Transcript What is Audience Development? - Australian Performing Arts

Take the
AUDIENCE DEVELOPMENT
Challenge
APACA Conference, 13 – 16 September 2010
Merryn Carter,
National Project Manager, ADVICE
Australia Council for the Arts
Session 1: What is Audience Development?
Session 1
What is Audience Development?
Monday 13th September 11:45 – 1:00 Malthouse Beckett Theatre OR
4:30 – 5:30 Malthouse Bagging Room
Session 1: What is Audience Development?
Is your audience at the heart of
everything you do?
Session 1: What is Audience Development?
Do you understand what makes
your audience members come
to an event for the first time?
Session 1: What is Audience Development?
Do you understand what makes
your audience members want to
come back?
Session 1: What is Audience Development?
What is Audience Development?
• It’s an approach to community engagement,
programming and marketing and that is aimed at
growing your audience over time
• It requires programmers and marketers to work closely
together with each other, with producers, and with the
community
• It’s a state of mind …
Session 1: What is Audience Development?
A definition of Audience Development
“The term Audience Development describes activity which is undertaken specifically
to meet the needs of existing and potential audiences and to help arts [and
cultural] organisations to develop on-going relationships with audiences. It can
include aspects of marketing, commissioning, programming, education,
customer care and distribution. Emphasis is also placed on the strong
relationship audience development has with marketing, as audience
development is also involved with building market share. It also focuses on finding
audiences outside the mainstream –ie “new audiences” or “audiences from
socially excluded groups”. Audience development also reflects the relationship
with audiences that develops over time with a focus on the long term. Different
types of Audience Development activity are suitable for different types of
organisations, from the large scale concert hall to the small scale arts centre. As a
process, audience development employs a range of marketing tools such as
research, publicity, communication and customer relationship management. As an
ethos, audience development places the audience at the heart of everything
the organisation does.”
… Arts Council England
Session 1: What is Audience Development?
“audience development =
community engagement +
long term programming +
good marketing”
Session 1: What is Audience Development?
What is community engagement?
•
'engagement' can cover consultation, extension, communication,
education, public participation, participative democracy or working
in partnership
•
for our purposes, 'engagement' is used as a generic, inclusive term
to describe the broad range of interactions between people
•
it can include a variety of approaches, such as one-way
communication or information delivery, consultation, involvement
and collaboration in decision-making, and empowered action in
informal groups or formal partnerships
from Vic gov’t Dept of Sustainability and Environment website http://bit.ly/b0SiUx
Session 1: What is Audience Development?
Principles of community engagement
•
handout on community engagement principles available Session 3
NOTE: leaders of community engagement efforts need to be clear about
whether they
(1) are seeking data, information, advice, and feedback to help them design
programs; or
(2) are interested in partnering and sharing control with the community.
This second kind of partnership includes being willing to address the
issues that the community identifies as important — even if those are not
the ones originally anticipated. Which kind are you doing?
from US gov’t health website
http://www.cdc.gov/phppo/pce/part2.htm
Session 1: What is Audience Development?
First 3 principles of community engagement
1. Be clear about the purposes or goals of the engagement effort, and the
populations and/or communities you want to engage.
2. Become knowledgeable about the community in terms of its economic
conditions, political structures, norms and values, demographic trends,
history, and experience with engagement efforts. Learn about the
community’s perceptions of those initiating the engagement activities
(that’s you).
3. Go into the community, establish relationships, build trust, work with the
formal and informal leadership, and seek commitment from community
organizations and leaders to create processes for mobilizing the
community.
Session 1: What is Audience Development?
What is programming for AD?
• programming similar types of events consistently over
the longer term, i.e. at least 3 to 5 years
• programming with community needs and interests in
mind
• perhaps programming some opportunities for
community or audience participation: workshops
associated with performances; pro/am performances
Session 1: What is Audience Development?
What is programming for AD?
