CultureHive > Tags > audiences
19th July 2013 Sara Lock

Resources tagged with "audiences"

Inspiring the Future of Theatre

UK Theatre and Society of London Theatre (SOLT) have embarked on a wide-reaching new industry initiative in partnership with Inspiring the Future, part of the charity Education and Employers.

By SOLT/UK TheatrePublished:2018 Type: article


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Towards a frictionless digital future

Read the latest in the series of AMA CultureHive articles. Daniel Rowles, CEO of Target Internet talks to us about why the arts sector must take advantage of the technology available now and be ready for the digital changes ahead.

By Daniel RowlesPublished:2018 Type: article


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Open Up Museums

Open Up is a new resource that can help you think about how to make your museum relevant to people who don’t currently visit and take action that will increase your visitor numbers, improve your resilience and better fulfil your organisation’s purpose.

By Mel Larsen, Pam Jarvis, Julie AldridgePublished:2018 Type: article


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SQIFF Making the Festival Affordable

In this case study, Helen Wright from SQIFF (Scottish Queer International Film Festival) shares the impact of introducing a sliding scale ticketing system to the festival.

By Helen WrightPublished:2018 Type: case-study


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Wearing New Shoes

Read the next in the series of AMA CultureHive articles. Lisa Baxter, Director of The Experience Business explains the value of customer journey mapping. What would you discover if you played the role of a new visitor to your venue? Originally published on Arts Professional.

By Lisa BaxterPublished:2018 Type: article


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Tell your story well

Jane Cordell, Director of Result CIC and board member at AMA share her experience of the AMA Copywriting Day 2018 and gives us some quick tips on copywriting for non-copywriters.

By Jane CordellPublished:2018 Type: guide-toolkit


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Audience Persona Template

This new template created by Thrive will help you identify your ideal audiences

By Claire Rose CanavanPublished:2018 Type: guide-toolkit


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Thrive Audience Development Guide

The thrive audience development guide is for any organisation or freelancer in arts, culture, or heritage who wants to increase their audiences.

By Claire Rose CanavanPublished:2018 Type: guide-toolkit


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Putting Purpose at the Heart of a Brand

CEO Margaret Henry shares the purpose and process of rebranding her organisation from Audiences NI, the audience development agency for Northern Ireland, to become Thrive.

By Margaret HenryPublished:2018 Type: case-study


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GDPR – what is it and where to start

By now, you may have heard that GDPR is on the way, and have the nagging feeling that you probably should do something about it... Audience development agency Thrive share their quick and easy guide to what you need to know to get started.

By Claire Rose CanavanPublished:2018 Type: guide-toolkit


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State of Theatre Access Report

VocalEyes have published the State of Museum Access 2017 report presenting the results of the latest audit of access information UK museum websites.

By VocalEyesPublished:2017 Type: guide-toolkit


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Sadler’s Wells’ New Membership Scheme

How Sadler's Wells made changes to its new membership scheme to increase new Members by over 50%. Director of Marketing & Sales at Sadler’s Wells Sebastian Cheswright Cater explains exactly what has changed.

By Sebastian Cheswright CaterPublished:2017 Type: case-study


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An audience-led approach to programming and marketing

Nikki Locke, Head of East Durham Creates, shares some practical examples of how they've tested different approaches and put the needs of their audiences first.

By Creative People and Places NetworkPublished:2017 Type: guide-toolkit


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Not for the Likes of You – Part 2 (training video)

This training video is based on the Action Research project Not for the likes of you, which carried out a study of 32 cultural organisations that have successfully become accessible to a wider audience by changing their overall positioning and message.

By Mel LarsenPublished:2016 Type: guide-toolkit


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Not for the Likes of You – Part 1 (training video)

This on demand training video is based on the Action Research project Not for the likes of you, which carried out a study of 32 cultural organisations that have successfully become accessible to a wider audience. Part 1 focuses on what you can do internally to attract a broader audience.

