>30% Have children at home <ul><li>Audience Development Approach </li></ul><ul><li>Monthly ‘Must-See’ </li></ul><ul><li>Assess mainstream </li></ul><ul><li>Family Friendly </li></ul><ul><li>Pricing Strategy </li></ul><ul><li>Package events/ activities </li></ul><ul><li>Off site and in-situ (i.e. the pub) </li></ul>Morris Hargreaves McIntyre Lateral Thinkers 2010
  22. 22. Essence <ul><li>Key Insights into the Segment </li></ul><ul><li>Well-educated professionals </li></ul><ul><li>Highly active consumers and creators </li></ul><ul><li>Leaders </li></ul><ul><li>Confident </li></ul><ul><li>Spontaneous </li></ul><ul><li>Culture is integral </li></ul><ul><li>Experience with or without others </li></ul><ul><li>Self-fulfilment and challenge </li></ul><ul><li>Independent </li></ul><ul><li>Discovery </li></ul><ul><li>Means to indulge </li></ul><ul><li>Active in support </li></ul><ul><li>Volunteers </li></ul><ul><li>Advocates </li></ul>9% Of the population Morris Hargreaves McIntyre Lateral Thinkers 2010
  23. 23. Essence <ul><li>How to reach this Segment </li></ul><ul><li>Quality and sophistication </li></ul><ul><li>Acknowledge their eclectic tastes </li></ul><ul><li>Build loyalty </li></ul><ul><li>Very proactive themselves </li></ul><ul><li>Can be wary of marketing speak </li></ul><ul><li>Value discovery over recommendation </li></ul><ul><li>Broad range of media </li></ul><ul><li>Internet usage high </li></ul>96% Higher or further education <ul><li>Audience Development Approach </li></ul><ul><li>Web and social media marketing </li></ul><ul><li>Enewsletters </li></ul><ul><li>Online booking & customer service </li></ul><ul><li>Cross-Sector marketing </li></ul><ul><li>Clear and honest communications </li></ul>Morris Hargreaves McIntyre Lateral Thinkers 2010
  24. 24. Morris Hargreaves McIntyre Lateral Thinkers 2010
  25. 25. What drives demand? <ul><li>Children and families </li></ul><ul><li>Socialising and social networks </li></ul><ul><li>Identity </li></ul><ul><li>Place </li></ul><ul><li>Experience </li></ul><ul><li>Trust </li></ul>Education and outreach Change of Context Family Focus Representation Community Surprises How do we grow demand? Culture on Demand DCMS 2007
  26. 26. Barriers to Engagement European Cultural Values 2007 42% Lack of Time 29% Too Expensive 27% Lack of Interest
  27. 27. Perceptual Barriers <ul><li>Examples </li></ul><ul><li>Nature of Art form does not appeal </li></ul><ul><li>It is hard to connect with the meaning of the work </li></ul><ul><li>Would feel uncomfortable </li></ul><ul><li>Perception of elitism </li></ul>Personal Beliefs Perceptions of social norms Attitude towards arts participation <ul><li>Addressing the Barrier </li></ul><ul><li>Identify segments </li></ul><ul><li>Background factors </li></ul><ul><li>Social attitudes </li></ul><ul><li>How strongly disinclined are they? </li></ul>RAND Model of Audience Development
  28. 28. Practical Barriers <ul><li>Potential Problems </li></ul><ul><li>Not sure what the organisation does </li></ul><ul><li>Childcare problems </li></ul><ul><li>Organisation is not accessible </li></ul><ul><li>Hours of operation are inconvenient </li></ul><ul><li>Location is not safe </li></ul><ul><li>There is no public transport </li></ul><ul><li>Costs too much </li></ul><ul><li>Addressing the barrier </li></ul><ul><li>Motivations </li></ul><ul><li>Types of participation </li></ul><ul><li>Information </li></ul><ul><li>Conditions </li></ul>RAND Model of Audience Development
