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New Audiences New Approaches



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	Audience Development Workshops


	New Audiences New Approaches

			Date		19 November 2009
			Time		1.00–3.00 p.m. (Workshop 1) 3.30–5.30 p.m. (Workshop 2)
			Venue		Conference Room, Hong Kong Arts Development Council, 14/F East Warwick House, Taikoo Place, 979 King's Road, Hong Kong (Click here for the Map)
			Registration		Complete this registration form and return together with a crossed cheque payable to "British Council" by post on or before 9 November 2009
			Fee		HK$350 for each workshop / HK$500 for workshops 1 and 2
			Remark		Conducted in English
			Enquiry		arts@britishcouncil.org.hk

Andrew McIntyre, one of the UK’s leading authorities on audience and organisational development, gave arts professionals a real insight into the minds of the audience and a practical set of skills to build up new audiences. The workshops looked at the strategic need to centrally coordinate audience development, as well as practical methods for individual arts companies to build up their audience base.

Andrew McIntyre
Director, Morris Hargreaves McIntyre

Andrew McIntyre
Andrew is one of the UK’s leading authorities on audience and organisational development, and lectures internationally. His work focuses on helping arts organisations to understand, build relationships with, and deliver outcomes for, their audiences, and to articulate how this can help them achieve their wider objectives.

Andrew’s first role in the arts and museums sector was in the development and opening of the new People's History Museum in 1990. He then led audience development programmes at Manchester Art Gallery and Arts About Manchester, which he helped to grow into the UK's largest and most innovative audience development agency. In 1999, Andrew's R&D department joined forces with long-term collaborators Gerri Morris and Joanna Hargreaves to form Morris Hargreaves McIntyre. Clients include the UK government, major funding bodies in several countries and more than 100 of the most forward-thinking theatres, orchestras, opera companies, museums and galleries in the world.

Please click here for his full biography.

Please click the links below for the workshop outlines.

Workshop 1

A strategic look at the need for a central audience development plan

This workshop covers the macro view on a centralised audience development strategy, looking at the motives and segmentation of audiences.

Hopes and fears for the West Kowloon Cultural District
Why people attend the arts and why they don't
Segmentation of the audience – internal and external audience (eg. visitors and tourists)
The Audience Development Ladder and the role of the government
Strategically designed audience research – including penetration and brand barometer
Test Drive the Arts – mass audience development technique used successfully in the UK, Australia and New Zealand
Audience Builder – box office data mining analysis to identify and target prospects and track success
Customer relationship management (CRM) and personalised communications for deeper relationships

Workshop 2

Developing audiences for arts organisations - challenges and practical tools

This workshop looks into practical methods to help individual arts organisations optimising their audience development plans.

Setting objectives for developing our audiences
What do we know? What do we need to find out? How?
Understanding patterns of attendance – VHF, anniversaries and why there is no such thing as lapsed
Communications in the 21st century – using user generated content (eg. audience reviews) to sell tickets
Peer group recruitment and viral marketing
Building family audiences
Discounting versus adding value
Packaging and encouraging subscription
From subscription to members, donors and advocates