Audience development
Marketing Summit 2009 - Digital media group session - Jennifer Wilson
Jennifer Wilson is a Director of The Project Factory; a specialist in cross-platofrm, multimedia strategy and development, with a special interest in creative content and solutions.
Marketing Summit 2009 - Ben Cameron keynote speech
On the brink of a new chapter: arts in the 21st century.
Marketing Summit 2009 - Communicating with the 50+ audience - Gil Walker
Gil Walker is a Managing Director of Evergreen Advertising and Marketing; the first advertising agency in Australia and New Zealand dedicated to communication campaigns that motivate and resonate with boomers and seniors.
Peter Biggs is Managing Director of Clemenger BBDO in Melbourne, winner of the B&T Agency of the year in 2007 and 2008, Campaign Brief Agency of the Year in 2008 and AdNews Agency of the year in 2008.
Marketing Summit 2009 - Changing mood of Australia - David Chalke
David Chalke is one of Australia's leading social analysts. He works with data from AustraliaSCAN, the annual monitor of Australian social change.
Marketing Summit 2009 - Communication with Indigenous Australians - Lee Huber and Noel Niddrie
Lee Hubber is the founder and principal of specialist media and production company I&G Pty Ltd. specialising in hard to reach audiences.
Marketing Summit 2009 - Digital media group session - Bill Obermeier
Bill Obermeier is managing partner of Myne, a digital marketing firm within the Publicis Mojo group.
Donna Willams, Chief Audience Development Officer at the Metropolitan Museum, New York City (The Met) heads the successful Multicultural Audience Development Initiative establishing working collaborations with African American, Asian American, Hispanic and Native American communities and the museum.
Marketing Summit 2009 - Communicating with culturally diverse audiences - Pino Migliorino
Pino Migliorino, Managing Director, Cultural Perspectives, presents on developing culturally diverse audiences.
ADVICE is an online data gathering and analysis project that will help arts companies and venues gain better insights into their audiences.
Indigenous programming and audience development
A local Indigenous Reference Group assisted the Lake Macquarie City Art Gallery attract Indigenous audiences to the venue, helped keep their stories alive, educated both Aboriginal and non-Aboriginal people, and established some strong cultural partnerships.
This paper discusses establishing effective relationships with schools and growing audiences. Should programming of arts events be influenced by the school curriculum? This is an edited transcript of a panel discussion held at the Youth Audience Development Forum, Adelaide, 2003.
Melbourne Symphony Orchestra Multicultural Audience Development Project
Melbourne Symphony's ambitious Multicultural Audience Development Project relied heavily for direction on a Multicultural Advisory Group, established to help attract audiences from Melbourne’s Chinese, Indian, Russian and Vietnamese communities. The Project is key to its umbrella marketing strategy.
Beat a Different Drum: a Handbook for Marketing Cultural Diversity in the Arts
A key outcome of Arts Queensland's Marketing Cultural Diversity Research Study, "Beat a Different Drum" is a step-by-step guide to marketing to culturally diverse audiences, and gives insight into strategies that have already been implemented by others.
Programming and marketing to youth audiences
This report documents the findings of Bronwen Fallens, a Churchill Fellow, who in 2002 undertook research into programming and marketing to youth audiences (18 – 35 years) within the international arts community (USA, Singapore, UK).
Youth audience development:Queensland Art Gallery
Protein describes how Australian arts companies turned great ideas into reality with assistance from the Australia Council under its New Audiences program from 1999 to 2002. This case study of Queensland Art Gallery shows how a whole-of-organisation approach created highly popular family programs.
Youth audience development: Perc Tucker regional gallery
Protein describes how Australian arts companies turned great ideas into reality with assistance from the Australia Council under its New Audiences program from 1999 to 2002. This case study of Perc Tucker Gallery shows how an outreach program doubled the number of students visiting the gallery.
