INFORMATION SESSION
A Pilot
Collaborative
Arts Marketing
Initiative
“I need someone to convince me,
- say come!”
SEPTEMBER 2012
CONTEXT
•
The Victorian arts sector comprises hundreds of
organisations who strive to develop new audiences, increase
box office revenues, attract sponsorship and philanthropic
support.
•
Within an environment of fierce competition for people’s
leisure time and dollars
•
On limited resources and capacity – with varying degrees of
success
•
In aggregate, operating costs are increasing at a faster rate
than revenue growth. Even where patronage is increasing,
margins are declining.
•
When we ask funded organisations, “funding aside, how can
the government best support them?”, the response is
consistently, “assistance with marketing, income generation,
audience development, public relations….”
QUALITATIVE RESEARCH INSIGHTS
Attitudinally, those who attend rarely or occasionally are:
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Proud of Victoria’s diverse arts and culture:
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“I think Melbourne is fantastic for the arts, it’s creative, it’s
stimulating.”
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“It makes Melbourne unique.”
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“It affects your emotions….makes you laugh, shocks you – it’s
beautiful.”
Spoiled when it comes to choice about what to do with
leisure time and dollars:
•
“Sometimes there’s too many things.”
•
“There’s so much going on I sometimes feel it swishes past me.”
RESEARCH INSIGHTS
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Are looking for a good night out:
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“The four of us we usually eat out beforehand – you look forward to it;
make a night of it”
•
“It has to be an evening out. Not just walk in, see the show, walk out.
It’s bigger than that, it’s a night out.”
•
“If my mates will come with me, it’s like a social thing.”
Open to doubling their attendance:
•
“I need to do this more often…. I feel really good… I feel exhilarated,
and I feel really alive.”
•
“I remember seeing it and thinking, ‘Oh, that’d be good’, and then I just
never did anything about it….we always say, ‘Oh, we should do that
more often’.”
QUALITATIVE INSIGHTS
Often unaware of programming they would enjoy or like to
attend:
•
“They don’t sort of pop top of mind”
•
“Where would I go for… no idea, no”
•
“It’s invisible”
•
“So these kind of things aren’t directly in front of you and we’re
in that generation where if its not right there we don’t bother
chasing it down.”
•
“We don’t really know what’s on”
•
“The ads are lost in amongst the movie theatre titles and what
bands are playing at what pubs.”
•
“No, never heard of it.”
•
“I didn’t know those places existed.”
QUALITATIVE INSIGHTS
Price and value sensitive:
•
“Money, it really all comes down to the cost.”
•
“It’s just so expensive and you know if you’re not quite sure
whether you’ll like it or not.”
•
“You want value for money. You’re there to be entertained – a
laugh, a cry, to be uplifted by a story, to get the beat of the music,
you want to walk away feeling ‘I enjoyed that – that was really
good’.”
•
“I’m scared that I’ll go there and I’ll be bored and then I’m
reluctant to go.”
•
“Actually very reasonable, I had no idea.”
QUALITATIVE INSIGHTS
Need to be effectively marketed to in a changing media
landscape:
•
“Social media creates awareness more than anything.”
•
“I’ve just got no idea what they’re talking about.”
•
“I thought I’d consider it and I thought oh this looks boring, it
looks like cricket, I hate cricket……”
•
“Because it just looks cheap and nasty.”
•
“Information is my big thing – getting it well ahead of time. I
like to be pushed – the information pushed at me.”
•
“You can’t see clearly what it is, you have to pick it up and
make the effort to read the whole thing.”
