Developing audiences: 10 things that work Anne Torreggiani, Exec Director

The Audience Agency Working with all sorts arts (1,000) organisations Research and development Common themes Give-and-gain model Invite you to share

Audience Development… Organisational process to meet the needs of existing and potential audiences… and develop ongoing relationships Includes marketing, commissioning, programming, education, customer care and distribution An organisational process and philosophy… putting audiences at the centre of the vision The actions we take to involve people, to understand their needs and interests, and to create an environment and experience that appeals to them

Audience Development… An organisational process and philosophy… putting audiences at the centre of the vision

Effective audience development Strategic - purposeful, part of organisational strategy Evidence based – shaped by evidence of what audiences want and need, developed through dialogue About relationships – long term mutually beneficial relationships, not transactions or one off projects Sustainable – resources available for timescale and quantified ROI (even if social)

1.Know your audience

1. Know your audience? Catchment area Contact information Feedback and opinion Fault-lines and segments Web info = major opportunity Contextualised

2.Test your hunches

3.Know your community. Become part of it

… Get out more, if you can

4.Have a plan… But keep it simple

5. Be distinctive, be loved

6.Remember the other 60%

7.Only connect

8. It’s not what you say, it’s what you do

Developing the offer

9.Experiment and learn

10.Give it time

Thanks