The arts market Why market the arts? To survive… To survive… Need audiences Need audiences Need income Need income Recognise they face competition from all options Recognise they face competition from all options Inform potential attenders where, what when, how to attend Inform potential attenders where, what when, how to attend

What is the theatre market Obvious Audience member Audience member Less obvious If a writer, could be an agent If a writer, could be an agent Touring, then could be the venue Touring, then could be the venue If a pub theatre, then could be Promoter. Producer, Agent who may turn up and turn you into a star. If a pub theatre, then could be Promoter. Producer, Agent who may turn up and turn you into a star. Sponsors & funding bodies, even your board are a market Sponsors & funding bodies, even your board are a market

Arts marketing tools Direct mail Direct mail Merchandising (T- Shirts etc) Merchandising (T- Shirts etc) Sales promotions (competition, discounts) Sales promotions (competition, discounts) Advertising Advertising research research Planning Pricing Design Copywriting Print Press & media

The arts marketing mix analysis The 4 “P”s Price Price Place Place Product Product Promotion Promotion

Challenge of Arts Marketing Often is very product-orientated Often is very product-orientated Commerce is often customer-orientated Commerce is often customer-orientated Is this a tension? Is this a tension?

Planning Research & Monitor Set objectives Plan action Take action

Strategy The marketing mix The marketing mix Change your programme? Change your programme? Change the marketing mix itself? Change the marketing mix itself? Change ticket prices/pricing structure? Change ticket prices/pricing structure? Change you presentation? Change you presentation?

Research What do you want Market Research to find out? The profile of your current & potential audience The profile of your current & potential audience

Profiles Gender Gender Age Age Where they live Where they live Occupations Occupations Other arts interests Other arts interests Other interests Other interests How often attend How often attend

Why? To target more effectively To target more effectively Find gaps and ways to fill them Find gaps and ways to fill them

How do you find this out? Information from Box Office Information from Box Office Primary research Primary research (finding out for yourself) (finding out for yourself) Quantitive Quantitive Qualitative Qualitative

Quantitative Tells you the quantities Tells you the quantities How many How many Where from Where from What age What age What sex What sex

Qualitative The qualities that drive decisions The qualities that drive decisions Attitudes Attitudes Desires Desires More expensive, poss. focus groups More expensive, poss. focus groups Ask “what I can learn” not “how can I prove what I want to do” Ask “what I can learn” not “how can I prove what I want to do”

Secondary Research Don’t reinvent the wheel Don’t reinvent the wheel Look what others have found out Look what others have found out ACE info ACE info University studies University studies

Targeting Target your main potential audience for optimum audience Target your main potential audience for optimum audience Means you need to know what you do Means you need to know what you do

Targeting Visualised INTENDERS HOSTILES ATTENDERS INDIFFERENTS

Attenders Enthusiasts Enthusiasts The 80/20 rule The 80/20 rule Thought that 20% attends but purchases 80% of tickets Thought that 20% attends but purchases 80% of tickets

Intenders Come once or twice but perceive themselves as keener than that Come once or twice but perceive themselves as keener than that

Indifferents Hard to reach, but not impossible Hard to reach, but not impossible

Hostiles Never going to attend Never going to attend

Writing and presentation This needs to reach and be understood by potential audience This needs to reach and be understood by potential audience Needs to be attractive Needs to be attractive Needs copywriting skills Needs copywriting skills

Copywriting Rules Keep Keep It It Simple Simple Stupid Stupid K I S S

Copywriting Rules Attract Attention Attract Attention Interest Interest Desire Desire Action Action A I D A