Arts Audiences: Insight

Workshop and Toolkit Launch

The Storey Creative Industries Centre

22 March 2012

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What is segmentation?

Segmentation divides customers (and potential

customers) into groups that are likely to share similar

interests, similar needs, or behave in a similar way.

It allows organisations to tailor their offer and their

communications to relevant and interested audiences.

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Segmentation models

• ACORN

• MOSAIC

• Arts Audiences:

Insight

• Segmentation by

common factor

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Exercise

How do you segment your audiences now?

Please discuss in groups

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Arts Audiences: Insight

• English population

• Segments by engagement with the arts

• Based on data from Taking Part survey and Target

Group Index

• 13 segments• Highly engaged

• Some engagement

• Not currently engaged

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The Segments

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Relating Arts Audiences: Insight to Key

Performance Indicators

“All NPOs should be looking to extend their reach and

encourage engagement amongst the 66% of the

population as defined by the ‘some engagement’

segments in our Arts Audiences Insight segmentation.”

ACE KPI Guidance for NPOs

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How does Arts Audiences: Insight

profiling work?

• Use area profiling – identify potential audiences in

your catchment area

• Collect postcodes – profile your own audience

visitors

• Compare to see potential for development

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Area profiling

Area: Drive-Time, Whitehaven, 15.0 minutes

Base: England

% of area % of base Index*

Profile population population av=100

Segment profile

Segments

1 Urban Arts Eclectic 1,286 2.9 4.5 63

2 Traditional Culture Vultures 1,216 2.7 3.8 71

3 Fun, Fashion and Friends 7,732 17.2 18.3 94

4 Mature Explorers 3,649 8.1 10.5 77

5 Dinner and a Show 8,907 19.8 19.8 100

6 Family & Community Focused 5,362 11.9 11.2 107

7 Bedroom DJs 1,065 2.4 2.5 94

8 Mid Life Hobbyists 2,415 5.4 4.3 125

9 Retired Arts and Crafts 1,486 3.3 2.8 119

10 Time Poor Dreamers 2,777 6.2 6.7 93

11 A Quiet Pint with the Match 4,891 10.9 7.8 140

12 Older and Home-Bound 3,085 6.9 5.5 124

13 Limited Means, Nothing Fancy 1,009 2.2 2.3 98

Total population (16+): 44,880

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Case Study – Contact TheatreAr ts Au d ie n ce s I n s ig h t P r o f i l e o f Pe r fo r m a n ce Ca te g o r ySa m p le = 4 5 6 9A r ts Au d i e n ce s I n s ig h t Se g m e n t % o fPe r fo r m a n ceC a te g o r yb o o ke rp o s t c o d e s % o f4 5 M i n u te D r iv e t i m e P o p u l a t i o n I n d e xH ig h ly En g a g e dU r b a n a r ts e c l e c t i c 6. 5 3 . 7 17 6Tr a d i t i o n a l c u l t u r e v u l t u r e s 4. 2 3 . 0 1 37So m e En g a g e m e n tF u n, fa s h i o n a n d fr ie n d s 1 9 . 1 1 8. 0 1 0 6M a t u r e e x p l o r e r s 9 . 8 9 . 9 9 9D i n n e r a n d a s h o w 1 9 . 1 1 9 . 7 9 7F a m i l y a n d c o m m u n i t y f o c u s e d 9 . 6 9 . 5 1 0 0Be d r o o m D J s 3 . 4 2 . 8 1 2 2M i d- l i fe h o b b y i s ts 3 . 8 4. 2 9 0Re t i r e d a r ts a n d c r a f ts 2 . 0 3 . 1 6 5No t Cu r r e n t ly En g a g e dT i m e - p o o r d r e a m e r s 7 . 2 7 . 6 9 6Aq u ie t p i n t w i t h t h e m a t c h 8. 5 1 0. 1 84O l de r a n d h o m e - b o u n d 4. 9 6. 3 7 7L i m i te d m e a n s , n o t h i n g fa n c y 2 . 0 2 . 2 9 1

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Family and community focused

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Family and community focused

Demographics

• typically parents – two-fifths are aged 25–44 and they are more

likely than average to have children in the household, with

almost a quarter having two or more children

• higher than average proportion – a quarter – live in rural areas

• typically moderate means, with an average income, education

and occupational profile

• higher than average proportion – over a tenth – are from ethnic

minority backgrounds

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Family and community focused

Leisure

• Juggling work and family commitments

• Leisure and “wind down” time might include:

• TV

• books

• friends for dinner

• cycle ride

• run

• sports or social club

• cinema

• stately homes and theme parks

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Family and community focused

Arts

• Infrequent arts attendance (once or twice a year)

• Family friendly events

• Carnivals most popular

• Also, might attend musicals, pantomimes, plays, craft exhibitions and culturally specific events (e.g. Mela)

• Attend for fun and to spend time with friends and family – not to expand horizons

• Unlikely to take part in creative activities (minority engage in textile crafts, paintings or drawing)

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Why engage with Family and community

focused?

• One of larger AA:I segments with some arts engagement – 9%

English adult population

• Families - influencing arts engagement at a young age and

engage with carers/extended family

• Opportunity to build longer term relationships with a community

through umbrella organisations, volunteer networks and special

interest groups

• Opportunity to engage with rural communities

• BME audiences

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Dinner and a show

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Dinner and a show

Demographics

• about the same proportion of women as men

• most are aged 25– 64

• includes married and single people, with two-thirds having no children living in the household

• most are working and a third feel they are comfortably off

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Dinner and a show

Leisure

• Main interest – mainstream/pop music

• Spending time with friends and family and socialising both online and offline.

