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ATC / Can the brochure save us?




                    Can the brochure
                    save the art sector?




Can the brochure save us by reinventing it and rewarding audiences for using it?
ATC / Can the brochure save us?




Brochure - can and often are beautiful, hand crafted things - artefacts in their own
right, that are tactile and desirable
ATC / Can the brochure save us?




Brochures - the thing is that they very quickly end up like this, lost amongst the
crowded display
ATC / Can the brochure save us?




Brochures - ... and if we’re lucky like this for someone who actually might pick one of
them up and put it somewhere like here
ATC / Can the brochure save us?




Brochures - and even if they do then there’s a feeling they’re up against it in terms of
working out what they want to go and see
ATC / Can the brochure save us?




Brochures - too often they don’t even make it to there. As quickly as they’re printed,
they’re straight to the bin and shredders
ATC / Can the brochure save us?




Brochure - but as an artefact, as a piece of work in itself they can and often are lovely ...
ATC / Can the brochure save us?




But there’s a sense that it’s going the way of this fellow ...
ATC / Can the brochure save us?




Meanwhile ... we’re going through one of these things (recession)
ATC / Can the brochure save us?




... and supposedly being led out of it by one of these things - i.e. we’re not coming out
of it anytime soon
ATC / Can the brochure save us?




Being constantly told about the squeezed middle and the impact that’s having on
spending
ATC / Can the brochure save us?




However there’s the feeling (and reality) that digital is moving like this ...
ATC / Can the brochure save us?




Whilst we’re moving a bit more
slowly
ATC / Can the brochure save us?




The upshot is that it’s harder and harder (to engage) - less money about, more channels
and more information being thrown at audiences than ever before
ATC / Can the brochure save us?




It’s enough to make you cry (US election kid)
ATC / Can the brochure save us?




TODAY WE HAVE THE ANSWER TO ALL THAT AND MORE - the meaning of life the
universe and everything (42 from Douglas Adams, The Hitchhickers Guide ...)
ATC / Can the brochure save us?




No, not really that would mean we’re a snake-oil
salesman
ATC / Can the brochure save us?




... or to put that another way - this man (Mitt Romney)

No, instead we think we have an approach which might take the edge off some of it,
provide a nice solution to the brochure thing AND provide users with a means of be
rewarded for their time and effort
ATC / Can the brochure save us?




The starting point is that there is too much information and that there’s a myriad
number of increasingly fractured channels through which they find out about and
share about stuff and in which they make decisions
ATC / Can the brochure save us?




At one level or another we’re both missing out on opportunities
Users - because of information overload
Arts organisations - are missing out on opps to engage ... in a more meaningful,
personal and tailored way ... for all the reasons just listed
ATC / Can the brochure save us?




Put another way, we’re doing this with our time, effort, resources and money on bulk
printing of brochures that are increasingly never read and more likely to be mass
pulped and users are left increasingly on their own to fend for themselves, in spaces
where we have no level of engagement, making decisions we know nothing about
ATC / Can the brochure save us?




It’s enough to make you
cry
ATC / Can the brochure save us?




                  There’s a genuine:

                  ๏   Organisational and business need

                  ๏   Real user need

                  ๏   Real resources and technology that
                      can facilitate




There’s a genuine business need - better use of time, effort, resources, money
There’s a genuine user need - the need to make better sense of all there is out there on
offer
Thankfully there’s genuine resources and technology to help solve it
ATC / Can the brochure save us?




 The first rule of
 techclub is that it’s
 not about the
 tech ...


If I were to think about this as a tech club (fronted by Edward Norton + Brad Pitt) and
leading on solving these needs and it was, we’d say that ... the first rule of techclub is
that it’s not about the tech!
ATC / Can the brochure save us?




Instead it’s about real people - e.g. venue staff - knowledgeable, insightful, friendly -
they are an invaluable resource and they are potential tastemakers
ATC / Can the brochure save us?




 The SECOND rule
 of techclub is that
 it’s NOT ABOUT
 THE TECH!


The second rule of techclub is that it’s not about the
tech!
ATC / Can the brochure save us?




It’s about understanding users and their motivations and in this case it’s also about
incentivising and rewarding that
ATC / Can the brochure save us?




 The third rule of
 techclub is ... it is
 A BIT about the
 tech!


The third rule of techclub is that IT IS about the tech in as much as technology
facilitates the first two
ATC / Can the brochure save us?




Done bad and it’s an epic fail!
ATC / Can the brochure save us?




We’re saying ... Connect the Tastemakers and Users and establish a meaningful
relationship between them whereby Tastemakers assist users to make sense of your
programme whilst also allowing users to DIY (there’s always the punk out there)
ATC / Can the brochure save us?




... and use technology to facilitate
that
ATC / Can the brochure save us?




And while we’re there doing this, how about throwing some bones!? Rewarding users
for their good behaviour, their effort and the investment of a most precious
commodity ... their time
ATC / Can the brochure save us?




And Bingo!
ATC / Can the brochure save us?




