(more) people (more) appetite (more) culture:it is possible

AEN Audiences insight/outMay 30, 2012 - Rotterdam

Peter Bary & Davy De Laeter

“Goesting”, Dutch colloquial translation of “appetite” was chosen as most beautiful Dutch word by the audience of Radio 1, Belgium

UiTdatabank content

UiTdatabank channels

Media channels UiTinVlaanderen.be : web & smart phone

Belgium’s most user-friendly website

Most user-friendly government or non-profit website

Media channels Vlieg (-12j)

UiTiD : events data x personal data

> 225 municipalities, cities, regions and provinces promoting culture through 1

information brand

UiTnetwerk

UiTnetwerk: what’s up in my region … city … municipality?

Tailor made listings for on-line & print use

UiTnetwerk: marketing tools & knowledge sharing

UiTnetwerk services: new kid on the block

A strategic tool kit

CultuurNet Vlaanderenin cooperation with Groep Cand Re-Creatief Vlaanderen

What preceded

• Participation survey 2004> academic publications

• Participation survey 2009> academic publications

> webtool via participatiesurvey.be> substudies (eg. life style profiles)

What preceded

What preceded

• Toolkit lifestyle profiles 2012> from sociological analysis to practical public mediation with the substudy lifestyle profiles as the basis

A strategic tool kit

• Manual− synthesis sociologic research− user guide

• Workshop tools, models, checklists…• Support:

− online: tools for implementation+ downloads− survey tool for baseline / effect metering (in progress)− DIY / light assistance / intense (process management)

assistance

A strategic tool kit

• Who for?− individual organisation: sales, efficiency, profits− together (eg. UiT city): participation goals, reach certain groups

better (social correction)

Five steps to give appetite in style

1. Discover the lifestyles and their characteristics

2. Put your current audience on the map

3. Discover your growth groups

4. Spot barriers and remove them

5. Speak to your audience in style (plan of action)

Step 1. Discover the lifestyle profiles

You are not your own audience

Lifestyle profiles

• Participation survey 2004 and 2009

• Doctorate research Maya Caen: 2009− gender− age− level of education− work situation− cultural participation of parents− after school art studies− family situation− size of the social (free time) network− degree of urbanisation of the home

Six cultural lifestyle profiles

The discoverer16%

The connoisseur10%

The action seeker24%

The actively relaxing13%

The enjoying at home18%

The abstainer20%

Engaged26%

Interested55%

Not interested20%

Six cultural lifestyle profiles

Six cultural lifestyle profiles

The action seeker24%

✓ ✓

✓

✓✓✓

✓✓

✓

✓

Exercise 1

Let’s take 5 minutes todiscover the lifestyles and their characteristics

• Broad taste• Tries a lot• Open to multicultural influences• Probably your regular customer• Greedy for entertainment (sports, blockbusters

and arthouse films, reading, bar and restaurant, shopping, hiking, partying)

• Often actively engaged in music, visual arts and theater and member of clubs

The discoverer16%

• Participates frequently, like the discoverer• Taste more focused on classic arts, within which

they like to try out something new• Art museums, classical music and theater, arthouse

films, a good book• Occassionally amusement parks, zoo• Often actively engaged in music, visual arts and

theater and member of clubs• Television very goal oriented (often Canvas, the

Flemish cultural public broadcasting channel)• The internet hides no secrets from them

The connoisseur10%

• Popular forms of culture: the fun, the hits, the kicks, especially cinema and concerts

• Visual arts and literature can’t charm• Often goes out: bar, sports club, shopping• Not very active themselves, unless with

photography• Watches a lot of TV (commercial networks)• Frequent media user (TV, daily internet)• Sometimes culture, inclined to always choose the

same thing

The action seeker24%

The actively relaxing13%

• Tries out cultural offerings relatively often• Directed taste: popular concerts and shows

But also art galleries, family shows with the kids, urban festivals and flea markets.

• Frequent travels and trips, shops a lot• Enthusiastic non-artistic hobbyists• Somewhat active in clubs• No clear pattern in media usage, but little TV

• Doesn’t participate in culture a lot• Preference: classic, popular and Flemish forms of

culture, mainly operetta, folk, Flemish hit music and classical visual arts

• Mainly cultural participation in-houseOut-house offer = obstacle

• Frequent and diverse TV use• Sometimes non-artistic hobbyists (eg. DIY)

The enjoying at home18%

The abstainer20%

• Serious lack of interest• Prefers to stay at home• Very occassionally popular, Flemish culture• Hardest to reach• Frequent TV watcher• Reluctant attitude

Step 2. Your current audience

Which lifestyle profiles are you reaching now and which not yet?

1. Lifestyles and their characteristics

Your current audience

The image of every profile is diverse• specific tastes and preferences (genre, media)• most important barriers

THUS local research is necessary• Guessing• Analysis offer based on the UiTdatabank• User research of libraries and cultural centers• Own research / CRM houses• Survey based on the participation survey

• Online• Interviews

Lifestyle profile

Percentage in Flanders

Percentage in city

Percentage in institution

Discoverer 16%    

Connoisseur 10%    

Action seeker 24%    

Actively relaxing

13%    

Enjoying at home

18%    

Abstainer 20%    

Distribution lifestyle profiles

Exercise 2

Which lifestyle profiles are you reaching nowand which not yet?

Mark them on the worksheet

Six cultural lifestyle profiles

The discoverer16%

The connoisseur10%

The action seeker24%

The actively relaxing13%

The enjoying at home18%

The abstainer20%

Engaged26%

Interested55%

Not interested20%

Step 3. Discover your growth groups

Your audience today and tomorrow

1. Lifestyles and their characteristics

2. Your current audience

Your audience today and tomorrow

• Choose according to your mission

and your environment• Individual institution <> together

Exercise 3

Choose your growth groups according to your own missionMark them on the worksheet

Growth groups

The discoverer16%

The connoisseur10%

The action seeker24%

The actively relaxing13%

The enjoying at home18%

The abstainer20%

Engaged26%

Interested55%

Not interested20%

Lifestyle profiles

Percentage in Flanders

Offer

Discoverer 16%  

Connoisseur 10%  

Action seeker 24%  

Actively relaxing

13%  

Enjoying at home

24%  

Abstainer 20%  

Distribution lifestyle profiles

Growth groups and their characteristics

Step 4. Spot barriers

And remove them

1. Lifestyles and their characteristics

2. Your current audience 3. Your growth groups

Identifying and handling barriers

barriers:• Practical barriers (eg. transport, time, location)• Social barriers (eg. social network, how to dress)• Motivational barriers (eg. staying home, watching TV)• Information barriers (eg. hours, location, additional costs)• Agony of choice

• In tool kit: which barriers for which profiles• worksheets, models, checklists and references

Speak to your audience in style

Example: information barrier in airport test

Credits: Guillaume!, Flickr

Airport test: identifying information barriers

Exercise 4: airport test

Evaluate the information you provide your interested audience with, preceding the activity

Fill out the airport test

✓✗

Step 5. Give appetite in style

Plan of action

1. Lifestyles and their characteristics

2. Your current audience 3. Your growth groups

4. barriers

Write down the barriers you wish to eliminate and per barrier the actionsyou plan

Exercise 5: actions

Conclusion

Giving appetite in five steps

Five steps to give appetite in style

1. Discover the lifestyles and their characteristics

2. Put your current audience on the map

3. Discover your growth groups

4. Spot barriers and remove them

5. Speak to your audience in style (plan of action)

Questions?

Davy De Laeter

twitter: @davydelaetermail: davy@cultuurnet.beLinkedIn