Youth audience development: Patch Theatre Company
Protein describes how Australian arts companies turned great ideas into reality with assistance from the Australia Council under its New Audiences program from 1999 to 2002. This is a case study of how a refocused Patch Theatre Company reaches out to family audiences for the first time.
Youth audience development: Newtown entertainment precinct
Protein describes how Australian arts companies turned great ideas into reality with assistance from the Australia Council under its New Audiences program from 1999 to 2002. This is a case study of Newtown Entertainment precinct, and how working together created new opportunities for the performing arts in Sydney's trendy Newtown.
Youth audience development: Musica Viva
Protein describes how Australian arts companies turned great ideas into reality with assistance from the Australia Council under its New Audiences program from 1999 to 2002. This is a case study of Musica Viva's project to put music in clubs and cafes to turn on a new generation of music lovers.
Youth audience development: Cyclic defrost
Protein describes how Australian arts companies turned great ideas into reality with assistance from the Australia Council under its New Audiences program from 1999 to 2002. This is a case study of Cyclic Defrost following its rise from zine to national magazine and online resource.
Youth audience development: Australian Theatre for Young People
Protein describes how Australian arts companies turned great ideas into reality with assistance from the Australia Council under its New Audiences program from 1999 to 2002. This is a case study of the Australian Theatre for Young People.
Youth audience development: Arena theatre company
Protein describes how Australian arts companies turned great ideas into reality with assistance from the Australia Council under its New Audiences program from 1999 to 2002. This is a case study of Arena Theatre Company.
Arts marketing resources for research hub
A range of arts marketing resources are now available from the Australia Council's research hub.
Let's Tour!: Checklist - production
Knowing the venues - Where possible an advance visit (preferably six months ahead of the tour) to the proposed venues should take place, especially for fully-staged productions (as opposed to concert performances). Assessing the technical support at the venues and seeing the stage dimensions and equipment will assist in determining what degree of flexibility is likely to be required for the set or other aspects of staging, or in extreme cases, whether the venue is suitable at all.
Let's Tour!: Checklist - Developing a tour
There are several reasons why performing arts organisations decide to tour and money is often not the principal motivation.
21st Century Arts Conference - top 10 takeaways
At the inaugural 21st Century Arts Conference in New Zealand arts managers came together to learn how to find and attract audiences
Making the most of Vital Statistics
Ron Layne and the authors of FULL HOUSE: Turning Data into Audiences, Roger Tomlinson and Tim Roberts, discuss data collection and analysis challenges and issues in Australia and New Zealand.
21st Century Arts Conference - keynote presentations - summary
Need reminding of the key points on pricing strategies, building and finding audiences and need to know more about data collection? These three summaries from Tim Baker, Roger Tomlinson's and Stuart Nicolle's presentations at the 21st Century Arts Conference in New Zealand are for you.
Marketing Summit 2008 - workshop summaries
These five snappy summaries round-up the main points from the 2008 Arts Marketing Summit workshops from marketing to women to maximising your online presence.
Surviving the culture change - new missions for the 21st century
In this thought provoking key note presentation Diane Ragsdale argues that the arts need to adapt to change and find relevance.
21st Century Arts Conference - McIntyre's museums and galleries clinics
Andrew McIntyre led clinics for the museums and gallery sectors during the Creative New Zealand 21st Century Arts Conference.
Data collection – the UK, Australian and New Zealand experience
These case studies of The Barbican, The Hexagon Theatre and Glasgow Grows Audiences looks at the UK experience in using Vital Statistics presenting some insights into the preliminary Australian experience, and explores aspirations and expectations around Vital Statistics’ start-up in New Zealand.
Vital Statistics Agency project - Creative New Zealand
Creative New Zealand rolls out Vital Statistics Agency software in New Zealand.
About the audience data and visitor information collection enterprise (ADVICE)
This short piece explains the aims and motivations of the Australia Council national initiative, ADVICE an online data gathering and analysis project that will help arts companies and venues gain better insights into their audiences.
British company Purple Seven has developed Vital Statistics as a powerful marketing tool which bridges the gap between data and business intelligence.
