TRENDS AND ANALYSIS OF CULTURAL AUDIENCES

Keynote Session 1 : Achievements

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

>> 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 Magaszne and more than doubled attendance figures.

Keynote Session 2 : Trendsetters

>>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

In  arts as in anywhere else, the crisis has deeply  disrupted consumer socio-types patterns, as arts visitors retain distinctive qualities yet they remain consumers in their own right.

It seems unlikely though that all visitors will morph into just one type of recession-stricken new consumer.
What are  your visitors going to be like? Will your audiences  go for basics and reassurance, will they want to create their own new set of recession-based rules or on the contrary will they be seeking some renewed spiritual quest in their encounter with arts?

Find out more in a thrilling sociological analysis of crisis-born arts consumers.

Coffee Break

Audience Atlas: World premiere result of an exceptional survey on cultural consumption

AUDIENCES: WHAT WORKS, WHAT DOES NOT?

Masterclass on audience insight

>> 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.

Coffee Break

Share your expertise - Case study session

The Berger Saal becomes a marketplace where you can pick and choose the presentation you want to attend.

Liisten to experts from the cultural sector, arts organisations and their partners, telling stories on how they dramatically increased attendance figures, or found original or edgy ways to attract new audiences within their organisation.

Attend 2 sessions from the following 6:

1. “The Albertina masterclasses : Focus on Children”

With Fleur-Christine Swoboda and Ines Groß-Weikhart, Albertina

When they were founded in 2007, nobody expected the Albertina masterclasses to become one of the museum's biggest success stories. The idea behind these afternoon classes was to provide regular art lectures and workshops for children aged 6 to 12 years. This made the Albertina the first public, non-school organisation nationwide where children learned how to deal with art and got the opportunity to experience art by trying out artistic techniques in regular classes.

In June 2009, the exhibition “Young Masters” showcased the art work of 40 children in one of the Albertina's exhibition halls. This event received an enormous response and made the project known to the public. Six months before the Ministry of Education announced free entrance to the museums for all children, the Albertina pioneered the idea of supporting families throughout the duration of the exhibition.

2. “Bringing education and research to online audiences: Kunsthallewien.at"

With Anne-Sophie Christensen and Claudia Bauer, Kunsthalle Wien

Taking art education seriously also means granting virtual access - without financial barriers. After its relaunch, www.kunsthallewien.at will present itself as a fun and interactive multimedia site, as well as an impressive information platform and academic research station.The implementation of a wide-ranging research area constitutes a unique feature among Austrian art institutions' websites.

The Ursula blickle videoarchiv is a collaborative project of the Ursula Blickle Foundation, Germany, the Vienna University of Applied Arts and Kunsthalle Wien. Conceived as a digital media library and a site for student, research and curatorial practice; the archive offers competent information about the latest tendencies in video art. The focus is on Austrian art from the mid-1990s until today.

3. "Mobile Interpretation between Education and Marketing: the SFMOMA case”

With Alexander Stickelberger and Wolfgang Schreiner, NOUSGuide

The Multimedia agency, “Nous”, based in Vienna and San Francisco has developed a mobile interpretation tour together with a team at the SFMOMA in San Francisco. One of their goals was to enable the SFMOMA to edit and publish its rich multimedia content on multiple platforms such as: multimedia guides, iPhones or iPads (and other android devices for example). The in-house tours were launched at the 75th anniversary show in December 2009 after intense concept and working phases. The project highlighted the extent to which the core of a museum, i.e its content production and its interpretation of art, can be a goldmine for communicating with visitors and thus establishing strong links with Web 2.0 platforms such as Twitter and Flickr

4. “The Scent of Ostend: bring your collections to audiences outside the walls of the museum”

With Jan Bossier Managing Director and Jef Vanbockryck, Ravi ArtGuides

At the dawn of a massive breakthrough of Mobile Internet. Museums, art galleries and cultural institutions are given the chance to easily reach new audiences both inside and outside the museum walls. This workshop will show how easy it is to build and publish a mobile tour of your collection.