  29. 29. What do we know about the Scottish Borders ? A Scottish Borders Social Atlas, 2005 Scottish Borders in Figures 2010
  30. 30. What do we know about their Ages? Age Groups Population Scottish Borders in Figures 2010
  31. 31. What do they do for a living? Scottish Borders in Figures 2010
  32. 32. Top Visitor Attractions in the Scottish Borders? Visits Scottish Borders in Figures 2010
  33. 33. Where do they stay? Scottish Borders in Figures 2010
  34. 34. What else can I find out? <ul><li>Scottish Borders in Figures includes information on: </li></ul><ul><li>Composition of Scottish Borders </li></ul><ul><li>Population growth and change </li></ul><ul><li>Employment in the Scottish Borders </li></ul><ul><li>Overview of Households </li></ul><ul><li>Schools and Education </li></ul><ul><li>Heritage & Tourism </li></ul><ul><li>Transport & Travel </li></ul>
  35. 35. How am I going to survive, thrive and evolve? <ul><li>Surviving – Finding a niche, scaling back, thinking about sustainability, focusing on current audience, focus on quality service and experience. </li></ul><ul><li>Thriving – To develop new offerings for new audiences, to develop new offerings for your existing audiences, to diversify income, to raise awareness and profile, focus on community, relationships and experience. </li></ul><ul><li>Evolving – To diversify offerings for all audiences, to trial something radically different, to offer additional experience and service, to bring in new audiences, to raise awareness and profile, to bring in new ideas and concepts. </li></ul>
  36. 36. Your Audience – Who Are They?
  37. 37. Audience Research <ul><li>Identify Opportunities </li></ul><ul><li>Overcome Obstacles </li></ul><ul><li>Improve Facilities </li></ul><ul><li>Improve sustainability </li></ul><ul><li>Improve efficiency </li></ul><ul><li>Understand your audience </li></ul><ul><li>Improve audience numbers </li></ul><ul><li>Provides real information </li></ul>
  38. 38. What does Culture mean to you? How often do you attend a live cultural event? What other activities do you participate in? How did you get to the venue tonight? What is the highest educational level you have achieved? What prevents you from attending a cultural event? Who did you attend today’s event with? Where did you hear about today’s event? What types of arts and cultural events/ activities interest you? Would you be interested in a membership scheme? Have you ever volunteered? Would you be interested? What is your favourite festival, movie, band? Would you like to attend a cultural event during the week? What is your favourite thing about attending a live performance? What is your postcode ? Your age group? What is your gender ? Your Profession ?
  39. 39. What is your postcode ? Your age group? What is your gender ? Your Profession ? Do you like to take the kids to cultural events/ activities? What was your most memorable cultural experience? Who in your group organised today’s trip to …? What is your favourite arts/cultural venue ever? Did you know that we do…? What do you think would improve your experience today? Have you been to the theatre before? Have you been to this theatre before? If no, what made you decide to attend today? Which visitor attractions do you visit in Hawick? Where is your favourite place to have a coffee and cake locally? Are there any particular types of events you would like to see in the future? Do you use Facebook, Twitter, YouTube? Have you visited our website? How could it improve? How did you first come to hear of us?
