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Marketing Research: The Big PictureA wrap up of important trends in local, regional and national marketing research.
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DAY
Cultural MarketingResearch
Top 10
…with apologies to Dave
Tom Kaiden, Chief Operating Officer
Greater Philadelphia Cultural Alliance
215-557-7811 x17
MARKETINGRESEARCH
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10. Theoretical: Wallace’s ”RAND Model” of Audience Participation
9.
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MARKETINGRESEARCH
“Top Ten” Favorite Cultural Marketing Research Reports
DAY#10 Building Arts Participation: Wallace’s RAND Model
MARKETINGRESEARCH
http://www.wallacefoundation.org/KnowledgeCenter/KnowledgeTopics/ArtsParticipation/NewFramework.htm?byrb=1
DAY
10. Theoretical: Wallace’s ”RAND Model” of Audience Participation
9. Demographic: U.S. Census Bureau
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MARKETINGRESEARCH
“Top Ten” Favorite Cultural Marketing Research Reports
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5 4 3 2 1 0 1 2 3 4 55 4 3 2 1 0 1 2 3 4 5
0 - 45 - 9
10 - 1415 - 1920 - 2425 - 2930 - 3435 - 3940 - 4445 - 4950 - 5455 - 5960 - 6465 - 6970 - 7475 - 7980 - 8485+
2000 2010
#9 U.S. Census BureauPennsylvania Population Pyramids
FemaleMaleFemaleMale
10-Year Changes:Average +2.5%
5-17 -9%18-24 +9%25-44 -9%
50-54 +21%55-59 +39%60-64 +43%
http://www.census.gov/population/www/projections/statepyramid.html
DAY
10. Theoretical: Wallace’s ”RAND Model” of Audience Participation
9. Demographic: U.S. Census Bureau
8. Mass Market: B.L.S. Consumer Expenditure Survey
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MARKETINGRESEARCH
“Top Ten” Favorite Cultural Marketing Research Reports
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http://www.bls.gov/cex/home.htm#data
#8 Bureau of Labor StatisticsConsumer Expenditure Survey
Philadelphia RegionSpending on Entertainment: Fees & Admissions
Persons of Hispanic or Latino Origin
DAY
10. Theoretical: Wallace’s ”RAND Model” of Audience Participation
9. Demographic: U.S. Census Bureau
8. Mass Market: B.L.S. Consumer Expenditure Survey
7. Temporal: American Time Use Study
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MARKETINGRESEARCH
“Top Ten” Favorite Cultural Marketing Research Reports
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#7 American Time Use Study
http://www.bls.gov/tus/
DAY
10. Theoretical: Wallace’s ”RAND Model” of Audience Participation
9. Demographic: U.S. Census Bureau
8. Mass Market: B.L.S. Consumer Expenditure Survey
7. Temporal: American Time Use Study
6. Attitudinal: Making Culture Count
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4.
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MARKETINGRESEARCH
“Top Ten” Favorite Cultural Marketing Research Reports
DAYMARKETINGRESEARCH
When Do You Typically Decide to Enjoy Performing Arts?
The same day as the event12%
A few days in advance40%
Well in advance48%
#6 Making Culture Count 3.0—LaPlaca Cohen
http://www.laplacacohen.com/
DAY
0% 10% 20% 30% 40% 50% 60% 70%
Be "in the know" about the latest trends and tastes
Desire to learn about or celebrate cultural heritage
Support organizations or events that are important to me and/ormy community
Interest in learning something about another time or culture
Experience the high quality of the performance/art
Escape everyday stress and rejuvenate
Support a friend or family member involved
Entertainment/enjoyment
Why Do You Participate in the Arts?
#6 Making Culture Count 3.0—LaPlaca Cohen
MARKETINGRESEARCH
http://www.laplacacohen.com/
DAY
10. Theoretical: Wallace’s ”RAND Model” of Audience Participation
9. Demographic: U.S. Census Bureau
8. Mass Market: B.L.S. Consumer Expenditure Survey
7. Temporal: American Time Use Study
6. Attitudinal: Making Culture Count
5. Developmental: Alan Brown’s Values Study
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3.
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1.
MARKETINGRESEARCH
“Top Ten” Favorite Cultural Marketing Research Reports
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#5 Alan Brown’s Values Study
http://www.ggfmsp.org/research/CT_Values_Study_Report.pdf
1. Inventive Arts Participation engages the mind, body and spirit in an act ofartistic creation that is unique and idiosyncratic, regardless of skill level.2. Interpretive Arts Participation is a creative act of self-expression that bringsalive and adds value to pre-existing works of art, either individually orcollaboratively.3. Curatorial Arts Participation is the creative act of purposefully selecting,organizing and collecting art to the satisfaction of one’s own artisticsensibility.
4. Observational Arts Participation encompasses arts experiences that anindividual selects or consents to, motivated by some expectation of value.
5. Ambient Arts Participation involves experiencing art, consciously orsubconsciously, that is not purposefully selected – art that “happens to you.”
DAY
10. Theoretical: Wallace’s ”RAND Model” of Audience Participation
9. Demographic: U.S. Census Bureau
8. Mass Market: B.L.S. Consumer Expenditure Survey
7. Temporal: American Time Use Study
6. Attitudinal: Making Culture Count
5. Developmental: Alan Brown’s Values Study
4. Geographic: Philadelphia Cultural List Co-Op/Mapping
3.
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1.
