Alison O’Hara

Chief Executive

Audiences North East

Starter for Ten…

1. The Lip Balm Effect

20102009 2012

Gross Domestic Product

Price Philanthropy

5

Pricing – increasing sophistication

• Call it a Tenner - published 2007 but a good introduction to pricing with detailed case studieswww.artscouncil.org.uk/publication_archive/call-it-a-tenner-the-role-of-pricing-in-the-arts/

• Tim Baker – The Pricing Institutewww.baker-richards.com

• Dynamic pricing monitor• Zone analysis• Price type analysis• Sales over time• Custom table reporting• Baker Richards Hotseat IndexTM

• Strategy and Tactics of Pricing – Nagle and Holden

6

Philanthropy

• Last year – looked at the need to address philanthropy and trends in giving

• This year – how we approach philanthropy• Partnership working• Improving internal skills• Learning from outside cultural sector• Michael Kaiser – ‘turnaround king’

• 25 rules for fundraising sheetwww.artscouncil.org.uk/careers-and-events/conferences/past-events/michael-kaiser-fundraising-seminars/

• www.artsmanager.org

2. Join the Crowd

8

Crowd Funding• Research undertaken by Adam Lopardo, The Sponsors

Club, www.sponsorsclub.org.uk• Still in its infancy• Figures roughly cover Nov 2010 - Nov 2011 though some

sites started operating after Nov 2010 • Sites: wedidthis.org, wefund.com, crowdfunder.co.uk and

sponsume.com• Basic stats:

• Projects put on the site needed money ranging from £60 to £150k

• 75% of all the projects got some pledges• 27% of projects were fully funded• On average the sites had raised £120k each in the year

but most of that had come in the latter part of the year as the early part was more about set up etc

• Pledges ranged from £1 to £3k• The mean pledge was £47, the modal was £20

 

9

Top Tips• Rewards matter in 'tipping' donors to pledge more• Achievable totals - projects with large totals rarely

get off the ground• Allocate time to get the message out • Get ‘friends’ on board first others will follow

(validation)• Money wasn’t everything… Successful projects

realised marketing is the most valuable benefit as it: • Engaged ‘friends’ • Spread the word• Built advocates

 

3. Spamming the World

11

Integrated Marketing Communications

• Explosion of new and emerging digital techniques and social media

• But still persevering with older techniques – traditional direct mail, outdoor advertising, print, PR etc

• IMC – co-ordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless programme that maximises the impact on the consumer at a minimal cost

• Make all aspects of marketing communication work together as a unified force, rather than permitting each to work in isolation:

• Multi-skilled marketers • Data driven• Larger, cross discipline teams• Increasingly involving closer alignment with business

development and philanthropy

4. The (not so) Big Society

• www.cabinetoffice.gov.uk• Building the Big Society• Five priorities:

• Give communities more power

• Encourage people to take an active role in their communities

• Transfer power from central to local government

• Support co-ops, mutuals, charities and social enterprises

• Publish government data

• Collaboration between citizens of Peterborough, the RSA, Arts Council England and Peterborough City Council

• Explores new ways of making the city a better place to live• www.citizenpower.co.uk is an open, online collaborative space for everybody to air

their thoughts, opinions and ideas on the projects and get updates on news and events

• Six interconnected projects, each of which addresses priorities identified by the local authority and Peterborough residents• Arts and Social Change – putting art at the heart of the city• Peterborough Curriculum – connecting what we learn with where we live• Civic Commons – empowering local people to take action• Sustainable Citizenship – making green innovation a reality• Recovery Capital – supporting long term recovery from problem drug and

alcohol use• ChangeMakers – unlocking the hidden wealth of community leaders

• Creative Gathering – diverse group of artists, musicians, dancers, actors, poets – invited to create their own artistic response around the themes of Artist/Resident – these were curated into a fast, furious and inspirational scratch exhibition

• Cross Pollination event – explored perspectives on world ecology

• Creative Gathering picnic• Context Matters, artists in

residence programme• Short videoed interviews with

Creative Gathering attendees

Arts and Social Change

• Getting people to engage – very much focused on identifying key community groups and leaders and getting them involved first

• Social media is not the only way to engage• No automated responses to comments!• Some nervousness initially about whether to moderate social media/blogs/content• Capacity to engage with social media – found best time to engage was in the

evening• The value of social media is in supporting and encouraging face-to-face interaction,

it is a means to an end, not an end in itself• Setting up robust evaluation methods both online and offline• Different scales and target audiences of projects - some projects targeted at a

number of segments, some at closely defined segments• Range of people involved - volunteers, local councillors, community leaders

Citizen Power - Marketing Challenges

5.

