1. Marketing to Meet your Audience Development Needs

2. Who is beside you?
Where are they coming from?
What makes their audience unique?
What are their top two challenges when marketing?

3. What is Audience Development?
Marketing your operation to:
Grow the financial bottom line
Reaching capacity with a new patrons
Retaining existing patrons
Expanding programming diversity
Developing brand

4. “Never treat your audience as customers, always as partners
“Never treat your audience as customers, always as partners.” James Stewart

5. Overview Identifying your audience Marketing Methods
Measuring existing marketing methods
Engage your audience directly
Expanding programming diversity
Growing your Brand

6. Identifying your audience
Build a baseline
Past season sales
A reference for returning artists
A guide to future programming

7. $4,717.65 Series Date Artist Type Guarantee Ticket Price Acutal Count
Actual Revenue
Dance
January 13, 2018
Artist #1
Dance Production
$ 1,200.00 $5
383
$501.76
March 3, 2018
$15/18
279
Theatre
June 22, 2018
Artist #2
Broadway Play
$ 2,500.00
$24/28
467
$5,186.26
Local
August 15, 2018
Artist #3
Local Country
$ 3,000.00
$35/33
268
-$874.45
Spoken
September 20, 2018
Artist #4
Spoken Word
$ 4,000.00
$38/35
274
-$95.92
Total:
$10,700.00
 $4,717.65

8. Identifying your audience
Build a baseline
Tracking new programming initial sales
Year to year comparative
Shows spending habits and audience excitement about your programming

9. 2014
2015
2016
Date
2014 $
2014 Seats
2014 Sub
2015 $
2015 Seats
2015 Sub
2016 $
2016 Seats
2016 Sub
June 18th $ 48 3
$ ,469.00
224 14
$ ,911.00
288 18
June 20th
$ 10,760.00
608 38
$ ,757.02
306
$ ,714.93
614 19
Jun 25th
$ 14,551.00
812 50
$ ,152.80
909 33
$ ,746.98
1031 25
July 3rd
$ 19,539.90
1046 61
$ ,026.28
1095 37
$ ,801.98
1215
July 17th
$ 34,387.80
1519 72
$ ,160.57
1347 43
$ ,660.48
1590 31

11. Identifying your audience
Loyalty reporting
Who buys the most unique shows?
Demographic information
Census of new patrons

12. Marketing Methods Print Radio Online Facebook / Instagram / Twitter,
In-person
Flyers and Posters

13. Print - Is it dead? Not at all! Radio – Who’s listening?
Marketing Methods
Print - Is it dead? Not at all!
Radio – Who’s listening?
Streaming through Spotify, Google Music, You tube
Large Rural areas

14. Marketing Methods
Online - Facebook / Instagram

15. Marketing Methods
Online - Facebook / Instagram

16. Marketing Methods
Twitter – Are you using a scheduler like Hootsuite?

17. Banner pushes on satellite sites – click through data
Marketing Methods
Banner pushes on satellite sites – click through data
In-person
Flyers and Posters

18. Measuring Marketing Methods
Ticketing surges - discrete links, or selling methods
Patron feedback at time of purchase

19. Engage your audience directly
Surveys or feedback forms
What would you want to receive?
Keep it short and to the point
Farm the information that will help you most move forward
How do I get it to them?
Mass mailing sites, playbills, mail-outs, newsletters
Ask group about what they would want to be asked
Ask group about what information would help them move forward best?
Warning about CASL legislation
Don’t be afraid to ask patrons how they would like to stay in touch with you

20. Survey Questions to Ask
What show did you see?
How would you rate your experience?
What was something memorable?
What can we improve upon?
How did you hear about the show?
What show would you like to see?
Would you like someone to contact you?

21. Engage your audience directly
How else can we engage our audiences directly?
In-person connections
Talk-backs sessions or opportunities
Ask group about what they would want to be asked
Ask group about what information would help them move forward best?
Warning about CASL legislation
Don’t be afraid to ask patrons how they would like to stay in touch with you

22. Expanding Programming Diversity
Appealing to new audiences through diversity
Increasing profit margins by engaging more risk
Aligning with marketing streams: eg: Country Radio station, program more country
Ask group about what they would want to be asked
Ask group about what information would help them move forward best?
Warning about CASL legislation
Don’t be afraid to ask patrons how they would like to stay in touch with you

23. Your Brand Who knows about you? Are they selling for you?
Brand awareness - Banners, posters, or Season launches
Brand association through sponsorship or partnership
Ask group about what they would want to be asked
Ask group about what information would help them move forward best?
Warning about CASL legislation
Don’t be afraid to ask patrons how they would like to stay in touch with you

24. Growing Your Brand Season Themes Involvement in your community
Opens opportunities for ticket bundling
Another connection point for your audience
Examples: Current Environment (Canada 150), Common connections (Visiting the East Coast)
Involvement in your community
Media associations: Culture Corner
Ask group about what they would want to be asked
Ask group about what information would help them move forward best?
Warning about CASL legislation
Don’t be afraid to ask patrons how they would like to stay in touch with you

25. Growing Your Brand ** Warning **
Your brand is your livelihood. Protect it.
Not all press is good press
Make conscious programming decisions that will not adversely affect your image in your community.
Do you have clauses in your contacts to protect your brand?
Ask group about what they would want to be asked
Ask group about what information would help them move forward best?
Warning about CASL legislation
Don’t be afraid to ask patrons how they would like to stay in touch with you

26. Audience Development Re-cap
Know your history
Grow your bottom line old and new through connections
Expand your programming with diversity
Developing your brand

27. “Know your target audience
“Know your target audience. Always keep them at the forefront of your mind. Understand their lifestyle and what they are looking for. Gather their feedback and use it to tailor your approach.” Imran Amed