1. Starter for Ten…
Alison O‟Hara
Chief Executive
Audiences North East

2. 1. The Lip Balm Effect
2009 2010 2012

3. Gross Domestic Product

4. Price Philanthropy

5. Pricing – increasing sophistication
• Call it a Tenner - published 2007 but a good
introduction to pricing with detailed case studies
www.artscouncil.org.uk/publication_archive/call-it-
a-tenner-the-role-of-pricing-in-the-arts/
• Tim Baker – The Pricing Institute
www.baker-richards.com
• Dynamic pricing monitor
• Zone analysis
• Price type analysis
• Sales over time
• Custom table reporting
• Baker Richards Hotseat IndexTM
• Strategy and Tactics of Pricing – Nagle and Holden
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6. Philanthropy
• Last year – looked at the need to address
philanthropy and trends in giving
• This year – how we approach philanthropy
• Partnership working
• Improving internal skills
• Learning from outside cultural sector
• Michael Kaiser – „turnaround king‟
• 25 rules for fundraising sheet
www.artscouncil.org.uk/careers-and-
events/conferences/past-events/michael-
kaiser-fundraising-seminars/
• www.artsmanager.org
6

7. 2. Join the Crowd

8. Crowd Funding
• Research undertaken by Adam Lopardo, The Sponsors
Club, www.sponsorsclub.org.uk
• Still in its infancy
• Figures roughly cover Nov 2010 - Nov 2011 though some
sites started operating after Nov 2010
• Sites: wedidthis.org, wefund.com, crowdfunder.co.uk and
sponsume.com
• Basic stats:
• Projects put on the site needed money ranging from £60
to £150k
• 75% of all the projects got some pledges
• 27% of projects were fully funded
• On average the sites had raised £120k each in the year
but most of that had come in the latter part of the year as
the early part was more about set up etc
• Pledges ranged from £1 to £3k
• The mean pledge was £47, the modal was £20
8

9. Top Tips
• Rewards matter in 'tipping' donors to pledge more
• Achievable totals - projects with large totals rarely
get off the ground
• Allocate time to get the message out
• Get „friends‟ on board first others will follow
(validation)
• Money wasn‟t everything… Successful projects
realised marketing is the most valuable benefit as
it:
• Engaged „friends‟
• Spread the word
• Built advocates
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10. 3. Spamming the World

11. Integrated Marketing
Communications
• Explosion of new and emerging digital techniques and social
media
• But still persevering with older techniques – traditional direct
mail, outdoor advertising, print, PR etc
• IMC – co-ordination and integration of all marketing
communication tools, avenues, functions and sources within
a company into a seamless programme that maximises the
impact on the consumer at a minimal cost
• Make all aspects of marketing communication work together
as a unified force, rather than permitting each to work in
isolation:
• Multi-skilled marketers
• Data driven
• Larger, cross discipline teams
• Increasingly involving closer alignment with business
development and philanthropy
11

12. 4. The (not so)
Big Society
• www.cabinetoffice.gov.uk
• Building the Big Society
• Five priorities:
• Give communities more
power
• Encourage people to take an
active role in their
communities
• Transfer power from central
to local government
• Support co-
ops, mutuals, charities and
social enterprises
• Publish government data

13. • Collaboration between citizens of Peterborough, the RSA, Arts Council
England and Peterborough City Council
• Explores new ways of making the city a better place to live
• www.citizenpower.co.uk is an open, online collaborative space for everybody
to air their thoughts, opinions and ideas on the projects and get updates on
news and events
• Six interconnected projects, each of which addresses priorities identified by
the local authority and Peterborough residents
• Arts and Social Change – putting art at the heart of the city
• Peterborough Curriculum – connecting what we learn with where we live
• Civic Commons – empowering local people to take action
• Sustainable Citizenship – making green innovation a reality
• Recovery Capital – supporting long term recovery from problem drug and
alcohol use
• ChangeMakers – unlocking the hidden wealth of community leaders

14. Arts and Social Change
• Creative Gathering – diverse
group of artists, musicians,
dancers, actors, poets –
invited to create their own
artistic response around the
themes of Artist/Resident –
these were curated into a
fast, furious and inspirational
scratch exhibition
• Cross Pollination event –
explored perspectives on
world ecology
• Creative Gathering picnic
• Context Matters, artists in
residence programme
• Short videoed interviews with
Creative Gathering attendees

15. Citizen Power - Marketing Challenges
• Getting people to engage – very much focused on identifying key community
groups and leaders and getting them involved first
• Social media is not the only way to engage
• No automated responses to comments!
• Some nervousness initially about whether to moderate social
media/blogs/content
• Capacity to engage with social media – found best time to engage was in the
evening
• The value of social media is in supporting and encouraging face-to-face
interaction, it is a means to an end, not an end in itself
• Setting up robust evaluation methods both online and offline
• Different scales and target audiences of projects - some projects targeted at a
number of segments, some at closely defined segments
• Range of people involved - volunteers, local councillors, community leaders

16. 5
.