• know your community: cultural background, socioeconomic profiles, interests, needs, arts involvement
• program for that community, make the connections
• program ‘pathways’ in to new or challenging works or
genres
… ref. Alan Brown’s “Values and Impacts” study
Session 1: What is Audience Development?
What is programming for AD?
• talk with producing organisations about your needs: how
can they help meet them?
• consider commissioning to meet your needs if there’s no
existing ‘product’
• talk with other venues about joint commissioning
possibilities
Session 1: What is Audience Development?
What is good marketing?
“Marketing is anticipating, identifying, understanding and
satisfying customer needs profitably.”
adapted from the definition of the international Chartered Institute of Marketing
Session 1: What is Audience Development?
What is good marketing?
“Marketing is the process by which an organisation relates
creatively, productively, and profitably to the marketplace,
with the goal of creating and satisfying customers within
the parameters of the organisation’s objectives.”
from ‘Standing Room Only’ by Philip Kotler and Joanne Scheff
Session 1: What is Audience Development?
What is good marketing?
• informed by a deep understanding of your audience
• a few clear ‘SMART’ marketing goals, aligned to your
business plan goals, with KPIs attached
S - specific, significant, stretching
M - measurable, meaningful, motivational
A - agreed upon, attainable, achievable, acceptable, action-oriented
R - realistic, relevant, reasonable, rewarding, results-oriented
T - time-based, timely, tangible, trackable
Session 1: What is Audience Development?
What is good marketing?
• no more than (say) six major marketing strategies to
achieve those goals (tailored to your budget)
• always consistent with your ‘brand’
• direct marketing, targeted and personalised
Session 1: What is Audience Development?
What is good marketing?
• communications that use customer language
• savvy use of digital delivery and social networking
• incentives for customers to ‘try something new’
• ‘cost of sales’ analysis and results tracking in place
Session 1: What is Audience Development?
So, what is Audience Development?
• community engagement – get to know your target
groups, build their trust
• long term programming, informed by community
needs/interests, includes pathways ‘in’
• good marketing – from a deep understanding of your
audience, SMART goals, a few good strategies, brand
consistent, direct, targeted, personalised comms using
customer language, incentives to ‘try’, digital delivery,
cost of sales/response tracking
Session 1: What is Audience Development?
.. and why do we need Audience
Development?
join us for Session 2 and find out
Tuesday 14th September
Wednesday 15th September
11:15 – 12:30 OR
2:00 – 3:00
Malthouse Bagging Room
Session 2: Why do we need Audience Development?
Session 2
Why do we need Audience
Development?
Tuesday 14th September
Wednesday 15th September
11:15 – 12:30 OR
2:00 – 3:00
Malthouse Bagging Room
Session 2: Why do we need Audience Development?
Why do you think we
need Audience Development?
Session 2: Why do we need Audience Development?
I think we need it because Audience
Development…
• helps us meet the needs of existing and potential
audiences
• helps us develop longer-term audience relationships
• helps us build market share
Session 2: Why do we need Audience Development?
Because Audience Development…
• maximizes community access to our programs
• helps us target specific community segments
• expands our range of programming possibilities (by
increasing what ‘works’ for our communities)
Session 2: Why do we need Audience Development?
Because Audience Development…
• builds revenue stability
• improves marketing efficiency
• improves marketing effectiveness
Session 2: Why do we need Audience Development?
Because Audience Development…
• builds community support for us and our programs
• provides strong advocacy back to local government,
state government, federal government, and other
investors
Session 2: Why do we need Audience Development?
How do you think Audience
Development helps us achieve these
outcomes?
Session 2: Why do we need Audience Development?
How does Audience Development
help us meet the needs of existing and
potential audiences?
• by encouraging programming with their needs in mind
• by encouraging us to base our marketing on a deep
understanding of them and their needs
Session 2: Why do we need Audience Development?
How does Audience Development
help us develop longer-term audience
relationships?
