The audience profiling study provided primary data through interview-led exit surveys to gain a deeper understanding of visitors, who they are, their motivations and attitudes. The profiling examined reasons for visiting, marketing reach, exhibition awareness and engagement, and visitor satisfaction. The insights informed recommendations for how Baltic could deepen engagement and improve the offer, and … Read more
Jazz audiences are small, fragmented and static, but with enormous potential to attract new audiences. The failure to do so is mainly due to poor sector marketing and audience development infrastructure. Research suggested that would-be attenders needed an accessible, authoritative source of information about jazz that minimised risks with cost, time or self-image. The getintojazz.com … Read more
The ‘Test Drive the Arts’ concept is about utilising spare capacity in arts venues (which generate nil income) to give potential attenders a ‘taste’ of the product in order to stimulate repeat attendance (and thus generating income in venues where a charge is levied). This groundbreaking study evaluates performance against objectives including: targeting 25,000 new … Read more
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
See It Live! – Barclays Theatre Week, was a celebration of live theatre across the UK, aimed at raising awareness of the range and quality of work on offer and encouraging attendance amongst first timers. This evaluation report discusses the experience of 18 theatres taking part in the programme, investigating how they found the process, … Read more
Time Out magazine positions itself as a destination ‘for intelligent, discerning consumers within a highly creative environment’. This case study demonstrates how they use their portfolio of media (magazines, website and guidebooks) to target their mantra ‘know more, do more’ at visitors who like to plan ahead and those who just ‘turn up and see’. As well as an outline of … Read more
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 case study outlines how the London Borough of Camden brings culture and tourism together. It describes how they have achieved this by co-ordinating a range of practical projects, campaigns and strategic initiatives to join up the offer between culture and the visitor economy. You’ll find tips for how your organisation can implement the learning … Read more
This case study describes the work of the Greenwich Maritime Marketing Group who work together collaboratively to promote their local area as a visitor destination – making best use of a shared budget to attract visitors to the area. You’ll find an explanation about how the partnership works in practice, they key objectives and marketing messages used, … Read more
This advocacy material demonstrates the impact of heritage on cultural tourism in the northwest of England. You’ll find key statistics including economic impact, demographics of cultural tourists, and how heritage impacts on the length of stay.