Speakers: Karen Cardy, Marketing and LSO St Luke’s Centre Director, London Symphony Orchestra and Chaired by Sarah Boiling, Deputy Director, Audiences London - Monitoring and profiling your visitors can help you segment your audience into
clearly defined groups, making it easier to identify their preferences and respond to
their needs. 12 London orchestras and orchestral venues have recently been working
together to understand how audiences behave within the orchestral marketplace
in London, and are now putting their findings into action through an innovative
collaborative marketing campaign. This session is a great chance to think about
matching and marketing your offer to the interests and expectations of your visitors.
3. Background LSO approached Audiences London Aims Understand the overall market for orchestral music in London and individual organisations within it Collaborative approaches to: Grow size of market Increase engagement Method Audience research followed by campaign Funding Organisations plus Arts Council England (c) Audiences London 2011
15. Distinctive Behaviour - attend infrequently Characteristics – research suggests they are less confident and knowledgeable than frequent attenders Specific to our offer Have attended classical music Locatable We have their e-mail and postal addresses Big enough Yes (c) Audiences London 2011 The ‘one time’ attenders segment
16. The campaign Can we encourage one timers to return; to build a ‘menu’ of options across a range of concerts? Can we develop their confidence and knowledge? Targets from customer databases Postal and e-mail campaign On line experience-led collaborative offer Trusted provider Time Out Trackable
18. (c) Audiences London 2011 Be romanced by passionate soaring melodies Be invigorated by high octane drama and excitement Explore musical landscapes that tell a story
19. (c) Audiences London 2011 http://www.timeout.com/london/feature/873/music-to-remember
20. Results so far… Total 40,000 people contacted – response rate 2.5% E mail campaign Open rate – 23% Click-through rate from opened – 23% (c) Audiences London 2011 1061 unique visitors 2.5 mins 4,500 total Pageviews 3.3 av’ Pageviews 25% return visits
21. What next Campaign analysis – Ticket bookings and ROI Site user survey Group continues to meet – other collaborations (c) Audiences London 2011