By Mel LarsenPublished:2016 Type: guide-toolkit


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AMA Conference 2015 Keynote Collection

Stay curious, embrace diversity and respond to audience needs with help from this collection of inspiring keynotes.

By Nija Dalal, Kate FeldPublished:2016 Type: article


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National Visual Arts Audience benchmarking

An overview of the research undertaken into audiences for visual arts through the National Visual Arts (NVA) cluster in Audience Finder, including recommendations for actionable insight.

Published:2016 Type: research


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Understanding live stand-up comedy from an audience perspective

In 2011 Dr Sharon Lockyer and her colleague Lynn Myers at Brunel University, undertook research into understanding live stand-up comedy from an audience perspective. The project consisted of both an online survey and a series of semi-structured qualitative interviews with stand-up comedy audiences. In this article Dr Lockyer reports on the five main themes that were identified in the semi-structured interview responses. This article was first published in JAM (Journal of Arts Marketing) in January 2014.

Published:2015 Type: article


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A contemporary music concert for children

In this JAM article Malgorzata Zamorska evaluates the success of the concert Kwartludium in Wonderland in opening a door to contemporary music for children.

By Malgorzata ZamorskaPublished:2015 Type: article


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Dance Touring Partnership – Overview of Research into Contemporary Dance

A benchmarking document created by Heather Maitland on behalf of the Dance Touring Partnership. This research overview focuses primarily on research reports written between 1995 and 2005 into the behaviour and attitudes of attenders of dance styles that the researchers have categorised as ‘contemporary’.

Published:2015 Type: research


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Dance Touring Partnership – Research into Audiences for Dance Summary Report

Beth Aplin and Heather Maitland carried out research on dance audiences at Dance Touring Partnership tour venues over two years and three tours. This is the summary of their findings.

Published:2015 Type: research


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Dance Touring Partnership Box Office Analysis 2013–2015

Dance Touring Partnership produced four tours over 2013-15, under Arts Council England’s Strategic Touring Fund. This report brings together the results of analysis of the bookers for these tours, based on box office records. This report was compiled by The Audience Agency on behalf of Dance Touring Partnership.

Published:2015 Type: research


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iOrchestra

This case study explores the key success factors and learning outcomes of Philharmonia Orchestra's successful audience development project, iOrchestra. Discover how a mixture of digital installations, interactive stations and live concerts were used to reach audiences whose engagement with top quality orchestral music was low or non-existent.

Published:2015 Type: case-study


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Delivering game-changing impact

Today, the very existence of our organisations has audiences at its heart. Whether through choice or originally through circumstance, audiences have become part of our business model but more importantly they have to be part of our philosophy. How do we develop audiences now and how we might do it in the future? How can we build broader, wider, deeper relationships in order that we also meet our organisation’s own artistic, social and financial objectives? This opening keynote presentation from AMA conference 2014 set the scene for a conference that aimed to explore and find the answers to some of those …

Published:2014 Type: article


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Visions for the future: Rebuilding the Everyman

Discover how the Everyman Theatre razed and rebuilt their much-loved venue into a RIBA-prize winning building, while maintaining and growing their audiences. This is a transcript of the closing keynote from the AMA conference 2013.

Published:2014 Type: guide-toolkit


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Using a leisure pass system to break down barriers to audience attendance

Peter Bary from the Brussels based cultural marketing organisation Cultuurnet Vlaanderen outlines their recent success with ‘Uitpas’ a leisure pass system that aims to break down barriers for infrequent cultural audiences. The user friendly leisure pass works on a credit saving system and offers cultural ‘trials’ and discounts for less advantaged audiences. The project was launched after in-depth research and data analysis was carried out over several years and this case study provides an overview behind some of the science behind the thinking and recent results.