                      Reduced overheads on wasted
                          resources (printing)



What are the gains here? Well they’re potentially BIG
ATC / Can the brochure save us?




                      Increased capture of user data
        (and not just personal details but proper taste and flavour information)




What are the gains here? Well they’re potentially BIG
ATC / Can the brochure save us?




                  An energised and engaged audience




What are the gains here? Well they’re potentially BIG
ATC / Can the brochure save us?




                  A reward scheme that can be tailored
   (to both your organisations marketing and communication strategy AND to users
                                  own motivations)




What are the gains here? Well they’re potentially BIG
ATC / Can the brochure save us?


What behaviour would reward be based on?
๏   Time spent engaging with tastemakers and generating their
    own programme

๏   Writing a review

๏   Rating an event

๏   Social activity (e.g. a follow, a like, a recommendation of a
    show via Fb/ Tw)

๏   Sharing a digital artefact of their own with you (e.g. picture,
    voxpop)

๏   Time spent on your site
ATC / Can the brochure save us?


What would reward look like?
Again plenty of options to suit individual organisational needs ... e.g.:


๏   Users become Tastemakers themselves over time, helping other users

๏   Users receive access to additional things - online or perhaps offline

๏   Users get offers - first dibs on shows you KNOW are going to sell
    out fast

๏   Users get points and we all know what points mean ...
ATC / Can the brochure save us?




... points mean
prizes!
ATC / Can the brochure save us?




              Platform that ...     Shares the        That leverages        That incentivises   Where the
              At it’s basic level   knowledge and     the perfect storm     engagement by       definition of
              allows users to       insight your      technology is         rewarding           participation and
              compile their         Tastemakers can   providing to          participation       range of reward
              own programme         provide with      facilitate this and                       can be flexible
                                    users             do the majority
                                                      of the heavy
                                                      lifting




While engaging with tastemakers to make sense of ALL the opportunities out there
... to work out what it is they’d MOST likely want to come, see and experience
... users will be able to curate their own selections and create their own personalised
programme
... which they’ll be able to use online and/ or offline, as as a physical or digital artefact
ATC / Can the brochure save us?




                      Can the brochure save the world? Probably not ...


                      Can it be reinvented to save money, foster engagement with audiences, create a
                      meaningful reward scheme around which both users and organisations gain?
                      Yes, probably




Returning to the opening section ... will rewarded with a unique artefct
So can the brochure save the world? Probably not ...
not in it’s current guise but with good effort, creative ideas and the right tech ...

