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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
Developing the offer
9.Experiment and learn
10.Give it time
Thanks
www.theaudienceagency.org