conferencia marketing de las artes asimetrica sarah briggs
Post on 18-Jun-2015
411 Views
Preview:
TRANSCRIPT
Communicating Relevance
Marketing Tate to Both New and
Existing Audiences
Sarah Briggs
Open
Diverse
Global
Entrepreneurial
Sustainable
Tate’s vision to 2015
Core audiences
• Regular Collection and Exhibition Audiences
• Tourists and Day Trippers
• Art world / Artists / Academics
• Tate Members
Developmental audiences
• Families • Schools and Teachers • Students • Young People • Local Residents
Tate’s Audience Strategy
Raised on technology Prefer doing to having Love multi-tasking Love what’s cool Community is key – do my friends like it? Younger visitors
http://www.youtube.com/watch?v=hDPNNmX6b2k&feature=related http://channel.tate.org.uk/ - media:/media/72385992001&context:/channel/search?searchQuery=Ofili&p=2
Partnerships
Summary
Audience strategy – both core and developmental
Work with your audience
Community is key – engage and offer something back
Targeted, relevant content to specific audiences
top related