![Arts Involvement
!
. . . is the perceived personal importance and/or interest attached to the
experience and/or consumption of an A&E Entertainment !
• It is also person’s perceived relevance of the experience based on their
inherent needs, values, and interests.!
• As involvement increases, the people have greater motivation to comprehend,
engage and participate. !
•
People are more likely to be involved when:!
– Experience is important to them!
– Experience has emotional appeal!
– Experience is continually [long term] of interest to the consumer!
– Experience entails significant risk!
– Experience is identified with the norms of a group!
Date: 9/24/13!
/drkellypage!
@drkellypage!](https://image.slidesharecdn.com/wk5audiencecommunities-131015161134-phpapp01/85/Understanding-Audiences-Communities-Arts-and-Entertainment-Experience-Un-marketing-8-320.jpg)
![Positioning Statement
To: !
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!
!
The brand/product of:
Emphasizes: !
!
must mention:
!
and omit:
!
!
!
EXAMPLE: !
To: !
!
!
!
The brand/product of:
Emphasizes: !
!
must mention:
!
!
!
!
!
and omit:
!
!
Date: 9/24/13!
!
!
!
!
!
![GROUP / TARGET MARKET] !
!
![BRAND NAME]!
![XYZ CHARACTERSITICS/ATTRIBUTES]!
![MOST IMPORTANT CLAIM]!
![NEGATIVE/COMPETITIVE CLAIMS]!
!
!
!
!
!
!
!15-25 Internet Users
!!
!Love Steal Us from Lonlieness!
!the youth-based real narrative in Bridgend, Wales!
!the number and differing ways the story is co-created
!with differing community members!
!history of Bridgend, socio-economic profile of Bridgend !
/drkellypage!
@drkellypage!](https://image.slidesharecdn.com/wk5audiencecommunities-131015161134-phpapp01/85/Understanding-Audiences-Communities-Arts-and-Entertainment-Experience-Un-marketing-31-320.jpg)
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Understanding Audiences & Communities: Arts and Entertainment Experience (Un)marketing
The document discusses the value and participation of individuals in arts and entertainment (A&E) activities, highlighting various benefits such as cognitive, aesthetic, emotional, socio-cultural, and political values. It outlines different modes of A&E participation and emphasizes the importance of understanding audience segments for effective marketing and communication strategies. Furthermore, it describes the STP (Segmentation, Targeting, Positioning) process to enhance engagement and maximize organizational resources in the arts sector.
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Understanding Audiences & Communities: Arts and Entertainment Experience (Un)marketing
- 1. Ar & ts ^ Entertainment “Experience” UnMarketing Date:9/24/13! /drkellypage! @drkellypage!
- 2. 1. Entertainment &Stakeholder Value Why do people participate in arts & entertainment activities? ! What value do they seek from the experience? ! What benefits do they reap? ! ! Nearly everyone understands that arts participation is beneficial at some level, although few people – including many arts managers and board members – can articulate more than a few general ideas as to how it is beneficial. ! ! The arts industry suffers for lack of a simple value framework that communicates our worth to society and to the individuals we interact with and create for?! Date: 9/24/13! /drkellypage! @drkellypage!
- 3. Values Derived fromA&E Experiences (1) Date: 9/24/13! /drkellypage! @drkellypage!
- 4. Values Derived fromA&E Experience (2) 1. 2. 3. 4. 5. 6. 7. 8. Cognitive value in that it productively engages the brain, activates the imagination and directly or indirectly helps adults and children acquire new or improved cognitive skills. ! Aesthetic value, the prima facie benefit of arts participation, is the most subjective and intrinsic of all values surrounding arts participation; during the art experience (and possibly for a lifetime thereafter), the participant’s quality of life is altered in some way by the art. ! Physical values surrounds some arts experiences, particularly dance, but also any of the other arts experiences that engage the body, such as playing a musical instrument or working with clay. The body acquires new skills or achieves consonance with mind and spirit. ! Many people talk about the Emotional Value of music, but any arts experience that elicits an emotional response has intrinsic value. Art acts as a conduit for emotion, providing the participant with a means of feeling. ! Almost all arts participation has Socio-cultural value, in that it connects people with their community or with their cultural heritage. For many, art is also a means of understanding other cultures. Art is memory. ! Sometimes subtly, sometimes not, art has Political value. For artists and audiences alike, art is an essential means of formulating and expressing political views. ! Some people talk about the Spiritual value of art, but it is generally not something that most people can articulate. More likely, people talk about “being transformed” or “renewed” or “energized” by an arts experience. ! In addition to these seven value clusters, another overarching value set surrounds arts participation – the set of values associated with identity formation, such as self-confidence, self-esteem, pride and dignity. ! Date: 9/24/13! /drkellypage! @drkellypage!