Peer to peer: activating social networks
This case study on New Zealand’s Splore Festival examines the elements and outcomes of a small budget peer to peer marketing strategy.
Literary royalties and emerging technologies
This article helps to dispel some myths about literary royalties and outlines the pitfalls and opportunities authors pose around e-publishing technologies and their rights.
Ticketing professionals conference - top takeaways
The 2008 Ticketing Professional Conference was a great success. Here Australia Council & Creative New Zealand managers share their top takeaways. Explored at the sessions were the latest developments in ticketing and marketing focusing on Customer Relationship Management (CRM).
An invitation to test drive the arts
Iona McNaughton investigates Creative New Zealand’s pilot, Test Drive the Arts, a scheme to build and retain new audiences.
Case study - Back to Back Theatre
This case study investigates how Back to Back Theatre leveraged their opportunity at The Australian Performing Arts Market in 2006 resulting in a full year of touring nationally and abroad.
Case study - Yirra Yaakin Aboriginal Corporation
This case study of performing arts company Yirra Yaakin outlines approaches to great partnerships.
Memoirs of a performing arts salesman
Henry Boston stresses that success from APAM is "all about relationships". "Forget Funding Application 101" and "Look for the fit." Understand your offering, your point of difference and do your research. Networks will help you to understand how the international market works and will pay dividends later.
Forget about selling and start making connections
Want to make an impact at APAM without a 'Spotlight' or showcase? In '06 Circa & Ranters Theatre walked away with an impressive list of contacts leading to overseas tours.
Infectious ideas: the when, where, why (and why not) of viral marketing
Can anyone create a clever, humorous, topical, or insightful piece of marketing, and then launch it to rapturous applause and seemingly hysterical viral distribution at any time? The answer is 'perhaps', provided some fundamentals are adhered to.
Beyond the neck: a word-of-mouth success story
Premiering a new Australian play by an unknown writer is a hard sell. When Tasmania Performs chose to present Tom Holloway's play Beyond the Neck, it was a leap of faith in the power of word-of-mouth to generate a buzz. The result? A season sellout before opening night. How did they do it?
Arts Marketing Summit 2007: Stop selling tickets (and start building audiences)
British arts marketing specialist Andrew McIntyre explores the conflict between the increasingly commercial and transactional approach of performing arts marketing and the higher objectives for art to engage, involve, challenge and transform.
Arts Marketing Summit 2007: Communicating value in today's marketplace
How can we as marketers effectively communicate the value and the transformative nature of the arts to a wider audience? Alan Brown, one of America's leading arts marketing strategists, believes that it is everyone's job to learn a new language of value and benefits.
Arts Marketing Summit 2007: Strategies for creating diverse audiences
A panel of arts marketers present case studies and discuss strategies for reaching diverse audiences, including niche markets. Each identifies strategies that can be transferred to marketplaces of all sizes.
Let them play: practitioners push the boundaries of audience collaboration
Three artists joined mentor Jerry Yoshitomi to brainstorm the idea of interactivity with audiences. What emerged was a feast of ideas about working creatively with audiences. This case study captures the highlights.
Effective e-marketing: a New Zealand perspective on trends, issues and best practice
In February 2007 Vicki Allpress Hill led e-marketing workshops in Christchurch, Wellington and Auckland. In this case study, she highlights some important aspects of her seminar and talks to New Zealand arts marketing practitioners who have adopted e-marketing as part of their strategy.
Interaction, not interruption: Web 2.0 and the human factor
The more pervasive web tools become, the more inventively we use them to make personal connections.
How to crash the consumer-controlled party and not get thrown out
As consumers spend more time controlling, uploading, downloading, filming, recording, and sharing their own personal experiences with products, services and brands, marketers must figure out how to insert themselves in this creator's life in a relevant and credible way. Here's where to start.
Customer as collaborator: Gas Quarterly think tank participants
Biographies of think tank mentor, Jerry Yoshitomi and participants Chris Elam, Tassos Stevens and Mari Velonaki.