Published:2014 Type: case-study


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Customer Service in the Arts – A Manual by Roisin Bell for Arts Audiences

Arts Audiences works within Ireland to build knowledge and expertise within the arts about audiences through a range of initiatives and training courses. Arts Audiences is funded by The Arts Council/ An Chomairle Ealaoin and is a partnership initiative of The Arts Council and Temple Bar Cultural Trust. This manual takes the reader through the necessary steps for proper evaluation of levels of customer service excellence in their organisation. It breaks the process down into manageable stages and provides guidance, ideas and inspiration for how to carry out a customer service audit which brings real, measurable benefits. The manual is based …

Published:2014 Type: guide-toolkit


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Arts Attendance in Ireland 2012-2013

Arts Audiences works within Ireland to build knowledge and expertise within the arts about audiences through a range of initiatives and training courses. Arts Audiences is funded by The Arts Council/ An Chomairle Ealaoin and is a partnership initiative of The Arts Council and Temple Bar Cultural Trust. The annual Arts Attendance in Ireland report for contains vital information on audiences for the arts in Ireland, by region and by artform to inform arts organisations in their planning and marketing. The report is drawn from the Target Group Index -details of which can be found in the report itself and produced …

Published:2014 Type: research


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Turn branding failures into successes

From logo redesigns to product extension, this e-book explores six brands that have made a major OOPS, six other brands that get a ‘WHOOP WHOOP’ for their work well done, and how all of this can be applied to the arts.

By National Arts Marketing Project (NAMP), Americans for the ArtsPublished:2014 Type: guide-toolkit


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Infographic of Western Australia's cultural groups

An audience segmentation study was conducted in 2012 to analyse the data gathered from the Western Australia Department of Culture and the Arts’ Arts and Culture Monitor 2007-2011.  This infographic gives a visual summary and overview of the five key segments and the key relevant barriers to arts attendance.

Published:2014 Type: research


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Touring to rural venues

Orchestras Live is a national music charity that takes professional orchestras to rural venues to enable as many people as possible to experience live world class orchestral music. Each year they work with over 60 promoter partners, ranging from professionally run arts centres to voluntary music groups presenting music in community halls and churches. Based on Orchestras Live's experience, this guide provides bullet point tips to consider when touring to rural venues.

Published:2014 Type: guide-toolkit


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Using Culture Segments to understand the New Zealand arts, culture and heritage audiences

This research undertaken in 2011 by Morris Hargreaves McIntyre on behalf of Creative New Zealand, uses two sector specific products Audience Atlas and Culture Segments to identify and understand arts, culture and heritage audiences in New Zealand. The research is designed to help arts, culture and heritage organisations to target, reach and engage with new audiences and meet their needs more effectively.

Published:2014 Type: research


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There are no crises only tough decisions

Russell Willis Taylor promotes collaboration, placing a value on employees (as well as audiences) and embracing the potential of new technology and data analysis in this thought-provoking keynote.

By Russell Willis TaylorPublished:2013 Type: article


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Sharing audiences

This article was first published in Arts Professional in 2012 and is about a one-year collaboration between the Royal Academy of Dramatic Arts (RADA) public cinema - The Screen @ RADA  - and Curzon Cinemas. The launch of RADA's new cinema gave the Academy a great opportunity to attract new audiences, and in Curzon Cinemas they found the perfect organisation to collaborate with to encourage film fans to try a new cinematic experience.

Published:2013 Type: article


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Orpheus – Effectively manipulating audience behaviour

For four weeks in April-May 2013, a new and fairly unknown company - Little Bulb - performed their show Orpheus at the Battersea Arts Centre’s Grand Hall. Orpheus is an unusual concept bringing together the Greek myth about Orpheus and the story of the legendary Jazz musician Django Reinhardt. In this case study, Katie Elston from the Battersea Arts Centre, describes the marketing campaign behind this production.

