Date post: | 14-Jan-2015 |
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Innovation in Audience DevelopmentPete Gomori, Marketing Manager, Tate Modern 18 May 2011
What’s the aim?Tate’s mission – to increase public understanding and enjoyment of art
Business objectives – maximise visitor numbers & give them the best experience
Make the most of new opportunities – both creatively and strategically
Our tools
Difference between online/social media/in-gallery audience
DataWhat can you find out about your audiences?
Demographics Motivations
Habits Interests
What are you going to do with the info?
Satisfaction
Visitors who have this motivation to visit…
spiritual
emotional
social
intellectual
…need this from a visit:
food for the soul
feast for the eyes
finding out new things
feeling comfortable
Motivation
Visitors who have this motivation…
AficionadosActualisers
Sensualists
ResearchersSelf-Improvers
Urban CoolSocial SpacersSite SeersFamilies
Art professionalsNon-professionals
Art professionalsNon-professionals
< 35 years old> 35 years oldFirst time visitFamilies
…and these …divide into determining demographics… these segments:
spiritual
emotional
social
intellectual
* Identified through ‘golden questions’
Tate visitor segments
Audience priorities
Current audiences – regular exhibition and collection visitors, artists/art world/academics, tourists, members
Developmental audiences – young people under 25, families, locals
Projects
Tinie Tempah / Ofili
Tate Tracks
Street Art
Festivals
Flyering
Facebook & Twitter
‘On my way to see the Gabriel Orozco exhibition at the tate modern now’ Paloma Faith
‘After reading @Palomafaith 's tweets going to go to the Tate in my lunchbreak’ Gemma Perolls
Live Tweet
Promotions
.
Increasing engagement
(Tate’s first ever Flash online display ad)
Datacapture • Email subscribers increased by 39% over last exhibition