Strap yourself in for some serious knowledge sharing with recordings from the Knowledge Stage
Subtitles and transcriptions will soon be available.
Data, campaigns, and audience growth – how Opera Australia are adapting
Georgia Rivers, Opera Australia
Pre-pandemic, Opera Australia started to conduct research to uncover the real reasons their audiences are attending their events. And how to turn that intelligence into marketing campaigns that expand their audiences further.
Based on the insight that’s come out of this research, Georgia spoke about why arts organisations need new marketing strategies after the pandemic; how to come up with a unique strategy, using market research to uncover new market segments; understanding why customers are attending, and using that insight to create new campaigns that show how the arts fulfil a variety of human needs.
An Unlikely Place to find TikTok Success?
Martin Jefferies, English Heritage
It’s tempting to either jump on the bandwagon of a new social media platform, or dismiss it as irrelevant to your audiences. But what happens when you find the space to experiment with a new platform and test what you (think you) know about who your audience is and could potentially be?
In this session we heard from Martin Jefferies, Social Media Manager with English Heritage, about how he built a partnership with TikTok and engagement with a very different audience.
He went into how they found their niche on the platform, recognising the differences between it and other social platforms; best practice and the ethical considerations to keep in mind.
Five Steps To Deeper Engagement – acting with intent
Erin Koppel and Kate Watson from Tessitura
Truly successful customer relationship management begins long before you employ technology to support it. It is an organisation-wide strategy to maximise audience engagement, increase loyalty, and drive revenue.
See Tessitura Network’s Erin Koppel, Senior Vice President of Consulting, and Kate Watson, Consultant, as they walk you through 5 steps to deepening customer engagement; introducing you to the elements of data-driven decision making, and examining the importance of setting clear metrics to measure success.
Changing Audience Behaviour and Attitudes
Anne Torreggiani, The Audience Agency
How has the pandemic affected behaviours and attitudes towards attending or taking part in cultural activities? The Audience Agency are working on an in depth, longitudinal survey across the whole UK population to find out. What could the implications be for how we work for, by and with our audiences in future? The research forms part of a wider study into the future of the sector with Centre for Cultural Value.
Audience Development — the heart of organisational change
Hardish Virk, Audience Development Consultant and Vicky Price, Wolverhampton Grand Theatre
The thread that runs through audience development, organisational change, and ultimately resilience, isn’t always visible, but in this session Vicky Price and Hardish Virk from the Wolverhampton Grand Theatre, unpick it.
For them and the theatre, audience development has become central to its five-year strategy; with their South Asian audiences, and Memory Café for local communities with Dementia at the heart of this work. With its impact on training, mentoring, marketing, stakeholder partnerships, investment, staff recruitment, programming — everything that goes into running a business, over the last 20 months the focus on audience development has influenced a big change in the organisation.
Building a Fanbase from Home – Rambert Home Studio
Jo Taylor, Rambert
As a performing company, set on shifting from transactions to relationship marketing, the touring model offers challenges. How do you build a fanbase, not a customer base when you don’t get regular opportunities to talk directly to your audiences?
Hear about a piece of work that began before the pandemic took hold but was accelerated by, and rolled out during lockdown. Rambert’s cross platform web application, Rambert Home Studio, addresses key strategic business challenges and allows the organisation to deliver its brand experiences directly to a growing and diversifying fan base.
Find out how this solution was driven by the organisation’s brand and audience insights and what’s next both in content and how the platform is fuelling a new audience engagement strategy.
Now Trending – what’s new in digital?
Sarah Ellis, Royal Shakespeare Company / Theo Watt, Social Chain / Haydn Corodus, Digital Culture Network & Arts Council England / Abby Corfan, Donmar Warehouse
2020 has been an unusual year in so many ways, including how we’ve engaged digitally. Whether it’s the word zoom becoming a verb that we use several times daily, audiences watching plays online, or arts marketers getting to grips with Tiktok, we’ve all been on a digital learning curve.
So what have we learned this year? And what does 2021 hold for us?
In this panel session hear from the most digitally astute players, particularly around social media, following trends in the arts sector and beyond.
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