For touring companies, summary data for a full year of your audience is available at no cost via Audience Finder Show Stats - but a small fee unlocks a number of extra features including the option to create audience reports for individual productions. (Find out more: How much does Audience Finder Show Stats cost to activate enhanced reporting?)
In the report you’ll find insight into a range of audience characteristics. But what to do with that data once you have it? How could it be put to work in the real world and the real business of growing your audience?
Here are some of our suggestions, along with the section of the report which could help:
- Use as a guide for planning the best locations for leaflet drops, outdoor advertising, geo-targeted digital campaigns etc.
- Recruit community ambassadors in these areas
- Identify areas to develop partnerships eg with community groups, schools etc
- Are your audience last minute, on the day bookers, or do they like to plan ahead? Knowing this could suggest when the optimum time to schedule marketing activity might be.
Within the report, you’ll find a breakdown of bookers by Audience Spectrum segment. Each segment has an accompanying pen portrait giving you a huge amount of insight into their lifestyles, habits, and general levels of engagement with the arts; which can then inform how you communicate with them. For example you could discover:
- The likely barriers to attendance, and what you could do to overcome these.
- What your audience’s primary motivators will be: education, entertainment, a family day out, keeping up with what’s new, etc. How could you emphasise this in your communications?
- The likely impact of the pandemic on your audiences. Are they anxious about going out again and needing a lot of reassurance of safety measures? Or are they keen to make up for lost time and desperate to get back to the things they’ve missed?
- If you generally attract a new-to-the venue audience, think about whether your marketing materials give enough information about the venue: parking, accessibility, food and drink etc.
- This will help you understand more about the socio-economic background of your audiences, which could inform decisions about ticket pricing perhaps? Or support an application for funding if you can prove you’re reaching audiences from less affluent backgrounds.
- Venue marketing teams are likely to be very busy and may lack time to think deeply about the audiences for individual productions. If you can provide them with a ‘toolkit’ of data-based suggestions (who to target, where to focus activity, what messaging is likely to work), you’ll make their lives very much easier and hopefully foster happier relationships, (and more effective marketing of course)!
We hope this gives you some ideas for starters, but if you’d like to speak to us about either setting up production-level reporting, or delving more deeply into your data, do get in touch.