CultureHive > Tags > visitors
19th July 2013 Sara Lock

Resources tagged with "visitors"

AIM Success Guide: successful visitor experience – getting it right

Victoria Wallace from Leeds Castle shares some valuable advice for getting your visitor experience right.

By AIMPublished:2017 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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Creating engaging brand experiences with emotion-based visitor research

This article was first published on Research Access.  It discusses how the Van Gogh Museum in Amsterdam is using the findings of a deep research exercise to move away from trying to ‘be all things to all people’.  The article makes reference to a presentation made by the Van Gogh Museum and TNS NIPO at the 2013 ESOMAR Annual Congress in Istanbul.

Published:2013 Type: article


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Visitor segmentation

The Wildfowl & Wetlands Trust (WWT) is one of the world’s largest and most respected wetland conservation organisations working globally to safeguard and improve wetlands for wildlife and people. The work of WWT is supported by a much valued membership base of over 200,000 people. In 2010 WWT embarked on a major piece of research to help them understand their visitors in more depth. This resulted in a new segmentation model that helps WWT plan their work, market resources and support visitors better.

Published:2013 Type: case-study


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Setting organisational vision and values that impact marketing strategy

NEMO is a Science Centre in Amsterdam, and one of the Netherlands leading attractions. NEMO wanted to reassess its organisational priorities and worked with arts consultancy Wonderbird to establish NEMO 3.0, the vision of NEMO in the future, and to set a marketing strategy that can support that vision.

Published:2013 Type: case-study


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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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Developing a visitor base and growing participation

What can be done to improve the capabilities of arts organisations to both develop a strong and sustained customer/visitor base and build participation in the arts? This report examines how organisations can understand the motivations of our audiences and customers, and develop skills to create and maintain a customer base. It also considers participation and how it can be widened.

Published:2013 Type: research


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An evaluation of the Curious Project on behalf of Glasgow Museums

This is an evaluation report of Glasgow Museums’ community curated Curious Exhibition. Based in St Mungo Museum in Glasgow, the Curious Project was an innovative project designed to support and celebrate the London 2012 Olympic Games and prepare for the Glasgow 2014 Commonwealth Games by creating intercultural dialogue and developing a legacy of increased understanding of each other, the city and its collections.  Read more about the Curious project, its background and impact.

Published:2013 Type: research


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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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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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How to develop a successful mobile app

National Museums Scotland formally launched its Museum Explorer mobile app in October 2012. The app is available to download on iPhone, iPod Touch or iPad and challenges visitors to discover and explore the museum by tracking down nine mystery objects to find 4-digit codes to unlock special explorer badges. Collecting all nine badges enables visitors to become the ultimate museum explorer. In this case study, Hugh Wallace, Head of Digital Media at National Museums Scotland, describes the processes behind the development of this new app.

Published:2013 Type: case-study


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How to start a conversation with a mass audience

Starting in April 2011, the Museum of Modern Art in New York asked its visitors to fill in notecards  "I went to MoMA and ..." to describe their experiences of the museum. With the simple tools of cards, pencils and tape to stick the cards on to the museum's lobby wall, the project turned into the museum's longest-running campaign engaging with tens of thousands of MoMA visitors and appearing in print, digital and billboards. This case study sets out the process and outcomes of the campaign.

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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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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How Visit London can help you reach more visitors

This factsheet explains the advice and support that Visit London offers in order to reach more visitors. You'll find links to further free online resources, information about partnership opportunities, marketing and PR campaign ideas, and details of how to get listed on the Visit London website. There's also a handy top tips section for developing cultural tourists.

Published:2013 Type: guide-toolkit


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How to segment cultural tourists

Discover various ways that you can segment cultural tourists and explore motivational trends in cultural tourism in this handy factsheet from Audiences London.

Published:2013 Type: guide-toolkit


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Developing cultural tourists: London 2012

London 2012 was a prime opportunity for engaging with cultural tourists. This factsheet describes the opportunities that were presented during London 2012 for developing a tourist audience - including those with the London Media Centre, Visit London's 2012 marketing strategy, hospitality and hosting, and the overall 2012 culture diary.