From this…

From this… to this…

From this…

From this… to this…

From this…

From this… to this…

From this…

From this… to this…

From this…

From this… to this…

A Good Yarn takes place in the gorgeous 2nd floor Digital Lounge, with comfy sofas and a private bar no less! Entry is £2 per person, with your ticket redeemable in full against your first order at the bar. Capacity is strictly limited so we recommend advance booking.

Knit the night away with a bottle of lovely house red or white wine at our special knitter’s rate of £9.50, or choose from our tasty range of Fentimans Botanically Brewed

Beverages for just £2.STARTS: 7pmTICKETS: £2 (Redeemable at the bar)

A Good Yarn: The Knitting ClubWhether you are a beginner or expert, pop along and join us as for our fortnightly crafty community. If you’ve never knitted (or crocheted!) before never fear, as Tyneside Cinema’s very own knitting queen Jenny Payne is here to welcome you and help you get started.

6. A Shedload of Toolkits

The

audience memberarts marketer’s manualINSTRUCTIONS, TROUBLE-SHOOTING AND ONGOING MAINTENANCE by Alison O’Hara MA DipM MCIM

Pricing levels

Arts activities to maximise happiness

Nutrition needs

Best communication methods

Shifts in technology and social mediaEconomic downturn – marketing metrics now even more importantMove from supporting umbrella organisations to cultural organisations carrying out activity themselves

30

Cultural Marketing Toolkits• Arts audiences: insight updated aka the blue book

http://www.artscouncil.org.uk/publication_archive/arts-audiences-insight-2011/

• Dinner and a Show Toolkit – available from www.artscouncil.org.uk from end of February

• Family and Community Focused Toolkit – available from www.artscouncil.org.uk from end of February

• Festivals Lab www.festivalslab.com• Researching audiences at outdoor events and festivals

www.audienceslondon.org• Cultural tourism resources www.audienceslondon.org • See a voice www.see-a-voice.org• Kids in Museums manifesto www.kidsinmuseums.org.uk• AMA Arts Marketing Standards – Employer’s Toolkit,

Marketer’s Toolkit and Trainer’s Toolkit www.a-m-a.co.uk

31

The Lowry• Update on 13 arts audiences: insight

segments first identified in 2008• Increased numbers of lower engagement

• Most important/less important media for each segment

Engagement Red Book2008

Blue Book2011

Highly engaged 9% 7%

Some engagement 70% 66%

Not currently engaged

23% 27%

32

The LowryAll About Audiences• Arts audiences: insight segment• Some engagement with 20% of

English adult population• Specific event performer• 25 – 64• No children living in household• Six-step process

• Identify• Understand• Audit• Plan• Deliver• Evaluate

• Music• Memorable/special experience• Social experience• High quality experience• Price when risky• Perception of quality• Prominent marketing• Online experience

33

The LowryAudiences North East• Arts audiences: insight segment• Some engagement with 9% of

English adult population• Outdoor• 25 - 44• Children living in household• Moderate means, Six-step process• Key reasons for engagement

• Social motivation• Community involvement• Spending time with children• Spending time without children

• Primary drivers/barriers• Artforms, programme, activity• Price• Timing• Place

• Secondary drivers/barriers• Promotion• People• Processes• Physical evidence

34

The Lowry

Establish and collaborate; Get other people on board; Stakeholder map; Project start-assumptions tool; Start a blog; Project kick off meeting; The interview lite; 50 things tool; Contextual interview; Observation; Shadowing; Cultural probe; Relationship/ stakeholder Map; Generative tools; Vox popping; Service walkthrough; Customer day; Tech day; Asset map class; Brief; Slide deck of findings; Customer journey map; Persona; User profiles; Media portrait; POPI; Idea voting; Newsletter; Co-design session; Showcase event; Evaluate and measure; Idea options book; Example and case study – slide deck; Brainstorm ideas; Storyboarding; Prototype challenge lite; Prototype challenge; Staging; Desktop walkthrough; Mock up; Experience prototyping; Storyboard for developing idea; Make day; Intervention day; Hack day; Funding bid; Story to tell; Blueprint lite; Service evidencing poster; WWWWWH; Blueprint; Service evidencing; Deliver storyboard; Exhibition; Evaluation tool.

