The document outlines a seminar led by Heather Maitland focusing on new developments in arts marketing and audience engagement, emphasizing the importance of understanding consumer trends and adapting strategies to grow and maintain audiences amid economic challenges. Key topics include public engagement, the role of trust in marketing, the increasing significance of online communities, and the influence of consumer behavior on marketing strategies. It highlights a shift towards authenticity and empathetic communication in branding and marketing efforts within the arts sector.

1. NEW DEVELOPMENTS IN ARTS MARKETING Heather Maitland in association with

2. Audiences North East (ANE) is the strategic agency for the North East of England, working across the whole cultural sector to grow, sustain and develop the region’s audiences. We offer a range of research, development and promotional opportunities, all of which are tailored to meet the specific needs of the cultural sector. We commissioned cultural sector consultant and author Heather Maitland to develop a 4 hour seminar aimed at disseminating the latest thinking in Marketing and audience development. The seminar was delivered to a variety of arts professionals in Stockton and in Newcastle in March 2009.

3. New Developments in marketing Consumer trends Tips for surviving the recession The future of advertising New ways of looking at audiences Branding trends Online trends 2009’s most influential marketing theory

4. CONSUMER TRENDS

5. FACT Consumers are cutting back

7. THE LIPSTICK EFFECT

10. The rise of the FRUGALISTA

12. “ We did a survey with our customers at the beginning of the year. They said they are now making product choices around quality and value for money.”

13. But they don’t take our word for it Data firm Jupiter found that 77% of online shoppers are using reviews and ratings when making their purchasing decisions

14. The death of bling

15. COCOONING

17. AUTHENTIC HUMAN CONTACT

19. VIRTUAL ESCAPES

20. Consumer trends Less conspicuous consumption Reduced spend on big items The rise of small self-treating instead Researching expenditure Value for money Retreat into the home Less experimentation Escapism

21. So what?

22. SURVIVING THE RECESSION

23. Innovate 72% of marketing executives said the resources they put into innovation will be sustained or increased in 2009

24. Insight 39% of marketing executives say that their spend on market research will increase

25. Do what works The trend gurus all say that return on investment will become all important – so you need to know what works

26. Keep existing customers More resources will be focused on building relationships with customers and on making the most of customer data

27. Customer satisfaction Keeping customers depends on how happy they are – marketers will be striving for better dialogue with them to resolve problems quicker

28. THE FUTURE

29. THE FUTURE OF ADVERTISING

34. Engaging and empowering the people Asking for $25 contributions The total? $500 million Using the internet to register new voters Enlisting supporters to create their own campaigns on social networking sites: the YouTube election “ At homes”

35. So what?

36. GENERATION G

37. (THAT’S G FOR GENEROSITY)

38. Cynical consumers 13% of Americans say they trust big business ¾ of Americans feel that companies don’t tell the truth in advertising

39. Wall Street sign

40. Need for Generosity Challenging times see people craving care, empathy, sympathy and generosity

42. Generosity as status symbol The lasting trend is for passionate, empowered individuals more willing and able to give, share, collaborate

44. 33 million flickr users 16 million Wikipedia pages 13 hours of video uploaded to You Tube every minute 20 million hotel reviews on Trip Advisor

45. Values not social responsibility projects

46. Strategies to target Generation G Show you care …

47. Co-donation

48. Free love

50. Make their lives easier Give your customers fun or useful services using widgets and apps

52. Random acts of kindness Send your best customers surprise gifts. Send thank you letters (that don’t try and sell them anything).

