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Understand your audience Who are they and where do they come from? What do they want? Expect?

get- smart on Audience and Visitor Research Presentation to The Ministry for Culture and Heritage 14 December 2010. Understand your audience Who are they and where do they come from? What do they want? Expect? How are you meeting/not meeting their expectations? Develop your audience

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Understand your audience Who are they and where do they come from? What do they want? Expect?

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  1. get-smart onAudience and Visitor ResearchPresentation to The Ministry for Culture and Heritage 14 December 2010

  2. Understand your audience Who are they and where do they come from? What do they want? Expect? How are you meeting/not meeting their expectations? Develop your audience Identify audience segments for further development Develop your marketing mix (pricing, packaging, promotions, distribution, etc.) Demonstrate outcomes to sponsors and funding agencies (current and prospective) Reporting on key performance indicators Contribution to wider social, cultural, economic and other objectives

  3. An online survey system Fully integrated (design > email > survey > report) Automated features and functions Reminders Incentives Email alerts ‘Real time’ reporting Based around a template of common measures for benchmarking purposes (‘like’ with ‘like’) Database development (audience and donor/sponsorship)

  4. Current Modules Accommodation Museums and Galleries Pan-Arts Festivals (MCH/CNZ) Nature-Based Visitor Attractions Other Visitor Activities and Attractions Venues (Conferencing/Events) Transport Operators Tour Operators Industry Associations Information Centres

  5. New Modules for… Museums and Galleries (updating) Theatre Companies & Arts Venues Other Producers of Performing Arts

  6. Pan-Arts Festival Application (MCH/CNZ) Audience profiles (origin, age, gender, ethnicity, occupation, income, party size and composition, arts/cultural/heritage interests) Audience engagement (previous attendance, events attended, extent of participation) Marketing (how first heard about festival, booking method, attendance ‘triggers’ and ‘barriers’ to future attendance) Satisfaction (event by event, venue, F&B, overall) Outcomes (social, cultural, economic) Awareness of funders and sponsors

  7. Introducingget-smart

  8. Thank You

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