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

1. 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

2. MARKETING
DAY RESEARCH
“Top Ten” Favorite Cultural Marketing Research Reports
10. Theoretical: Wallace’s ”RAND Model” of Audience Participation
9.
8.
7.
6.
5. :
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3. MARKETING
DAY RESEARCH
#10 Building Arts Participation: Wallace’s RAND Model
http://www.wallacefoundation.org/KnowledgeCenter/KnowledgeTop
ics/ArtsParticipation/NewFramework.htm?byrb=1

4. 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.
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3.
2.
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5. 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

6. 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.
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2.
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7. 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

8. 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.

9. MARKETING
DAY RESEARCH
#7 American Time Use Study
http://www.bls.gov/tus/

10. 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.

11. 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/

12. 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/

13. 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.

14. 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

15. 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.

16. MARKETING
DAY RESEARCH
# 4 Philadelphia Cultural List Co-Op/Mapping
http://www.philaculture.org/advo/mapping.htm

17. 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.

18. 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/

19. MARKETING
DAY RESEARCH
#3 Portfolio/PACDP
http://www.pacdp.org/

20. 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.

21. 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

22. 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%

23. 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

24. MARKETING
DAY RESEARCH
#1 Leisure in America
May 10-11, 2007, Getty Center, Los Angeles

25. 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.

26. 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

27. 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

28. 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

29. MARKETING
DAY RESEARCH
PUTTING IT TO WORK
Primary Research Secondary Research
Implications
Intuition
Implementation

30. MARKETING
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31. MARKETING
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The Greater Philadelphia Cultural Alliance’s Campaign for Culture, an
umbrella marketing initiative, is funded by The Pew Charitable Trusts.