  40. 41. Let’s get Social <ul><li>What is social media? </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>You Tube </li></ul>
  41. 42. What is Social Media? <ul><li>‘ Social Media is online content created by people using accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news , information and content . It’s a fusion of sociology and technology…and is the democraticisation of information, transforming people from content readers to publishers. Social Media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political or businesses uses.’ </li></ul>Wikipedia
  42. 43. Who is using the internet? <ul><li>82.5% of the UK population is online. </li></ul><ul><li>60% access the internet everyday. </li></ul><ul><li>Usage influenced by age, location, marital status and education. </li></ul><ul><li>60% of people 65yrs+ never access the internet. </li></ul><ul><li>1% of 16 to 24 yrs have never accessed the internet. </li></ul><ul><li>97% of adults educated to degree level access the internet. </li></ul><ul><li>45% without formal qualifications access the internet. </li></ul><ul><li>Adults in Scotland are the biggest users of the internet (10.5 hours per week – Ofcom, May 2010 ). </li></ul>New Media Trend Watch (June 2010)
  43. 44. Social Media in Figures <ul><li>Social Media is the #1 activity on the web </li></ul><ul><li>Facebook </li></ul><ul><li>Used by 1 in every 13 people on earth. </li></ul><ul><li>500 million users. </li></ul><ul><li>Core group: 18 to 24 yrs </li></ul><ul><li>50% log in everyday </li></ul><ul><ul><li>48% check when they wake up </li></ul></ul><ul><ul><li>28% check before get out of bed </li></ul></ul>Digital Buzz and Socialnomics
  44. 45. Social Media in Figures <ul><li>Twitter </li></ul><ul><li>175 million users </li></ul><ul><li>48% don’t check or rarely check </li></ul><ul><li>95 million tweets a day </li></ul><ul><li>4pm on Friday most re-tweetable day/time </li></ul><ul><li>YouTube </li></ul><ul><li>2 nd largest search engine </li></ul><ul><li>5 years old </li></ul><ul><li>Exceeds 2 billion views a day </li></ul><ul><li>24 hours of video posted every minute </li></ul><ul><li>Average person spends 15 minutes watching videos </li></ul>Arik Hanson, Browser Media and Online Marketing Trends
  45. 46. Signing Up
  46. 47. Facebook: Profile Vs. Page <ul><li>Profile </li></ul><ul><li>You </li></ul><ul><li>Personal </li></ul><ul><li>Work email </li></ul><ul><li>Private or open </li></ul><ul><li>Hide it </li></ul><ul><li>Make ‘Friends’ </li></ul><ul><li>Page </li></ul><ul><li>The Organisation </li></ul><ul><li>Website link </li></ul><ul><li>Log in as Page </li></ul><ul><li>Post as Organisation </li></ul><ul><li>Open </li></ul><ul><li>‘ Like’ </li></ul>
  47. 48. My Personal Business Profile
  48. 49. My Facebook Profile Wall
  49. 50. Accessing my Facebook Pages
  50. 52. My Facebook Page
  51. 53. Posting to Another Page or Profile
  52. 54. Collaboration, Networking and Sharing
  53. 55. What’s On?
  54. 56. Photo Galleries
  55. 57. Targeting Audiences
  56. 58. To be conversational is key
  57. 59. Advertising on Facebook
  58. 60. To Tweet or Not to Tweet? <ul><li>What we’ve discovered… </li></ul><ul><li>Facebook – more local, existing audiences and previous attenders, stories and experiences, relationships grow </li></ul><ul><li>Twitter – More world wide, networking opportunities, all interested, information gathering, trends, an immediate connection </li></ul>
  59. 61. Twitter: The Basic Set Up
  60. 62. Twitter: It’s about sharing and re-tweeting
  61. 63. Twitter is about conversation too
  62. 64. Find your Twitter voice
  63. 65. Keep your audience informed with regular Tweets
  64. 66. Do you YouTube? <ul><li>Making a video yourself </li></ul><ul><li>Promoting others content </li></ul><ul><li>Using content for your programme </li></ul><ul><li>Asking for feedback </li></ul><ul><li>Create a Channel </li></ul>
  65. 67. Giving your audiences that extra service
  66. 68. Using YouTube for Previews
  67. 69. Using YouTube to Test Audience Reaction
  68. 72. Basic Principles <ul><li>Social Media is about… </li></ul><ul><li>Collaboration, connections and participation </li></ul><ul><li>Two-way conversations </li></ul><ul><li>Building the right presence over time </li></ul>
  69. 74. [email_address] 01463 720 889 Twitter @HiArtsAudiences