Presentation on theme: "6 questions Chris Denton Director of Marketing, Communications and Digital Strategy – Southbank Centre."— Presentation transcript:
6 questions Chris Denton Director of Marketing, Communications and Digital Strategy – Southbank Centre
11. Be honest, do you tell, sell or engage at the moment?
The last 40 years! with thanks to Morris Hargreaves McIntyre
Organisation Customer TELL AND SELL Take it or leave it! Then…
What is a ‘cultural experience’?
COMMUNICATION CONVERSATIONCOMMUNITY AUDIENCES Now… Arts organisation
2. What are you asking people to buy into?
MISSION – Who you are, what you do VISION – What you want to become VALUES – What you believe, what defines you Build your brand
The importance of brand AFFORDABILITY Wherever possible we need to encourage people to make value judgments about us based on ‘hearts’ and not ‘heads’.
The importance of brand TRUST We need to build trust with audiences and not sabotage it. Deliver on our promises
The importance of brand PASSION Loyalty Belief in the importance of what we do Prioritise us Champion us to others
3. How will you make it more than a one night stand?
What is audience development? ACQUISITION RETENTION FREQUENCY CROSS-OVER TRUST ENGAGEMENT LOYALTY LOVE
Education Learning and Participation Membership and Friends schemes Front of House service/Shops/Bars/Cafes ARTISTIC DIRECTOR Development Team Marketing Board Sponsors Digital Box Office Press and External Affairs WHO IS RESPONSIBLE?
Who comes already? What do you know about your audience? Are they loyal? Can they come more often? Do you look after them? Aim: Long term, loyal, profitable
DATA Understand and target your audiences better Increase income via dynamic pricing, & yield management
BEHAVIOUR Booking patterns: Recency Frequency Value Arts interests: Art form Genres Multiple interests Location: Distance Loyalty: Subscriber Friend Patron Major donor
Good at winning new customers Year
Bad at keeping them Year
New audience plan
28% increase in those coming more than once 14% of new audiences still attending after 5 years. Up from 5% 26% increase in bookings in the first two years of programme 31% increase in revenue from returning customers (extra £1.2m) 40% more revenue from higher frequency visitors within 3 years 16% of people receiving welcome pack came back within one month of first visit
All customers are equal Know which customers to focus most attention on
4. Who are you going to reach out to and how?
The Four P’s… PRODUCT PRICE PLACE PROMOTION
Audience development matrix
Research Work together with others Agree benchmarking priorities Set audience development targets Test and learn Identify the potential
Tips Don’t think about ‘difficult’ programmes Imagery, tone of voice – be appropriate Remove basic barriers (dress code etc) Pricing – don’t undervalue what you do Make a night of it (packages) Test, test and test again But don’t forget…
6. Are you following them or are they following you?
Who leads, who follows? The art or the audience?
Audience development aims Create a destination – something for everyone Target least engaged audiences Deepen engagement Be entrepreneurial to attract new audiences Make best use of the site and venues Cultural activism
PIC SHOWING VIBRANT SITE HOLDING IMAGE
FESTIVAL STRATEGY - TRANSFORMING THE BUSINESS MODEL
Transforming the Business Model Festival Strategy has: –Driven foot fall and visits –Created a vibrant destination –Increased attractiveness to commercial partners –Attracted new sources of sponsorship
Grant v Self Generated Income
Southbank Centre is UK’s 3 rd most visited visitor destination 6.2m tickets issued 5,000 ticketed events each year 31m people visit the site 50% of events are FREE One of the most diverse audiences in UK arts Bold vision with stunning results