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Ar

&
ts

^ Entertainment “Experience”
UnMarketing

Date: 9/24/13!

/drkellypage!

@drkellypage!
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!
Values Derived from A&E Experiences (1)

Date: 9/24/13!

/drkellypage!

@drkellypage!
Values Derived from A&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!
Date: 9/24/13!

/drkellypage!

@drkellypage!
Workshop Session 1:
What “value” can/do attendees/audiences derive from
your arts & entertainment experience?

Date: 9/24/13!

/drkellypage!

@drkellypage!
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!
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!
Two Main Types of 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!
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!
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!
Five Modes of Arts
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!
Workshop Session2:
How can/do people become involved, attend and
participate in your Arts & Entertainment Experience ?

Date: 9/24/13!

/drkellypage!

@drkellypage!
3. Segmenting Entertainment Audiences
•  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!
The STP Process

Date: 9/24/13!

/drkellypage!

@drkellypage!
Aims & Benefits of 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!
Importance of the STP 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!
Criteria for Segmenting Audiences & Networks
Why?	
  
(+Who)	
  

Who	
  my	
  
audiences	
  
are	
  and	
  
where	
  are	
  
they?	
  	
  

How,	
  
Where	
  
and	
  When	
  
(+Who)	
  

Date: 9/24/13!

/drkellypage!

@drkellypage!
Criteria for Segmenting Audiences & Networks

Date: 9/24/13!

/drkellypage!

@drkellypage!
Classification of Segmentation Variables
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!
E.g., The 13 audience 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!
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!
Workshop Session 3:
Describe the main groups of people to target / reach
about your A&E Experience?

Date: 9/24/13!

/drkellypage!

@drkellypage!
Targeting (T)
• 

Purpose: To determine 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!
Targeting Approaches
§  Strategy for 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!
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!
Workshop Session 4:
Select the main groups of people you will focus on to
raise awareness about your Arts & Entertainment
Experience?

Date: 9/24/13!

/drkellypage!

@drkellypage!
Positioning Strategy
• 

How an experience 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!
Keys to Successful Positioning
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
Creating a Competitive Position
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!
Positioning Statement
To: !
!
!
!
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!
Workshop Session 5:
Write a positioning statement for how you will market
your A&E Experience to these groups?

Date: 9/24/13!

/drkellypage!

@drkellypage!
Assignment 2: Creating a 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!
Ar

&
ts

^ Entertainment “Experience”
UnMarketing

Date: 9/24/13!

/drkellypage!

@drkellypage!

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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 from A&E Experiences (1) Date: 9/24/13! /drkellypage! @drkellypage!
  • 4. Values Derived from A&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!
  • 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 Types of 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 of Arts 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/do people become involved, attend and participate in your Arts & Entertainment Experience ? Date: 9/24/13! /drkellypage! @drkellypage!
  • 14. 3. Segmenting Entertainment Audiences •  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 & Benefits of 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 the STP 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 Segmenting Audiences & 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 Segmenting Audiences & Networks Date: 9/24/13! /drkellypage! @drkellypage!
  • 20. Classification of Segmentation Variables 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 13 audience 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: Describe the main groups of people to target / reach about your A&E Experience? Date: 9/24/13! /drkellypage! @drkellypage!
  • 24. Targeting (T) •  Purpose: To determine 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 §  Strategy for 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: Select the 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 an experience 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 Successful Positioning 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 Competitive Position 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: ! ! ! ! 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!
  • 32. Workshop Session 5: Write a positioning statement for how you will market your A&E Experience to these groups? Date: 9/24/13! /drkellypage! @drkellypage!
  • 33. Assignment 2: Creating a 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!