NEW DEVELOPMENTS IN ARTS MARKETINGHeather Maitland in association with

• Audiences North East (ANE) is the strategic agency for the North East of England, working across the whole cultural sector to grow, sustain and develop the region’s audiences.

• We offer a range of research, development and promotional opportunities, all of which are tailored to meet the specific needs of the cultural sector.

• We commissioned cultural sector consultant and author Heather Maitland to develop a 4 hour seminar aimed at disseminating the latest thinking in Marketing and audience development.

• The seminar was delivered to a variety of arts professionals in Stockton and in Newcastle in March 2009.

New Developments in marketing

• Consumer trends• Tips for surviving the recession• The future of advertising• New ways of looking at audiences• Branding trends• Online trends• 2009’s most influential marketing theory

CONSUMER TRENDS

FACT

Consumers are cutting back

THE LIPSTICK EFFECT

http://bigpictureresearch.typepad.com/.a/6a00e55367bf138833010536850de6970c-popup

The rise of the FRUGALISTA

“We did a survey with our customers at the beginning of the year. They said they are now making product choices around quality and value for money.”

But they don’t take our word for it

Data firm Jupiter found that 77% of online shoppers are using reviews and ratings when making their purchasing decisions

The death of bling

COCOONING

AUTHENTIC HUMAN CONTACT

VIRTUAL ESCAPES

Consumer trends

• Less conspicuous consumption• Reduced spend on big items• The rise of small self-treating instead• Researching expenditure• Value for money• Retreat into the home• Less experimentation• Escapism

So what?

SURVIVING THE RECESSION

Innovate

72% of marketing executives said the resources they put into innovation will be sustained or increased in 2009

Insight

39% of marketing executives say that their spend on market research will increase

Do what works

The trend gurus all say that return on investment will become all important – so you need to know what works

Keep existing customers

More resources will be focused on building relationships with customers and on making the most of customer data

Customer satisfaction

Keeping customers depends on how happy they are – marketers will be striving for better dialogue with them to resolve problems quicker

THE FUTURE

THE FUTURE OF ADVERTISING

Engaging and empowering the people

Asking for $25 contributions

The total?

$500 million

Using the internet to register new voters

Enlisting supporters to create their own campaigns on social networking sites: the YouTube election

“At homes”

So what?

GENERATION G

(THAT’S G FOR GENEROSITY)

Cynical consumers

13% of Americans say they trust big business

¾ of Americans feel that companies don’t tell the truth in advertising

Wall Street sign

Need for Generosity

Challenging times see people craving care, empathy, sympathy and generosity

Generosity as status symbol

The lasting trend is for passionate, empowered individuals more willing and able to give, share, collaborate

33 million flickr users

16 million Wikipedia pages

13 hours of video uploaded to You Tube every minute

20 million hotel reviews on Trip Advisor

Values not social responsibility projects

Strategies to target Generation G

Show you care …

Co-donation

Free love

Make their lives easier

Give your customers fun or useful services using widgets and apps

Random acts of kindness

Send your best customers surprise gifts. Send thank you letters (that don’t try and sell them anything).

Help them out, be flexible

So, be nice to your customers…..

They’ll be extra-appreciative in these troubled timesThey won’t forgetThey’ll tell other people about youThey’ll be more willing to collaborateAnd working for a company with a caring, generous mindset can actually be good for your soul, too :-)

So what?

THE YOUTH MARKET

Summary

• It’s a dialogue• Show you care• Build a fan base• Relevance not price• Relevance is about social currency• Your whole organisation needs to have the

right mindset

So what?

BRANDING TRENDS

BACK TO BASICS

FOCUSDISTINCTIVENESS

FACT

Our brains act as filters to protect us from too much information

"In the West we maybe see, at a conservative estimate, 500 advertising messages every day. We see as many advertising messages in a year as our parents saw in their entire lives.”

Tim Phillips, Technology Journalisthttp://news.bbc.co.uk/1/hi/programmes/click_online/5285058.stm

THREE MORE TRENDS

ROBERT JONESHEAD OF NEW THINKINGWOLFF OLINS

Post-Consumer Activist

Brands will become platforms on which people can do things

BUT

Brand as multiplier

Umbrella brands that grow the impact exponentially

Post-Western Plurality

Brands will become a theme with variations rather than the duplication of a formula

“Identity not identical”

So what?

AUDIENCE DEVELOPMENT IS

DEAD

….LONG LIVEPUBLIC ENGAGEMENT

Audience development‘The term audience development describes activity which is undertaken specifically to meet the needs of existing and potential audiences and to help arts organisations to develop on-going relationships with audiences. It can include aspects of marketing, commissioning, programming, education, customer care and distribution.’

[1] Information: Grants for the Arts - audience development and marketing, Arts Council England, consulted at www.artscouncil.org.uk/documents/information/audiencedevgfta_phpx05G6i.doc accessed 30th June 2008

The McMaster Report

Tessa Jowell, the Secretary of State for Culture, Media and Sport asked Brian McMaster to consider, among other things, ‘how artistic excellence can encourage wider and deeper engagement with the arts by audiences’

Supporting Excellence in the Arts: from measurement to judgement, Sir Brian McMaster, DCMS, January 2008, p 6

What is public engagement‘Public engagement’ has a political dimension centred on public value. It is based on a belief that for public subsidy to be legitimate, the organisations that get funded must have the trust and support of the public. Public engagement is a process. It’s the way that public managers can help citizens identify and express their collective preferences. It is, in effect, a tool for bringing public services and citizens closer together, for redressing the ‘democratic deficit’.

Deliberative Democracy and the Role of Public Managers, L Horner, R Lekhi and R Blaug, The Work Foundation, November 2006.

