Audience DevelopmentSurviving and Thriving

Sian JamiesonHI-Arts Audience Development Manager

• Marketing Advice and Support • Audience Development Research • Audience Development Planning • Customer Relationship Management • Marketing Health Checks • Workshops and training

sian@hi-arts.co.uk

What is Audience Development?

‘Audience Development is about ambition. It involves proactive steps to develop audiences.’

Thinking about Audience Development – Lottery Fund

• Understanding who your audience is.• Long-term planning for your audiences

and your organisation.• Knowing what you want to achieve.• Building relationships.

Requires change and risk taking!Requires change and risk taking!

‘Audience development is a planned process which involves building a relationship between an individual and the arts. This takes time and cannot

happen by itself. Arts organisations must work to develop these relationships.’

Heather Maitland, The Marketing Manual

Audience Development are the ‘actions we take to involve people, to understand their needs and interests, and to create an environment and experience that

appeals to them.’

Christian Waltl – Museums for Visitors

What can Audience Development do?

• Increase commitment of existing audiences

• Attract new and wider audiences

• Develop more enriching experiences for all audiences

Survive, Thrive…

…or evolve?

What do we know about our audiences?

• European Union Cultural Values• Cultural Consumption in Scotland• Scottish Household Survey• Taking Part in Scotland

Audiences Across the EU

‘Culture and creativity are important drivers for personal development, social cohesion and economic growth.’

European Commission President Jose Manuel Barroso

European Cultural Values 2007

What does ‘Culture’ mean to you?Performance and Visual Arts

Traditions, Language, Customs and Community

Literature, Poetry and Playwriting

Education and your Upbringing Knowledge and Science

Lifestyle and Manners Civilisation History

Museums

Leisure, Sport, Travel Values and Beliefs

Not Interested Too elite and boringother

39%24%

24%20%18%

13%13%

13%11%

9% 9%

2% 7% 1%European Cultural Values 2007

Types of Cultural Attenders in Scotland

Omnivores

Heritage and Libraries

Audio Visual Arts

Low Attendants

26%26%

15%15%

28%28%

31%31%Cultural Consumption in Scotland, 2011

Audience Attendance in Scotland

• 75% of Scots attended one cultural event

• Cinema, theatre and arts exhibitions most popular

• Higher incomes more likely to attend

• Without a car less likely to attend

• No qualifications less likely to attend

People and Culture in Scotland, Scottish Household Survey 2007

• Reasons for Attending:– they liked going to that type of event, – they wanted to see a specific performer or event, – they wanted to spend time with family and friends

• Want to attend events more often if they had more free time• Would attend more if there was:

– more information available, – cheaper admission prices and – better transport

• People do not attend because:– they were not interested, – health was not good enough, – difficult to find time, – the event cost too much.

Audience Attendance in Scotland

People and Culture in Scotland, Scottish Household Survey 2007

Taking Part in Scotland

Reviews, 60%

Internet, 34%

Experience, 28%

Something New, 16%

Recommendation, 67%

Promoting Arts and Culture in Scotland

Reviews, 59%

Internet, 37%

Experience, 33%

Something New, 23%

Recommendation, 73%

Promoting Arts and Culture in Southern Scotland

Taking Part in Scotland, Scottish Arts Council 2008

Audience Engagement

• Culture Segments • What Drives Demand?• Barriers to Engagement

Audience Atlas 2009-2010

• 85% of the UK population are in the market for arts, culture and heritage

• They spent a total of £13.6 billion on arts, culture and heritage

• 73% said their spending on arts, culture and heritage would stay the same or increase in the next year (2010-2011)

Audience Atlas 2010

Film

19%

24%

28%

29% 12m

36m

Ever

Potential

Plays

13%

21%

30%

32%

4%12m

36m

Ever

Potential

Never

Musicals

12%

19%

31%

32%

6% 12m

36m

Ever

Potential

Never

Live Music

12%

18%

28%

33%

9% 12m

36m

Ever

Potential

Never

Audience Atlas 2010

Total Potential Audience Attendance

Culture Segments

Enrichment

Entertainment

Expression

Perspective

Stimulation

Affirmation

Release

Essence Morris Hargreaves McIntyre Lateral Thinkers 2010

Culture Segments

Morris Hargreaves McIntyre Lateral Thinkers 2010

0%

10%

20%

30%

40%

50%

60%

70%

80%

Enrich

men

t

Enter

tainm

ent

Expre

ssion

Persp

ectiv

e

Stimula

tion

Affirm

ation

Release

Essen

ce

% of Population% of Spend

Enrichment

Key Insights into the Segment

• Older adults • Time to spare• Close to home • Heritage, nature and traditional art-forms • Established tastes• Risk Averse • Driven by own interests• Warm escapism • Retired • Relatively low income • Invests in membership• Loyal to organisations • Active volunteers

17%17%Of the population

Morris Hargreaves McIntyre Lateral Thinkers 2010

Enrichment

How to reach this segment

• Focus on their interests • Not looking to broaden horizons• Find their cultural comfort-zone• Need to encourage something new• Nostalgia• Awe • Wonder

