Audience Focus
March 2010
Andrew McIntyre
VISION-LED
AUDIENCE-FOCUSED
The 21st Century Arts
Organisation
Andrew McIntyre
MORRIS HARGREAVES McINTYRE
The challenge of the 21st Century
Societal changes
Explosion of information
Digital opportunities (and threats)
Vast choice of leisure pursuits
Perception of relevance
Democratisation of culture and participation
The answer is…
To have a real vision
To be clear about your impact on the world
To tell (sell) this story
Move on Up programme
It’s not marketing – it’s organisational development
But it is about audiences
Led by CEO/artistic director
Engages senior management/board/trustees
Involves everyone (including the cleaners)
5 KEY DOCUMENTS
Manifesto – beliefs, ethos, aims, impact, value
7 Pillars Scorecard
Brand Model
Strategy Tree
Written Plan
VISIONING - MANIFESTO
We believe…
We exist to…
What we want to change…
- how people will be different
- how society will be different
- how the sector will be different
Post-it notes stream of consciousness
Written or recorded
Tikanga Maori underpins what we do
We are passionate about what we do, who we represent and why we exist
We make people proud of their identity and values
We uplift people through our art and culture
We build, strengthen and maintain relationshiops with Maori and the world’s
indiginous artists
We provide leadership and direction to Maori artists and organisations
We give Maori artists confidenceWe honour our ancestors by taking their stories to
the world
We connect people to the land
We inspire people
We champion and protect Maori art
We endorse and increase recognition of other indiginous people
We grow the market for Maori art worldwide
We raise awareness through art for a contemporary people called Maori
We provide succession planning
We provide a strong platform for lobbying
We provide opportunities and support for artists
We provide and environment for artists to succeed
We show the greatest Maori art to the world
We help more Maori artists live by their work
We provide a recognised brand until the artits themselves are recognised
VISIONING
Explains the interaction between art and audiences
Commits to both equally
The 7 Pillars of Audience Focus
• Vision-led
• Brand-driven
• Inter-disciplinary
• Outcome-oriented
• Insight-guided
• Interactively-engaged
• Personalised
7 PILLARS SCORECARD
35 or 56 questions that often don’t get asked in
strategic planning
Self-assessment
Generates internal discussion
Generates list of ACTIONS
Repeatable to measure progress
AUDIENCE FOCUS
AUDIENCE FOCUS
Outcome-oriented
Inter-disciplinary
Outcome-oriented
Insight-guided
Interactivelyengaged
Brand-driven
Vision-led
Personalised
Inter-disciplinary
Insight-guided
Interactivelyengaged
Brand-driven
Vision-led
Actors
Marketing
AUDIENCE FOCUS
AUDIENCE FOCUS
Outcomeoriented
Outcome-oriented
Inter-disciplinary
Insight-guided
Interactivelyengaged
Brand-driven
Vision-led
Personalised
Personalised
Production
Interdisciplinary
Insight-guided
Interactivelyengaged
Brand-driven
Vision-led
Personalised
Learning
VISION-LED
What we believe
How culture, people, society will be different
Our vision
Toi Maori wants to be the ‘go-to’ organisation for
anything connected to Maori arts
VISION-LED
What we believe
How culture, people, society will be different
Our vision
We produce innovative work of the highest artistic
quality that is accessible locally and recognised
regionally, nationally and internationally.
VISION-LED
What we believe
How the sector, people, society will be different
Our vision
Bishopsgate Institute's vision is of a society
enriched and informed through personal
development and social learning opportunities.
BRAND-DRIVEN
Essence
Values
Personality
Benefits
BRAND-DRIVEN
Essence
Involving people…
Values
Audience focus
Personality
Provocative
Benefits
Enlightenment
INTERDISCIPLINARY
Cross-departmental working (and socialising)
Shared interest in and responsibility for audiences
Formal
Meetings
Working groups
Shadowing/induction
Informal
Social in and out of work
Ideas and suggestions – boxes, walls and emails
OUTCOME-ORIENTED
What difference/impact do we want to make?
Can we measure it?
(yes we can)
INSIGHT-GUIDED
What do we know about our audiences?
What do we NEED to know?
How will we use that information?