• Eating out – fast food or pub restaurants

• Social drinkers, pubs/bars

• Theme parks and zoos/safari parks

• Theatre

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Dinner and a show

Arts

• Attending arts events is an infrequent or special occasion

• Low participation in artistic activities

• Most likely to attend music events, specifically live music

• Some attend theatre

• Low levels of interest in other types of arts events

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Why engage with Dinner and a show?

• The biggest AA:I segment – 20% of English adult population

• Both urban and rural

• Already attend some arts events occasionally – propensity to

build upon

• Broad range of ages and life stages

• Many comfortably off

• Many lead active, social lives – confident and able consumers

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Workshop

Create a collage representing the lifestyles, interests,

and demographics of members of the Dinner and a

show or Family and community focused segments.

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Lunch

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Toolkits - The Engagement Cycle

Deliver

Understand

Identify

Plan

Audit

Evaluate

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Family and

community

focused

toolkit

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Family and community focused toolkit

4 key reasons for engagement with the arts:

• Social motivation

• Community involvement

• Spending time with children

• Spending time without children

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Family and community focused toolkit

4 primary drivers/barriers affecting the segment’s

willingness to engage with the arts:

• Arts forms, programme, activity

• Price

• Timing

• Place

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Family and community focused toolkit

4 secondary drivers/barriers affecting the segment’s

willingness to engage with the arts:

• Promotion

• People

• Processes

• Physical evidence

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Family and community focused case

studies

Pilot projects with:

The Bowes Museum (Barnard Castle, County Durham)

Berwick Film & Media Arts Festival (Northumberland)

The Maltings Theatre & Cinema (Northumberland)

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Bowes Museum

Objectives

• To develop relationship with the local community and find out more about their

characteristics and motivations with particular emphasis on F&CF segment

• Recruit Bowes ambassadors to be part of a F&CF panel which will engage long

term with the Museum

Tactics

• F&CF event – including free pass to the Museum, tour by actors, refreshments

followed by presentation and customer circle style consultation by two qualitative

researchers

• Purchase map showing hot spots for F&CF near to Barnard Castle

• Direct mail using new style F&CF flyer to recruit participants

• Recruitment of F&CF panel

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Bowes Museum – Key Successes

• Depth of qualitative research

• Enjoyment of the event, changed

perceptions

• Segment members recruited for

community panel

• Action plan proforma in toolkit

worked well

• Consolidated knowledge of

segmentation and AA:I

• Strengthened relationship with,

and understanding of, ACE The Bowes Museum, Image: Caroline Greener

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The Maltings Theatre & Cinema

Berwick-upon-Tweed Film & Media Arts Festival

Objectives

The Maltings:

• Encourgage first time F&CF attenders to Hairy Maclary live on stage and family friendly Hamlet by RSC

Berwick Film and Media Arts Festival:

• Develop F&CF audiences for moving image art

• Increase active participation among young audiences

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The Maltings Theatre & Cinema

Berwick-upon-Tweed Film & Media Arts Festival

Tactics

• Identified higher density areas of segment through map, purchased mailing list for joint mailing

• Letter from 17 year old student

• Hairy Maclary – billed as intro to theatre for the whole family and timed after school.

• Family friendly Hamlet billed as perfect 70min intro

• Letter highlighted variety of family friendly Festival activities

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Key SuccessesThe Maltings Theatre & Cinema

Berwick-upon-Tweed Film & Media Arts Festival

• Timing of Hairy Maclary

• First time bookers for Hairy Maclary and Hamlet

• More tickets purchased online than usual

• Attendance at the Festival by audiences members

targeted by the mail out.

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Dinner

and a

show

toolkit

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Dinner and a show toolkit

1 primary reason for engaging with the arts:

• To see a specific event or performer

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Dinner and a show toolkit

3 secondary reasons for engagement and expectations:

• A memorable and special experience

• A social experience

• A high quality experience in every aspect

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Dinner and a show toolkit

4 key decision making factors and barriers to attendance:

• Price is important for unfamiliar events

• Prominent marketing

• Online experience

• Perception of quality

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Dinner and a show case studies

Pilot projects with:

The Lowry (Salford Quays)

Warrington Museum & Art Gallery and Pyramid and

Parr Hall (Warrington)

Grundy Art Gallery (Blackpool)

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The Lowry

Objective

• To attract The Lowry’s existing Dinner and a show audience to contemporary dance performances by Rambert

Tactics

• Significant ticket offer (£21 tickets for £7.50)

• 25% off in restaurant

• Specific flyer created

• Flyer mailed to people in D&S dominant postcodes

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The Lowry – Key learning

• 82 tickets sold (value of £772.50) - possible to target

Dinner and a show for contemporary dance with the

right offer

• 76 restaurant bookings

Rambert Dance Company

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Grundy Art Gallery

Key aim

• To attract the

Dinner and a show

segment to the

‘Mass

Photography:

Blackpool through

the camera’

exhibition

Tactics

• Online and social

media focus

• Press advertising

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Grundy Art Gallery – Key findings

• Blog site – over 6000 views

• Facebook –

• 141 “likes” (wide range of ages 25-55+)

• 16,888 post views

• 77 post feedbacks

• 110 competition sign ups, 84 newsletter subscription

• biggest proportion via Facebook ad campaign

• 21% Dinner and a show

• Increased visitor figures following launch of online

campaign

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Audit exercise

Please use the template and maps, and work in pairs to

discuss and document your own organisation’s ability to

meet the needs of the two segments.

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Final feedback and discussion

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Contact

Catherine Bradley

Head of Evidence and Engagement

catherine.bradley@allaboutaudiences.com

Helen Mark

Research Manager

helen.mark@allaboutaudiences.com