54. Help them out, be flexible

55. So, be nice to your customers….. They’ll be extra-appreciative in these troubled times They won’t forget They’ll tell other people about you They’ll be more willing to collaborate And working for a company with a caring, generous mindset can actually be good for your soul, too :-)

56. So what?

57. THE YOUTH MARKET

76. Summary It’s a dialogue Show you care Build a fan base Relevance not price Relevance is about social currency Your whole organisation needs to have the right mindset

77. So what?

78. BRANDING TRENDS

79. BACK TO BASICS FOCUS DISTINCTIVENESS

82. FACT Our brains act as filters to protect us from too much information

83. "In the West we maybe see, at a conservative estimate, 500 advertising messages every day. We see as many advertising messages in a year as our parents saw in their entire lives.” Tim Phillips, Technology Journalist http://news.bbc.co.uk/1/hi/programmes/click_online/5285058.stm

90. THREE MORE TRENDS ROBERT JONES HEAD OF NEW THINKING WOLFF OLINS

91. Post-Consumer Activist Brands will become platforms on which people can do things

93. BUT

96. Brand as multiplier Umbrella brands that grow the impact exponentially

98. Post-Western Plurality Brands will become a theme with variations rather than the duplication of a formula

99. “ Identity not identical”

100. So what?

101. AUDIENCE DEVELOPMENT IS DEAD

102. … .LONG LIVE PUBLIC ENGAGEMENT

103. Audience development ‘ The term audience development describes activity which is undertaken specifically to meet the needs of existing and potential audiences and to help arts organisations to develop on-going relationships with audiences. It can include aspects of marketing, commissioning, programming, education, customer care and distribution.’ [1] Information: Grants for the Arts - audience development and marketing, Arts Council England, consulted at www.artscouncil.org.uk/documents/information/audiencedevgfta_phpx05G6i.doc accessed 30th June 2008

104. The McMaster Report Tessa Jowell, the Secretary of State for Culture, Media and Sport asked Brian McMaster to consider, among other things, ‘how artistic excellence can encourage wider and deeper engagement with the arts by audiences’ Supporting Excellence in the Arts: from measurement to judgement, Sir Brian McMaster, DCMS, January 2008, p 6

105. What is public engagement ‘ Public engagement’ has a political dimension centred on public value. It is based on a belief that for public subsidy to be legitimate, the organisations that get funded must have the trust and support of the public. Public engagement is a process. It’s the way that public managers can help citizens identify and express their collective preferences. It is, in effect, a tool for bringing public services and citizens closer together, for redressing the ‘democratic deficit’. Deliberative Democracy and the Role of Public Managers, L Horner, R Lekhi and R Blaug, The Work Foundation, November 2006.

106. What’s the difference Public engagement is about trust through accountability In theory, effective audience development is a two-way exchange requiring the building of trust In practice, most arts organisations don’t see themselves as accountable to their audiences Many arts organisations see themselves as artistically led Public engagement responds to the public’s collective preferences Public engagement i about the importance of democracy in the delivery of effective public services. Audience development describes a set of activities to increase and broaden audiences for the creative work.

107. Excellence and engagement Excellence in culture happens ‘when an experience affects and changes an individual.’ ‘ for something to be excellent it has to be relevant, and for it to be relevant it has to be continually reinterpreted and refined for and by its audience’ ‘ nothing can be excellent without reflecting the society which produces and experiences it’ ‘ Excellence is about experience and good practice is what leads to it’ Supporting Excellence in the Arts: from measurement to judgement, Sir Brian McMaster, DCMS, January 2008, pp 9-10

111. Excellence is about experience So we need to understand the experience…

112. MARKET RESEARCH TRENDS

114. Don’t ask questions Observe and listen

115. So what?

116. ONLINE TRENDS

117. ONLINE DIALOGUE

119. Who’s online? Ofcom report 2008 65% of homes have internet access 58% of households have access to broadband 59% in rural areas

120. Social networking Twice as many marketers as last year say they are sick of hearing about social networking

122. E-STRATEGY

123. Offline and online integration Use offline media to drive people to the web

125. Do what works Was it worth the time, energy and money?

127. Do what works Work to increase conversion rates so A/B testing is crucial

128. Better targeting What are the customer behaviours that lead to ticket sales

131. Better leverage of online communities It’s good to talk but it’s much better if they do something

134. User saturation Users are making choices – find out which ones

136. ONLINE COMMUNICATIONS

137. Anticipated, relevant, timely Better targeted, more pertinent messages…

138. … over a variety of devices

139. Non-intrusive communications Providing information when and where people need it

140. Events led communications Customer behaviour should trigger a communication so we need our databases to integrate with sales functions