17. From this…

18. From this… to this…

19. From this…

20. From this… to this…

21. From this…

22. From this… to this…

23. From this…

24. From this… to this…

25. From this…

26. From this… to this…

27. A Good Yarn: The Knitting Club
Whether you are a beginner or
expert, pop along and join us as for our
fortnightly crafty community.
If you‟ve never knitted (or crocheted!)
before never fear, as Tyneside Cinema‟s
very own knitting queen Jenny Payne is
here to welcome you and help you get
started.
A Good Yarn takes place in the gorgeous 2nd floor Digital Lounge, with comfy sofas and a private bar
no less! Entry is £2 per person, with your ticket redeemable in full against your first order at the bar.
Capacity is strictly limited so we recommend advance booking.
Knit the night away with a bottle of lovely house red or white wine at our special knitter’s rate of
£9.50, or choose from our tasty range of Fentimans Botanically Brewed
Beverages for just £2.
STARTS: 7pm
TICKETS: £2 (Redeemable at the bar)

29. The
6. A Shedload audience member
of Toolkits arts marketer‟s manual
INSTRUCTIONS, TROUBLE-SHOOTING AND
ONGOING MAINTENANCE
• Shifts in technology by Alison O‟Hara MA DipM MCIM
and social media
• Economic downturn
– marketing metrics
Arts activities
now even more to maximise
important happiness
• Move from Nutrition
needs
supporting umbrella
organisations to
cultural Best
communication Pricing levels
organisations methods
carrying out activity
themselves

30. Cultural Marketing Toolkits
• Arts audiences: insight updated aka the blue book
http://www.artscouncil.org.uk/publication_archive/arts-
audiences-insight-2011/
• Dinner and a Show Toolkit – available from
www.artscouncil.org.uk from end of February
• Family and Community Focused Toolkit – available from
www.artscouncil.org.uk from end of February
• Festivals Lab www.festivalslab.com
• Researching audiences at outdoor events and festivals
www.audienceslondon.org
• Cultural tourism resources www.audienceslondon.org
• See a voice www.see-a-voice.org
• Kids in Museums manifesto www.kidsinmuseums.org.uk
• AMA Arts Marketing Standards – Employer‟s
Toolkit, Marketer‟s Toolkit and Trainer‟s Toolkit www.a-m-
a.co.uk
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31. The Lowry
• Update on 13 arts audiences: insight
segments first identified in 2008
• Increased numbers of lower engagement
Engagement Red Book Blue Book
2008 2011
Highly engaged 9% 7%
Some engagement 70% 66%
Not currently 23% 27%
engaged
• Most important/less important media for
each segment
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32. All About Audiences
• Arts audiences: insight segment
• Some engagement with 20% of
English adult population
The Lowry
• Specific event performer
• 25 – 64
• No children living in household
• Six-step process
• Identify
• Understand
• Audit
• Plan
• Deliver
• Evaluate
• Music
• Memorable/special experience
• Social experience
• High quality experience
• Price when risky
• Perception of quality
• Prominent marketing
• Online experience
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33. Audiences North East
• Arts audiences: insight segment
• Some engagement with 9% of
English adult population
The Lowry
• Outdoor
• 25 - 44
• Children living in household
• Moderate means, Six-step process
• Key reasons for engagement
• Social motivation
• Community involvement
• Spending time with children
• Spending time without children
• Primary drivers/barriers
• Artforms, programme, activity
• Price
• Timing
• Place
• Secondary drivers/barriers
• Promotion
• People
• Processes
• Physical evidence
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34. Establish and collaborate; Get other people
on board; Stakeholder map; Project start-
assumptions tool; Start a blog; Project kick
Festivals Lab
off meeting; The interview lite; 50 things tool; The Lowry
Contextual interview; Observation;
Shadowing; Cultural probe; Relationship/
stakeholder Map; Generative tools; Vox
popping; Service walkthrough; Customer
day; Tech day; Asset map class; Brief; Slide
deck of findings; Customer journey map;
Persona; User profiles; Media portrait; POPI;
Idea voting; Newsletter; Co-design session;
Showcase event; Evaluate and measure; Idea
options book; Example and case study –
slide deck; Brainstorm ideas; Storyboarding;
Prototype challenge lite; Prototype
challenge; Staging; Desktop walkthrough;
Mock up; Experience prototyping;
Storyboard for developing idea; Make day;
Intervention day; Hack day; Funding bid;
Story to tell; Blueprint lite; Service
evidencing poster; WWWWWH; Blueprint;
Service evidencing; Deliver storyboard;
Exhibition; Evaluation tool.
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35. Audiences London
• Introduction and
context The Lowry
• Evidencing success
• Data collection
methods
• Using questionnaires
• Sampling for surveys
• Estimating audience
size
• Working with
volunteers
• Assessing economic
impact
• Research guidelines
and data protection
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36. Cultural Tourism Audiences London
•Based on presentations
resources by Visit Britain and Visit
London
•Definitions of cultural
tourism
•Key facts and figures
•Segmenting cultural
tourists
Angel of the North
Image: I2I, Colin Cuthbert
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37. Killhope
37

