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US vs EVERYONE ABO Find Your Way Cohort 2017/18
59

US vs EVERYONE

Feb 22, 2022

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Page 1: US vs EVERYONE

US vs EVERYONEABO Find Your Way Cohort 2017/18

Page 2: US vs EVERYONE

–Arts Index Survey 2007-2017, National Campaign for the Arts

In 2015/16 only 37% of tax-payers thought that Culture and the Arts

should be funded through taxation

Business investment in sponsorship of the arts

fell by 20% in 2014/15 alone

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Us vs All of Them

Us vs The Others Us vs Us

BRAND PARTNERSHIPS

CO-INVESTMENT INTEGRATION

US vs EVERYONE

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BRAND PARTNERSHIPSUs vs All of Them

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People are attracted to experiences

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Secret Cinema

The Shawshank Redemption

One Flew Over the Cuckoo's Nest

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Dinner in the Sky

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–Matthew Syed, The Times (8 January 2018)

“I was delighted by the present from my wife at Christmas: tickets to watch [an] Orchestra playing

Rachmaninoff…

As I get older, I am increasingly drawn towards experiential presents. Physical gifts can be

wonderful... but a trip to listen to music, with someone with whom you can share the experience and memories, is priceless.”

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–Angela Ahrendts, Senior Vice President of Retail, Apple

“They do have to evolve... It used to be that 80:20 rule. It would be 80[%] shopping, and 20[%] experience. It’s got to go the opposite [way] now…”

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The ingredients for a compelling experience are

already in the art

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-Angela Ahrendts [VIDEO]

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Fostering effective brand partnerships

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Creating compelling experiences

by blurring the lines

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-Chanel Paris Hamburg Fashion Show 2017/18 at Elbphilharmonie

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-Burberry Womenswear Show 2016 [VIDEO]

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The ‘Halo’ Effect

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The hard to engage

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The subscription model is broken

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Customer loyalty is big business

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• Nectar: 19 million members – more than a third of all UK adults

• Tesco Clubcard: 16 million members

• Amazon Prime: 65 million members

Loyalty is Big Business

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Loyalty needs experiences

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There’s room for charity in loyalty

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XOUT OF SCOPE

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A loyalty scheme on a grander scale

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CO-INVESTMENTUs vs The Others

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Why and How?

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Limited resources

Short-term thinking

Experts in everything

WHY?

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Could orchestras co-invest to:

• Achieve more significant national impact with artistic projects

• Champion orchestral music more emphatically

• Build significantly greater capacity to innovate

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PRODUCT

CAPACITY VOICE

CO-INVESTMENT

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CO-INVESTMENT IN PRODUCT

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–Psychological Science, 2015

In two studies, we found that sharing an experience with another person,

without communicating, amplifies one’s experience. Both pleasant and

unpleasant experiences were more intense when shared.

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Could a programme on a national scale attract higher levels of

sponsorship than an orchestra could secure on its own?

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CO-INVESTMENT IN VOICE

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CO-INVESTMENT IN CAPACITY

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CO-INVESTMENT IN CAPACITY

A British Orchestras’ production company?

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CO-INVESTMENT IN CAPACITY

A British Orchestras in America shared fundraising vehicle?

Annual operating cost for 1 organisation: $15,000 Annual operating cost shared between 10 partners: $1,500

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What will make the difference?

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Culture change with more conversation between ‘competitor’ organisations

and more management time dedicated to building partnerships?

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External support body to deliver value-adding partnerships?

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INTEGRATIONUs vs Us

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Traditional concert

Family concert

Opera in concert

Relaxed concert

Pops concert

Crossover concert

Film concert

Chamber concert

Commuter concert

Community concert

Dementia friendly concert

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“That’s not for me”

TOP NOTCH CONCERT

“Not classical enough for me”“Not quick

enough for me”

“Too boring for us”

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–David Gurteen, Creator of Gurteen Knowledge Café

“Increasingly the only sustainable competitive advantage

is continuous innovation.”

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-Pixar Animations Editorial Process, from Linda Hill on ‘How to manage for collective creativity’

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–Linda Hill, Professor of Business Administration, Harvard Business School on ‘How to manage for collective creativity’ at Pixar Animations

“Let's put in a policy that anyone, no matter what their level or role,

is allowed to give notes to the director about how they feel about a particular film.

What can we do to make sure that all the disruptors, all the

minority voices in this organisation, speak up and are heard?”

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–David Gurteen, Creator of Gurteen Knowledge Café

“...just the act of putting my idea into words or writing will help me shape

and improve that idea...”

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–David Gurteen, Creator of Gurteen Knowledge Café

“...I’ll benefit from their knowledge, from their unique insights,

and improve my ideas further.”

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–LSO audience member using EnCue

“I most enjoyed the way the app stayed with me, in the moment.”

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–LSO audience member using EnCue

“Snippets of information – words Tchaikovsky used to describe a

particular melody, for example – appearing at relevant points in the music really

enhanced the experience of the music.”

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FESTIVAL UTOPIA