By Katie ElstonPublished:2013 Type: case-study


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How the performing arts can improve the lives of adults accessing social care

In 2012 St Helens Council’s Arts Service were awarded funding from Arts Council England to develop a cultural connections programme. Other Ways of Telling explored how the arts can improve the lives of people who are accessing or who are at risk of needing to access Adult Social Care and Health Services. The programme was delivered by Collective Encounters, a theatre company specialising in theatre for social change. This report draws on evaluations conducted with participants, audiences, stakeholders and staff.

Published:2013 Type: research


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The impact of digital devices on video advertising

In this article, Owen Buttolph, Business Analyst at MediaCom Edinburgh, considers the different roles that digital devices (mobile, tablet, laptop) can play in our lives based on how we use them and the implications for digital marketing activity.  It makes reference to a recent study published in the Journal of Advertising Research that explored the effectiveness of video advertising and how it is impacted by the different devices used.

Published:2013 Type: article


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Digital data – analytics are not just for nerds

In this article, Owen Buttolph, Business Analyst at MediaCom Edinburgh, discusses the importance of website analytics and provides a brief overview of two approaches to analysing digital data.

By Owen ButtolphPublished:2013 Type: article


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Using social media to develop a broad range of audiences

This case study from Scottish Book Trust describes how they used social media to develop a broad range of audiences for Scotland’s first week-long national celebration of books and reading.  Working with a range of online and offline partners, Scottish Book Trust developed a Book Week Scotland brand voice for social media activity (Facebook saw a spike of activity as high as 10 times the normal activity).  Read on to find out more about the approach, the activity and the key lessons learnt.

Published:2013 Type: case-study


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The library that borrowed from the public

This Marketing Society Scotland (2013) paper outlines an award winning campaign from the National library of Scotland (NLS) and Frame.  NLS is the world’s leading centre for the study of Scotland and the Scots. In the summer of 2012, a campaign that explored the story of cinema-going in Scotland over the past 120 years attracted 40,000 visitors, despite the competition of the Edinburgh summer festivals. Read about how a highly successful integrated campaign was developed and how a simple competition on Facebook resulted in 2,000 people engaging creatively to come up with their own movie poster headline to promote the …

Published:2013 Type: case-study


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Tweet seats

Twitter is an important platform for Providence Performing Arts Center (PPAC) in Rhode Island, US, to raise awareness of new shows and events. This case study explains how PPAC designates special seats within the auditorium to individuals who tweet about a show whilst they are watching the performance. Tweet seats aims to help raise the profile of the venue and introduce PPAC to new audiences.

Published:2013 Type: case-study


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Random International’s Rain Room at the Barbican

In October 2012, Random International's largest and most ambitious installation - Rain Room - opened in the Barbican's Curve gallery. A 100 square metre field of falling water, Rain Room came alive through audience interaction with the thousands of falling droplets responding to audience presence and movement. This case study describes the planning, processes and outcomes of Barbican's marketing campaign, which focused on encouraging visitors to upload their own content onto social media channels.

Published:2013 Type: case-study


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Questions & Dancers: Making new work for young people

The Questions & Dancers project offered emerging choreographers the chance to work with young people in the making of new work whilst engaging dance experience to young audiences. The project was created for eight to eleven year-old children and their families and presented by The Place, Sadler’s Wells and Company of Angels. This case study describes the process of how the connection between the artists and children was maintained during the creative process, and how the young audiences were asked to share their thoughts on the final performances. 

By Tim WoodPublished:2013 Type: case-study


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Understanding disabled people as audiences

A report looking at how cultural organisations can better understand disabled people as audiences, the barriers they may face and how they access the sector. This research-based report includes data on audience behaviour, as well as an analysis of the barriers that must be overcome, such as access, and how those involved in audience development should respond. It also deals with issues of social isolation and describes ways to proactively include these audiences.

Published:2013 Type: research


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Using a business planning model for audience development

This seminar report from the AMA Museums and Galleries Marketing Day explores a proposed national framework for supporting museums, libraries and archives through a business-planning model of audience development.