• High media consumption • Regional and local paid-for news• Low internet usage

48%48%Aged 35 – 64 yrs

Audience Development Approach

• News Reviews and features

• Regional and local advertising

• Targeted Poster and Flyer

• Nostalgia in programming

• Membership Scheme

• ‘Try something new for Half Price’ campaign

Morris Hargreaves McIntyre Lateral Thinkers 2010

Entertainment

Key Insights into the Segment

• Conventional• Younger adults • Art is on the periphery• Spectacular• Entertaining • Must-see events • Escapism and thrill• Socially motivated• Tried and tested• Concerned with image • Guarantees • Consumers rather than creators• Concerned with issues close to home

14%14%Of the population

Morris Hargreaves McIntyre Lateral Thinkers 2010

Entertainment

How to reach this segment

• Identify value • Influenced by mainstream media • ‘Pester Power’ of the kids• ‘Culture’ downplayed • ‘Must-see’• ‘Not to be missed’

• Tabloids • Celebrity endorsement• Brand endorsement • Social media

30%30%Have children at home

Audience Development Approach

• Monthly ‘Must-See’

• Assess mainstream

• Family Friendly

• Pricing Strategy

• Package events/ activities

• Off site and in-situ (i.e. the pub)

Morris Hargreaves McIntyre Lateral Thinkers 2010

EssenceKey Insights into the Segment

• Well-educated professionals • Highly active consumers and creators• Leaders • Confident • Spontaneous • Culture is integral• Experience with or without others• Self-fulfilment and challenge• Independent • Discovery • Means to indulge• Active in support• Volunteers • Advocates

9%9%Of the population

Morris Hargreaves McIntyre Lateral Thinkers 2010

Essence

How to reach this Segment

• Quality and sophistication• Acknowledge their eclectic tastes• Build loyalty • Very proactive themselves • Can be wary of marketing speak• Value discovery over recommendation

• Broad range of media• Internet usage high

96%96% Higher or further education

Audience Development Approach

• Web and social media marketing

• Enewsletters

• Online booking & customer service

• Cross-Sector marketing

• Clear and honest communications

Morris Hargreaves McIntyre Lateral Thinkers 2010

Morris Hargreaves McIntyre Lateral Thinkers 2010

What drives demand?What drives demand?

Children and familiesSocialising and social networksIdentityPlaceExperienceTrust

Education and outreach

Change of Context

Family Focus

Representation

Community

Surprises How do we grow demand?Culture on Demand DCMS 2007

Barriers to Engagement

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Lack of Time Too Expensive Lack of Interest Lack ofInformation

Limited Choice Lack ofKnowledge

Other None Don't Know

European Cultural Values 2007

42% Lack of Time42% Lack of Time

29% Too Expensive29% Too Expensive

27% Lack of Interest27% Lack of Interest

Perceptual Barriers

Examples • Nature of Art form

does not appeal• It is hard to connect

with the meaning of the work

• Would feel uncomfortable

• Perception of elitism

Personal Beliefs

Perceptions of social norms

Attitude towards arts participation

Addressing the Barrier • Identify segments• Background factors • Social attitudes • How strongly

disinclined are they?

RAND Model of Audience Development

Practical Barriers

Potential Problems

• Not sure what the organisation does

• Childcare problems • Organisation is not accessible • Hours of operation are

inconvenient • Location is not safe• There is no public transport • Costs too much

Addressing the barrier

• Motivations

• Types of participation

• Information

• Conditions

RAND Model of Audience Development

What do we know about the Scottish Borders ?

A Scottish Borders Social Atlas, 2005

Scottish Borders in Figures 2010

What do we know about their Ages?

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

0 – 4 years 5 – 9 years 10 – 14years

15 – 19years

20 – 29years

30 – 39years

40 – 49years

50 – 59years

60 – 69years

70 – 79years

80 – 89years

90 + years

Age Groups

Popu

latio

n

Scottish Borders in Figures 2010

What do they do for a living?

28%

12%

9%9%

8%

8%

7%

5%

4%

4%3% 3%

health and social work

retail trade

construction

education

hotels & restaurants

agriculture

manufacture & textiles

public administration & defence

wholesale trade

sale, maintenance & repair motorvehicles

manufacture of food & beverage

recreational, culture & sportingactivities

Scottish Borders in Figures 2010

Top Visitor Attractions in the Scottish Borders?

0

50,000

100,000

150,000

200,000

250,000

300,000

GlentressForest, nr.Peebles

Teviot WaterGardens, Kelso

Melrose Abbey,Melrose

Dawyck BotanicGardens, nr.

Peebles

Abbotsford,Melrose

HarestancesCountryside

Visitor Centre

DryburghAbbey, St.Boswells

JedburghAbbey,

Jedburgh

Paxton House,nr. Berwick

Jedforest Deerand Farm Park,

Jedburgh

Visi

ts

Scottish Borders in Figures 2010

Where do they stay?

0%

10%

20%

30%

40%

50%

60%

70%

80%

Friends andRelatives

Hotel/ Guesthouses Self-catering Camping andCaravans

Bed & Breakfast Hostel, University,School

Other

UK Visitors

Overseas Visitors

Scottish Borders in Figures 2010

What else can I find out?