• by encouraging longer-term programming
• by encouraging the marketing of similar programs to
audiences who have enjoyed them before
• by encouraging smart direct marketing techniques
aimed at building audience frequency + loyalty
Session 2: Why do we need Audience Development?
How does Audience Development
help to build market share?
• by encouraging us to build audience loyalty
• by helping us to target new audience segments
• by encouraging us to program for our communities, thus
attracting a wider range of audience segments
• by building longer-term audience growth
Session 2: Why do we need Audience Development?
How does Audience Development
maximize community access to our
programs?
• by helping target new community segments
• by encouraging us to program for community needs
• by encouraging us to focus on community engagement
and build trust relationships with community leaders
Session 2: Why do we need Audience Development?
How does Audience Development
help us target specific community
segments?
• by encouraging us to get to know your community’s segments
• by encouraging us to program for their needs
• by encouraging + helping us to build new audiences
• by helping us target direct marketing to those segments
- Wagga Sudanese community example
Session 2: Why do we need Audience Development?
How does Audience Development
expand our range of programming
possibilities (by increasing what ‘works’
for our communities)?
• by building audiences for a broader range of work over time
• by building audiences for ‘new’ and ‘difficult’ repertoire
- Victorian Opera programming discussions
Session 2: Why do we need Audience Development?
How does Audience Development
build revenue stability?
• by increasing audiences for a wider range of programs
• by increasing audience frequency and loyalty
• by helping increase our marketing effectiveness
• by building longer term audience relationships
• by increasing our ability to forecast revenue accurately
Session 2: Why do we need Audience Development?
How does Audience Development
improve marketing efficiency?
• by focusing on building community engagement
• by encouraging us to deepen our audience
understanding
• by building audience frequency and loyalty
• by encouraging targeted direct marketing
Session 2: Why do we need Audience Development?
How does Audience Development
improve marketing effectiveness?
• through encouraging a deeper audience understanding
• through building community engagement
• through building audience frequency and loyalty
• through encouraging targeted direct marketing
Session 2: Why do we need Audience Development?
How does Audience Development
build community support for us and our
programs?
• by engaging with a wider range of community segments
• by engaging more deeply with our audiences and our
communities
•by building longer-term, loyal audience relationships
• by building a bigger audience
Session 2: Why do we need Audience Development?
How does Audience Development
provide strong advocacy for you back
to local government and other
investors?
• by delivering audience growth + increased revenue stability
• by helping to meet higher-order aims like community wellbeing,
community access, social inclusion, community cohesion and
tolerance, cultural tourism, and improved local quality of life, making
your area a more attractive place to live and to visit
- Baw Baw Shire arts: ‘vibrant communities, engagement’
- Frankston Arts Centre: youth, schools + community access
Session 2: Why do we need Audience Development?
What else does Audience
Development do for you?
Session 2: Why do we need Audience Development?
How do we get started with
Audience Development?
If you’re enrolled for Session 3, we’ll help you get started …
Thursday 16th September
2.30 – 5.30 MRC Board Room
Session 3: How do we start with Audience Development?
Session 3
How do we start with Audience
Development?
Thursday 16th September
2.30 – 5.30 MRC Board Room
Session 3: How do we start with Audience Development?
Schedule: How do we start with Audience Development?
2:30
Business Plans, Marketing Plans, Audience Development process
3.20
short break
3:30
Community engagement + Marketing strategies
4:15
short break
4:25
Writing your Audience Development Plan: goals, KPIs and strategies
5:30
a well-earned drink?
Session 3: How do we start with Audience Development?
Do you have a Business Plan?
Do you have a Marketing Plan?
Session 3: How do we start with Audience Development?
… can you start on an Audience
Development Plan without one or
both of these plans in place?
… yes, it’s easier to start with them,
but here we go …
Session 3: How do we start with Audience Development?
“audience development =
community engagement +
long term programming +
good marketing”
Session 3: How do we start with Audience Development?