- 5.
- 6. Workshop Session 1: What“value” can/do attendees/audiences derive from your arts & entertainment experience? Date: 9/24/13! /drkellypage! @drkellypage!
- 7. 2. A&E Involvement,Participation & Attendance ! ! How do people participate in the arts in the course of a year? ! What kinds of art and creative forms and activities do they engage with, and in what numbers?! What motivates that engagement? ! What do we mean by arts & entertainment involvement, Attendance and Participation?! Date: 9/24/13! /drkellypage! @drkellypage!
- 8. Arts Involvement ! . .. is the perceived personal importance and/or interest attached to the experience and/or consumption of an A&E Entertainment ! • It is also person’s perceived relevance of the experience based on their inherent needs, values, and interests.! • As involvement increases, the people have greater motivation to comprehend, engage and participate. ! • People are more likely to be involved when:! – Experience is important to them! – Experience has emotional appeal! – Experience is continually [long term] of interest to the consumer! – Experience entails significant risk! – Experience is identified with the norms of a group! Date: 9/24/13! /drkellypage! @drkellypage!
- 9. Two Main Typesof A&E Involvement • Two types:! – Situational - Occurs over a short time period and is associated with a specific situation, such as a friend has two tickets to a concert and ask your to attend with them.! – Enduring - Occurs when people show a consistent high-level of interest in a product and frequently spend time thinking about the product, such as an artist of theatre art.! Date: 9/24/13! /drkellypage! @drkellypage!
- 10. Arts & Entertainment:Attendance … A"endance is defined as those who have a.ended in the past 12 months at least one of the following: • exhibition or collection of art, photography or sculpture ! • craft exhibition ! • video or electronic art event! • event connected with books or writing! • street arts or circus! • carnival ! • culturally-specific festival ! • play or drama ! • other theatre performance such as musicals, pantomime ! Date: 9/24/13! opera or operetta ! classical music performance ! jazz performance ! other live music event ! ballet ! contemporary dance ! African people’s dance, South Asian and Chinese dance ! • Sports event and/or experience! • other live dance event! • Etc …! • • • • • • • /drkellypage! @drkellypage!
- 11. Arts & Entertainment:Participation Par*cipa*on is defined as those who have done in the past 12 months at least one of the ! following: ! ! • ballet! • made films or videos as an artistic activity (not family or holidays)! • other dance (not for fitness).! • used a computer to create original • sang to an audience or rehearsed for a artworks or animation! performance! • textile crafts such as embroidery, • played a musical instrument to an crocheting or knitting! audience or rehearsed for a • wood crafts such as wood turning, performance! carving or furniture making! • played a musical instrument for your • other crafts such as calligraphy, pottery own pleasure! or jewellery for yourself! • written music! • written any stories or plays! • rehearsed or performed in a play / • written any poetry! drama! • rehearsed or performed in an opera / operetta! • painting, drawing, printmaking or sculpture! • photography as an artistic activity (not family or holiday ‘snaps’)! Date: 9/24/13! /drkellypage! @drkellypage!
- 12. Five Modes ofArts Participation http://www.wolfbrown.com/images/articles/ValuesStudyReportComplete.pdf! ! 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.”! Date: 9/24/13! /drkellypage! @drkellypage!
- 13. Workshop Session2: How can/dopeople become involved, attend and participate in your Arts & Entertainment Experience ? Date: 9/24/13! /drkellypage! @drkellypage!
- 14. 3. Segmenting EntertainmentAudiences • An established market research technique that breaks down a given market/ group of people into distinct consumer ‘types’ ! – Identifies shared wants and needs! – Enables more precise targeting and tailored marketing and communications! – Used by many arts and creative organizations (e.g. Tate and RSC, Arts Institute) and by media and public bodies (e.g. BBC, FOX, Sport England, National Trust)! Date: 9/24/13! 1. TWO APPROACHES! Using data & information to ! – Effectively segment markets! – Identifying attractive segments to target/reach! – Developing an effective positioning strategy (message)! 2. Using data & information to develop relationships by! 1. 2. 3. Focusing on individuality in audiences and networks! Customizing communications ‘messages’ and ‘creative’ ! Selecting appropriate ‘media channels’ or contexts to engage with them! /drkellypage! @drkellypage!
