2. The Team
• Tim Wood, The Place
• Claire Byers, Baltic
• Andy Ryans, Hallé
• Mark Walmsley, Vivid Lime
• Rebecca Burton, Bristol’s Museums, Galleries and Archives
• Alex Woodford, aka
• Katy Raines, Indigo
• Andrew Loretto, Chol Theatre
• Karen Vander Plaetse, Vooruit Arts Centre, Ghent
• Clara Goldsmith, Arts Council England
• Selena Virrels, Southbank Centre
3. Consumer insight
Marketing opportunities
Engagement spectrum
Marketers role
How?
4. Consumer Insight
Experience Types
ENJOY TALK DO
Charles Leadbeater
5. Consumer Insight
Networks
• Inherent goodness
• Learning is pulled
• Have a memory
• Traits spread
40. Shift 1
Understand
• Discover them
• They expect it
• Pull-enabling marketing requires it
• Hyper-target
• Long-term approach
41. Shift 2
Relevant
• They expect it
• Pull-enabling marketing requires it
• Move from permission to trust
• Earn engagement
• Burst your bubble
42. Shift 3
Content
• Plan early
• Originate or co-ordinate
• Build artistic relationships
• Expand understanding of audiences
43. Shift 4
Open
• Shift attitude
• Be the brightest
• Share assets
• Push out to enable a pull in
44. Shift 5
Coherent
• Multiple channels
• On & off-line
• Short term
• Multiple data sets
• Flat dissemination
45. Shift 6
Agile & Smart
• Be flexible
• Adopt real-time improvement
• Use multiple indicator dashboard
• Move with speed from measurement to action
• Work in beta
• Without metrics & analysis – don’t do it!
46. Understand Relevant Content
Agile &
Open Coherent
Smart