Scottish Borders in Figures includes information on:

• Composition of Scottish Borders • Population growth and change • Employment in the Scottish Borders • Overview of Households • Schools and Education • Heritage & Tourism• Transport & Travel

How am I going to survive, thrive and evolve?

Surviving – Finding a niche, scaling back, thinking about sustainability, focusing on current audience, focus on quality service and experience.

Thriving – To develop new offerings for new audiences, to develop new offerings for your existing audiences, to diversify income, to raise awareness and profile, focus on community, relationships and experience.

Evolving – To diversify offerings for all audiences, to trial something radically different, to offer additional experience and service, to bring in new audiences, to raise awareness and profile, to bring in new ideas and concepts.

Your Audience – Who Are They?

Audience Research

• Identify Opportunities • Overcome Obstacles• Improve Facilities • Improve sustainability• Improve efficiency• Understand your audience • Improve audience numbers • Provides real information

What does Culture mean to you?

How often do you attend a live cultural event?

What other activities do you participate in?

How did you get to the venue tonight?

What is the highest educational level you have achieved?

What prevents you from attending a cultural event?

Who did you attend today’s event with?

Where did you hear about today’s event?

What types of arts and cultural events/ activities interest you?

Would you be interested in a membership scheme?

Have you ever volunteered? Would you be interested?

What is your favourite festival, movie, band?

Would you like to attend a cultural event during the week?

What is your favourite thing about attending a live performance?

What is your postcode? Your age group? What is your gender? Your Profession?

What is your postcode? Your age group? What is your gender? Your Profession?

Do you like to take the kids to cultural events/ activities?

What was your most memorable cultural experience?

Who in your group organised today’s trip to …?

What is your favourite arts/cultural venue ever?

Did you know that we do…?

What do you think would improve your experience today?

Have you been to the theatre before?

Have you been to this theatre before? If no, what made you decide to attend today?

Which visitor attractions do you visit in Hawick?

Where is your favourite place to have a coffee and cake locally?

Are there any particular types of events you would like to see in the future?

Do you use Facebook, Twitter, YouTube?

Have you visited our website? How could it improve?

How did you first come to hear of us?

Let’s get Social

• What is social media? • Facebook• Twitter• You Tube

What is Social Media?

‘Social Media is online content created by people using accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It’s a fusion of sociology and technology…and is the democraticisation of information, transforming people from content readers to publishers. Social Media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political or businesses uses.’

Wikipedia

Who is using the internet?• 82.5% of the UK population is online.

• 60% access the internet everyday.

• Usage influenced by age, location, marital status and education.

• 60% of people 65yrs+ never access the internet.

• 1% of 16 to 24 yrs have never accessed the internet.

• 97% of adults educated to degree level access the internet.

• 45% without formal qualifications access the internet.

• Adults in Scotland are the biggest users of the internet (10.5 hours per week – Ofcom, May 2010).

New Media Trend Watch (June 2010)

Social Media in Figures

Social Media is the #1 activity on the web

Facebook • Used by 1 in every 13 people on earth. • 500 million users.• Core group: 18 to 24 yrs• 50% log in everyday

48% check when they wake up 28% check before get out of bed

Digital Buzz and Socialnomics

Social Media in FiguresTwitter• 175 million users • 48% don’t check or rarely check• 95 million tweets a day• 4pm on Friday most re-tweetable day/time

YouTube • 2nd largest search engine • 5 years old • Exceeds 2 billion views a day• 24 hours of video posted every minute • Average person spends 15 minutes watching videos

Arik Hanson, Browser Media and Online Marketing Trends

www.facebook.com Signing Up

Facebook: Profile Vs. Page

Profile • You• Personal • Work email• Private or open• Hide it• Make ‘Friends’

Page• The Organisation• Website link • Log in as Page • Post as Organisation • Open • ‘Like’

My Personal Business Profile

My Facebook Profile Wall

Accessing my Facebook Pages

My Facebook Page

Posting to Another Page or Profile

Collaboration, Networking and Sharing

What’s On?

Photo Galleries

Targeting Audiences

To be conversational is key

Advertising on Facebook

To Tweet or Not to Tweet?

What we’ve discovered…

Facebook – more local, existing audiences and previous attenders, stories and experiences, relationships grow

Twitter – More world wide, networking opportunities, all interested, information gathering, trends, an immediate connection

Twitter: The Basic Set Up

Twitter: It’s about sharing and re-tweeting

Twitter is about conversation too

Find your Twitter voice

Keep your audience informed with regular Tweets

Do you YouTube?

• Making a video yourself • Promoting others content • Using content for your programme • Asking for feedback • Create a Channel

Giving your audiences that extra service

Using YouTube for Previews

Using YouTube to Test Audience Reaction

Basic Principles

Social Media is about…

• Collaboration, connections and participation• Two-way conversations • Building the right presence over time

sian@hi-arts.co.uk

01463 720 889

www.hi-arts.co.uk

Twitter @HiArtsAudiences

www.facebook.com/HIArtsAudienceDevelopment

http://audiences.northings.com/