10 The importance of brand AFFORDABILITYWherever possible we need to encourage people to make value judgments about us based on ‘hearts’ and not ‘heads’.
11 The importance of brand TRUSTWe need to build trust with audiences and not sabotage it.Deliver on our promises
12 The importance of brand PASSIONLoyaltyBelief in the importance of what we doPrioritise usChampion us to others
13 3. How will you make it more than a one night stand?
14 What is audience development? ACQUISITIONRETENTIONFREQUENCYCROSS-OVERTRUSTENGAGEMENTLOYALTYLOVEWHO is responsible? EVERYONE in the organisationNOT JUST ABOUT BUMS ON SEATS
15 ARTISTIC DIRECTOR Marketing Education WHO IS RESPONSIBLE? Digital SponsorsLearning and ParticipationPress and External AffairsMembership and Friends schemesARTISTIC DIRECTORFront of House service/Shops/Bars/CafesEducationMARKETING OR ENGAGEMENT?Box OfficeBoardDevelopment TeamMarketingDigital
16 Some of you may have heard me speak before about CRM – or Customer Relationship Management. This too is a vital concept to grasp and adopt.CRM is all about being CUSTOMER CENTRIC – putting customers at the very heart of what you do.By thinking of customers – ALWAYS – you have a better chance of developing your offer in a way which is engaging and relevant to them. By being relevant and engaging, you have a better chance of making them decide that you are an essential part of their choices at the moment. In other words, you are helping yourselves pass the AFFORDABILITY test in the minds of your customers.Brand and CRM are – to me – the twin pillars which undermine any successful marketing strategy. You need to be clear about what you offer – brand – and develop the right tools and methods of telling people about it – CRM
17 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
18 DATA Understand and target your audiences better Increase income via dynamic pricing, & yield managementWho are our customers?What do we really know about them?Are we communicating with them in the right ways and at the right time?What are we actually saying about our brand when we do talk to them?Are they loyal to us?If they are loyal, are we treating them with respect?
19 BEHAVIOUR Booking patterns: Recency Frequency Value Arts interests: Art formGenresMultiple interestsLocation:DistanceLoyalty:SubscriberFriendPatronMajor donor
24 28% increase in those coming more than once 31% increase in revenue from returning customers (extra £1.2m)14% of new audiences still attending after 5 years. Up from 5%16% of people receiving welcome pack came back within one month of first visit26% increase in bookings in the first two years of programme40% more revenue from higher frequency visitors within 3 years
25 All customers are equal Know which customers to focus most attention on
27 PRODUCT PRICE PLACE PROMOTION The Four P’s…PRODUCT PRICE PLACE PROMOTION
28 Audience development matrix Existing programme to existing audiencesExisting programme to new audiencesNew programme to existing audiencesNew programme to new audiences
29 Audience development matrix Existing programme to existing audiencesExisting programme to new audiencesNew programme to existing audiencesNew programme to new audiences
30 Audience development matrix Existing programme to existing audiencesExisting programme to new audiencesNew programme to existing audiencesNew programme to new audiences
31 Research Work together with others Agree benchmarking priorities Set audience development targetsTest and learnIdentify the potentialWhat do you really do?Who comes, why and how do they know?What new things do you want to do? Is there demand? Research?How good is your current marketing?Are there people doing similar things? Who is your competition?Are you meeting financial targets? Will the new idea help?How many are you selling and to who?What are your prices? Have they changed over the last few years?Do you have a marketing or audience development budget? Is it adequate?What additional money will you need to put your new ideas into place? Where will the money come from?What influences might affect your project, such as social or economic issues nationally or locally?
34 Tips Don’t think about ‘difficult’ programmes Imagery, tone of voice – be appropriateRemove basic barriers (dress code etc)Pricing – don’t undervalue what you doMake a night of it (packages)Test, test and test againBut don’t forget…
42 Audience development aims Create a destination – something for everyoneTarget least engaged audiencesDeepen engagementBe entrepreneurial to attract new audiencesMake best use of the site and venuesCultural activismWe use the festivals as a route to draw people into material that would otherwise be difficult or challenging – whether topics such as death with our festival of Death or repertoire such as 20th century classical music as part of the award winning The Rest is Noise.We work with commercial partners of all kinds that attract new audiences to Southbank Centre, where they will ‘bump’ into aspects of our cultural programme, such as the external installations as part of our festivals or the free events and performances and discover more about what we do. Examples include the weekly markets, or pop up restaurants such as Dishoom (Asian communities including families) and Wahaca (young adults), and the summer comedy, circus and cabaret festival with Udderbelly (audiences new to Southbank Centre).
53 Southbank Centre is UK’s 3rd most visited visitor destination 6.2m tickets issued5,000 ticketed events each year31m people visit the site50% of events are FREEOne of the most diverse audiences in UK artsBold vision with stunning results