Robert Halkyard, head of supporter engagement, Tate Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Audience
Journeys
Rob Halkyard
Head of Membership & Audience
Engagement

2. What I’ll cover
• Importance of audience journey & strategy
• Audience strategy at Tate
• Somethings we’ve learnt (and are still learning!)
• Understanding audience motivation
• Understanding audience behaviour
• Understanding the journey
• Importance of internal alignment
• Strategy: fitting it all together

3. Audience strategy & journeys
Why it’s important – a commercial view
“Few companies have made significant and sustained
changes in their overall customer loyalty and value….
“In our conversations with leading customer
satisfaction companies, we found that a focus on
journeys has significant payoffs.
Source: From Moments to Journeys: A Paradigm Shift in Customer Experience Excellence, McKinsey

4. Audience strategy at Tate
• How do we extend our reach to new audiences?
• How do we deepen our relationship with existing audiences?
• How do we prioritise our resources?

5. Many relationships + many ways to engage
MembersMembersMembersMembers General visitorsGeneral visitorsGeneral visitorsGeneral visitors Exhibition visitorsExhibition visitorsExhibition visitorsExhibition visitors
Specialist & peer visitorsSpecialist & peer visitorsSpecialist & peer visitorsSpecialist & peer visitors OnOnOnOn----line audiencesline audiencesline audiencesline audiences
Potential visitorsPotential visitorsPotential visitorsPotential visitors Lapsed visitorsLapsed visitorsLapsed visitorsLapsed visitors Overseas visitorsOverseas visitorsOverseas visitorsOverseas visitors
Developmental audiencesDevelopmental audiencesDevelopmental audiencesDevelopmental audiences Educational audiencesEducational audiencesEducational audiencesEducational audiences
DonorsDonorsDonorsDonors VolunteersVolunteersVolunteersVolunteers StaffStaffStaffStaff ShoppersShoppersShoppersShoppers Café usersCafé usersCafé usersCafé users…………
++++
VisitVisitVisitVisit JoinJoinJoinJoin SupportSupportSupportSupport DonateDonateDonateDonate ShopShopShopShop RecommendRecommendRecommendRecommend
Visit againVisit againVisit againVisit again LearnLearnLearnLearn VolunteerVolunteerVolunteerVolunteer

6. Understanding motivation (the why)
Psychographic motivation/pen portraits/market segmentation

7. Understanding behaviour(how, what & when)
Customer segmentation

8. NURSERY
QUESTION
MARKS
HIGH
HOPES
B1
SOCIAL
EVENTERS B2
FAMILIAR
FACES
ENGAGED
STARS
Engagement

9. Understanding journey + experience
Customer journey/experience mapping

10. There are some consistent moments of disconnection
Exiting theExiting theExiting theExiting the
exhibition: is that it?exhibition: is that it?exhibition: is that it?exhibition: is that it?
Did I miss anything?Did I miss anything?Did I miss anything?Did I miss anything?
Leaving the building:Leaving the building:Leaving the building:Leaving the building:
intense emotionsintense emotionsintense emotionsintense emotions
dissipate quicklydissipate quicklydissipate quicklydissipate quickly
MidMidMidMid----exhibitionexhibitionexhibitionexhibition
fatigue (Klee andfatigue (Klee andfatigue (Klee andfatigue (Klee and
Hamilton)Hamilton)Hamilton)Hamilton)
“It can be a bit much to take
in all in one go, and you
start to lose concentration.
That’s one of the great
things about the
membership – that I can
come and see an exhibition
more than once without the
pressure of having to take it
all in at once”
- Researcher, Tate Modern,
Member, 21, Female
“Oh, right. Is this the last
room? I think if I’d
realised I’d have taken my
time a bit more in the
first few rooms, but I
don’t really want to
retrace my steps now”
- Researcher, Tate
Britain, Non-member,
58, Female
“Right now I’m feeling really
refreshed and stimulated – mentally
refreshed and like I want to do
something creative. But that feeling
will go quite quickly. That’s why I
keep the little leaflet in my diary –
because when I happen upon it, it
takes me back a bit to how I felt in
the exhibition.”
- Self-Improver, Tate Britain, Non-
member, 34, Female

11. There’s potential to deepen the relationship BEFORE and AFTER…
Building the
anticipation
Extending the feel-
good factor
Preparing for the
visit
Excitement about
what comes next
Memories that
stick
Emotionalhighs&lows
BEFORE DURING AFTER
Needs
+
_

12. For Non-Members there are a few common glitches in the journey
Emotionalhighs&lows
BEFORE DURING AFTER
Needs
“It was disappointing
having to pay an
additional cost to book
online”
“Sometimes it’s exhausting
seeing a long exhibition in
one day, but it’s too
expensive to pay for to go
twice”
“The optional
donation is a bit
awkward at the till”
+
_
Booking tickets in
advance:
Planning to avoid
missing out:
Queuing for tickets &
exhibition access:
Maintaining focus &
energy levels:
“It’s difficult to keep
track of which
exhibitions are opening
and closing”

13. Fitting it together
Strategy & Delivery
Market segmentation
Customer segmentation
Campaign performance, wealth screening, demographics, engagement score, channel optimization etc.

14. • Keep it simple
• Agree a common language and use that as a framework
• Keep it simple
Internal alignment
Making sure everyone knows what you’re talking about

15. • Welcome strategy
• Donation & shop spend
• Perception tracking
• Donor prospecting
• Membership acquisition
• Improved planning/alignment of messaging
• Audience focused decisions
• Focus on testing
Impact
Has there been any?

16. Thank you
robert.halkyard@tate.org.uk

17. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

18. Conference
22 October 2015
London
#CCengagement
Engagement conference
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