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Arts techcymru

  • 1. ATC / Can the brochure save us? Can the brochure save the art sector? Can the brochure save us by reinventing it and rewarding audiences for using it?
  • 2. ATC / Can the brochure save us? Brochure - can and often are beautiful, hand crafted things - artefacts in their own right, that are tactile and desirable
  • 3. ATC / Can the brochure save us? Brochures - the thing is that they very quickly end up like this, lost amongst the crowded display
  • 4. ATC / Can the brochure save us? Brochures - ... and if we’re lucky like this for someone who actually might pick one of them up and put it somewhere like here
  • 5. ATC / Can the brochure save us? Brochures - and even if they do then there’s a feeling they’re up against it in terms of working out what they want to go and see
  • 6. ATC / Can the brochure save us? Brochures - too often they don’t even make it to there. As quickly as they’re printed, they’re straight to the bin and shredders
  • 7. ATC / Can the brochure save us? Brochure - but as an artefact, as a piece of work in itself they can and often are lovely ...
  • 8. ATC / Can the brochure save us? But there’s a sense that it’s going the way of this fellow ...
  • 9. ATC / Can the brochure save us? Meanwhile ... we’re going through one of these things (recession)
  • 10. ATC / Can the brochure save us? ... and supposedly being led out of it by one of these things - i.e. we’re not coming out of it anytime soon
  • 11. ATC / Can the brochure save us? Being constantly told about the squeezed middle and the impact that’s having on spending
  • 12. ATC / Can the brochure save us? However there’s the feeling (and reality) that digital is moving like this ...
  • 13. ATC / Can the brochure save us? Whilst we’re moving a bit more slowly
  • 14. ATC / Can the brochure save us? The upshot is that it’s harder and harder (to engage) - less money about, more channels and more information being thrown at audiences than ever before
  • 15. ATC / Can the brochure save us? It’s enough to make you cry (US election kid)
  • 16. ATC / Can the brochure save us? TODAY WE HAVE THE ANSWER TO ALL THAT AND MORE - the meaning of life the universe and everything (42 from Douglas Adams, The Hitchhickers Guide ...)
  • 17. ATC / Can the brochure save us? No, not really that would mean we’re a snake-oil salesman
  • 18. ATC / Can the brochure save us? ... or to put that another way - this man (Mitt Romney) No, instead we think we have an approach which might take the edge off some of it, provide a nice solution to the brochure thing AND provide users with a means of be rewarded for their time and effort
  • 19. ATC / Can the brochure save us? The starting point is that there is too much information and that there’s a myriad number of increasingly fractured channels through which they find out about and share about stuff and in which they make decisions
  • 20. ATC / Can the brochure save us? At one level or another we’re both missing out on opportunities Users - because of information overload Arts organisations - are missing out on opps to engage ... in a more meaningful, personal and tailored way ... for all the reasons just listed
  • 21. ATC / Can the brochure save us? Put another way, we’re doing this with our time, effort, resources and money on bulk printing of brochures that are increasingly never read and more likely to be mass pulped and users are left increasingly on their own to fend for themselves, in spaces where we have no level of engagement, making decisions we know nothing about
  • 22. ATC / Can the brochure save us? It’s enough to make you cry
  • 23. ATC / Can the brochure save us? There’s a genuine: ๏ Organisational and business need ๏ Real user need ๏ Real resources and technology that can facilitate There’s a genuine business need - better use of time, effort, resources, money There’s a genuine user need - the need to make better sense of all there is out there on offer Thankfully there’s genuine resources and technology to help solve it
  • 24. ATC / Can the brochure save us? The first rule of techclub is that it’s not about the tech ... If I were to think about this as a tech club (fronted by Edward Norton + Brad Pitt) and leading on solving these needs and it was, we’d say that ... the first rule of techclub is that it’s not about the tech!
  • 25. ATC / Can the brochure save us? Instead it’s about real people - e.g. venue staff - knowledgeable, insightful, friendly - they are an invaluable resource and they are potential tastemakers
  • 26. ATC / Can the brochure save us? The SECOND rule of techclub is that it’s NOT ABOUT THE TECH! The second rule of techclub is that it’s not about the tech!
  • 27. ATC / Can the brochure save us? It’s about understanding users and their motivations and in this case it’s also about incentivising and rewarding that
  • 28. ATC / Can the brochure save us? The third rule of techclub is ... it is A BIT about the tech! The third rule of techclub is that IT IS about the tech in as much as technology facilitates the first two
  • 29. ATC / Can the brochure save us? Done bad and it’s an epic fail!
  • 30. ATC / Can the brochure save us? We’re saying ... Connect the Tastemakers and Users and establish a meaningful relationship between them whereby Tastemakers assist users to make sense of your programme whilst also allowing users to DIY (there’s always the punk out there)
  • 31. ATC / Can the brochure save us? ... and use technology to facilitate that
  • 32. ATC / Can the brochure save us? And while we’re there doing this, how about throwing some bones!? Rewarding users for their good behaviour, their effort and the investment of a most precious commodity ... their time
  • 33. ATC / Can the brochure save us? And Bingo!
  • 34. ATC / Can the brochure save us? Reduced overheads on wasted resources (printing) What are the gains here? Well they’re potentially BIG
  • 35. ATC / Can the brochure save us? Increased capture of user data (and not just personal details but proper taste and flavour information) What are the gains here? Well they’re potentially BIG
  • 36. ATC / Can the brochure save us? An energised and engaged audience What are the gains here? Well they’re potentially BIG
  • 37. ATC / Can the brochure save us? A reward scheme that can be tailored (to both your organisations marketing and communication strategy AND to users own motivations) What are the gains here? Well they’re potentially BIG
  • 38. ATC / Can the brochure save us? What behaviour would reward be based on? ๏ Time spent engaging with tastemakers and generating their own programme ๏ Writing a review ๏ Rating an event ๏ Social activity (e.g. a follow, a like, a recommendation of a show via Fb/ Tw) ๏ Sharing a digital artefact of their own with you (e.g. picture, voxpop) ๏ Time spent on your site
  • 39. ATC / Can the brochure save us? What would reward look like? Again plenty of options to suit individual organisational needs ... e.g.: ๏ Users become Tastemakers themselves over time, helping other users ๏ Users receive access to additional things - online or perhaps offline ๏ Users get offers - first dibs on shows you KNOW are going to sell out fast ๏ Users get points and we all know what points mean ...
  • 40. ATC / Can the brochure save us? ... points mean prizes!
  • 41. ATC / Can the brochure save us? Platform that ... Shares the That leverages That incentivises Where the At it’s basic level knowledge and the perfect storm engagement by definition of allows users to insight your technology is rewarding participation and compile their Tastemakers can providing to participation range of reward own programme provide with facilitate this and can be flexible users do the majority of the heavy lifting While engaging with tastemakers to make sense of ALL the opportunities out there ... to work out what it is they’d MOST likely want to come, see and experience ... users will be able to curate their own selections and create their own personalised programme ... which they’ll be able to use online and/ or offline, as as a physical or digital artefact
  • 42. ATC / Can the brochure save us? Can the brochure save the world? Probably not ... Can it be reinvented to save money, foster engagement with audiences, create a meaningful reward scheme around which both users and organisations gain? Yes, probably Returning to the opening section ... will rewarded with a unique artefct So can the brochure save the world? Probably not ... not in it’s current guise but with good effort, creative ideas and the right tech ...