Published:2013 Type: article


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New work for new audiences: an approach to audience development

Explore Welsh National Opera's approaches to reaching new audiences and delve into the evaluation of Classic FM-supported concerts in this presentation by Lucy Shorrocks and Giles Pearman.

By Lucy Shorrocks, Giles PearmanPublished:2013 Type: article


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Building a customer relationship management strategy

Customer relationship management (or CRM) needs time, loyalty and dialogue. The author of this article explains what we mean by CRM, how you can benefit from a CRM approach and when it works best. You'll also find examples of when things don't go to plan - as well as tips and advice on creating your own CRM strategy.

Published:2013 Type: article


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Change for the better: developing audiences

This article includes two case studies from Tyne & Wear Museums and macrobert. Each author looks at how they made integral changes to their organisation in order to develop new and diverse audiences. From improving the overall visitor experience through to developing venue brands; and setting up youth panels through to developing a children's charter, each organisation outlines their approaches to changing for the better.

Published:2013 Type: case-study


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Creating audience advocates: a case study

Over the last ten years, the Science Museum has used audience advocates on its exhibition, events and website projects. This has been to ensure that the needs, wants and expectations of its audiences are taken into account at all stages of a project and that the end product is one that is engaging and accessible to those visitors it was developed for. In this case study you'll find a discussion about the role of the audience advocate as a trainer and advisor to the rest of the museum, the impact their work has had, and how they have made staff more audience-focussed.

Published:2013 Type: case-study


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A holistic approach to developing new and diverse audiences

Kerry Michael explores Theatre Royal, Stratford East's holistic approach to audience development in this report from the AMA conference 2005.

By Kerry MichaelPublished:2013 Type: article


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How to move audiences up the ladder of engagement

We all want to attract new audiences and encourage our current audiences to attend more frequently. This guide explains how you can move your customers up the ladder of engagement by using two techniques; test-drive and teleprompt. Described as affordable, profitable, practical and successful approaches, you'll find an outline of how to undertake each one along with case studies which demonstrate the impact they have had on audience engagement.

Published:2013 Type: guide-toolkit


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Who's going to the gallery? A case study from the Sydney Metropolitan region

In 2005 Museums & Galleries NSW found that there was little audience research undertaken by organisations within the state - and where it did occur, there was little consistent methodology. The Australia Council for the Arts funded a strategic audience evaluation and development study which took place over two years to benchmark audiences. This report provides an abridged version of the larger Sydney Metropolitan region paper and includes an overview of the audience profile across ten participating galleries.

Published:2013 Type: research


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A guide to monitoring audience diversity

As cultural marketers it's important to understand how representative our audience is. These guidelines offer meaningful and ethical ways to monitor the diversity of an audience - going beyond simply a 'tick box' exercise. You'll find advice on planning, collecting information, representative sampling, and questionnaire design. It covers how to monitor ethnicity and disability, young people, sexual orientation, religion. There's also a section on how to analyse, interpret and disseminate your data.

Published:2013 Type: guide-toolkit


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Using CRM to strategically develop your audiences

Helen Dunnett explores what we mean by Customer Relationship Management (CRM) and why it's not widely adapted. Using a Royal Liverpool Philharmonic Orchestra (RLPO) case study, she demonstrates the impact that segmentation and targeted campaigns can have on developing audiences.

By Helen DunnettPublished:2013 Type: article


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How to strategically grow your audience

In order to grow audiences it's important to be strategic in your approach. This article explains how a combination of marketing cycle planning and gathering the right data can help you make informed decisions about communication and marketing activity. You'll find a series of practical case studies, tools and downloads that can help you be more savvy when it comes to developing your audience base.

Published:2013 Type: article


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Gallery research

Results of a pilot shared survey of galleries in the South East, South West, East, East Midlands, London and Wales. Visitors to galleries were asked questions about their age, locality, frequency of attendance, art specialism and art purchasing.