- 15. The STP Process Date:9/24/13! /drkellypage! @drkellypage!
- 16. Aims & Benefitsof STP Process “80% of profits usually derived by 20% of customers” Pareto’s Principle! • Enhancing the competitive/sustainable position of an event or experience by providing direction & focus for strategies. ! • Examining and identifying growth opportunities in the market through the identification of new audiences, growth market segments or new experience benefits. ! • More effective and efficient matching of organizational resources to specific audiences or market groups promising the greatest ROMI. ! Date: 9/24/13! Aims identifiable differences exist between segments (segment heterogeneity).! +! similarities exist between members within each segment (members homogeneity). ! /drkellypage! @drkellypage!
- 17. Importance of theSTP Process • Strategy (What/who to focus on and why).! • Resource allocation (How much and where should we spend?).! • Feedback, evaluation & performance measurement (Focuses monitoring and evaluation efforts)! IMPROVED COMMUNICATION EFFECTIVENESS Date: 9/24/13! /drkellypage! @drkellypage!
- 18. Criteria for SegmentingAudiences & Networks Why? (+Who) Who my audiences are and where are they? How, Where and When (+Who) Date: 9/24/13! /drkellypage! @drkellypage!
- 19. Criteria for SegmentingAudiences & Networks Date: 9/24/13! /drkellypage! @drkellypage!
- 20. Classification of SegmentationVariables Measurement ObjecFve SubjecFve General Level (Consump)on) Age EducaFon Level Geographic Area Family life-‐cycle Lifestyle General Values Personality Domain-‐specific Level (A&E Type of Experience) ParFcipaFon Frequency SubsFtuFon Complementary PercepFon ARtude, preference, interests, opinions, domain-‐specific values Specific Level (Branded Experience) Brand loyalty (behaviour) Recency, ParFcipaFon Frequency, Monetary Value (RFM) Brand loyalty (aRtude) Brand preference Purchase intenFon Date: 9/24/13! /drkellypage! @drkellypage!
- 21. E.g., The 13audience segments (UK) h.p://www.artscouncil.org.uk/what-‐we-‐do/research-‐and-‐data/arts-‐audiences/arts-‐based-‐segmentaFon-‐research/13-‐segments/ Highly engaged Some engagement a.end & may also parFcipate Urban arts eclec*c 3% Tradi*onal culture vultures 4% Fun, fashion and friends 16% Bedroom DJs 2% Mature explorers 11% Mid-‐life hobbyists 4% Dinner and a show 20% Re*red arts and craZs 4% parFcipate only Family & community focused 9% Not currently engaged Date: 9/24/13! Time-‐poor dreamers 4% Older and home-‐bound 11% A quiet pint with the match 9% Limited means, nothing /drkellypage! fancy 3% @drkellypage!
- 22. Who my audiences are and where are they? Organisational Characteristics How, Where and When (+Who) Why? (+Who) Source: McDonald and Dunbar (2004). Reproduced with kind permission. Date: 9/24/13! /drkellypage! @drkellypage!
- 23. Workshop Session 3: Describethe main groups of people to target / reach about your A&E Experience? Date: 9/24/13! /drkellypage! @drkellypage!
- 24. Targeting (T) • Purpose: Todetermine which, if any, of the segments uncovered should be the focus of communications.! • Evaluation of Market Segments - DAMP! – Distinct – is each segment clearly different from other segments?! – Accessible – can buyers be reached through appropriate promotional programmes and distribution channels?! – Measurable – is the segment easy to identify and measure?! – Profitable – is the segment sufficiently large to provide a stream of constant future revenues and profits?! • Rating approach for different segment attractiveness factors:! – – – – – • Market growth! Segment profitability – current & potential revenues! Segment size! Competitive intensity – new entrants; buyer power! Cyclical nature of the industry ! Each of these attractiveness factors can be rated on a scale of 0-10 and loosely categorized as high, medium or low in attractiveness.! Date: 9/24/13! /drkellypage! @drkellypage!
- 25. Targeting Approaches § Strategyfor each customer § Predominate in B2B markets § E.g., MR, Car Purchase § No segments (Mass) § Strategy for whole market § Limited segment differentiation § Too Expensive § Strategy for one segment § Several target markets § Niche Marketing § Exploit segment differences § With Limited resources § Strategy for each segment § Loss of economies of scale Date: 9/24/13! /drkellypage! @drkellypage!