Network power: New Zealand communities of practice case study
Creative New Zealand commissioned international arts marketing expert Jerry Yoshitomi to work with professional arts organisations in New Zealand over six months, focussing on innovative peer-to-peer marketing strategies to engage and build new audiences.
Step by step: the importance of moving customers up the loyalty ladder one step at a time
CRM consultant Katy Raines focuses on how non-ticketing organisations can use data to move customers up the loyalty ladder.
FULL HOUSE authors Roger Tomlinson and Tim Roberts consider three performing arts organisations at various stages in the CRM process and suggest the next critical steps for each of them.
The pressure is on ticketing organisations everywhere to make smarter use of their audience data in luring more customers more often through their doors.
The Sydney Symphony CRM experience
This presentation given by Victoria Doidge and Aaron Curran from Sydney Symphony at the Arts Marketing Summit 2006 discusses the approach and outcomes of conducting an organisational review of CRM to inform the implementation of Tessitura software.
Passion before profit: the artist/gallery relationship
Making art and showing it in a commercial gallery are not, in the first instance, about making money. Let’s get that clear upfront. The opportunity to exhibit and communicate is the primary focus and what the artist and the gallerist have in common, above all, is an engagement with the art.
The leaky bucket: a picture of poor customer retention in UK theatre
The average performing arts company loses 2/3 of its audience every year and 60% come once and never return. Katy Raines explains ways to build audience retention and how keeping just a few more of your customers can increase income through the use of customer relationship management (CRM).
If you're selling something, it is only worth what someone is willing to pay for it. So writes guest editor and international pricing specialist, Tim Baker. In his overview of the topic, Tim examines our notions of value and begins to pin down the elusive links between price and value in the arts.
This inspiring case study details how The NBR New Zealand Opera overhauled their company’s group bookings offer and strategy with exciting results; doubling the total number of tickets sold to groups and also more than doubling the number of groups that came through new group organisers.
Auckland Theatre Company: TXT2U final report
The report outlines the rationale, strategy and outcomes of TXT2U, Auckland Theatre Company's pilot initiative designed to test the effectiveness of SMS or text message marketing in reaching the notoriously difficult market of 18 – 25 year olds.
This striking 8-page colour brochure promotes group bookings for NZ Opera productions and is an excellent example of how to communicate value and a clear call to action.
When Sydney Dance Company accepted an invitation from Shanghai City Dance Company to develop a new collaborative work, it was unprepared for the challenges that lay ahead. In this case study Executive Director Leigh Small shares her touring experience in China.
Although Arena had toured previously in Canada, Singapore and Taipei, SKID 180 – an interdisciplinary work set in the underworld of Manchester’s BMX scene - was its first international collaboration. In this case study Artistic Director Rosemary Myers discusses some of the challenges involved.
Rosie Hinde heads Hirano Productions, a company that represents some of Australia’s leading arts companies in the Asian market, especially Japan. The company produces, arranges and manages tours throughout Asia, and also facilitates cultural exchanges and presents Asian artists in Australia.
In this case study Gie Baguet of theatre agency Frans Brood Productions, in Belgium, offers his insights into how Australian performing arts companies can succeed in Europe.
Turning touring opportunities into strategic long-term success
This article will assist those considering or planning an international tour.
A practical guide demonstrating how performing arts organisations can carry out cost-effective research.
The Royal New Zealand Ballet developed a subscription drive that boosted attendance figures dramatically. This case study looks at before and after aspects of this process including audience development, promotion and profiling your subscribers.
The education and arts partnership initiative
This paper looks at the results of a study of two NSW primary schools that were involved in the innovative by the Education and the Arts Partnership Initiative (EAPI) that used the creative arts to address issues of adolescent learning, well-being and community involvement.
This case study looks at how Buzz Dance Theatre in WA responded to their primary market - schools - nearing saturation point and how they approached developing new audiences.
This article looks at how a diverse group of arts practitioners across Australia are using a range of communication approaches to create dialogues with audiences.