The very successful project “The scent of Ostend”- a multimedia tour through the city of Ostend, with James Ensor as a guide - demonstrates that you can reach new audiences by presenting your collection outside the museum walls.

5. “The Online Press Center by CultureShock Media”

With Phil Allison, CultureShock Media

In February 2010, CultureShock Media created an online portal for the Rolex Learning Center, one of Europe's most ambitious new buildings for learning, designed by the internationally acclaimed Japanese architectural practice SANAA and located on the banks of Lake Geneva.

The website acted as a new, innovative online tool to help press offices and PR companies coordinate a global campaign , providing a stylish internationally acclaimed face for the project. It has received attention around the world.

The Online Center helps you work as a team to create audience-tailored press strategies.

Morning
Session

9:00/13:00

THE EXPERTS SHARE THEIR STORIES

Presentations by arts organisations

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

Retaining existing audiences, reaching out to young audiences

One of the world-leading museums, Tate has engaged in a new, holistic approach to audience development. This case study will explore how Tate retains existing audiences through Tate Members via data segmentation, effective point-of-sale merchandising and branding, and one-to-one e-communications. It will also look at how they are attracting new, younger audiences via research, programming and targeted communications strategies.

Raising an institution's profile

>> With Samuel Bausson,  Museum of Natural History, Toulouse

Since 2007 Samuel has been instrumental in putting the Museum on its social media rails, foreseeing the  great opportunity  of engaging  online visitors, many of whom are not regular onsite visitors for a mid-size institution willing to significantly raise its profile.

After 2 years of trials and errors, he has thoughts to share on what it takes to migrate institutions to those platforms, to listen to and negociate an audible voice in the global conversation, as well as grow a vibrant online community.He also knows a great deal about the challenge of having the -whole- staff onboard, the organisational shifts it does imply and most importantly where pitfalls and opportunities lie.

Coffee Break

ENO gets its groove back......Bringing back audiences and reaching out to newcomers
>> With Nadine Thompson, ENO, London
The story of English National Opera over the last five years is one of huge turnaround, artistically, financially and in terms of audiences.

Having brought back existing audiences and won the critics round, ENO is now focusing on reaching a wider and younger audience with a creative programme that brings together the best talent from across the arts, focuses on refreshing core repertoire in innovative and exciting ways, and showcases new work, some in new locations.

Nadine Thompson, Director of Communications, will outline the ENO journey and current vision for audience development and describe how behind the scenes, a pioneering media and online strategy and a marketing and communications strategy supported by ticket and membership initiatives all aim to ensure existing attendees re-book and ENO's reaches new and younger audiences.

Key-learnings

What works for your organisation with Georgio Pauen

Debriefing on the teachings of the session and solution-finding for your own organisation:
What ideas are you going to apply back at work on Monday.

Lunch at the Mumok terrace or restaurant

DEVELOPING AN AUDIENCE-FOCUSED MIND

Wrap-up masterclass

>> 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 define your organisation's DNA to develop your audience strategy?

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

In the masterclass at this year's conference, Andrew McIntyre will tackle both internal and external changes which need to be made to your organisation enabling it to become more audience-focused. Also, learn about Culture Segments, a segmentation system designed for the culture and heritage sector from the findings of Audience Atlas.
As art and culture professionals, you are in constant contact with your audiences but how deep is your relationship really ? By understanding your audience more you can begin to address the following questions:

- How do you define or redefine your mission as an institution and who should you target ?
- How do you engage in a deeper and richer dialogue with your audiences and how do you gain profit from it ?
- How do you come up with a team plan to get everyone on board and audience-focused ?

This masterclass will prepare you as a team to find out what your key-objectives are as an institution and build on these to really begin to engage with your audiences.

>> What works for YOUR ogranisation

With Georgio Pauen, Chair

Debriefing on the teachings of the session and solution-finding for your own organisation to apply back at work on Monday

Conclusion  by Damien Whitmore and Corinne Estrada

Week-end &
throughout the conference