- 26. Targeting Strategies Strategy Descrip*on Example § Based on profiling and regression analyses Individual Level § Depends on the availability of demographic and/or behavioral data TargeFng § Offer personalized to the prospect Customized direct mail le.ers to members § Individual-‐level data is not available Segment Level § Depends on geodemographic and/or psychographic profiling TargeFng § Absence of one-‐to-‐one relaFonal interacFon Direct mail (junk mail) le.ers to the household in a geographic region Self-‐selecFon Date: 9/24/13! § TargeFng achieved through markeFng programs such as introductory pricing or promoFonal incenFves § Direct response mechanism through mass media for prospect generaFon 0800 numbers compeFFons /drkellypage! @drkellypage!
- 27. Workshop Session 4: Selectthe main groups of people you will focus on to raise awareness about your Arts & Entertainment Experience? Date: 9/24/13! /drkellypage! @drkellypage!
- 28. Positioning Strategy • How anexperience is perceived by a target group of people /audiences so that it is distinguished from competition as being the best at satisfying a particular need. customers’ minds.! • Two fundamental elements: ! 1. Experience attributes: the functionality and capability and experience that an experience offers.! 2. Communication: the way in which a branding experience is communicated and how consumers perceive the brand relative to other competing brands in the market place. ! Where and how we compete! • • Target market (Where / Who / Why)! Differential Advantage (How): e.g. Experience, promotion, distribution, pricing, procedures, process, people.! Date: 9/24/13! /drkellypage! @drkellypage!
- 29. Keys to SuccessfulPositioning Clarity Consistency (Target Market & Differential Advantage) (duration & marketing strategy) Successful positioning Credibility Competitiveness (plausibility & reality) (unique & value-added) Date: 9/24/13! /drkellypage! @drkellypage! 18
- 30. Creating a CompetitivePosition Identify Target Market Stage 1: Identify key/important product class characteristics Stage 2: Identify differences/similarities between competing brands Stage 3: Decide on a competitive positioning strategy Market Research e.g., customer survey Mapping & Segment Analysis e.g., perceptual map or CA Competitive Approach & Positioning Statement Marketing Mix Decisions Date: 9/24/13! /drkellypage! @drkellypage!
- 31. Positioning Statement To: ! ! ! ! Thebrand/product of: Emphasizes: ! ! must mention: ! and omit: ! ! ! EXAMPLE: ! To: ! ! ! ! The brand/product of: Emphasizes: ! ! must mention: ! ! ! ! ! and omit: ! ! Date: 9/24/13! ! ! ! ! ! ![GROUP / TARGET MARKET] ! ! ![BRAND NAME]! ![XYZ CHARACTERSITICS/ATTRIBUTES]! ![MOST IMPORTANT CLAIM]! ![NEGATIVE/COMPETITIVE CLAIMS]! ! ! ! ! ! ! !15-25 Internet Users !! !Love Steal Us from Lonlieness! !the youth-based real narrative in Bridgend, Wales! !the number and differing ways the story is co-created !with differing community members! !history of Bridgend, socio-economic profile of Bridgend ! /drkellypage! @drkellypage!
- 32. Workshop Session 5: Writea positioning statement for how you will market your A&E Experience to these groups? Date: 9/24/13! /drkellypage! @drkellypage!
- 33. Assignment 2: Creatinga Fan Persona Are we seeing the rise in “fan &/or tribe subculture” around creative and cultural experiences? Or has it always been there? Your assignment for next week is to:! ! 1. Read page 194-195 “Segmenting by Persona’s” from your textbook.! 2. Choose a creative or cultural experience that has a fan, tribe or cult following. This could include: an artist (Elvis), fictional character (Harry Potter), series (Breaking Bad), cultural enterprise (Arts Institute), Movie (Star Wars) or event (Superbowl). ! 3. Conduct some research online about the highly involved “fan” and collect information about the different criteria that could be used to describe them (e.g., values/benefit sought, engagement, participation, demographics, behavior, dress, etc.). ! Write 1-2 pages describing the “persona” of the “typical fan” or “tribal member” for the “well known” creative or cultural experience you selected. Be as creative as possible in describing this fictional character as if they are a real person. ! 4. 5. Due Week Before Class. On Moodle! Date: 9/24/13! /drkellypage! @drkellypage!
- 34. Ar & ts ^ Entertainment “Experience” UnMarketing Date:9/24/13! /drkellypage! @drkellypage!