Published:2013 Type: guide-toolkit


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Key facts and figures for cultural tourism

If you're interested in strategy for targeting cultural tourists you'll find some useful facts and figures in this help-sheet. It contains a wealth of information gathered from various sources including Visit Britain, The London Visitors Survey and the Nations Brand Index. There's links to further resources along with details about decision making influences, sources of information used before and during visits, and the economic impact of cultural tourism.

Published:2013 Type: guide-toolkit


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Cultural tourism: a glossary

This short but useful glossary provides an explanation of some of the most commonly occurring terms used within the field of cultural tourism. You'll find a list of terminology and definitions - a must for anyone who has cultural tourists as a priority audience group.

Published:2013 Type: guide-toolkit


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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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Audience Research: Cornerhouse Manchester

A summary of the findings of seven pieces of audience research:  Cornerhouse Audience Profiling Report  Cornerhouse Economic Impact Summary  In-Depth Interviews with Audience Members  Market Assessment  Online Survey of Cornerhouse Website Users  On-Site Survey with Visitors to Cornerhouse Manchester  Single Spies Mystery Shopping Research The research and recommendations were used to inform Cornerhouse’s marketing and communications strategy.

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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Pinterest for cultural heritage institutions – a case study

This case study by the Europeana Foundation focuses on how their end-user engagement programme explored the value of Pinterest for cultural heritage institutions. It looks at how they opened up data and content from five Europeana partners - the University of Barcelona, Biblioteca de Catalunya, the Swedish National Heritage Board, Varna Public Library and the Swedish Royal Armoury - and made collections visible that may otherwise not have been seen. The report also considers the social interactions the content created.

By Neil BatesPublished: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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Discover Dance – an evaluation of a development programme

The Discover Dance programme was run by Arts About Manchester between 2005 and 2009. This evaluation provides Acorn profiles of dance attenders and a useful insight into some of the key barriers to engagement for first time attenders with the dance sector, as well as an evaluation of the development work that was undertaken.

Published:2013 Type: research


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A digest of information available on audiences in the North East

A report exploring existing research on museum and gallery audiences in the UK, with a particular emphasis on the North East. The digest includes factors informing people's decisions about leisure time, how families make the decision to visit, advance planning and incidental visiting, frequency of visits, and the barriers to attendance.

By Morris Hargreaves McIntyrePublished:2013 Type: research


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Test drive the arts: an introduction

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 attenders; testing the concept with diverse new audiences; response and retention rates; benchmark costs; informing a national campaign; and best practice guidelines.

Published:2013 Type: research


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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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Who visits the Baltic Centre for Contemporary Art and why

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 provided comparative data when set against other regional/national museums or art galleries.

Published:2013 Type: research


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How to utilise spare capacity to stimulate repeat attendance

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 demographics and their attendance histories. The project targeted 20,000 new attenders, and set out to test the concept with diverse audiences, measure the response and retention rates and  provide a body of evidence which could form the basis of a nationwide campaign.

Published:2013 Type: research


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See It Live! An evaluation of Barclays Theatre Week

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, what the outcomes were, and what the learning points for the future might be.

Published:2013 Type: research


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Benchmarking audiences for London contemporary visual arts

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 activities. Findings were put into practice, a framework was produced and a support system provided which enabled a wide range of galleries to collect audience data and contribute to a set of benchmarks.

Published:2013 Type: guide-toolkit


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Engaging with cultural tourists: a case study from Time Out

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 their audience demographic and brand values, you'll find examples of their approach to targeting and developing cultural tourists, including a selection of partnership campaigns and cross-platform engagement techniques.

Published:2013 Type: case-study


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Developing cultural tourists and visitor destinations through collaboration

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, an outline of their joint campaigns, and the outcomes.  

Published:2013 Type: case-study


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How to bring tourism and culture together

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 points from their work, including making it easy for visitors to navigate your offer.  

Published:2013 Type: case-study


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How to design a visitor survey

Part 1 of this helpful guide explains how to design an effective visitor survey. You'll find advice and examples on survey design, how to select questions, what to consider with the wording of those questions and the overall format. Although a visitor survey cannot provide all your research needs, it is a good tool for getting a better understanding of the people coming through your doors and identifying ways in which your service can be improved.

Published:2013 Type: guide-toolkit


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The impact of heritage on cultural tourism

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.