Published:2013 Type: research


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Researching audiences at outdoor events and festivals

The toolkit and guidelines for audiences at outdoor events and festival aim to provide a framework to measuring and evidencing the impact of an outdoor event. The guidelines provide practical advice for audience research at un-ticketed cultural festivals and other events in the following sections: research principles, data collection methods, evidencing success, estimating audience size, questionnaires and surveys, working with volunteers and assessing economic impact.

Published:2013 Type: guide-toolkit


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Arts Engagement with older people and families

Twelve case studies of arts engagement projects working with older people and families in London. The case studies share the learning from Audiences London's Family Advocates Programme, BAC's work with non-professional older artists, a skills exchange with Building Exploratory, an architecture centre and Cubitt, a gallery and studios regarding work with older audiences, Royal Philharmonic Orchestra & Tate Britain's project working with children to explore artwork through classical music among others.

Published:2013 Type: case-study


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Museums and digital engagement: a New York perspective

This research project focuses on the impact of digital culture on museum practice, and looks at how large international museums are embracing digital culture and using technology to improve their relationship with visitors. It focuses on museums in New York, and how the innovations they are leading can be built on by organisations elsewhere. It summarises key trends, including embracing contemporary culture, museums as places for experimentation by visitors, peer learning and collaboration, and the museum as a mission-lead institution. The research project was funded by the Winston Churchill Memorial Trust.

Published:2013 Type: research


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Identifying the potential: Developing theatre audiences in Wales

Report on research undertaken on how theatre audiences could be developed in Wales.  The research aimed to identify current trends in drama attendance in Wales, provide profiles of drama attenders and potential attenders, assess the approach to and correlation of programming and marketing, and identify areas of good practice and potential audience development schemes and initiatives.

Published:2013 Type: research


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Access for blind and partially sighted people at museums, galleries and heritage sites

A report based on research with blind people and cultural organisations to discover how museums, galleries and heritage organisations can best match the requirements of blind and partially-sighted visitors. The report, funded by the Paul Hamlyn Foundation, identifies the issues which most affect the experience of this audience and suggests ways in which potential barriers may be removed.

Published:2013 Type: guide-toolkit


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Market research – an introduction for arts and cultural marketers

Discover when it's appropriate to carry out market research, how to get started, and how to make sure you're doing it right. This introduction to market research covers core topics including why and when to do research; approaches to market research; desk research; qualitative and quantitative research; staying within best practice guidelines; devising a research programme, and working with external market research agencies.

Published:2013 Type: guide-toolkit


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Introducing Culture Segments

Understand your audience and target them more accurately with this introductory guide to the Culture Segments sector-specific segmentation system. It explains each segment's motivations and habits, allowing you to begin applying it in your own marketing work.

By Morris Hargreaves McIntyrePublished:2013 Type: guide-toolkit


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Breaking down barriers to attract new audiences

This case study looks at The Night Shift, a radical new concert series created to attract new and younger audiences to experience the work of The Orchestra of the Age of Enlightenment (OAE). As well as young people, the series targeted infrequent and non-attenders of classical music by taking classical music out of the concert hall, and presenting concerts in an informal, interactive, friendly way. The result was a breaking down of barriers between performers and audience, while maintaining the high artistic standards of OAE's existing concerts.

By Orchestra of the Age of EnlightenmentPublished:2013 Type: case-study


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Large-scale public arts project evaluation – RedBall UK

An evaluation and case study of a large-scale, mutlidimensional arts tour and education project. Torbay Council brought an award-winning, interventionist work of public art, RedBall UK, to the streets, enriching cultural tourists' experiences and allowing visitors to see familiar places in a new light.

Published:2013 Type: case-study


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Our Creative Talent – the voluntary and amateur arts in England

An in-depth study of voluntary and amateur arts groups and informal adult learning in the arts in England. Commissioned by DCMS and Arts Council England to improve the knowledge base on the voluntary and amateur arts sector in England, it is the first of its kind on a national scale and represents the first step towards developing a comprehensive understanding of a very complex sector.

