Conferencia marketing de las artes asimetrica sarah briggs

Communicating Relevance

Marketing Tate to Both New and

Existing Audiences

Sarah Briggs

Open

Diverse

Global

Entrepreneurial

Sustainable

Tate’s vision to 2015

Core audiences

•  Regular Collection and Exhibition Audiences

•  Tourists and Day Trippers

•  Art world / Artists / Academics

•  Tate Members

Developmental audiences

•  Families •  Schools and Teachers •  Students •  Young People •  Local Residents

Tate’s Audience Strategy

Raised on technology Prefer doing to having Love multi-tasking Love what’s cool Community is key – do my friends like it? Younger visitors

http://www.youtube.com/watch?v=hDPNNmX6b2k&feature=related http://channel.tate.org.uk/ - media:/media/72385992001&context:/channel/search?searchQuery=Ofili&p=2

Partnerships

Summary

Audience strategy – both core and developmental

Work with your audience

Community is key – engage and offer something back

Targeted, relevant content to specific audiences