Published:2013 Type: research


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How to develop a diverse audience base

This series of five case studies demonstrate different possible approaches for increasing the diversity of your audience. From the Balti Bus project at the Lawrence Batley Theatre, through to The Ramayana at Royal National Theatre London, each project approach is outlined and its effectiveness evaluated.  

Published:2013 Type: case-study


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Year on year rise in visitor numbers to UK museums and galleries

Research has shown that attendance at museum and galleries saw an increase of up to 17% in 2009. These figures and more are featured in this collection of research from sources including VisitEngland , The Economist, National Arts and Business Consumer Council, Northern Ireland Tourist Board, VisitWales and the Department for Culture, Media and Sport.

Published:2013 Type: research


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Museums at Night 2012 – evaluation report

An evaluation report looking at the achievements of Museums at Night 2012. The document provides an overview of the project, how Culture24 delivers Museums at Night, why the scheme appeals to audiences and visitors, why it matters to museum venues, and how the project will move forward.

Published:2013 Type: guide-toolkit


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Audience analysis for the visual arts in Pennine Lancashire

This research project aimed to bring together all existing data relating to the Visual Arts offer in the Pennine Lancashire area. Collate the information available on existing audiences within the area and those who travel there to consume the visual arts offer. Identify audience development potential in terms of the types, volumes and propensities of key audience groups within the area and map the above to provide: clear recommendations on which audience groups offer greatest potential for development; and how these groups can be most effectively targeted in terms of the product offer, channels and message content.

Published:2013 Type: research


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How has the public’s relationship with the arts changed over recent years – how do we now consume the arts?

This synopsis of research by Dr Gretchen Larsen, lecturer in marketing at Bradford University School of Management, tested a framework depicting the relationship between the consumer’s self-concept, the symbolic properties of music and the consumption context. It looks at how people’s relationship with the arts has changed over time, from passive consumers to whom arts marketers presented information, to a more participatory audience, with a mixed range of motives for attending. Her work has focused on the consumption of live music, particularly at festivals and she was part of a team that gained ESRC funding to run a seminar series on ‘Rethinking Arts Marketing’  

Published:2013 Type: article


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The impact of heritage tourism in the North West

CultureNorthwest present a research summary containing statistics on the impact of heritage tourism in the North West. Provides details that are useful for benchmarking and reporting, and includes figures on investment and funding, staff,  visitor spend, reasons for visiting and provision. Includes data from Mintel Days OutLeisure Intelligence, North West Reion STEAM Report and NWDA Visitor & Spending survey.

Published:2013 Type: research


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How visitor expectations are changing

Insights in audience behaviour show how visitor expectations are changing, with audiences becoming more demanding, and the consequence that we need to change our strategies accordingly.

Published:2013 Type: article


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Increasing frequency of rarely-engaged arts and cultural attenders

Most arts and cultural organisations only need to increase retention and frequency rates among a small percentage of their customers for considerable financial benefit,so choosing to concentrate on the needs of just one or two segments will bring good returns on any investment in change. What Audiences London discovered about less committed audiences went beyond our assumptions, sometimes confirming them, sometimes challenging them.

Published:2013 Type: case-study


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Branding the People’s History Museum to reposition it for the future

Case study about the capital project and rebrand to take the People’s History Museum into the future.  Read about how the People's History Museum in Manchester researched, rebranded and made marketing changes on the back of a large capital project that took place in 2010. The museum developed a radical new proposition to force a step change in external opinion. They created a positioning for the museum that focuses not on the objects, collections and archives but on the ideas that the museum espouses such as liberty, democracy, fairness, protest, equality and reform. These are ideas that historically individuals and groups have …

Published:2013 Type: case-study


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Guide to desk researching audiences and visitor data

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible This guide to desk research will help you to learn about the likes, attitudes, behaviours and attendance habits of your audience, where they come from, and how to target the people most likely to attend.

Published:2012 Type: guide-toolkit


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The changing role of the marketer

A transcript from a presentation at the 2010 AMA conference by Penguin Digital. The changing role of the marketer - push vs pull marketing.

Published:2012 Type: article


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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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Getting to know you

Getting to know you: customer relationship management on a shoestring

By Heather MaitlandPublished:2012 Type: guide-toolkit


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