If you would like to be added to a waiting list, please e-mail anna@a-m-a.co.uk
Download a conference timetable here
Download a seminar timetable here
WHY? - discovering the secrets of public behaviour and the arts
Why does someone choose to take part in a particular arts activity?
Why does someone else decide not to?
'Why?' is often a more difficult question to answer than 'who', 'when', 'how many', and 'how often'. It is not information we can simply extract from a database, but involves a deeper understanding of audience behaviour and motivation.
The AMA conference will help you to develop a better understanding of your own audiences, visitors and participants and will enable you to go back to your organisations with ideas about how to use this understanding to develop audiences / visitors for the arts.
Click these links to jump down the page and see what's on ...
Keynote presentations Wednesday morning
Keynote presentations Wednesday afternoon
Keynote presentations Thursday morning
Keynote presentations Thursday afternoon
Breakout sessions
| Anne Lise Kjaer – Kjaer Global This keynote will explore the challenges and complexity of understanding public behaviour. How are consumer behaviours, attitudes and expectations changing across the world? Anne Lise will present a number of emerging societal and consumer trends and will highlight opportunities that these trends offer arts organisations. Her presentation will help us to consider the role of marketing in capturing the imagination of consumers and communicating how the arts can enrich people's lives today. | Helen Marriage – Artichoke Helen will bring to life some of the trends identified by Anne Lise by exploring their impact on, and opportunities for, the arts. She will include insights from her own work as Director of Artichoke – the company that puts on extraordinary large scale shows such as the Sultan's Elephant, and from her previous experience at organisations including Salisbury Festival, Glyndebourne, Brighton Festival and LIFT. |
| Dr. Gretchen Larsen – Bradford University School of Management Gretchen will take us inside the mind of an audience member to see what really makes them tick. What might make someone choose to take part in a particular arts activity? And what might make someone else decide not to? This session will provide insights into how your audience, visitors or participants think and how they make decisions about what to attend. | Jeannie Arthur – FreshMinds What motivates people to engage in culture and the arts? In this session Jeannie will outline key findings from FreshMinds' Culture on Demand report commissioned by the DCMS. The presentation will help delegates explore how demand is formed for an arts event or activity, what drives attendance (or non-attendance), and what influences audience / visitor behaviour from a range of participants, and in particular from those in traditionally hard-to reach groups such as C2DE's. |
| Siamack Salari – Everyday Lives To download the clips mentioned in Siamack Salari's keynote presentation at conference, click HERE and HERE. Please note that the links will expire on 11th August 2008 Siamack will demonstrate a method of ethnographic research (observational research) practiced by his company which involves hanging out with consumers to explore how products, brands and services fit into their lives. This session will explore the context of this work – capturing their environments, influences and decision drivers. It will explore whether ethnographic research could uncover new insights into how consumers interact or engage with the arts and with our individual organisations. What role does your company play in the lives of your audiences, visitors and participants? | Mark Whiting – Moët Hennessy Luxury brands, like Moët, and arts and cultural brands have a lot in common – they are both intangible goods and services where the emotional response is central to the experience. Mark will provide insights into methods he has been adopting to measure a consumer's emotional response and will outline how he has used this understanding at Moët to develop effective marketing strategies. He will also provide insights into how to measure the emotional connection audiences and visitors have to our own organisations and will help us to explore the value that this information could have. |
| John Holden – Demos The final keynote will challenge delegates to consider what we should do with our newfound knowledge of why people engage with the arts (or don't). What does it mean for arts organisations, for the funding system, and for the sector as a whole? How might we work collaboratively to communicate the role the arts plays in the lives of the public? How might we work collaboratively as a sector to raise the profile of the arts as relevant and meaningful to people's lives? |
The keynote presentations are complimented by a range of breakout sessions to allow you to look at the areas that interest you in more detail. There will be over 15 different sessions at a range of different levels from introductory, to strategy, to conceptual level discussion and debate.
Download a seminar timetable here
Online seminar session booking is now closed - if you haven't already, you can sign up on the boards located in the registration area when you arrive at conference.
