This report provides a summary of the Test Drive: North West audience development project which looked at how venues could increase repeat attendance using spare capacity. Using telemarketing, potential attenders where given a chance to ‘try before you buy’ with the offer of free tickets providing an opportunity to capture personal data and profile their … Read more
Make the most of your online marketing activity with the ten top tips outlined in this guide.
Ulster Orchestra tested whether the benefits of a season brochure outweighed its costs. Working with Indigo, the orchestra segmented their data, based largely on frequency, but also looking at artform crossovers. They found that few audience members crossed over artform and this suggested that a more targeted approach to communication – offering people the sort of work … Read more
Part 1 of the ‘Call it a Tenner’ report for Arts Council England presents a number of case studies from a wide range of arts organisations, according to the pricing strategies adopted. Lessons learned are then incorporated into an set against current pricing theories and models. The impacts cover income, new audience development, marketing tactics … Read more
Big Dance took place throughout the country between 5th and 13th July 2008. It was designed as a biennial celebration of dance, celebrating the diversity, accessibility and fun of the artform. The emphasis was on inviting people to get involved: by creating unusual events in extraordinary places it encouraged sustained engagement and participation by those audiences not typically associated with … Read more
This set of research questions and answer codes was developed during Audiences London’s work with a group of London-based visual arts organisations to standardise and share their audience information. They include questions which focus on the profiling of visitors as well as motivation, marketing, behaviour and satisfaction. This guide may be useful to you if the questions … Read more
There’s a lot to consider when you invest in externally commissioned research. This useful guide provides a checklist of things to think about, including the different research methods open to you, their uses and limitations and the insight you can expect from primary research. You’ll find examples of key considerations and challenges to take into … Read more
Identifying and interpreting realistic key indicators for performing arts audiences through a collaborative audience analysis and intelligence-sharing programme. Working across 36 London venues, audiences were analysed by artform, demographics and market penetration, repeat attendance, ticket spend and booking behaviour, growth patterns, as well as a propensity to move across venues and artforms, creating robust benchmarks.
Snapshot London: Visual Arts, is a visual arts benchmarking project. The Audience Agency undertook a scoping exercise to establish the amount and nature of audience data being collected and used by London contemporary visual arts organisations, and investigated the most appropriate and cost effective means of supporting these organisations in their ongoing audience research and development … Read more
This helpful guide explains how you can analyse and interpret the results of your visitor surveys. You’ll find advice on using different computer packages, how to clean and code data, methods to evaluate your data and how to report on your findings. Part 3 sets out some principles for analysing the survey and making sense of … Read more