CultureHive > Tags > understanding audiences
19th July 2013 Sara Lock

Resources tagged with "understanding audiences"

The DNA of Brand – Shakespeare’s Globe

Successful brands articulate a clear promise and deliver on that promise through every gesture, each and every time someone comes into contact. A successful brand can never be 'landed' from above. Organisation-wide consultation and creative discussion is essential. Morris Hargreaves McIntyre take us through their work on the re-brand of Shakespeare's Globe.

By Morris Hargreaves McIntyrePublished:2019 Type: article


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Marketing the unknown: a case study on the campaign for the BP exhibition Scythians: warriors of ancient Siberia at the British Museum

How do you get people to engage with something that they have never heard about? Ella Lewis-Collins, Senior Marketing Manager: Campaigns, British Museum takes us through the campaign for the BP exhibition Scythians: warriors of ancient Siberia including key takeaways on what to do to attract audiences to unfamiliar work.

Published:2018 Type: case-study


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Shakespeare’s Globe – the journey towards a CRM strategy

Follow the journey of Shakespeare's Globe as they put in place a comprehensive CRM strategy. This in-depth article gives you useful pointers to powering up CRM within your organisation (whatever its size) and a framework that you can use for your own projects to make a business case for change.

By Helen Dunnett, Doug BuistPublished: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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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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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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Bare necessities: segmentation made simple

Jenny Scudamore, from Baker Richards, explores ways to maximise engagement and income in her new guide 'segmentation made simple’.

By Jenny ScudamorePublished:2018 Type: article


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Effective Audience Development Planning

The Audience Agency supports you through Audience Development Planning with this downloadable guide.

By The Audience AgencyPublished:2017 Type: guide-toolkit


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Audience Agency Sample Data Management Policy

The Audience Agency's expert agents have put together a sample Data Management Policy Structure worksheet as a suggested approach to addressing personal data management to provide a framework for working towards and maintaining compliance with data protection regulations.

By The Audience AgencyPublished:2017 Type: guide-toolkit


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Power Up

Chrissie Tiller re-evaluates what we mean by offering people access to culture. This Creative People and Places case study is an attempt to contextualise the journeys being made by participants, artists, partners and teams on the CPP programme.

By Chrissie TillerPublished:2017 Type: case-study


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Ballet Austin: expanding audiences for unfamiliar works

This article by Andrew Decker, published by The Wallace Foundation, explores the steps Ballet Austin has taken to expand its audiences for unfamiliar works.

By The Wallace FoundationPublished:2017 Type: case-study


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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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20 Quick Fixes (training video)

Are you responsible for getting your organisation noticed by the outside world but have a million other things to do? This training video will give you 20 top tips to help you make your life more manageable by focusing on the marketing and communication tools that work.

By Heather MaitlandPublished:2016 Type: guide-toolkit


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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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Introduction to Marketing – Impact Hub, Caracas

This resource is a write-up of a presentation given online by Heather Maitland at the Impact Hub Caracas, Venezuela on 19 June 2015. It is an introduction to arts marketing which looks at target audiences and different communication tools; Heather describes nine ideas for effective arts marketing.

Published:2015 Type: guide-toolkit


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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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Understanding Facebook Insights

This guide, commissioned by The Audience Agency from Culture24 as part of Audience Finder, takes you through each aspect of the Facebook Page Insights interface and explains what the graphs and tables mean and how they can be useful to you.

By Culture24Published:2015 Type: guide-toolkit


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Beyond content strategy

The development of Chapter Arts Centre's website considers people, passion and creating content that brings people closer to you. This resource explores why Chapter developed its content strategy in the way it did, including key things to think about, such as steps in the process, tying things back to your mission, vision and values, and how the process was integrated into existing operations.

Published:2014 Type: case-study


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In the space everyone can watch you stream

Introducing the first iteration of The Space, a BBC and Arts Council England partnership project, which provided a digital platform to distribute art. Such projects have the potential to change the way that audiences engage with culture. This presentation helped marketers understand what it meant, how best to prepare organisations and how to move forward to meet the needs of future audiences.

Published:2014 Type: guide-toolkit


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Data sharing in relation to the Data Protection Act

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible Whenever collecting data about individuals you need to be aware of legislation around data protection. This is a quick summary of legislation and industry guidelines, which may be relevant to you; it is not legal advice and should not be relied on as such.

Published:2014 Type: guide-toolkit


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Continuously experimenting at the Eden Project

At the Eden Project they 'flex' the product to meet their various visitor profile needs. They take risks with this policy of flexing the product and inventing new things. Andy Jasper from the Eden Project gave a keynote presentation exploring this policy and how they evaluate and make decisions based on that.