MARKETING WORKSHOPS - For those interested in the practical application of marketing and audience development
Claire Eva, Head of Marketing, Tate
What's in it for me? Tried and tested communication techniques
What is it about? Claire will be talking about best practice in marketing communications and how marketing campaigns are changing to meet the needs of today’s audiences. She will look at segmenting audiences by the sort of experience people want, rather than how old they are and where they live.
Who is it for? Those interested in communicating effectively with their different target groups.
What will I learn?
• How to think about why people visit your venue, as well as what they come to see,
• understanding the different needs of your target audiences,
• how to design your marketing to appeal to different people’s motivations.
Martyn Richards, Qualitative Researcher, Martyn Richards Research
An introduction to qualitative research
What is it about? Martyn will take delegates through the rationale for using qualitative research, what it comprises and what it delivers. The session will provide an overview of the qualitative research tools available and will demonstrate some of the techniques, offer advice on how to carry out the research yourself, when to use which method and what you might need an expert to help with.
Who is it for? Anyone interested in how to research why people attend or don’t attend the arts.
What will I learn?
• Identifying the things to research,
• selecting the most appropriate methods,
• getting the most out of the research project.
DK, Founder, MediaSnackers
Online behaviour - insights and opportunities
What is it about? This session will give insights into how and why people use digital technologies, with a particular focus on young people. DK will look at how use may be changing with the advent of new tools such as social networking sites, podcasts and vodcasts. The session will explore how to develop your digital marketing in line with knowledge about how people use interactive media.
Who is it for? Anyone interested in improving their ability to connect with their audience / visitors through new technology.
What will I learn?
• An overview of the changing landscape of new technology,
• increased awareness of social media and the opportunities for arts organisations,
• specific case studies and ideas to take away and try.
Kate Sanderson, Freelance Consultant, with Jon Bradfield, Marketing Manager - Out of Joint and Laura Arends, Marketing Campaigns Manager - Liverpool Everyman and Playhouse
Long distance relationships – jointly developing relevant communications
What is it about? How can touring companies and venues work together to make the best use of information about audiences to inform their marketing strategies? Facilitated by Kate Sanderson and with case studies and examples from Out of Joint’s Jon Bradfield and Laura Arends from Liverpool Everyman and Playhouse, this interactive session will have lots of practical ideas of how you could improve your partnership working.
Who is it for? Relevant to those from both touring companies and venues, who would like to understand more about their joint audiences.
What will I learn?
• What you can realistically expect of each other … and what can go wrong,
• how you can form a more productive partnership, whether you’re from a venue or a touring company,
• how you can work together to understand your audiences better,
• how you can work together to grow your audiences.
STRATEGIC WORKSHOPS - For those with responsibility for marketing and audience development planning
Lisa Baxter, Marketing and Research Consultant
So you think you need a focus group?
What is it about? If you think qualitative research is just about asking your customers what they think, or if you’re wondering what qualitative research can do for you, this seminar is a must. Using examples from her work in the arts sector, Lisa will explore the pros and cons of different qualitative research techniques and demonstrate how you can use the insights gained to inform your planning.
Who is it for? Anyone who is interested in expanding their qualitative research tool kit.
What will you learn?
• Increased knowledge about different qualitative techniques,
• a deeper understanding of what ‘insight’ is and how it can inform your strategic planning,
• the specialist knowledge to commission the right qualitative research for you,
• have a peek at some of the current trends and intellectual developments in the field of qualitative research.
Leo Sharrock, Market Intelligence Manager, amh
To plan or not to plan? A guide to using research to inform creative marketing campaigns
What is it about? This session will explore information that is readily available to arts organisations to help them segment their audiences, visitors and participants according to their lifestyles and attitudes. Many factors influence consumer behaviour and this session will explore how to take these into account to inform planning and to improve the relevance of your marketing communications.
Who is it for? Those from all art forms responsible for researching audiences / visitors and planning relevant marketing communications.
What will I learn?
• How to identify specific kinds of people for your organisation to target,
• how to decide which are the most appropriate communications channels to choose,
• understanding about the lifestyles of your audiences, visitors or participants and how to use this information to communicate with them more effectively.
