TRENDS AND ANALYSIS OF CULTURAL AUDIENCES     

Keynote Session 1

The visitors' profiles: who are they ? Why do they visit arts organisations?
What do they expect?    

Overview of what we have learnt in the 10  past years in  audiences development

The fundamentals of communication to reach your audiences

Blockbuster exhibitions: why they were a success

 >>  With Damien Whitmore, Director of Public Programmes, Victoria and Albert Museum, London

At the V&A, Damien Whitmore oversees the museum's exhibition programme and has rebranded the organisation, launched the widely acclaimed V&A Magasine and more than doubled attendance figures.

Keynote Session 2

>>The audiences of the future: what are the next visitors' profiles and how they do expect to take part to the programming process of arts organisations

>> With Françoise Serralta, Trends and Research manager, PeclersParis

Françoise Serralta is in charge of PeclersParis strategic planning and has more than 30 years of experience in conducting  surveys on the evolution of our lifestyles, consumer trends and strategic orientation

AUDIENCES: WHAT WORKS, WHAT DOES NOT?

Masterclass 1

>> Visitor and non visitor insight session

The Session will explore approaches to segmenting visitors and non visitors using methods to allow real insight to be developed from which clear and well evidenced actions can be taken to attract non visitors

>> With Simon McQuiggan, Managing Partner, Muse, London

Simon has worked on over 40 Museum and Gallery projects dealing with issues as diverse as audience insight, campaign planning, exhibition attendance forecasting and advertising evaluation.

Case study Sessions

>> Practical tools to know, attract and retain audiences. Delegates will be able to choose the Case study they want to attend

The audiences in their own words: a selected visitors' panel on their experiences of arts organisations, what they liked and dislike, what they expect

Press, PR, new media, marketing : the appropriate mix to reach audiences

Knowing your audiences better with  Customer Relations Management

What works in a competitive environment: collecting and analysing data

SHARING EXPERTISE      

Return on expertise

>> 3 stories of arts organisations adopting cutting-edge approaches to develop their profile and audiences

Coproducing exhibition and programming  with your audiences

Reaching out to young audiences

Finding brand new audiences     

>> With the Tate

One of the world-leading museums in the world, the Tate has engaged in a brand new, more holistic internal approach in audience development                                                                                                                                                                      

DEVELOPING AN AUDIENCE-FOCUSED MIND TO DEVELOP YOUR AUDIENCES

Masterclass 2

>> Collective intelligence session on changing attitudes towards audiences

Exploring the marketing trends of yesterday, today and tomorrow: where do arts organisation stand on audiences today?

What is an audience-focused strategy? How do you definie your organisation's DNA to develop your audience strategy?

>> With Andrew McIntyre, Director of Morris Hargreaves McIntyre, Manchester

Andrew's work focuses on helping arts organisations to have a deeper understanding of audiences: their motives, needs, perceptions, attitudes, behaviours and responses. Beyond evaluation, this insight is a catalyst for organisational change that is driven by artistic objectives but focused on audience outcome.
Andrew's achievements include work with major British institutions as well as with international clients in Australia, New Zealand, Portugal, Russia and the United States

 Conclusion and key learnings by Damien Whitmore and Corinne Estrada