Published:2014 Type: article


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Using audience data to develop an individual giving scheme

Cheek by Jowl (CbJ) is an international theatre company, which operates in-house as an Associate Company at the Barbican Centre in London and is currently presenting in three languages. This case study describes how CbJ conducted a survey to find out more about their audience to help formulate a new fundraising strategy and to develop an individual giving scheme.

Published:2014 Type: case-study


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Composers, Performers and their Audiences

How do audiences experience engagement activities, and how do they impact on experiences in concert - particularly with new work? Guildhall School of Music and Drama ran a joint research project with Britten Sinfonia to investigate. This presentation explores the research and reveals some of the findings. If you would like more information on this research, please contact Claire Bowdler at Britten Sinfonia.

Published:2014 Type: research


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Innovate, motivate and captivate audiences

This guide was developed by the US nonprofit National Arts Marketing Project - a programme of Americans for the Arts, and is full of innovative case studies and fresh, bold ideas to boost audience development and revenue. Inviting naked cyclists into a museum to find new audiences? Bringing art to the local laundromat to promote community dialogues? Bringing random strangers together to interpret permanent collection pieces? These concepts may seem bold, but for the Santa Cruz Museum of Art and History, the Laundromat Project, and the Portland Art Museum, weird strategies like these have fostered an organisational culture that draws …

Published: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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Moving on from branding

The future doesn’t look bright for brands. This seminar paper blows a number of myths out of the water to persuade us that branding is not enough any more to attract and retain customers. The arts needs to be less ‘corporate’ and instead rethink how they want to deliver highly attractive products (beautiful spaces, fantastic talent, emotional experiences), which compare well to a lifeless product like a tin of beans.

Published:2014 Type: guide-toolkit


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Engaging your audience to make good habits stick

Coppafeel! is a charity on a mission to stamp out late detection and mis-diagnosis of breast cancer. With a clear vision, a unique brand and a strong understanding of its target audience Coppafeel! has become a prominent organisation effectively reaching out to young people across the UK. During this AMA conference 2013 session Coppafeel! explained how they engage their audience and plan effective, award-winning marketing campaigns.

Published:2014 Type: case-study


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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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Ideas for growing a Muslim audience for the arts

Naz Koser takes a look at growing a Muslim audience for the arts and how that could mean greater investment in the arts, increased audience attendance, better understanding of a community that often feels ghettoised, helping to dispel stereotypes and inspire a more creative society.

Published:2013 Type: case-study


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Reconciling segmentation with diversity

There was a time when the word ‘segmentation’ used to feel a bit too close to ‘segregation’, but we know nowadays that targeting can mean better communication, service, representation – and less marketing spend. So much for the ideal but as a practice, segmentation brings challenges.

Published:2013 Type: article


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Understanding cultural diversity before developing your audience

If we start from the premise that we as human beings are all culturally diverse, then it is easier to relate to the notion of cultural diversity as we all have different values, lifestyles, beliefs and traditions. More interestingly, what do we have in common?

Published:2013 Type: article


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CRM strategy – why is a seamless customer journey so important?

Across the cultural sector, organisations are thinking about customer journeys. From the first piece of communication to their experiences of a venue, everything you do contributes to whether or not a good relationship can be created. In this article, Sarah Chambers considers customer relationship management (CRM) and what it should look like for arts and cultural organisations.

Published:2013 Type: article


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Not just focus groups

Heather Maitland takes a look at the history of qualitative research and finds out that it is a lot more complicated than 'just focus groups'.

Published:2013 Type: research


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England’s adult population: a segmentation of arts audiences

Catherine Bunting describes research which breaks down the adult population in England into distinct segments based on whether and how often people attend and participate in the arts. She shows how the segments differ in terms of demographics, attitudes, behaviour, lifestyles and aspirations and how arts organisations might (or might not) engage with each group.

Published:2013 Type: article


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Audience research for a London arts festival

This report summarises the findings of research carried out on Showtime - London's outdoor arts festival, held as part of the London 2012 Cultural Olympiad. It includes the results of a major face-to-face audience survey of more than 2,100 people, as well as an estimation of the total size of attendance. Includes an analysis of attendees' MOSAIC profiles and demographic breakdowns.

Published:2013 Type: guide-toolkit


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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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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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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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Using action research to inform customer communications

How action research can help an organisation develop a better understanding of its visitors, broaden its audiences and explore new ways of communicating with them. Based on a case study of West Yorkshire Playhouse's recently-launched programme of audience-focused action research.

Published:2013 Type: case-study


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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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