Caroline Griffin, Programme Director, Audiences Central and Jo Taylor, Head of Marketing, Welsh National Opera
Fireworks or damp squibs? How to get your audiences and visitors to take bigger risks
What is it about? Changing political agendas are forcing arts organisations to reconsider the role of the audience in their planning. Some believe that this will result in dumbing-down: that if you give audiences what they say they want, we’ll end up with dreary, middle-of-the-road, uninspired art. This session will challenge that assumption with case-study evidence from Audiences Central’s Captivate project and Welsh National Opera’s subscription scheme.
Who is it for? Those responsible for programming, marketing, audience development and education.
What will I learn?
• An outline of organisational approaches to building trusting relationships with audiences and visitors,
• how customer relationship marketing techniques can support artistic development,
• practical hints and tips with regard to implementation.
Meg Pickard, Head of Communities and User Experience, guardian.co.uk
Breaking the fourth wall – how social media and online communities can enrich your arts organisation
What is it about? This session will explore new ways of engaging audiences and visitors online between visits. What role does new technology have to play in our relationships with the public? This session will provide insights into why people participate online. Meg will highlight the benefits that engaging with people online can offer to your organisation.
Who is it for? Those working in a role that includes responsibility for engaging with the public online.
What will I learn?
• Social media definitions, examples and case studies,
• examples of and frameworks for developing and managing user engagement,
• an insight into the benefits that engaging with people online can offer to your organisation.
CONCEPTUAL DISCUSSION SEMINARS - For those wanting to contribute to industry-wide debate
Alan Brown, Principal, WolfBrown
Measuring the intrinsic impact of the arts
What is it about? What really happens when the visitors enter the exhibition or the lights go down and the curtain rises? Most arts organisations do a great job of tracking attendance and revenues, but these are poor indicators of impact. Aside from the buzz in the foyer, is it possible to define – and even measure – how audiences and visitors are transformed? If you had this information, what would you do with it? Alan Brown will give a summary of his recent study and delegates will be invited to debate the findings. Should we try to measure intrinsic impacts? What are the implications of impact measurement on marketing and programming?
Who is it for? Anyone interested in exploring and debating the findings of this research.
What will I gain?
• Insights from colleagues into the pros and cons of measuring intrinsic impacts,
• an understanding of how to measure the intrinsic impacts of your own artistic programme,
• insights into the implications of impact measuring on marketing and programming.
Alan Brown, Principal, WolfBrown
Segmentation – a potential new model for arts organisations
What is it about? While other industries have used customer segmentation as a strategic marketing and product development tool for decades, the arts industry has lagged behind. Now, a group of leading U.S. arts presenters and producers are developing new customer models that could revolutionise arts marketing and provide a new framework for programme planning. Alan Brown will discuss new attitudinal models for segmentation, including an example developed for the Philadelphia Orchestra. The discussion will focus on practical applications of the segmentation research, the technological challenges, and the overall benefits to arts organisations of adopting a new segmentation approach to marketing and programming.
Who is it for? Those interested in how their organisation and the sector as a whole segments the public.
What will I gain?
• An insight into the overall benefits of adopting a new approach to segmentation,
• an understanding of the technological challenges that this entails,
• an understanding of the practical application of the segmentation research,
• thoughts from your colleagues on the pros and cons of benefits-based programming.
Catherine Bunting, Director of Research, Arts Council England
Understanding arts audiences - a segmentation of the population
What is it about? In partnership with Henley Centre HeadlightVision and British Market Research Bureau (BMRB), Arts Council England has recently completed a major segmentation of arts audiences in England. The research breaks down the entire adult population into distinct segments based on whether and how often people attend and participate in the arts and their motivations and barriers to engagement. This seminar will present the segmentation research and explore how the segments differ in terms of demographics, attitudes, behaviours, lifestyles and aspirations.
Who is it for? Those wanting to explore segmentation from the point of view of influencing cultural policy.
What will I gain?
• An understanding of what kinds of people are highly active in the arts and what motivates them to get involved,
• a deeper insight into groups with little or no arts engagement – who they are, what makes them tick and where the potential new audiences are,
• a discussion about how arts organisations can use this data to inform their strategy and marketing and whether there are opportunities to collaborate to increase our collective reach.
