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1 ©WolfBrown 2012
Making Sense
of Audience
Engagement National Arts Marketing Project
Conference, Nov. 11, 2012
Alan Brown, Rebecca Ratzkin, Ryan
French, David Tang
2 ©WolfBrown 2012
Agenda
•Overview of Audience Engagement principles
•The view of practitioners
Ryan French, Walker Art Center
David Tang, music director
•Q&A
4 ©WolfBrown 2012
New Focus on Engagement
• Key dimension of segmentation research
• Controversial aspects deserve more debate
• What is “good practice”? How do we know if
we’ve “engaged” someone?
• How much engagement is enough?
5 ©WolfBrown 2012
Engagement is both consumer-driven and
mission-driven
•Demand for more intense, multi-sensory
experiences
•Expectations for interactivity and
interconnectivity
•Desire to customize one’s experience
•Desire for social and kinetic experiences
•Artists’ desire for more interactive and symbiotic
relationships with audiences
10 ©WolfBrown 2012
Build-Up and Contextualization
•Website-based contextual videos (e.g., artist
interviews)
•YouTube channels
•Synopses sent to patrons in advance
•Blogs (e.g., Malmo Opera)
Transmitting “curatorial insight”
12 ©WolfBrown 2012
Period of Intense Preparation
How can you take advantage of the “hot
spot” right before the event?
13 ©WolfBrown 2012
Period of Intense Preparation
•Pre-performance talks
•Lobby information
•Media-rich emails send 24-hours in advance
•Reading program notes at the venue
•Podcasts
•What information do you INSIST that
your audiences absorb before the show
starts?
18 ©WolfBrown 2012
Artistic Exchange
Real-time interpretive
assistance via digital devices
Museum of Old and New Art
(MONA), Hobart, Tasmania
19 ©WolfBrown 2012
Does art speak for itself, or
should we provide audiences
with more and more
interpretive assistance, and
allow them to photograph,
remix and react in real-time?
21 ©WolfBrown 2012
Post-Processing and Meaning-Making
•Lightly facilitated post-performance discussions
•Discussions with and without artists or experts
•Encouraging critical feedback (e.g., citizen
critics)
•Online forums, Facebook conversations, etc.
•Eliciting conversation outside of the venue
22 ©WolfBrown 2012
Impact Echo
How can you help audiences to
memorialize and remember their
experiences?
30 ©WolfBrown 2012
0
10
20
30
40
50
60
70
80
Num
ber
of
Audie
nce M
em
bers
Level of Interest in Engagement Activities
THE "BIG MIDDLE"
36 ©WolfBrown 2012
Audience engagement is a
unifying philosophy bringing
together marketing, education
and artistic programming in
common service of maximizing
impact on audiences