What’s the difference• Public engagement is about trust through accountability• In theory, effective audience development is a two-way

exchange requiring the building of trust• In practice, most arts organisations don’t see themselves as

accountable to their audiences• Many arts organisations see themselves as artistically led• Public engagement responds to the public’s collective

preferences• Public engagement i about the importance of democracy in

the delivery of effective public services. • Audience development describes a set of activities to

increase and broaden audiences for the creative work.

Excellence and engagement• Excellence in culture happens ‘when an

experience affects and changes an individual.’• ‘for something to be excellent it has to be

relevant, and for it to be relevant it has to be continually reinterpreted and refined for and by its audience’

• ‘nothing can be excellent without reflecting the society which produces and experiences it’

• ‘Excellence is about experience and good practice is what leads to it’

Supporting Excellence in the Arts: from measurement to judgement, Sir Brian McMaster, DCMS, January 2008, pp 9-10

Excellence is about experience

So we need to understand the experience…

MARKET RESEARCH TRENDS

Don’t ask questions

Observe and listen

So what?

ONLINE TRENDS

ONLINE DIALOGUE

Who’s online?

Ofcom report 2008

65% of homes have internet access

58% of households have access to broadband

59% in rural areas

Social networking

Twice as many marketers as last year say they are sick of hearing about social networking

E-STRATEGY

Offline and online integration

Use offline media to drive people to the web

Do what works

Was it worth the time, energy and money?

Do what works

Work to increase conversion rates so A/B testing is crucial

Better targeting

What are the customer behaviours that lead to ticket sales

Better leverage of online communities

It’s good to talk but it’s much better if they do something

User saturation

Users are making choices – find out which ones

ONLINE COMMUNICATIONS

Anticipated, relevant, timely

Better targeted, more pertinent messages…

…over a variety of

devices

Non-intrusive communications

Providing information when and where people need it

Events led communications

Customer behaviour should trigger a communication so we need our databases to integrate with sales functions

WEBSITES

Two way communication so…

…can visitors to your website communicate easily with you?

Social content not just sales

Co-creation through comments, reviews and ratings

More attractive content, not just sales talk

Business blogs are now standard (because they support SEO and customer engagement)

Lightweight websites …

…that work on netbooks and smartphones

SEARCH ENGINES

Search engine optimisation matters

They are still the first place online users look for information

www.ranks.nl

Google really matters

74% of UK searches are through Google

BUT

Some people don’t like Google and are searching via blogs and co-created sites like Trip Advisor

SO

14% trust advertising but 78% trust recommendations souser generated content is King

Use of local searches growing

cinema stockton

theatres in newcastle

More smartphones means…

… even more localised searches using mobile applications

So what?

MOST INFLUENTIAL MARKETING

CONCEPT 2009

Influencers

A small number of people can influence the mass market

The bottom line?

More than £500m is spent each year on targeting influentials. This is growing at 36% a year

But this is old news to the arts

Alan Brown wrote about Initiators and Responders: a new way to view orchestra audiences in 2004

Initiators

People who enjoy creating cultural experiences for friends and family

Responders

The potential attenders of your event sitting at home waiting for a friend to phone or email with an invitation

www.wolfbrown.com

SometimesNEW DEVELOPMENTS IN MARKETINGstart with the arts!

CreditsTRENDS• Top Marketing Trends for 2009:• http://www.marketingcharts.com/interactive/top-marketing-trends-for-2009-execs-sick-of-web-20-

7448/• Key trends in 2009: http://www.marketingimprovement.com/key-trends-in-2009• Daphne Kasriel, Top 10 Consumer Trends for 2009:

http://www.euromonitor.com/TOP_10_CONSUMER_TRENDS_FOR_2009• UK Film Council: A Short Note on UK Cinema Admissions During Recessions:• http://www.ukfilmcouncil.org.uk/media/pdf/n/t/

A_short_note_on_UK_cinema_admissions_during_recessions.pdfAUDIENCES• Generation G: • http://trendwatching.com/briefing/• http://www.cultureoffuture.com/• Graham Brown, mobileYouth.org, 50 Youth Marketing Trends for 2009• http://www.slideshare.net/mobileyouth/part-1-50-youth-marketing-trends-for-2009-by-graham-

brown-mobileyouthorg-presentationBRANDING• Marty Neumeier, Neutron LLC, The Brand Gap• http://www.slideshare.net/coolstuff/the-brand-gap

CreditsONLINE TRENDS• Heidi Cohen, Seven Top Online Marketing Trends for 2009: http://www.clickz.com/3632306• 30 Web Trends for 2009:

http://www.seoptimise.com/blog/2008/12/30-web-trends-for-2009.html• Strange Corporation, Online Marketing Trends for 2009

http://www.strangecorp.com/news/view/online-marketing-trends-in-2009SEARCH ENGINE DATA• Hitwise• http://weblogs.hitwise.com/robin-goad/2008/03/local_search_in_the_uk.html

http://weblogs.hitwise.com/to-go-uk/2009/02/searches_for_valentine_breaks.htmlhttp://weblogs.hitwise.com/robin-goad/2009/01/searches_for_flights_down_eurozone_usa_turkey.html

INFLUENCERS• Duncan Brown and Nick Hayes, Influencer Marketing (2008)• Ruth Mortimer, ‘Marketing Theory: Treasure Seekers’, Brand Strategy, 9/6/08• http://goliath.ecnext.com/coms2/gi_0199-7953006/MARKETING-THEORY-Treasure-

seekers.html• Alan Brown, Initiators and Responders: a new way to view orchestra audiences• http://www.wolfbrown.com/index.php?

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