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AAD 630, Unit 8: Audience Development

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UK Arts Administration

on 20 November 2018

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Transcript of AAD 630, Unit 8: Audience Development

Audience Development
Unit 8:
1. The Audience Profile
2. Potential Audiences
3. Consumer Behavior: IAO Variables
4. Your Conclusions
How deep should the audience profile go?
form a relationship that will endure
LISTEN: Five Instagram Audience Development Strategies
https://simplymeasured.com/blog/5-instagram-audience-development-strategies-from-the-new-york-times/#sm.00001mzgb8be2ec1rzc2dv3knx88r
PRIMARY TARGET MARKETS
primary
targets
secondary
targets
{ changes }
READ: Twixter Generation: Young Adults Who Won't Group Up
http://content.time.com/time/magazine/article/0,9171,1018089,00.html
READ: How to Market to a New Demographic Segment
http://www.thefreelibrary.com/How+to+market+to+a+new+demographic+segment%3a+twixters.-a0133832243
Psychographic Data
{ IAO Variables }
INTERESTS
ATTITUDES
OPINIONS
{ Example }
{ Trends }
VISIT: National Museum of Play
http://www.museumofplay.org/
READ: IAOs - The Power of Psychographics
https://www.atilus.com/the-power-of-psychographics/
data changes
profile changes
marketing campaign changes
Differing Audience Profiles
JAZZ
Lincoln Center in NYC
NEW ORLEANS JASS FESTIVAL
New Orleans, LA
VISIT: When Hollywood Glamour Was Sold at the Local Department Store
https://www.smithsonianmag.com/arts-culture/when-hollywood-glamour-was-sold-local-department-store-180962262/
Full transcript