Gerri Morris, Director, Morris Hargreaves McIntyre
Using audience/visitor insight as a catalyst for organisational change
What is it about? This practical session explores the ways in which audience / visitor insight can be used to make organisations more successful. Gerri will be introducing a new diagnostic tool that enables an organisation to assess how audience / visitor focused it is. Through case studies she will illustrate how a deep knowledge of the motivations, responses and characteristics of existing and potential markets can inform practical business and audience / visitor development strategies, with tangible results, and catalyse a change in the philosophy, perspective, and ultimate performance, of the whole organisation.
Who is it for? Chief executives, artistic directors, senior marketing executives and audience / visitor champions from all art forms.
What will I gain?
• An understanding of how audience / visitor focused your organisation is,
• insights into how to become more audience focused,
• an understanding of what intelligence you need to gather and how to gather it,
• thoughts, ideas and ways in which audience insight can be used to make your organisation more successful.
Martin Vogel, Freelance Consultant
Fads and trends in new media
What is it about? Why are you using new media? How well is your website serving your audiences? As people increasingly live their lives through technology, are you matching their expectations in how they engage with you? This seminar challenges you to look beyond coping with the pace of change, to think afresh about how technology can authentically serve your purpose as an arts organisation.
Who is it for? Those operating at a strategic level who can influence the role of new technology across their organisation.
What will I gain?
• An understanding of how blogs, podcasts and social networks are turning consumers into creators and what this means for you as an arts organisation,
• ideas of how to use new media to foster rich and meaningful relationships with your audiences,
• clarity about the role of technology in your mission and business plan.
Orian Brook, User Fellow, University of St Andrews
Rethinking drivers of cultural consumption
What is it about? This session is based on statistical modelling that Orian has undertaken as part of a research project funded by the Economic and Social Research Council. The findings challenge some of our preconceptions on audience behaviour and the key indicators or drivers to attendance / participation.
Who is it for? Those interested in developing and improving audience research techniques.
What will I gain?
• An understanding of how influential factors such as ethnicity, religion, age, education, income, health and socio-economic group are in predicting levels of arts attendance,
• what other factors might be influencing the decision to attend or participate,
• an insight into how the likelihood to attend varies if you look at different art forms, types of venue or region.
KEYNOTES IN CONVERSATION - For those wanting to contribute to the discussion on the ideas, arguments and issues presented in the keynote sessions
- Anne Lise Kjaer, Founder and Director, Kjaer Global and Helen Marriage, Director, Artichoke
Keynotes in conversation (discussion session)
What is it about? Anne Lise’s keynote explores the challenges and complexities of understanding public behaviour in the light of emerging societal and consumer trends. Helen’s keynote looks at the potential impact of these trends on the arts and suggests opportunities available to the sector, through developing an understanding of the impact of the arts on the public.
Who is it for? Delegates who want to discuss the ideas, arguments and issues presented in the keynote session.
What will I gain? This is an open forum – you are responsible for your own learning. - Dr. Gretchen Larsen, Lecturer in Marketing, Bradford University School of Management and Jeannie Arthur, Managing Director, FreshMinds Research
Keynotes in conversation (discussion session)
What is it about? Gretchen’s keynote provides insights into how your audience, visitors or participants really think and how they make decisions about what to attend or not attend. Jeannie’s keynote looks how demand for arts events and activities is formed, the impact of drivers and barriers to engagement and what this means for developing audiences, visitors and participants.
Who is it for? Delegates who want to discuss the ideas, arguments and issues presented in the keynote session.
What will I gain? This is an open forum – you are responsible for your own learning. - Siamack Salari, Director, Everyday Lives and Mark Whiting, Director of Market Intelligence Services, Moët Hennessy
Keynotes in conversation (discussion session)
What is it about? Siamack’s keynote demonstrates a method of ethnographic research practised by his company, which observes potential consumers to discover how an organisation’s brand fits into their lives. He explores what this approach could uncover about the people who engage with the arts. Mark’s keynote provides insights into how to measure the emotional connection audiences and visitors have with organisations and highlights the potential value of researching this information.
Who is it for? Delegates who want to discuss the ideas, arguments and issues presented in the keynote session.
What will I gain? This is an open forum – you are responsible for your own learning.
The AMA will make every effort to deliver the programme as described but reserves the right to make any necessary changes to the programme.