38. • Tell tales together
• Be welcoming
•
•
Play the generation game
Invite teenagers into your gang
The Lowry
• Be flexible
• Reach beyond your four walls
• Create a safe place
• Be the core of your community
• Don‟t say ssssssssssssshush
• Say “please touch”
• Give a hand to grown ups
• Be height and language aware
• Make the most of your different spaces
• Consider different families‟ needs
• Keep an eye of visitors‟ comforts
• Provide healthy, good-value foods
• Sell items in the shop that aren‟t too
expensive
• Look after your website
• Use social media to chat to families
• Make the visit live on
38

39. AMA Arts Marketing Standards
39

40. • The next new thing for the 7. Experience Design
cultural sector
• Not a new concept –
Disney, Apple, Tesco, Sains
bury
• Move from „audience
development‟ to „audience
focus‟
• We are in the experience
business!
• More formal
acknowledgement of the
processes involved by the
cultural sector
• www.festivalslab.com –
materials available under a
creative commons licence

41. Festivals Lab
• festivalslab is a
programme of work which
identifies and develops
ways to improve
Edinburgh - for audiences,
for artists, for partners and
for the festival
organisations themselves
• Establish
• Discover
• Define
• Develop
• Deliver
• Exit

42. Establish
Interview (Lite)
• Meet people associated
with your idea and talk to
them in an informal setting
• Carefully consider who
you should interview and
what you want to find out
about them

43. Discover
50 Things
• Pick one activity that
is relevant to your
project
• Everyone writes
down a list of 50
things related to that
task eg what
happened, how did
they feel etc
• Enables you to gain a
new perspective on
experiences related
to your idea

44. Define
Idea Sketch
• Sketching your concept is
a great way to bring an
idea to life and share with
others
• People should be able to
look at it and understand
what your idea does
• Consider sketching up a
festivals website layout, a
leaflet or an app

45. Develop
Prototype Challenge
• Quick way to test ideas
• Use imagination to bring
ideas to life
• Potentially bring in your
users to your prototype
challenge workshop
• Take your prototype out to
users‟ homes/workplace

46. Deliver
Exhibition
• Sets a deadline on pulling
final plans together
• Allows you to bring
together people who were
involved in the project and
stakeholders who haven‟t
but will be part of the
implemented solution
• Use it to gain feedback
and also get important
people on board
• Show the final product

47. Exit
• Write a brief
• Slidedeck of findings
• Evaluate and measure
• Ideas options book
• Funding bid
• Evaluation tool

48. 8. Aging Hipsters –
The Baby Boomer Generation
48

49. Baby Boomers
• Post World War II 1946 – 1964
• As a group widely associated with privilege as many grew
up at a time of affluence
• Demographic bulge which has marked effect on rest of
society
• 80% of the nation‟s wealth is owned by the Baby Boomers
• They own 40% of total worth of houses
• Over 50s account for over 40% of all the consumer spending
• However:
– Increasingly subject to boomerang children
– Relied on for childcare as grandparents
– For younger baby boomers, their promised pensions are
slipping through their fingers

50. Cultural marketing implications?
• Communications channels – Facebook over 55s largest
growth group
• Access issues
• Programming preferences
• Particularly interested in health issues
• Pool of donors, high net worth individuals, potential long
association with your organisation
• Intergenerational activities may appeal
• Potential sponsors – those relevant to baby boomers