•
…You’re picking it up and squinting at it…”
GEO-DEMOGRAPHIC PROFILING
MOSAIC geo-demographic profiling has shown that penetration into key segments is low:
Mosaic Group C – Young Ambition
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5.9%
Mainly singles, couples and sharers, aged 20 -34
40 per cent born outside Australia, often in Asia and Britain
Highly educated professionals and managers
Multi-dwelling units in the inner city attracting above average prices
Over 50 percent of properties are privately rented
High earnings are increased by shares and interest from savings
High rents and home loan repayments
Exercising, going out and technology are common interests
• 126,000 in Greater Melbourne, with 8.66% penetration
Mosaic Group A – Privileged Prosperity
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The wealthiest households in Australia
Various cultural backgrounds including Europe and Asia
Educated professional or managerial couples raising mature families
Most desirable suburbs in metropolitan and regional Australia
Houses are owned or being purchased
Incomes above $160,000 per annum
The highest spending power of all Mosaic Groups
Active lifestyles and keen users of technology
• 149,000 in Greater Melbourne, with 6.91% penetration
8.4%
GEO-DEMOGRAPHIC PROFILING
Mosaic Group B – Academic Achievers
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6.2%
Middle-aged, professional families with preschool and university aged children
Successful professionals employed in finance, health and education
Located in family suburbs, with an over-representation of townhouses and terraces
Highest ranking neighbourhoods of people with Jewish backgrounds
High property prices regularly exceeding $1m
Household incomes greater than $130,000 per annum
Substantial home loan and rental payments and low credit risk
Enthusiasts of cultural and sporting events, food, wine and national newspapers
• 147,000 in Greater Melbourne, with 6.91% penetration
Mosaic Group G – Learners & Earners
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Culturally diverse mix of young singles and home sharers aged 20 - 34
Over a third of all students are attending university or TAFE
Educated professionals working in the finance, leisure, or technical industries
Apartments in the inner city and suburban centres
Least likely Group to own a vehicle
Students have little income, but workers earn an average wage
Rental values are around average, although home loans are high
Busy social lives, interest in world affairs and technology
70,000 in Greater Melbourne, with 3.79% penetration
HEAT MAP – AUDIENCE POTENTIAL
THE RESEARCH HAS SHOWN
THERE IS AN OPPORTUNITY
•
To stimulate the latent demand
•
To engage more people from the segments most likely to
attend
•
To work together to get more people engaged in the arts –
to make a bigger pie
•
BUT
•
We need to get the right message
•
to the right people
•
in the right way
•
at the right time
WE’VE BEEN THINKING….
WHAT IF?
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4-8 arts organisations work together in a collaborative
marketing group (The Ginger Group)
•
Commonality of geography and/or audience type and/or artform
•
Objective:
Build profile and a cohort of supporters/patrons
which leads to
increased ticket sales, sponsorship support, donations
= increased sustainability and financial independence
THE OFFER
•
Arts Victoria will provide financial support and the appropriate
experts, mentors and suppliers, to a Ginger Group comprising
organisations who are eligible for funding
•
Participating organisations need to:
•
Give a whole-of-organisation commitment to the project for two
years
•
Be collaborative, open and prepared to share information with each
other and Arts Victoria – and the project learnings and outcomes
with the sector
•
Have the internal capacity and capability to implement and embed
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Be prepared to take some risks and do things differently
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Have active and attractive programming
UNCHARTERED WATERS
The composition of the group and their particular needs and
objectives will inform the way forward -
However, the steps involved will be:
1.
Information Sessions – Sept/Oct
2.
EOI/Selection Process – Nov/Dec
3.
Strategic and tactical planning informed by research and
market insights – Dec/Jan
4.
Produce the channels and tools needed, e.g. CRM, digital
platforms, PR, photography, copywriting, graphic design –
Jan/Feb
5.
Implement – Feb onwards
6.
Measure: Combination of metrics including: ROI, ticket sales,
revenue generation, sponsor support, database development,
qualitative measures - as agreed with the Group
THANK YOU
QUESTIONS & COMMENTS
To discuss this idea, or your participation, please
contact a member of the Arts Victoria marketing
team:
• linda.fleet@dpc.vic.gov.au – 868 33 212
• ruth.gormley@dpc.vic.gov.au – 868 33 216
• tiffany.loft@dpc.vic.gov.au –
868 33 213