The current cultural situation in the world and in some particular countries is rather alerting mainly because of rather low interest and awareness of the audience in different topics related to the cultural development of the own country. Attracting new audience in this sphere is a question of primal interest for the organizations responsible for cultural development of the nation. In general, applying the methods of marketing into the sphere of culture can be considered as a rather sensible approach, mainly because they are based on psychological techniques of attraction attention. In the conditions of British cultural development, the issue of attracting audience in the sphere of culture can be considered as a great break in the sphere of cultural expansion in the country. Analyzing the methods of audience development can be used for further usage of the strategies related to the cultural development of the country.
Table of Contents
- Audience Development
- Audience Development Strategies and Artistic Integrity
- Audience Segmentation and Targeted Communication
- Addressing Non-Attendance: Barriers and Constraints
- Addressing Non-Attendance: Examples and Strategies
- Word of Mouth Promotion in the Digital Age
Objectives and Key Themes
The main objective of this text is to explore the challenges and strategies involved in audience development within the cultural sector, particularly in the arts. It examines how marketing principles can be applied to increase engagement and attendance at cultural events while maintaining artistic integrity.
- The application of marketing techniques in cultural audience development.
- The importance of audience segmentation and targeted communication strategies.
- Identifying and addressing barriers to arts attendance.
- The role of artistic integrity in cultural marketing.
- The effectiveness of word-of-mouth marketing in the arts.
Chapter Summaries
Audience Development: This chapter introduces the concept of audience development in the arts, defining it as a planned process of building relationships between individuals and the arts. It highlights the importance of considering diverse social groups and their varying needs and interests when attempting to attract new audiences. The chapter emphasizes the need for a multifaceted approach beyond simple marketing, encompassing education, inclusion, and relationship-building.
Audience Development Strategies and Artistic Integrity: This section delves into the strategies employed for audience development, focusing on the crucial distinction between cultural marketing and traditional marketing. While traditional marketing adapts the product to consumer needs, cultural marketing aims to cultivate and modify the audience's perceptions to appreciate the existing cultural product. The chapter emphasizes the need to maintain artistic integrity while engaging new audiences.
Audience Segmentation and Targeted Communication: This chapter discusses the importance of audience segmentation in achieving effective audience development. It explains how different segments require customized communication strategies and potentially even different "packaging" of the same cultural product to resonate with their particular needs and interests. The chapter uses examples, like the contrasting approaches needed for family-oriented versus single-oriented marketing campaigns for a Christmas concert, to illustrate the practical application of segmentation.
Addressing Non-Attendance: Barriers and Constraints: This chapter tackles the problem of low attendance at cultural events, identifying eight key barriers: physical access, cost, personal access, time, product, personal interest, socialization, and understanding/information. It emphasizes the interconnectedness of these factors and the need to understand their complex interplay when designing effective strategies to increase attendance. The chapter also touches upon the limitation of traditional marketing approaches which might neglect potential audiences hindered by these barriers.
Addressing Non-Attendance: Examples and Strategies: This section explores successful examples of audience development strategies, highlighting the use of unconventional approaches even in traditional institutions such as museums. The chapter contrasts traditional, passive museum experiences with more active, interactive models, showing how diverse strategies can lead to positive engagement even when authentic artifacts aren't available. It emphasizes the importance of considering the diverse perspectives of different target groups and avoiding strategies that might negatively impact one group while benefiting another.
Keywords
Audience development, cultural marketing, audience segmentation, arts marketing, artistic integrity, non-attendance, barriers to participation, word-of-mouth marketing, targeted communication, consumer engagement.
Frequently Asked Questions: A Comprehensive Guide to Audience Development in the Arts
What is the main focus of this text?
This text explores the challenges and strategies involved in audience development within the cultural sector, particularly in the arts. It examines how marketing principles can be applied to increase engagement and attendance at cultural events while maintaining artistic integrity.
What are the key themes explored in the text?
Key themes include the application of marketing techniques in cultural audience development; the importance of audience segmentation and targeted communication strategies; identifying and addressing barriers to arts attendance; the role of artistic integrity in cultural marketing; and the effectiveness of word-of-mouth marketing in the arts.
What are the different chapters and their respective focuses?
The text covers: Audience Development (introducing the concept and emphasizing a multifaceted approach); Audience Development Strategies and Artistic Integrity (distinguishing cultural marketing from traditional marketing); Audience Segmentation and Targeted Communication (explaining how to tailor communication to different audience segments); Addressing Non-Attendance: Barriers and Constraints (identifying eight key barriers to attendance); and Addressing Non-Attendance: Examples and Strategies (exploring successful strategies and highlighting the importance of diverse approaches).
What are the key barriers to arts attendance discussed in the text?
Eight key barriers are identified: physical access, cost, personal access, time constraints, product appeal, personal interest, socialization factors, and understanding/information gaps. The text emphasizes the interconnectedness of these factors.
How does the text address the issue of maintaining artistic integrity while engaging new audiences?
The text stresses the crucial difference between traditional marketing (adapting the product to consumer needs) and cultural marketing (cultivating and modifying the audience's perceptions to appreciate the existing cultural product). It emphasizes the need to balance audience engagement with the preservation of artistic integrity.
What role does audience segmentation play in audience development?
Audience segmentation is crucial for effective audience development. Different segments require customized communication strategies and potentially different "packaging" of the cultural product to resonate with their specific needs and interests.
What are some examples of successful audience development strategies mentioned in the text?
The text provides examples of unconventional approaches used in traditional institutions like museums, contrasting passive museum experiences with more active, interactive models. It highlights the importance of considering diverse perspectives and avoiding strategies that might negatively impact one group while benefiting another.
What are the key keywords associated with the text?
Key terms include: Audience development, cultural marketing, audience segmentation, arts marketing, artistic integrity, non-attendance, barriers to participation, word-of-mouth marketing, targeted communication, and consumer engagement.
What is the overall objective of this text?
The main objective is to provide a comprehensive understanding of audience development strategies in the arts, enabling practitioners to effectively engage diverse audiences while upholding artistic integrity.
Who is the intended audience for this text?
The text is aimed at individuals and organizations working within the cultural sector, particularly those involved in arts management, marketing, and programming.
- Quote paper
- Alexander Potako (Author), 2015, Audience Development Strategies, Munich, GRIN Verlag, https://www.grin.com/document/445226
