AUDIENCE DEVELOPMENT

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AUDIENCE DEVELOPMENT NETWORKING EVENT ARTS
MARKETING ASSOCIATION IN PARTNERSHIP WITH
BELFAST CITY COUNCILS CULTURE ARTS
UNIT WEDNESDAY 5 MAY, BELFAST EXPOSED
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WELCOME Councillor Eoin O Broin Chair,
Development (Arts) Sub-Committee BELFAST CITY
COUNCIL
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Stephen Cashman

• Independent consultant trainer, trading as
  SCCaT
• Board member, AMA
• Director of communications, Network of Audience
  Development Agencies
• Former Chief Executive, DDN

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NETWORKING EVENT

• Belfast - Wednesday 5th May 2004

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• The Association for people who persuade the
  public to experience the arts.
• An active and diverse membership of over 1,800
  who regularly participate in professional
  development opportunities to improve their
  working practices.
• The visual arts and crafts, museums, performing
  and combined arts, film, cinema and literature
  are all represented.

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• Activities services
• Events - conferences, annual symposium, speakers
  tours, seminars
• Supporting professional development
• Publications
• Networking

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• "There is simply no better way to keep in touch
  with what's happening in the world of arts
  marketing at every level.Ruth Staple,
  Marketing Officer, South West Arts Marketing

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• "The networking opportunities alone are
  invaluable, hearing of other people's successes
  as well as sharing problems...proves that even
  seasoned marketers can learn new tricks.Sofia
  Nazar, Head of Marketing, Broadway Media Centre

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• "I can't think of another organisation I ought to
  belong to. Taking time out to talk about the arts
  and audiences is crucial.David Popple,
  Director, Stamford Arts Centre

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Mapping the scope of audience development
SCCaTStephen Cashman Consultancy Training
and the role of Network the AD agencies
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The drive for AD

• 1998 UK Central Government sets new priorities
  (Source DCMS Comprehensive Spending Review,
  August 1998)
• the arts to be provided by the many and not
  just the few
• 300,000 new chances to experience the arts,
  200,000 new educational sessions
• To see the present 50 of the population who
  enjoy or take part in the arts increased by
  2/3rds over next ten years

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But issue of defining scoping AD
Audience development is a planned process which
involves building a relationship between an
individual and the artsHeather Maitland 2000
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But issue of defining scoping AD
The term Audience Development describes activity
which is undertaken specifically to meet the
needs of existing and potential audiences and to
help arts organisations to develop on-going
relationships with audiences. It can include
aspects of marketing, commissioning, programming,
education, customer care and distribution.Arts
Council England 2003
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Social Inclusion vs Exclusion

• Guilty of blurred terminology?
• Social Inclusion activityworking to pull people
  to what we already do (?)
• Social Exclusion activityChanging and using our
  work to address the causes and consequences of
  Social Exclusion, thus meeting social needs

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Stereotype of a Social Includer
Arts r Us
Come in!Everythings lovely!!!
They might not think like us but if I can just
persuade them its good for them Even if they do
wear smelly trainers.
Middle class Middle aged Middle English ONLY
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Stereotype of the Socially Excluded
Arts r Us
Please can I come in?
Looks posh expensive
Am I wearing the right clothes
I dont know how to behave
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Mapping the scope

• Part of DDNs evaluation of Northern Arts
  Regional Audience Development Initiative RADI
• Adopted an empirical approach
• Modelled what was really happening

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The 4P components of the map
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Potential purposes for AD

• Help fulfil objectives
• Expand relevance
• Counter barriers
• Meet social needs

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The 4P components of the map
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AD as a systematic process
PLAN
REFLECT
DO
CHECK
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The 4P components of the map
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The Ansoff matrix sets strategic marketing
priorities
New
Market Extension
M AR K ET S
Diversification
Product Development
Market Penetration
Existing
Products or services
New
Existing
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Ansoff applied to Audience Development
Innovation
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5 priorities for Audience Development activity

• 4 based on Ansoff
• Retention cultivationDevelops usage of
  organisation together with the audiences pattern
  of consumption (existing provision existing
  users)
• Programme development Develops the range and
  quality of the experience offered to an audience
  (new provision existing users)
• Broadening audience scopeDevelops social,
  demographic geographical breadth of audience
  (existing provision new users)
• InnovationDevelops audiences breadth and scope
  of experience by expanding the range of provision
  to attract new and different types of people (new
  provision for new users)
• 1 more
• Audience development researchDevelops depth of
  knowledge on audiences

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The 4P components of the map
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AD in terms of desired payoffs

• Contributing to artistic, financial social
  goals
• Addressing social needs
• Securing access
• Generating enhanced cultural diversity
• Capacity building

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A global map of Audience Development
Process
Payoffs
Purpose
Priorities
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The role of

• A professional trade grouping that promotes best
  practice in Audience Development AD
• Collective meeting point for Agencies staff
• A clearing house for AD innovations, data
  methodologies
• Supports informs member activities in response
  to national, regional local needs

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The role of the Agencies

• Adding value to the AD sector by
• Providing leadership in AD innovation
• Sourcing, disseminating sharing knowledge
• Carrying out research
• A source of professional development
• Catalysing change influencing policy

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The spread of UK Audience Development Agencies
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The GB Agencies by remit
Arts About ManchesterAudiences London
CAMGGATEAMTAB
Arts Marketing HampshireAudiences
Yorkshire SMART AudiencesSAMVAM
Audiences CentralAudiences North
EastMomentum ArtsSWAM
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The purpose tools of the agencies
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A bigger pie is more important than a bigger
share of it
The FUTURE Collective marketing activity
leadsto a 10 uplift in market to 220,000
NOW Estimated market size 200,000 attenders
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A strategic conundrum
DATELINE Tyneside 1999/2000 ...
An inadvertent explosion of dance
7 runs of dance in 3 nearby venues All within
7 months
HOW DO YOU REACT? WHAT WOULD YOU DO?
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Solving the strategic dance conundrum

• MOVE - an ACE New Audiences funded project led
  by DDN
• Run collaboratively with Dance City, Newcastle
  Playhouse, Sunderland Empire, Theatre Royal
  Newcastle
• Based on pooling profiling dance databases then
  taking collective promotional action

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The proof of the pudding

• MOVE generated
• An initial core database of 15,500 dance
  interested individuals
• Bookings by 557 people
• Between 1,558 and 1,731 bookings new to the
  relevant venues
• A legacy database of 700 active dance attenders

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Stephen Cashman Consultancy Training

• Stephen Cashman BA, MBA, is an independent arts
  management consultant trainer.
• From his base in Newcastle upon Tyne he works
  with arts and cultural organisations - a UK wide
  basis - on projects relating to strategic
  management, strategic marketing, audience
  development, research statistical analysis, and
  futures thinking.
• He can be contact by phoning 0191 292 1427 or by
  e-mailing stephen.cashman.consultancy_at_blueyonder.
  co.uk