Seven ways to be more audience/visitor-focused
Gerri Morris audience demands that arts marketers need a better understanding of the needs, attitudes and motivations of existing and potential audiences and visitors. She introduces a diagnostic tool, '7 Pillars of Audience Focus', that can also be used as a planning tool.
That everything they do is insight-guided – audience research is the life-blood of the organisation, audience intelligence informs planning, refines creative projects, measures success. Audiences are understood and segmented, responses are explored and modelled, because otherwise the organisation is working in a bell jar and attempts to reach out and touch the audience will fail.