Published:2013 Type: research


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"Not for the likes of you" – how to reach a broader audience

Explore how a cultural organisation can become accessible to a broad general audience by changing its overall positioning and message, rather than just by implementing targeted audience development schemes or projects.

By Maddy Morton, Seamus Smyth, Mel Larsen, Debbie BaynePublished:2013 Type: research


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The essentials of audience development for achieving diversity

An insight into the three key elements of audience development - research, tools/methodologies and sustainability, along with practical tips drawn from 15 years' experience of running diversity development programmes, and clear channels to enable you to embed audience development across the organisation, achieving a vital sense of ownership across all departments.

Published:2013 Type: case-study


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Creating life-long relationships with museum visitors

An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum's work.  For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can be achieved, and how the 'magic' happens.

Published:2013 Type: case-study


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A tailor made approach to promoting the Edinburgh International Festival

In the year that the Edinburgh International Festival celebrated its sixtieth birthday, this presentation discussed how an understanding of audiences contributes to the development of the Festival brand, illustrating how in 60 years it has transformed a City not known for its festivals into one that attracts millions of visitors and generates over £200 million each year.

Published:2013 Type: guide-toolkit


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Culture segments in action: British Museum case study

A case study of Grayson Perry: The Tomb of the Unknown Craftsman exhibition at the British Museum. Explore how the British Museum developed a segmented campaign to reach new audiences.

By Morris Hargreaves McIntyrePublished:2013 Type: case-study


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Pricing strategies to encourage increased audiences at WNO

Case studies and research undertaken since the 1980s have shown that price is not the most significant barrier to arts attendance and suggests that there is scope for price increases. This article on Welsh National Opera's experience found that for current opera-goers, a decrease in price could encourage more attendances and actually increase revenue.

Published:2013 Type: case-study


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Can a web portal develop jazz audiences?

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 website is designed to fulfill this recommendation, and this study maps the development of the site and tests its efficacy in developing new audiences for jazz.

Published:2013 Type: guide-toolkit


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Is our web content serving our target markets?

This paper asks: What does the content museums choose to display on the web reveal about their commitment to certain audiences? How do special audiences discern the differences between commitment and special-project pandering? Have we failed audiences by judging our best efforts according to low standards? It looks specifically at the target market of children, reviews the progress of a number of USA museums and makes recommendations for the future.

Published:2013 Type: article


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How arts organisations in the North West addressed new ways of developing audiences

This report gathers the findings from a number of initiatives by arts organisations around the North West to develop new audiences among specific low engagement groups, including disabled people, culturally diverse groups and young people. There is also a toolkit to help arts marketers and audience development and engagement staff carry on such work themselves.

Published:2013 Type: research


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Taking Part Survey audience patterns, behaviour and barriers

This analysis of data from the Taking Part Survey explores how people attend the arts and the socio-demographic factors that have an impact on that attendance.

By Catherine Bunting, Emily Keaney, Anni Oskala, Tak Wing Chan, John Goldthorpe, Arts Council EnglandPublished:2013 Type: research


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What is the impact of engagement with and attendance at arts events on children and young people – for future audience development

This report discusses findings from the Taking Part Survey in relation to children’s engagement with the arts and culture, and how this will affect – or not – their likelihood of engagement or arts attendance as an adult. Arts marketers can use the findings and implications to start discussion of how their organisation should promote audience development within less engaged communities, through children, schools and family initiatives.

Published:2013 Type: research


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Audience Tracker for arts organisations in Northern Ireland

A report illustrating how audiences engage with arts organisations in Northern Ireland. The Audience Tracker highlights customer behaviour and addresses the perennial questions of crossover. Issues addressed include whether audiences in Northern Ireland are loyal to just one organisation and to what extent they visit other cultural institutions. The report also uncovers to what extent the public are eclectic in their tastes or if the majority are aficionados of just one genre.