We need an
‘audience development process’
AUDIENCE DEVELOPMENT PROCESS
YOUR
PLAN
STARTS
HERE
Review,
revise,
adjust
Community
connections
Playing
Australia
Long
Paddock/Cyber
Paddock
Professional
development
Marketing +
community
engagement
strategies
Peer network
experiences
Who are your
CUSTOMERS?
Audience
research
Monitor &
evaluate
THE
EVENT
Customer
language
What EVENTS
do you
program?
What’s
available?
Producers
What’s your
COMMUNITY
interested in?
What
customers
do you
WANT?
What events
do you
WANT to
program?
Information
about your
community
© Merryn Carter 2010
Session 3: How do we start with Audience Development?
is that complicated?
(some of these questions will be answered by your business and
marketing plans if you have them)
….. let’s start it, in steps
(you can start to use your worksheets now if that will help your thinking..)
Session 3: How do we start with Audience Development?
Step 1: Who are your customers?
• customer language
• audience research
Session 3: How do we start with Audience Development?
Step 2: What events do you program?
• what’s available?
• producers?
• Playing Australia?
• Long/Cyber paddock?
Session 3: How do we start with Audience Development?
Discussion: Long term programming
• how do you program?
• how far in advance?
• do you program for your local community?
• which groups in your community do you
program for?
• how do you find the ‘product’ you want?
Session 3: How do we start with Audience Development?
Discussion: Long term programming
• how can we improve long-term planning?
• how can we improve product availability?
• can we work with producers more?
• can we commission more?
• what else is needed?
Session 3: How do we start with Audience Development?
Step 3: what’s your community interested
in?
• info about your community
• community connections
Session 3: How do we start with Audience Development?
Step 4: what do YOU want to program?
• what’s your community interested in?
• community connections
• what producers/ events are available?
Session 3: How do we start with Audience Development?
Step 5: what customers do you WANT?
• info about your community
• community connections
• what customers do you currently have?
Session 3: How do we start with Audience Development?
Step 6: community engagement +
marketing strategies
• principles of community engagement
• community connections
• professional development
• use your peer network to compare
experiences
Session 3: How do we start with Audience Development?
Step 6: community engagement +
marketing strategies
• we’ll come back to:
• principles of community engagement
• marketing strategies
Session 3: How do we start with Audience Development?
Step 7: THE EVENT
• ‘the customer experience’
Step 8: monitor and evaluate:
• audience research
• response + cost of sales analysis
• database analysis
Session 3: How do we start with Audience Development?
Step 9: review, revise, adjust
• what did you learn from …..?
• audience research results
• response + cost of sales analysis
• database analysis
… next planning cycle (deep breath…)
Session 3: How do we start with Audience Development?
3:20pm
let’s take a break…
Session 3: How do we start with Audience Development?
Step 6:
Community engagement
and
Marketing strategies
Session 3: How do we start with Audience Development?
Step 6: Community engagement
hand out: Principles of Community Engagement
Session 3: How do we start with Audience Development?
Principles of Community engagement
1.
Be clear about the purposes or goals of the engagement effort, and
the populations and/or communities you want to engage.
2.
Become knowledgeable about the community in terms of its
economic conditions, political structures, norms and values,
demographic trends, history, and experience with engagement
efforts. Learn about the community’s perceptions of those initiating
the engagement activities.
3.
Go into the community, establish relationships, build trust, work with
the formal and informal leadership, and seek commitment from
community organizations and leaders to create processes for
mobilizing the community.
Session 3: How do we start with Audience Development?
Principles of Community engagement
4. Remember and accept that community self-determination is the
responsibility and right of all people who comprise a community. No
external entity should assume it can bestow on a community the
power to act in its own self-interest.
For engagement to succeed …
5. Partnering with the community is necessary to create change and
improve involvement.
6. All aspects of community engagement must recognize and respect
community diversity. Awareness of the various cultures of a
community and other factors of diversity must be paramount in
designing and implementing community engagement approaches.
