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Audience Development
NorVolJazz
Sunday 28th July 2013
1. A few principles
“The term Audience Development describes
activity which is undertaken specifically to meet
the needs of existing and poten...
Audience development can focus on finding
audiences outside the mainstream –i.e. “new
audiences” or “audiences from social...
As a process, audience development employs a range
of marketing tools such as research, publicity,
communication and custo...
2. The audience journey
You and your audience(s)
• What are your objectives?
• Who is your existing audience?
• Who are your potential audiences?
Bridges and barriers
• Identify bridges
– Links with other genres or activities
– Ways into the experience
• Identify barr...
Make them come
• Outreach & promotion
• Existing audience as Ambassadors
• Assess your results
Make them stay
• Warm welcome
• Show your house rules
• Work with the venue
• Make it memorable
Make them come back
• Keep in touch
• Be relevant (and not too frequent)
• Create rewards and incentives
• Listen to feedb...
3. Planning and
execution
Example: new audience (x)
• Audiences that are new to you could be
new to…
– Jazz!
– Your jazz!
– The area
• New to the area
– Identify their needs:
• Address and directions
• Type of venue: cost, dress code, food, „house
rules‟…...
• New to your music
– Identify their needs:
• Descriptions, reviews
• Audio & video
• Full line-up, links
– Make it easy:
...
• New to jazz
– Identify their needs:
• Context, tradition and departure
– Make it easy:
• Programme, links, audio…
• Faci...
7 Steps to Audience Heaven
• Avoid (too many) jazz references!
• Set objectives and evaluate your success
• Check out the ...
Contact:
fanny@artoffestivals.com
www.artoffestivals.com
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Audience Development for Jazz: 7 Steps to Heaven

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This presentation on Audience Development for Jazz was prepared for a network of voluntary jazz promoters based in the north of England. It covers: audience development key principles; understanding the audience journey; and creating one's own audience development plan.

Publié dans : Business, Technologie
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Audience Development for Jazz: 7 Steps to Heaven

  1. 1. Audience Development NorVolJazz Sunday 28th July 2013
  2. 2. 1. A few principles
  3. 3. “The term Audience Development describes activity which is undertaken specifically to meet the needs of existing and potential audiences and to help arts [and cultural] organisations to develop on-going relationships with audiences. It can include aspects of marketing, commissioning, programming, education, customer care and distribution.” What is Audience Development?
  4. 4. Audience development can focus on finding audiences outside the mainstream –i.e. “new audiences” or “audiences from socially excluded groups”. Audience development also reflects the relationship with audiences that develops over time with a focus on the long term.
  5. 5. As a process, audience development employs a range of marketing tools such as research, publicity, communication and customer relationship management. As an ethos, audience development places the audience at the heart of everything the organisation does. (source: Wikipedia / Arts Council England)
  6. 6. 2. The audience journey
  7. 7. You and your audience(s) • What are your objectives? • Who is your existing audience? • Who are your potential audiences?
  8. 8. Bridges and barriers • Identify bridges – Links with other genres or activities – Ways into the experience • Identify barriers – What could prevent people from coming, staying or returning?
  9. 9. Make them come • Outreach & promotion • Existing audience as Ambassadors • Assess your results
  10. 10. Make them stay • Warm welcome • Show your house rules • Work with the venue • Make it memorable
  11. 11. Make them come back • Keep in touch • Be relevant (and not too frequent) • Create rewards and incentives • Listen to feedback
  12. 12. 3. Planning and execution
  13. 13. Example: new audience (x) • Audiences that are new to you could be new to… – Jazz! – Your jazz! – The area
  14. 14. • New to the area – Identify their needs: • Address and directions • Type of venue: cost, dress code, food, „house rules‟… – Make it easy: • Website and Facebook „about‟ section • Photos, audience quote…
  15. 15. • New to your music – Identify their needs: • Descriptions, reviews • Audio & video • Full line-up, links – Make it easy: • Website/blog and Facebook page • Twitter feed
  16. 16. • New to jazz – Identify their needs: • Context, tradition and departure – Make it easy: • Programme, links, audio… • Facilitate interactions
  17. 17. 7 Steps to Audience Heaven • Avoid (too many) jazz references! • Set objectives and evaluate your success • Check out the competition and copy what works • Get involved in local networks • Try out one thing at a time • Carve a name for yourself (not the venue) • Follow the plan
  18. 18. Contact: fanny@artoffestivals.com www.artoffestivals.com

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