MARKETINGRESEARCH
“Top Ten” Favorite Cultural Marketing Research Reports
MARKETINGRESEARCHDAYMARKETINGRESEARCH
# 4 Philadelphia Cultural List Co-Op/Mapping
http://www.philaculture.org/advo/mapping.htm
DAY
10. Theoretical: Wallace’s ”RAND Model” of Audience Participation
9. Demographic: U.S. Census Bureau
8. Mass Market: B.L.S. Consumer Expenditure Survey
7. Temporal: American Time Use Study
6. Attitudinal: Making Culture Count
5. Developmental: Alan Brown’s Values Study
4. Geographic: Philadelphia Cultural List Co-Op/Mapping
3. Organizational: PACDP/Portfolio
2.
1.
MARKETINGRESEARCH
“Top Ten” Favorite Cultural Marketing Research Reports
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DAYMARKETINGRESEARCH
50%
Federal Government
Local Government
16%
14%
10%2%
Individuals
Foundation
CorporationsOther
2%
1%5%
State Government
Contributed Earned
#3 Portfolio/PACDP
http://www.philaculture.org/portfolio/
MARKETINGRESEARCHDAYMARKETINGRESEARCH
http://www.pacdp.org/
#3 Portfolio/PACDP
DAY
10. Theoretical: Wallace’s ”RAND Model” of Audience Participation
9. Demographic: U.S. Census Bureau
8. Mass Market: B.L.S. Consumer Expenditure Survey
7. Temporal: American Time Use Study
6. Attitudinal: Making Culture Count
5. Developmental: Alan Brown’s Values Study
4. Geographic: Philadelphia Cultural List Co-Op/Mapping
3. Organizational: PACDP/Portfolio
2. Primary: Zoomerang
1.
MARKETINGRESEARCH
“Top Ten” Favorite Cultural Marketing Research Reports
MARKETINGRESEARCHDAYMARKETINGRESEARCH
Internet providesan opportunity toask stakeholderstheir opinions in acost-effectivemanner. Cost:$350/year for non-profits.
http://info.zoomerang.com/solutions/nonprofits.htm
#2 Primary Research--Zoomerang
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Most Popular Member Benefit
81%
72%
70%
69%
69%
69%
66%
62%
59%
54%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Arts & Culture AdvocateNewsletterPhiladelphia Cultural ListCooperativeAdvocacy (State Government)
Advocacy (Local Government)
Cultural Resource Directory(printed copy)Job Bank
Market Research
Cultural Resource Directory(your listing)FunSavers E-Mail Listings
PhillyFunGuide.com EventsCalendar
n=238
DAY
10. Theoretical: Wallace’s ”RAND Model” of Audience Participation
9. Demographic: U.S. Census Bureau
8. Mass Market: B.L.S. Consumer Expenditure Survey
7. Temporal: American Time Use Study
6. Attitudinal: Making Culture Count
5. Developmental: Alan Brown’s Values Study
4. Geographic: Philadelphia Cultural List Co-Op/Mapping
3. Organizational: PACDP/Portfolio
2. Primary: Zoomerang
1. Implicational: Leisure in America, National Arts Strategies
MARKETINGRESEARCH
“Top Ten” Favorite Cultural Marketing Research Reports
MARKETINGRESEARCHDAYMARKETINGRESEARCH
#1 Leisure in AmericaMay 10-11, 2007, Getty Center, Los Angeles
MARKETINGRESEARCHDAYMARKETINGRESEARCH
The price of cultureIn 2006, the average price of a New York hotel room: $241A two-day pass to Disneyworld, for a family of four: $529A twelve day camel safari in Kenya, for a family of four: $31,400Ticket cost for a family of four to the following events:Football game $247Basketball game $184Hockey game $165Theme park $137Baseball game $90Movie theater $26Annual entertainment budget for average U.S. household in 1999: $1,891Annual entertainment budget in 2005: $2,388Percentage increase in real dollars: 8.5 percent.
#1 Leisure in AmericaMay 10-11, 2007, Getty Center, Los Angeles
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Driving alone, with sufficient legroomand seating for sixThe percentage of U.S. commuters usingprivate vehicles in 1960: 64The percentage of U.S. commuters usingprivate vehicles in 2005: 88The percentage of these commutersdriving alone: 90
The isolated American, with 360 friendsPercentage of U.S. teens with more than 25“buddies” in their instant messagingcontacts list: 65That percentage with more 100 “buddies”: 25
#1 Leisure in AmericaMay 10-11, 2007, Getty Center, Los Angeles
MARKETINGRESEARCHDAYMARKETINGRESEARCH
What’s my motivation?Percentage of whites selecting “celebrate my culturalheritage” as a reason for attending cultural events in theprior twelve months: 15Percentage of African Americans who claimed thismotivation: 50Percentage of Hispanics who claimed this motivation: 43
http://www.getty.edu/leadership/compleat_leader/downloads/leisure_in_america.pdf
#1 Leisure in AmericaMay 10-11, 2007, Getty Center, Los Angeles
DAY
10. Theoretical: Wallace’s ”RAND Model” of Audience Participation
9. Demographic: U.S. Census Bureau
8. Mass Market: B.L.S. Consumer Expenditure Survey
7. Temporal: American Time Use Study
6. Attitudinal: Making Culture Count
5. Developmental: Alan Brown’s Values Study
4. Geographic: Philadelphia Cultural List Co-Op/Mapping
3. Organizational: PACDP/Portfolio
2. Primary: Zoomerang
1. Implicational: Leisure in America, National Arts Strategies
MARKETINGRESEARCH
“Top Ten” Favorite Cultural Marketing Research Reports
MARKETINGRESEARCHDAYMARKETINGRESEARCH
Primary Research
Implications
Intuition
Implementation
PUTTING IT TO WORK
Secondary Research
DAYMARKETINGRESEARCH
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The Greater Philadelphia Cultural Alliance’s Campaign for Culture, anumbrella marketing initiative, is funded by The Pew Charitable Trusts.