conferencia marketing de las artes asimetrica sarah briggs
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