mapping victoria’s culture market julian clements & …€¦ · audience atlas victoria:!...
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JULIAN CLEMENTS & LUCY SHORROCKS!
AUDIENCE ATLAS VICTORIA:!MAPPING VICTORIA’S CULTURE MARKET!
Our clients include: Performing arts organisations and venues: Barbican; Southbank Centre;
Wales Millenium Centre; Adelaide Festival Centre; New Zealand Opera; Opera Australia; Circus Oz; Auckland Philharmonia Orchestra; Chamber Music NZ;
Museums: British Museum; Natural History Museum; V&A; Malmö Museer, SWE; Queensland Museum; WA Museum; Powerhouse Museum; Hunan Provincial Museum, China; Qatar Children’s Museum
Art galleries: Tate; National Gallery; QAGOMA; NGV; Art Gallery of Western Australia; MiMA; BALTIC; Auckland Art Gallery; Dunedin Public Art Gallery
Libraries: British Library; John Rylands Library; State Library of QLD; State Library of WA
Other: British Council; Creative New Zealand; Arts Victoria; Arts Council of England
What is Audience Atlas?
What do we mean by ‘whole of market’?
How ‘international’ is it?
Its value is almost limitless
BENCHMARKING
AGREED AND CONSISTENT SEGMENTATION
COMMON (AND RESONANT) LANGUAGE TO DESCRIBE
AND DEFINE AUDIENCES
ACCURATE AND COMPARABLE MEASURES OF MARKET
SIZE, PENETRATION AND POTENTIAL
CROSSOVER AND COMPETITIVE ANALYSIS
A SHARED MARKET, NOT MARKET SHARE
Why is Audience Atlas Victoria special?
Here’s (a taste of) what we found out…
Victoria is a highly culturally-active state
And the Culture Market is demographically diverse…
… but is it diverse in the way you’d expect
The Culture Market in Victoria spends over $5 billion on arts in culture per year
64% of the market expect to spend the same or more in the next 12 months
The regional Culture Market is more likely to spend less than the average in the next 12 months
The Melbourne-Inner Culture Market is significantly more likely to spend more than the average in the next 12 months
More than 685,000 Victorians have given their time at cultural organisations
And 2.4 million Victorians have given their money to support the arts
And they give their money in many different ways
RECURRING PAYMENTS
REGULAR GIVING AT THE VENUE/ORGANISATION
18% DONATE THROUGH FUNDRAISING EVENTS
5% DONATE THROUGH FUNDRAISING LETTERS AND
EMAILS
4% DONATE THROUGH CROWDFUNDING OR
MICROFUNDING INITIATIVES
A further 1.8 million people are members of an arts or cultural institution
37% ARE MEMBERS OF THEIR LOCAL LIBRARY
6% ARE MEMBERS OF THE STATE OR NATIONAL LIBRARY
5% ARE MEMBERS OF A MUSEUM
5% ARE MEMBERS OF A THEATRE OR THEATRE COMPANY
4% ARE MEMBERS OF AN ART GALLERY
2% ARE MEMBERS OF AN ORCHESTRA OR OPERA
COMPANY
Donation behaviour is fairly consistent statewide
Stimulation
Stimulation
Perspective
Perspective
Expression
Expression
Affirmation
Affirmation
Enrichment
Enrichment
Release
Release
Essence
Essence
Entertainment
Entertainment
have donated time to an arts/cultural organisation
Although getting the message right for the right segment is essential, we though this might be useful too…
Melbourne has a greater proportion of the more culturally active segments
Subsequently Melbourne audiences are more likely to have experienced a wider range of art forms
Subsequently Melbourne audiences are more likely to have experienced a wider range of art forms
Subsequently Melbourne audiences are more likely to have experienced a wider range of art forms
In the report we have analysed 10 specific markets DANCE FESTIVAL LIBRARY LITERATURE LIVE MUSIC MUSEUM THEATRE VISUAL ARTS COMMERCIAL THEATRE MULTI-ARTFORM
The museum market is the largest of all the artform markets we analysed
97% of the Culture Market is in the market for museums (3.9M people)
Melbourne Museum has the highest levels of awareness and attendance in this market
68% of the Culture Market is in the current market for museums (last three years)
59% of the museum market is in the market for paid exhibitions…
… and 36% of those have attended a paid exhibition in the last 12 months…
… more than a third of those have been to more than 2 paid exhibitions in the last 12 months
The segment profile for museums is diverse
The current museum market is active in many other markets
The current museum market’s average monthly spend is above average
But that’s not all… The massive sample has allowed us to further analyse 60 Victorian organisations and venues
Individual market size and penetration
Segment profiles for current, lapsed and potential audiences
Audience crossover with other Victorian organisations and venues
But what do we DO now?
1. Read the report – and visit mhminsight.com
2. Talk to your colleagues 3. Talk to MHM
22%
30%
9%
11%
15%
4% 5%
4% 10%
26%
20% 7%
14%
10%
5% 8%
Essence
Expression
Affirmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Culture Segment profile
Circus Oz audience Australian market
Develop segment strategies
Receptive, Confident, Community, Expressive The Expression segment is in-tune with their creative and spiritual side. They are confident, fun-loving, self-aware people who accommodate a wide range of interests, from culture and learning, to community and nature.
Discerning, Spontaneous, Independent, Sophisticated The Essence segment tends to be well-educated professionals who are highly active cultural consumers and creators. They are leaders rather than followers. Confident in their own tastes, they will act spontaneously according to their mood and pay little attention to what others think.
Expression Segment Strategy Strategy: Reactivate lapsed attenders How? Participation; ASRC; diverse audience; Blakflip Give opportunities to debate and discuss Methods Focus online
Essence Segment Strategy
Strategy: Retain and deepen relationship with Circus Oz Cultivate for philanthropy
How? Engage with artistic process and vision Develop stories within company – with artists, staff – forward looking Acknowledge their knowledge – and avoid marketing speak and references to families
Methods Changing language, special events, online
MHM Relationships
Brand Equity Functional • Value for money • Reliability • Professionalism • Service • Facilities • Convenience
Brand Equity Emotional • Loyalty • Trust • Preference • Sense of belonging • Willingness to follow • Desire to volunteer (give time) • Desire to donate (give money)
!
The journey of engagement
MHM Relationships
BOX OFFICE
DATA
BRAND EQUITY
DATA
Collect via online survey Golden Questions
CULTURE SEGMENTS
DATA
mhminsight.com [email protected] [email protected]