get- smart on Audience and Visitor Research Presentation to The Ministry for Culture and Heritage 14 December 2010. Understand your audience Who are they and where do they come from? What do they want? Expect? How are you meeting/not meeting their expectations? Develop your audience
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Who are they and where do they come from?
What do they want? Expect?
How are you meeting/not meeting their expectations?
Develop your audience
Identify audience segments for further development
Develop your marketing mix (pricing, packaging, promotions, distribution, etc.)
Demonstrate outcomes to sponsors and funding agencies
(current and prospective)
Reporting on key performance indicators
Contribution to wider social, cultural, economic and other objectives
Fully integrated (design > email > survey > report)
Automated features and functions
‘Real time’ reporting
Based around a template of common measures for benchmarking purposes (‘like’ with ‘like’)
Database development (audience and
Museums and Galleries
Pan-Arts Festivals (MCH/CNZ)
Nature-Based Visitor Attractions
Other Visitor Activities and Attractions
Museums and Galleries (updating)
Theatre Companies & Arts Venues
Other Producers of Performing Arts
Audience profiles (origin, age, gender, ethnicity, occupation, income, party size and composition, arts/cultural/heritage interests)
Audience engagement (previous attendance, events attended, extent of participation)
Marketing (how first heard about festival, booking method, attendance ‘triggers’ and ‘barriers’ to future attendance)
Satisfaction (event by event, venue, F&B, overall)
Outcomes (social, cultural, economic)
Awareness of funders and sponsors