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6 questions Chris Denton Director of Marketing, Communications and Digital Strategy – Southbank Centre.

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Presentation on theme: "6 questions Chris Denton Director of Marketing, Communications and Digital Strategy – Southbank Centre."— Presentation transcript:

1 6 questions Chris Denton Director of Marketing, Communications and Digital Strategy – Southbank Centre

2 11. Be honest, do you tell, sell or engage at the moment?

3 The last 40 years! with thanks to Morris Hargreaves McIntyre

4 Organisation Customer TELL AND SELL Take it or leave it! Then…

5 What is a ‘cultural experience’?

6 COMMUNICATION CONVERSATIONCOMMUNITY AUDIENCES Now… Arts organisation

7 2. What are you asking people to buy into?

8 MISSION – Who you are, what you do VISION – What you want to become VALUES – What you believe, what defines you Build your brand

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10 The importance of brand AFFORDABILITY Wherever possible we need to encourage people to make value judgments about us based on ‘hearts’ and not ‘heads’.

11 The importance of brand TRUST We need to build trust with audiences and not sabotage it. Deliver on our promises

12 The importance of brand PASSION Loyalty Belief in the importance of what we do Prioritise us Champion us to others

13 3. How will you make it more than a one night stand?

14 What is audience development? ACQUISITION RETENTION FREQUENCY CROSS-OVER TRUST ENGAGEMENT LOYALTY LOVE

15 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?

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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 management

19 BEHAVIOUR Booking patterns: Recency Frequency Value Arts interests: Art form Genres Multiple interests Location: Distance Loyalty: Subscriber Friend Patron Major donor

20 Good at winning new customers Year

21 Bad at keeping them Year

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23 New audience plan

24 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

25 All customers are equal Know which customers to focus most attention on

26 4. Who are you going to reach out to and how?

27 The Four P’s… PRODUCT PRICE PLACE PROMOTION

28 Audience development matrix

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31 Research Work together with others Agree benchmarking priorities Set audience development targets Test and learn Identify the potential

32 5. Think like the people who aren’t coming

33 ATTITUDE Psychographic segments Values Attitudes Beliefs Motivations Expectations Life experiences

34 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…

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36 6. Are you following them or are they following you?

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38 Who leads, who follows? The art or the audience?

39 FESTIVAL STRATEGY

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42 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

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45 PIC SHOWING VIBRANT SITE HOLDING IMAGE

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50 FESTIVAL STRATEGY - TRANSFORMING THE BUSINESS MODEL

51 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

52 Grant v Self Generated Income

53 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


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