141. WEBSITES

142. Two way communication so… … can visitors to your website communicate easily with you?

144. Social content not just sales Co-creation through comments, reviews and ratings

146. More attractive content, not just sales talk Business blogs are now standard (because they support SEO and customer engagement)

147. Lightweight websites … … that work on netbooks and smartphones

151. SEARCH ENGINES

152. Search engine optimisation matters They are still the first place online users look for information

154. www.ranks.nl

155. Google really matters 74% of UK searches are through Google

157. BUT Some people don’t like Google and are searching via blogs and co-created sites like Trip Advisor

158. SO 14% trust advertising but 78% trust recommendations so user generated content is King

159. Use of local searches growing cinema stockton theatres in newcastle

161. More smartphones means… … even more localised searches using mobile applications

162. So what?

163. MOST INFLUENTIAL MARKETING CONCEPT 2009

164. Influencers A small number of people can influence the mass market

165. The bottom line? More than £500m is spent each year on targeting influentials. This is growing at 36% a year

166. But this is old news to the arts Alan Brown wrote about Initiators and Responders: a new way to view orchestra audiences in 2004

167. Initiators People who enjoy creating cultural experiences for friends and family

168. Responders The potential attenders of your event sitting at home waiting for a friend to phone or email with an invitation

169. www.wolfbrown.com

170. Sometimes NEW DEVELOPMENTS IN MARKETING start with the arts!

171. Credits TRENDS Top Marketing Trends for 2009: http://www.marketingcharts.com/interactive/top-marketing-trends-for-2009-execs-sick-of-web-20-7448/ Key trends in 2009: http://www.marketingimprovement.com/key-trends-in-2009 Daphne Kasriel, Top 10 Consumer Trends for 2009 : http://www.euromonitor.com/TOP_10_CONSUMER_TRENDS_FOR_2009 UK Film Council: A Short Note on UK Cinema Admissions During Recessions: http://www.ukfilmcouncil.org.uk/media/pdf/n/t/A_short_note_on_UK_cinema_admissions_during_recessions.pdf AUDIENCES Generation G : http://trendwatching.com/briefing/ http://www.cultureoffuture.com/ Graham Brown, mobileYouth.org, 50 Youth Marketing Trends for 2009 http://www.slideshare.net/mobileyouth/part-1-50-youth-marketing-trends-for-2009-by-graham-brown-mobileyouthorg-presentation BRANDING Marty Neumeier, Neutron LLC, The Brand Gap http://www.slideshare.net/coolstuff/the-brand-gap

172. Credits ONLINE TRENDS Heidi Cohen, Seven Top Online Marketing Trends for 2009 : http://www.clickz.com/3632306 30 Web Trends for 2009 : http://www.seoptimise.com/blog/2008/12/30-web-trends-for-2009.html Strange Corporation, Online Marketing Trends for 2009 http://www.strangecorp.com/news/view/online-marketing-trends-in-2009 SEARCH ENGINE DATA Hitwise http://weblogs.hitwise.com/robin-goad/2008/03/local_search_in_the_uk.html http://weblogs.hitwise.com/to-go-uk/2009/02/searches_for_valentine_breaks.html http://weblogs.hitwise.com/robin-goad/2009/01/searches_for_flights_down_eurozone_usa_turkey.html INFLUENCERS Duncan Brown and Nick Hayes, Influencer Marketing (2008) Ruth Mortimer, ‘Marketing Theory: Treasure Seekers’ , Brand Strategy , 9/6/08 http://goliath.ecnext.com/coms2/gi_0199-7953006/MARKETING-THEORY-Treasure-seekers.html Alan Brown, Initiators and Responders : a new way to view orchestra audiences http://www.wolfbrown.com/index.php?mact=News,cntnt01,detail,0&cntnt01articleid=37&cntnt01origid=414&cntnt01detailtemplate=articles_detail&cntnt01returnid=417