Published:2013 Type: research


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How to innovate when building bridges between artists and the public

Whilst it may be daunting to try to make the most of digital technology and innovation, there are some sure fire ways to increase your impact and engagement with new audiences.  Ideas around working collaboratively, taking risks and making the best use of the tools available are given, along with building your confidence to experiment and have fun.

Published:2013 Type: guide-toolkit


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How to be friends with your audience and your artistic director

An essential guide to learning how to speak fluent 'Artistic Director', enabling you to build a positive working relationship with the person who programmes your venue.  Respecting each others skills and experience, putting art and audiences on an equal footing, using the audience to influence programming policy and allowing real and authentic CRM practices to be developed are all discussed.

Published:2013 Type: guide-toolkit


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How to get your audiences and visitors to take greater risks

We're in danger of not listening to our audiences enough, and under-estimating what they want from our organisations.  This guide brings to the fore some of the issues around WHY we should encourage our audiences down different paths, exploding some of the myths around the dumbing down of artistic content.  See where the synergy exists between audiences and artists who want to take risks, and learn how to take your audiences and visitors on a journey to discovering new experiences.

Published:2013 Type: guide-toolkit


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Managing PR in a 24-hour news society

How can cultural organisations manage their public relations in an 'always-on' society where the news is constantly being updated? This transcript of a panel discussion explores how to be one step ahead of the media, how to make sure your marketing campaigns are picked up by the press both in print and online, and how to ensure they are portrayed in a good light.

Published:2013 Type: article


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How social media is changing behaviour

Looks at how social networks are changing the way audiences engage with arts and culture. What do we have that makes our content more interesting? How can organisations promote the experience of a physical event or performance to online audiences?

Published:2013 Type: article


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Using visitor personas to target audiences more effectively

By developing audience personas, organisations can better target their marketing campaigns for specific groups of customers. Personas can also help plan and prioritise which tools to use to best reach specific visitors. The Citizens Theatre in Glasgow successfully used this approach to focus their campaigns.

Published:2013 Type: case-study


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Art and audiences – a changing relationship

Based around a case study of Theatre Passe Muraille, Canada's oldest new work theatre, this explores what 'audience engagement' really is - should cultural organisations challenge themselves to reconsider the relationship they want with their communities? It considers how an organisation can engage a diverse community of people with its artistic work.

Published:2013 Type: case-study


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Improving the audience / visitor experience in cultural and arts organisations

Boost audience satisfaction and income with tips from Lisa Baxter on how arts and cultural organisations can improve the audience experience and maximise value/income generation.

By Lisa BaxterPublished:2013 Type: guide-toolkit


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Useful audience research reports for understanding audiences and audience development

Julie Tait of Culture Sparks share her five favourite research reports about understanding audiences

Published:2013 Type: article


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Art led and audience driven

How to develop an organisation that is artistically-led and audience focused.  Jodi Myers explains the importance of dialogue between the marketing and programming departments in arts organisations, seeing this as the key to developing 'the audience for the art, and the art for the audience'.

Published:2013 Type: article


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Developing audiences by bringing arts programming and arts marketing together

Jo Taylor, then Head of Marketing and Louise Miles Crust, Artistic Programme Manager – Wales Millennium Centre share their experience of the restructure of Wales Millennium Centre – bringing its arts and programming elements together.

Published:2013 Type: case-study


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Networks and marketing

Mel Larsen offers thoughts and insights on definitions and different types of networks along with case study examples and explores working with ambassadors in arts organisations.

Published:2013 Type: article


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Social marketing revolution

A summary of Mark Earl's keynote presentation at the AMA conference 2010 on the social marketing revolution.

Published:2012 Type: guide-toolkit


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Impact of the 'demographic timebomb'

Note on the 'demographic timebomb' of the UK's increasingly aged population and the implications for marketing to older people.

Published:2012 Type: guide-toolkit


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Connecting and engaging

Transcript of a keynote on connecting and engaging with audiences, focusing on Brooklyn Museum.

Published:2012 Type: guide-toolkit


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