51. 9. Avoid Green Washing
• Sustainability continues to be a buzzword
• Companies try to create ethical businesses
• Increased focus on initiatives such as packaging
reduction, ethical sourcing policies and reduction
in food miles
• Consumers wary of green washing claims
• Cynicism amongst consumers so brands need to
be highly specific
• Fewer brands making general bland claims about
their environmental efforts

52. Julie’s Bicycle
• Alison Tickell established Julie's Bicycle in 2007
as a not-for-profit company, to unite and lead the
music industry in tackling climate change
• JB has brought together a coalition of scientific
and industry figures to map the carbon profile of
the industry and take practical steps to reduce it
• JB has developed the Industry Green
certification scheme specifically for the creative
sector
• In 2010 Julie's Bicycle expanded its remit to
include theatre and visual arts

53. Green Barometer
• JB Associates – advice, Industry
Green standard, environmental
policy, staff training eg Ambassador
Theatre Group, Artichoke
• JB‟s 100 Green Riders – helps
artists and venues put on
environmentally responsible shows
through a green rider alongside
technical and hospitality riders
• Global Reporting Initiative enabling
concerts, festivals and cultural
events to be more transparent about
their sustainability performance – JB
helped developed the guidance from
the perspective of arts and creative
industries
Image: Florrie Bassingbourn

54. Green Barometer
• Event Organisers Sector Supplement – provides
tailored guidance for the events sector on
reporting their sustainability performance
• Observer Ethical Awards 2012 launched with
new Arts & Culture category (JB on judging
panel)
• JB‟s Industry Green - environmental certification
scheme for festivals, venues, offices and CD
packaging – The Sage Gateshead, Ambassador
Theatre Group
• Better Batteries Campaign – aim to switch over
to rechargeable battery systems and increase
rate of recycling for disposable and rechargeable
batteries

55. Emergence
• Arts sector in Wales at three major
conferences to share ideas, ask
questions and get practical tools
for more sustainable practice
• New publication on sustainability
and the arts
– Developing a low carbon
infrastructure
– Developing the role of the arts
as a crucible of ideas and
visions for low carbon
sustainable Wales
– www.juliesbicycle.com/about-
jb/news/1109,Emergence%3A+
A+new+publication+on+sustain
ability+and+the+arts.html

56. 10. Brief
Encounter

57. Legal Update
• Growing number of laws, regulations and codes
affecting the marketing profession – both within
national boundaries and laws passed elsewhere
• Chartered Institute of Marketing – Shape the
Agenda available from end of February 2012 with
an update on marketing and the law
www.cim.co.uk
• The Queen‟s Diamond Jubilee
• The 2012 Olympic Games
57

58. • People hoping to name community events,
buildings or projects in honour of The
Queen‟s Diamond Jubilee can now apply
for permission The Lowry
• Applications have opened for the
commemorative use of Royal names and
titles for the event, which takes place next
year
• There will be a blanket approval for the
phrases “Diamond Jubilee” and “Jubilee”
providing they are used for non-
commercial purposes
• However phrases such as “Queen
Elizabeth II Diamond Jubilee” or “The
Queen‟s Diamond Jubilee” will need
permission
• More information about the Diamond
Jubilee and how to apply to use Royal
names and titles can be found on
www.direct.gov.uk and from
www.royal.gov.uk/HMTheQueen/TheQuee
nandspecialanniversaries/TheQueensDiam
ondJubilee2012/DiamondJubileeNamesan
dTitles.aspx
58

59. • The 2012 Olympic Games - 27 July to 12
August 2012
• The 2012 Paralympic Games –
29 August to 9 September 2012
The Lowry
• Ambush marketing ie trading off an event‟s
goodwill – LOCOG has special statutory
marketing and legal rights
• Only official sponsors, suppliers and
licensees are allowed to use the Olympic
Marks eg:
• London 2012 logo, the Olympic Rings
• Olympic torch, the Olympic flame,
athletic images and the colour
combinations of the Olympic Rings
• The Olympic and Paralympic mottos
• The words Olympic, Olympiad,
Olympix and similar wordings
• Combinations of words and
expressions
• For guides on list of restricted words, The 2012 Olympic
brand usage and non-commercial usage
visit www.london2012.com Games
59

60. Top Ten Trends
• The Lip Balm Effect
• Join the Crowd
• Spamming the World
• The (not so) Big Society
• Retro Revival
• A Shedload of Toolkits
• Experience Design
• Aging Hipsters
• Avoid Green Washing
• Brief Encounter
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