Developing audiences: 10 things that work

Anne Torreggiani, Exec Director

The Audience Agency

• Working with all sorts arts (1,000) organisations

• Research and development• Common themes• Give-and-gain model• Invite you to share

Audience Development…

Organisational process to meet the needs

of existing and potential audiences…

and develop ongoing relationships

Includes marketing, commissioning,

programming, education, customer care

and distribution

An organisational process and philosophy… putting

audiences at the centre of the vision

The actions we take to involve people, to

understand their needs and interests, and

to create an environment and experience that

appeals to them

Audience Development…

An organisational process and philosophy… putting

audiences at the centre of the vision

Effective audience development

• Strategic - purposeful, part of organisational strategy

• Evidence based – shaped by evidence of what audiences want and need, developed through dialogue

• About relationships – long term mutually beneficial relationships, not transactions or one off projects

• Sustainable – resources available for timescale and quantified ROI (even if social)

1.Know your audience

1. Know your audience?

• Catchment area• Contact information• Feedback and opinion• Fault-lines and segments• Web info = major opportunity• Contextualised

2.Test your hunches

3.Know your community.

Become part of it

… Get out more, if you can

4.Have a plan…

But keep it simple

5. Be distinctive, be loved

6.Remember the other 60%

7.Only connect

8. It’s not what you say,

it’s what you do

Developing the offer

Developing the offer

9.Experiment and learn

10.Give it time

Thanks

www.theaudienceagency.org