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 studies

www.artscouncil.org.uk/publication_archive/call-it-

a-tenner-the-role-of-pricing-in-the-arts/

• Tim Baker – The Pricing Institute

www.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 sheet

www.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: 7pm

TICKETS: £2 (Redeemable at the bar)

A Good Yarn: The Knitting Club

Whether 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 media

• Economic downturn

– marketing metrics

now even more

important

• Move 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 Lowry

All 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 Lowry

Audiences 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 Lowry

Audiences 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

Establish

Interview (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

Discover

50 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

Define

Idea 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

Develop

Prototype 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 – 1964

• As a group widely associated with privilege as many grew

up at a time of affluence

• Demographic bulge which has marked effect on rest of

society

• 80% of the nation‟s wealth is owned by the Baby Boomers

• They own 40% of total worth of houses

• Over 50s account for over 40% of all the consumer spending

• However:

– 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 group

• Access issues

• Programming preferences

• Particularly interested in health issues

• Pool of donors, high net worth individuals, potential long

association with your organisation

• Intergenerational activities may appeal

• Potential 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 Barometer

• JB Associates – advice, Industry

Green standard, environmental

policy, staff training eg Ambassador

Theatre Group, Artichoke

• JB‟s 100 Green Riders – helps

artists and venues put on

environmentally responsible shows

through a green rider alongside

technical and hospitality riders

• Global 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 performance

• Observer 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 Group

• Better Batteries Campaign – aim to switch over

to rechargeable battery systems and increase

rate of recycling for disposable and rechargeable

batteries

Emergence

• Arts sector in Wales at three major

conferences to share ideas, ask

questions and get practical tools

for more sustainable practice

• New 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+sustain

ability+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 law

www.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/TheQuee

nandspecialanniversaries/TheQueensDiam

ondJubilee2012/DiamondJubileeNamesan

dTitles.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