Festivals Lab

35

The LowryAudiences London• Introduction and

context• Evidencing success• Data collection

methods• Using questionnaires• Sampling for surveys • Estimating audience

size• Working with

volunteers• Assessing economic

impact• Research guidelines

and data protection

36

Audiences London•Based on presentations by Visit Britain and Visit London•Definitions of cultural tourism•Key facts and figures•Segmenting cultural tourists

Angel of the North

Image: I2I, Colin Cuthbert

Cultural Tourism resources

37

Killhope

38

The Lowry• Tell tales together• Be welcoming• Play the generation game• Invite teenagers into your gang• Be flexible• Reach beyond your four walls• Create a safe place• Be the core of your community• Don’t say ssssssssssssshush• Say “please touch”• Give a hand to grown ups• Be height and language aware• Make the most of your different spaces• Consider different families’ needs• Keep an eye of visitors’ comforts• Provide healthy, good-value foods• Sell items in the shop that aren’t too

expensive• Look after your website• Use social media to chat to families• Make the visit live on

39

AMA Arts Marketing Standards

7. Experience Design• The next new thing for the cultural sector

• Not a new concept – Disney, Apple, Tesco, Sainsbury

• Move from ‘audience development’ to ‘audience focus’

• We are in the experience business!

• More formal acknowledgement of the processes involved by the cultural sector

• www.festivalslab.com – materials available under a creative commons licence

Festivals Lab• festivalslab is a

programme of work which identifies and develops ways to improve Edinburgh - for audiences, for artists, for partners and for the festival organisations themselves• Establish• Discover• Define• Develop• Deliver• Exit

EstablishInterview (Lite)• Meet people associated

with your idea and talk to them in an informal setting

• Carefully consider who you should interview and what you want to find out about them

Discover50 Things• Pick one activity that

is relevant to your project

• Everyone writes down a list of 50 things related to that task eg what happened, how did they feel etc

• Enables you to gain a new perspective on experiences related to your idea

DefineIdea Sketch• Sketching your concept

is a great way to bring an idea to life and share with others

• People should be able to look at it and understand what your idea does

• Consider sketching up a festivals website layout, a leaflet or an app

DevelopPrototype Challenge• Quick way to test ideas• Use imagination to bring

ideas to life• Potentially bring in your

users to your prototype challenge workshop

• Take your prototype out to users’ homes/workplace

Deliver

Exhibition• Sets a deadline on

pulling final plans together

• Allows you to bring together people who were involved in the project and stakeholders who haven’t but will be part of the implemented solution

• Use it to gain feedback and also get important people on board

• Show the final product

Exit• Write a brief• Slidedeck of findings• Evaluate and measure• Ideas options book• Funding bid• Evaluation tool

48

8. Aging Hipsters – The Baby Boomer Generation

Baby Boomers

Post World War II 1946 – 1964As a group widely associated with privilege as many grew up at a time of affluenceDemographic bulge which has marked effect on rest of society80% of the nation’s wealth is owned by the Baby BoomersThey own 40% of total worth of housesOver 50s account for over 40% of all the consumer spendingHowever:

Increasingly subject to boomerang children

Relied on for childcare as grandparents

For younger baby boomers, their promised pensions are slipping through their fingers

Cultural marketing implications?

