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Long live the audience ! Jo Taylor Consultant at Morris Hargreaves McIntyre. 1947. The evolution of arts management. Getting art to the audience. Brand. Marketing function. Marketing resources. Marketing status. Irrelevant. Audience understanding.
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Long live the audience!Jo Taylor Consultant at Morris Hargreaves McIntyre
The evolution of arts management Getting art to the audience Brand Marketing function Marketing resources Marketing status Irrelevant Audience understanding
1988 The economic importance of the arts in Britain John Myerscough
The evolution of arts management PRODUCT - LED Getting art to the audience Brand Marketing function Marketing resources Marketing status Media consumption Irrelevant Audience understanding
The evolution of arts management PRODUCT - LED Getting art to the audience Brand Marketing function Marketing resources Marketing status Media consumption Irrelevant Profile and behaviour of current attenders Audience understanding
1997 Don’t thank me until you’ve read the small print
2004 Art for art’s sake Tessa Jowell
“Giving everyone the possibility of benefiting from what complex culture has to offer: an understanding of, an engagement with and the satisfying of the deepest of human needs” Tessa Jowell, Government and the Value of Culture, May 2004
Box Office holds detailed information • Performances selected, • Art forms preferred, • seat choices, • frequency, party size, • spend, • planning horizons, • geography… • It describes current behaviour
Its about understanding. Audiences’ attitudes, perceptions, values, motivations,as well as habits.
Brand equity: a definition Functional brand measures Brand Equity + = Emotional brand measures
Functional brand equity Left brain – practical May or may not get you noticed
Functional brand equity • Value for money • Reliability • Professionalism • Service • Facilities • Convenience
Emotionalbrand equity Right brain – emotional Heart of audience relationships: perceptions, attitudes, feelings, imagination
Emotional brand equity • Loyalty • Trust • Preference • Willingness to follow • Sense of belonging • Desire to support
“Every time the single-ticket buyer doesn’t buy, he strikes us a cruel blow, both financially and morally. His empty seat mocks our artists and screams its reproach to our promotional effort for its failure to entice him… Ironically, the real victim is the recalcitrant ticket purchaser himself. If he could but understand that, by not coming, he has not permitted us to so inform him, to so inspire him, to so entertain him.” Danny Newman, Subscribe Now, 1979
21st century challenges Societal changes Explosion of information Digital opportunities Vast choice of leisure pursuits Perception of relevance Democratisation of culture and participation
Respond by being… Vision-led Brand-driven Inter-disciplinary Outcome-oriented Insight-guided Interactively-engaged Personalised
The evolution of arts management PRODUCT - LED Getting art to the audience Brand Marketing function Marketing resources Marketing status Media consumption Irrelevant Profile and behaviour of current attenders Audience understanding
The evolution of arts management PRODUCT - LED Getting art to the audience Brand Marketing function Marketing resources Marketing status Media consumption Irrelevant Profile and behaviour of current attenders Needs, motives, responses of whole audience Audience understanding
2010Count it on one hand 2012… and we’re not finished yet