Art Gallery of New South Wales - Art after hours
This case study on the Art Gallery of NSW's Art After Hours program looks at the kinds of public programs that attract mid-week audiences.
Auckland Theatre Company ambassadors
This case study outlines how Auckland Theatre Company has successfully worked with student ambassadors for four years and details the experience and some of the rules they have set up around the program.
Cause related marketing and the arts - Q & A
Hailey Cavill a leading consultant in Corporate Community Engagement discusses Cause related marketing and how an arts company can prepare for their CRM approach.
Cause related marketing: can the arts afford not to participate?
This paper discusses changes in the marketing landscape and the place of the arts in that landscape.
Paul Greenaway, Director of Adelaide’s Greenaway Gallery, provides an insider’s view of considerations for visual artists wanting to get exhibited - domestically and internationally.
Australian ex-pat Jonno Katz has been touring his one-man comedy show throughout North American fringe festivals. See how he markets his shows while on the road, and get informed about the North American Fringe Festival circuit.
Leading Australian playwright Timothy Daly shares with fuellers his views on the market for contemporary scripts, and offers advice on getting your work in front of directors
Morgan Lewis, aka Morganics aka Hot Banana Morgan, relies heavily on his website and ground roots postering to get his hip hop product out there.
Jonathan Baskett - glass blower
This case study on glass blower and designer Jonathan Baskett profiles how forming relationships with large-scale European manufacturers is taking his work to audiences formerly beyond his reach.
Innovative educational efforts that target teenagers, families, and visually and hearing-impaired youngsters - experiences of one repertory theatre, three opera companies and one symphony.
While ARTEXPRESS, an annual exhibition of superior NSW high school student art, attracts a diverse audience its focus on visual arts education in high schools elevates the family audience as its primary target market.
By providing high-quality participative outreach and educational activities that incorporate opera’s constituent disciplines - music, drama, literature, and visual arts and dance – Central Ohio’s Opera Columbus is attracting families and gaining life-long audiences.
Case study - Norwich Theatre Royal: Friends scheme
Key to the success of Norwich Theatre Royal's Friends scheme is a determination to place Friends at the centre of what the theatre does and ensure Friends come first every time. Learn from their experience.
Does the building of relationships lead to successful performing arts organisations?
Subsidised performing arts organisations might become more strategic if they apply a relationship marketing perspective to their audience development and membership initiatives, according to this recent academic paper.
Developing culturally diverse audiences forum
A summary of postings to the Developing Culturally Diverse Audiences email discussion forum with guest specialists: Lee Christofis, Fotis Kapetopoulos, Xing Jin and Cheryle Yin Lo.
Case study: Samantha Small, visual artist
Building audiences and markets to further your practice. Born in Canberra in 1973, Samantha’s preferred media are photography, sculpture and installation. In 2002 she was a awarded a Anne and Gordon Samstag Visual Arts Scholarship.
Case study: Nell, taking care of your art
The business of being an individual artist. Nell's work has been exhibited widely.
Case study: Penny Smith, ceramics artist
How to balance 'earners' and 'learners'. Penny Smith has juggled a rich professional life of working in education and now as a full time ceramic artist.
This case study looks at Canberra Theatre Centre's (CTC) Under 27 (U27) new audience and market development scheme aimed at attracting youth audience attendance at the Centre, and other arts venues around the ACT.
Developing friends and customer loyalty schemes
Notes from the highly regarded Gateway Arts Industry Network training course "Developing Friends and Customer Loyalty Schemes"
Effective models of audience development from an International Perspective
This is an edited transcript of a panel discussion on effective youth audience development programs in Japan, UK and US held at the Youth Audience Development Forum, Adelaide, Australia, 2003. Highlights three case studies.
Children and families as audiences
This is an edited transcript of a panel discussion on research, programs and positioning of work targeted at children aged 0-12 held at the Youth Audience Development Forum, Adelaide, Australia on 21 March 2003.