Excerpt from a recent presentation on audience development in regional performing arts centres. Sometimes it's helpful to break down the concept of audience development into micro-tactics.

1. Awareness: Build awareness of your
organisation in the community through
catchy advertising, public promotions and
quirky stories that spread.
Attendance: Invite everyone to try free
events in your space. Create ways for
people to get on stage, and encourage
friends to come and support them.
Sales: Convert attendees to first time
ticket buyers by promoting special offers
for accessible experiences. Make it easy
for people to learn the ticketing process.
Frequency: Increase frequency of
attendance through great social
promotions and email marketing to
existing customers at regular intervals.
Upselling: Increase average items per
sale by crafting compelling add-ons at the
point of sale, like additional tickets,
dinner/show packages and donations.
Experience: Improve audience
experience by adding little touches and
extensions to make a night out really
memorable and shareable!
Commitment: Take repeat customers to
the next level through great value
memberships & ‘no brainer’ subscription
packages that cultivate loyalty & goodwill.
Stretch: Challenge committed & curious
audiences with new & different
experiences that get people thinking &
talking.
8 tactics for audience development at
performing arts centres
www.thepatternmakers.com.au