Audience Development for Jazz: 7 Steps to Heaven

Audience Development NorVolJazz

Sunday 28th July 2013

1. A few principles

“The term Audience Development describes

activity which is undertaken specifically to meet

the needs of existing and potential audiences

and to help arts [and cultural] organisations

to develop on-going relationships with

audiences. It can include aspects of marketing,

commissioning, programming, education, 

customer care and distribution.”

What is Audience Development?

Audience development can focus on finding audiences outside the mainstream –i.e. “new audiences” or “audiences from socially excluded groups”. Audience development also reflects the relationship with audiences that develops over time with a focus on the long term.

As a process, audience development employs a

range of marketing tools such as research,

publicity, communication and customer

relationship management.

As an ethos, audience development places the

audience at the heart of everything the

organisation does.

(source: Wikipedia / Arts Council England)

2. The audience journey

You and your audience(s)

• What are your objectives?

• Who is your existing audience?

• Who are your potential audiences?

Bridges and barriers

• Identify bridges – Links with other genres or activities– Ways into the experience

• Identify barriers– What could prevent people from coming,

staying or returning?

Make them come

• Outreach & promotion

• Existing audience as Ambassadors

• Assess your results

Make them stay

• Warm welcome

• Show your house rules

• Work with the venue

• Make it memorable

Make them come back

• Keep in touch

• Be relevant (and not too frequent)

• Create rewards and incentives

• Listen to feedback

3. Planning and execution

Example: new audience (x)

• Audiences that are new to you could be new to…– Jazz!

– Your jazz!

– The area

• New to the area– Identify their needs:

• Address and directions• Type of venue: cost, dress code, food, ‘house

rules’…

– Make it easy: • Website and Facebook ‘about’ section• Photos, audience quote…

• New to your music – Identify their needs:

• Descriptions, reviews• Audio & video• Full line-up, links

– Make it easy: • Website/blog and Facebook page• Twitter feed

• New to jazz– Identify their needs:

• Context, tradition and departure

– Make it easy: • Programme, links, audio…• Facilitate interactions

7 Steps to Audience Heaven

• Avoid (too many) jazz references!• Set objectives and evaluate your success• Check out the competition and copy what

works• Get involved in local networks • Try out one thing at a time• Carve a name for yourself (not the venue) • Follow the plan

Contact: [email protected]

www.artoffestivals.com