Session 3: How do we start with Audience Development?
Principles of Community engagement
7. Community engagement can only be sustained by identifying and
mobilizing community assets, and by developing capacities and
resources for community decisions and action.
8. An engaging organization or individual change agent must be
prepared to release control of actions or interventions to the
community, and be flexible enough to meet the changing needs of
the community.
9. Community collaboration requires long-term commitment by the
engaging organization and its partners.
Session 3: How do we start with Audience Development?
Discussion: Community engagement
• which groups are you already engaged
with?
• do you apply these principles?
• what type of community engagement do you
choose?
• who are the target groups for further
community engagement ?
Session 3: How do we start with Audience Development?
Step 6: Marketing strategies
“Marketing is anticipating, identifying, understanding and satisfying
customer needs profitably.”
adapted from the definition of the international Chartered Institute of Marketing
“Marketing is the process by which an organisation relates creatively,
productively, and profitably to the marketplace, with the goal of creating
and satisfying customers within the parameters of the organisation’s
objectives.”
from ‘Standing Room Only’ by Philip Kotler and Joanne Scheff
Session 3: How do we start with Audience Development?
good marketing strategies
• informed by a deep understanding of your
audience
• a few clear ‘SMART’ marketing goals, aligned to
your business plan goals, with KPIs attached
(Specific, Measurable, Achievable, Realistic, Timely)
Session 1: What is Audience Development?
good marketing strategies
• no more than (say) six major marketing strategies to
achieve those goals (tailored to your budget)
• always consistent with your ‘brand’
• direct marketing, targeted and personalised
Session 1: What is Audience Development?
good marketing strategies
• communications that use customer language
• savvy use of digital delivery and social networking
• incentives for customers to ‘try something new’
• ‘cost of sales’ analysis and results tracking in place
Session 1: What is Audience Development?
4:15pm
..let’s take a break
Session 3: How do we start with Audience Development?
Writing an Audience Development plan
If you have a Business Plan, we’ll start with your
goals ….
.. what are your overall business goals?
..what are your marketing goals?
If you don’t have a Business Plan, can you
answer these questions?
Session 3: How do we start with Audience Development?
Marketing Planning process
1. Determine marketing objectives and
specific marketing goals
2. Formulate core marketing strategy to
achieve goals
3. Establish marketing programs and tactics
from Standing Room Only by Philip Kotler and Joanne Scheff
Session 3: How do we start with Audience Development?
Audience Development Goals and KPIs matrix
Example KPIs
Example GOALS
KPI
Increase first timer
attendance
Numbers of
first timers
Up by 10% on
2009
Up by 8 % on
2010
Up by 6 % on
2011
Increase indigenous
attendance
Indigenous
audience
members
Up by 20% on
2009
Up by 10% on
2010
Up by 5% on
2011
Increase audience
frequency
% attending
3 or more
times
25% attend 3
or more times
30% attend 3
or more times
35% attend 3 or
more times
2011
2012
2013
Session 3: How do we start with Audience Development?
Audience Development Goals and Strategies matrix
Example GOALS
Increase first
timer attendance
Increase indigenous
attendance
Increase audience frequency
Plan community
engagement strategies
YES
YES
maybe
Introduce first-timer
‘welcome’ scheme
YES
maybe
YES
Introduce first-timer
‘come again’ scheme
YES
maybe
YES
Plan indigenous
program content
YES
YES
Who else would come to
these events?
Example STRATEGIES
Would these strategies work to
achieve these goals?
Session 3: How do we start with Audience Development?
Business Plan
Marketing Plan
Audience Development Plan
Session 3: How do we start with Audience Development?
Audience Growth
30,000
25,000
20,000
15,000
10,000
5,000
2010
2011
2012
2013
Session 3: How do we start with Audience Development?
Session 3: How do we start with Audience Development?
Session 3: How do we start with Audience Development?