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?
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
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…
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
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
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