Size of the potential market
94%
Art gallery or exhibition
Craft exhibition
Museum
Historic house or Stately home
Historic site
Formal or landscape garden
Been to any site in the service
462k in past 12 months 50%
176k in past 5 years 19%
120k not in past 5 years 13%
166k never been 18%
of 924k market in catchment area
Aware that sites are free
527k YES 57%
397k NO 43%
of 924k market in catchment area
Why do people visit us?
What do they want?
What do they expect?
How do they behave?
How will they react and respond?
How do they make meaning from it?
What meaning do they make?
What outcomes do we want them to get?
What do we want them to…
Know
Think
Understand
Experience
Feel
and Do?
We need to walk a mile in visitors’ shoes…
We asked thousands of
museum and gallery
visitors why they visit…
Engagement
Spiritual
12%
Emotional
8%
Intellectual
44%
Social
38%
Spiritual
12%
2%
Emotional
8%
24%
Intellectual
44% 53%
Social
38% 20%
MORRIS HARGREAVES McINTYRE
NORMS
MUSEUMS
Spiritual
3%
Emotional
13%
Intellectual
35%
Social
49%
MORRIS HARGREAVES McINTYRE
NORMS
Spiritual
MUSEUMS
GALLERIES
3%
18%
Emotional
13% 18%
Intellectual
35% 36%
Social
49% 29%
Main motivation/expectation
Main motivation/expectation
Main motivation/expectation
Main motivation/expectation
Power & Taboo
Power & Taboo:
MOTIVATION
Power & Taboo:
IMPACT
Segments
VISITORS WHO
HAVE THIS
SEE TATE AS A... DRIVER...
AND THEY NEED THIS FROM A VISIT...
CHURCH
SPIRITUAL
Ambience, quality engagement wi th art works and arti sts, spi ri tual
sustenance, food for the soul
SPA
EMOTIONAL
Ambience, deep sensory and intell ectual engagement, a feast for the eyes
ARCHIVE
ATTRACTION
Cri ti cal engagement, depth and focus on i ndi vi dual arti sts or m ovements,
INTELLECTUAL journey of di scovery
, fi ndi ng out new thi ngs
SOCIAL
Feel ing comfortable, a sense of ownershi p, ease of access and movement,
ori entation, good faci lities, services to meet diverse needs, child fri endl y
Segments
VISITORS
WHO SE E TATE
AS A...
CHURCH
SPA
ARCHIVE
ATTRACTION
DIVID E
INTO THESE
8 S EGMENT S...
SIZE...
MOD
BRIT
AFICIONADOS
11%
11%
Visual arts professi onal s l ooking for i nspir ation and escapism
ACTUALISERS
7%
7%
Non-visual arts professi onal s seeki ng inspir ati on and soulfood
SENSUALISTS
7%
14%
Cul tur e vultures seeki ng upli fti ng , moving, sensory experiences
RESEARCHERS
16%
25%
Visual arts professi onal s on resear ch and development visits
SELF-IMPROVERS
16%
18%
Peopl e wanti ng to develop their knowledge of the visual arts
SOCIAL SPACERS
15%
11%
Peopl e meeti ng with other s who want to make the space their own
SITE SEERS
20%
9%
Mai nl y tourist visi tors wanting to ŌdoÕ Tate
9%
6%
Peopl e wanti ng an enjoyable and educational tr ip for chi ldr en
FAMILIES
DESC RIPTION...
STRATEGY TREE
Relates activity to strategies, objectives and the
mission
Your organisation on one side of A4
5 KEY DOCUMENTS
Manifesto – beliefs, ethos, aims, impact, value
7 Pillars Scorecard
Brand Model
Strategy Tree
Written Plan
Critical success factors
NOT marketing, NOT lead by marketing
Led by CEO/artistic director, involve board/trustees
Build vision for around THEIR passion – will inevitably
be expressed as audience outcomes/impact
Everyone is creative (including the cleaners) - involve
Convert with face-to-face contact with the audience
Evidence of impact builds confidence
Good luck (if not here, then somewhere else)
Andrew McIntyre
MORRIS HARGREAVES McINTYRE
www.lateralthinkers.com
andrew.mcintyre@lateralthinkers.com