Communications channels – Facebook over 55s largest growth groupAccess issuesProgramming preferencesParticularly interested in health issuesPool of donors, high net worth individuals, potential long association with your organisationIntergenerational activities may appealPotential sponsors – those relevant to baby boomers

9. Avoid Green Washing

• Sustainability continues to be a buzzword• Companies try to create ethical businesses• Increased focus on initiatives such as packaging

reduction, ethical sourcing policies and reduction in food miles

• Consumers wary of green washing claims• Cynicism amongst consumers so brands need to

be highly specific• Fewer brands making general bland claims about

their environmental efforts

Julie’s Bicycle

Alison Tickell established Julie's Bicycle in 2007 as a not-for-profit company, to unite and lead the music industry in tackling climate change JB has brought together a coalition of scientific and industry figures to map the carbon profile of the industry and take practical steps to reduce it JB has developed the Industry Green certification scheme specifically for the creative sector In 2010 Julie's Bicycle expanded its remit to include theatre and visual arts

Green BarometerJB Associates – advice, Industry Green standard, environmental policy, staff training eg Ambassador Theatre Group, ArtichokeJB’s 100 Green Riders – helps artists and venues put on environmentally responsible shows through a green rider alongside technical and hospitality ridersGlobal Reporting Initiative enabling concerts, festivals and cultural events to be more transparent about their sustainability performance – JB helped developed the guidance from the perspective of arts and creative industries

Image: Florrie Bassingbourn

Green Barometer

Event Organisers Sector Supplement – provides tailored guidance for the events sector on reporting their sustainability performanceObserver Ethical Awards 2012 launched with new Arts & Culture category (JB on judging panel)JB’s Industry Green - environmental certification scheme for festivals, venues, offices and CD packaging – The Sage Gateshead, Ambassador Theatre GroupBetter Batteries Campaign – aim to switch over to rechargeable battery systems and increase rate of recycling for disposable and rechargeable batteries

EmergenceArts sector in Wales at three major conferences to share ideas, ask questions and get practical tools for more sustainable practiceNew publication on sustainability and the arts

Developing a low carbon infrastructure

Developing the role of the arts as a crucible of ideas and visions for low carbon sustainable Wales

www.juliesbicycle.com/about-jb/news/1109,Emergence%3A+A+new+publication+on+sustainability+and+the+arts.html

10. Brief Encounter

57

Legal Update

• Growing number of laws, regulations and codes affecting the marketing profession – both within national boundaries and laws passed elsewhere

• Chartered Institute of Marketing – Shape the Agenda available from end of February 2012 with an update on marketing and the lawwww.cim.co.uk

• The Queen’s Diamond Jubilee• The 2012 Olympic Games

58

The Lowry• People hoping to name community events,

buildings or projects in honour of The Queen’s Diamond Jubilee can now apply for permission

• Applications have opened for the commemorative use of Royal names and titles for the event, which takes place next year

• There will be a blanket approval for the phrases “Diamond Jubilee” and “Jubilee” providing they are used for non-commercial purposes

• However phrases such as “Queen Elizabeth II Diamond Jubilee” or “The Queen’s Diamond Jubilee” will need permission

• More information about the Diamond Jubilee and how to apply to use Royal names and titles can be found on www.direct.gov.uk and from www.royal.gov.uk/HMTheQueen/TheQueenandspecialanniversaries/TheQueensDiamondJubilee2012/DiamondJubileeNamesandTitles.aspx

59

The Lowry• The 2012 Olympic Games - 27 July to 12

August 2012• The 2012 Paralympic Games –

29 August to 9 September 2012• Ambush marketing ie trading off an event’s

goodwill – LOCOG has special statutory marketing and legal rights

• Only official sponsors, suppliers and licensees are allowed to use the Olympic Marks eg:

• London 2012 logo, the Olympic Rings• Olympic torch, the Olympic flame,

athletic images and the colour combinations of the Olympic Rings

• The Olympic and Paralympic mottos• The words Olympic, Olympiad,

Olympix and similar wordings• Combinations of words and

expressions• For guides on list of restricted words,

brand usage and non-commercial usage visit www.london2012.com

The 2012 Olympic Games

60

Top Ten Trends

• The Lip Balm Effect• Join the Crowd• Spamming the World• The (not so) Big Society• Retro Revival• A Shedload of Toolkits• Experience Design• Aging Hipsters• Avoid Green Washing• Brief Encounter