mapping victoria’s culture market julian clements & …€¦ · audience atlas victoria:!...

JULIAN CLEMENTS & LUCY SHORROCKS!

AUDIENCE ATLAS VICTORIA:!MAPPING VICTORIA’S CULTURE MARKET!

Our clients include: Performing arts organisations and venues: Barbican; Southbank Centre;

Wales Millenium Centre; Adelaide Festival Centre; New Zealand Opera; Opera Australia; Circus Oz; Auckland Philharmonia Orchestra; Chamber Music NZ;

Museums: British Museum; Natural History Museum; V&A; Malmö Museer, SWE; Queensland Museum; WA Museum; Powerhouse Museum; Hunan Provincial Museum, China; Qatar Children’s Museum

Art galleries: Tate; National Gallery; QAGOMA; NGV; Art Gallery of Western Australia; MiMA; BALTIC; Auckland Art Gallery; Dunedin Public Art Gallery

Libraries: British Library; John Rylands Library; State Library of QLD; State Library of WA

Other: British Council; Creative New Zealand; Arts Victoria; Arts Council of England

What is Audience Atlas?

What do we mean by ‘whole of market’?

How ‘international’ is it?

Its value is almost limitless

BENCHMARKING

AGREED AND CONSISTENT SEGMENTATION

COMMON (AND RESONANT) LANGUAGE TO DESCRIBE

AND DEFINE AUDIENCES

ACCURATE AND COMPARABLE MEASURES OF MARKET

SIZE, PENETRATION AND POTENTIAL

CROSSOVER AND COMPETITIVE ANALYSIS

A SHARED MARKET, NOT MARKET SHARE

Why is Audience Atlas Victoria special?

Here’s (a taste of) what we found out…

Victoria is a highly culturally-active state

And the Culture Market is demographically diverse…

… but is it diverse in the way you’d expect

The Culture Market in Victoria spends over $5 billion on arts in culture per year

64% of the market expect to spend the same or more in the next 12 months

The regional Culture Market is more likely to spend less than the average in the next 12 months

The Melbourne-Inner Culture Market is significantly more likely to spend more than the average in the next 12 months

More than 685,000 Victorians have given their time at cultural organisations

And 2.4 million Victorians have given their money to support the arts

And they give their money in many different ways

RECURRING PAYMENTS

REGULAR GIVING AT THE VENUE/ORGANISATION

18% DONATE THROUGH FUNDRAISING EVENTS

5% DONATE THROUGH FUNDRAISING LETTERS AND

EMAILS

4% DONATE THROUGH CROWDFUNDING OR

MICROFUNDING INITIATIVES

A further 1.8 million people are members of an arts or cultural institution

37% ARE MEMBERS OF THEIR LOCAL LIBRARY

6% ARE MEMBERS OF THE STATE OR NATIONAL LIBRARY

5% ARE MEMBERS OF A MUSEUM

5% ARE MEMBERS OF A THEATRE OR THEATRE COMPANY

4% ARE MEMBERS OF AN ART GALLERY

2% ARE MEMBERS OF AN ORCHESTRA OR OPERA

COMPANY

Donation behaviour is fairly consistent statewide

Stimulation

Stimulation

Perspective

Perspective

Expression

Expression

Affirmation

Affirmation

Enrichment

Enrichment

Release

Release

Essence

Essence

Entertainment

Entertainment

have donated time to an arts/cultural organisation

Although getting the message right for the right segment is essential, we though this might be useful too…

Melbourne has a greater proportion of the more culturally active segments

Subsequently Melbourne audiences are more likely to have experienced a wider range of art forms

Subsequently Melbourne audiences are more likely to have experienced a wider range of art forms

Subsequently Melbourne audiences are more likely to have experienced a wider range of art forms

In the report we have analysed 10 specific markets DANCE FESTIVAL LIBRARY LITERATURE LIVE MUSIC MUSEUM THEATRE VISUAL ARTS COMMERCIAL THEATRE MULTI-ARTFORM

The museum market is the largest of all the artform markets we analysed

97% of the Culture Market is in the market for museums (3.9M people)

Melbourne Museum has the highest levels of awareness and attendance in this market

68% of the Culture Market is in the current market for museums (last three years)

59% of the museum market is in the market for paid exhibitions…

… and 36% of those have attended a paid exhibition in the last 12 months…

… more than a third of those have been to more than 2 paid exhibitions in the last 12 months

The segment profile for museums is diverse

The current museum market is active in many other markets

The current museum market’s average monthly spend is above average

But that’s not all… The massive sample has allowed us to further analyse 60 Victorian organisations and venues

Individual market size and penetration

Segment profiles for current, lapsed and potential audiences

Audience crossover with other Victorian organisations and venues

But what do we DO now?

1.  Read the report – and visit mhminsight.com

2.  Talk to your colleagues 3.  Talk to MHM

22%

30%

9%

11%

15%

4% 5%

4% 10%

26%

20% 7%

14%

10%

5% 8%

Essence

Expression

Affirmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Culture Segment profile

Circus Oz audience Australian market

Develop segment strategies

Receptive, Confident, Community, Expressive The Expression segment is in-tune with their creative and spiritual side. They are confident, fun-loving, self-aware people who accommodate a wide range of interests, from culture and learning, to community and nature.

Discerning, Spontaneous, Independent, Sophisticated The Essence segment tends to be well-educated professionals who are highly active cultural consumers and creators. They are leaders rather than followers. Confident in their own tastes, they will act spontaneously according to their mood and pay little attention to what others think.

Expression Segment Strategy Strategy: Reactivate lapsed attenders How? Participation; ASRC; diverse audience; Blakflip Give opportunities to debate and discuss Methods Focus online

Essence Segment Strategy

Strategy: Retain and deepen relationship with Circus Oz Cultivate for philanthropy

How? Engage with artistic process and vision Develop stories within company – with artists, staff – forward looking Acknowledge their knowledge – and avoid marketing speak and references to families

Methods Changing language, special events, online

MHM Relationships

Brand Equity Functional • Value for money • Reliability • Professionalism • Service • Facilities • Convenience

Brand Equity Emotional • Loyalty • Trust • Preference • Sense of belonging • Willingness to follow • Desire to volunteer (give time) • Desire to donate (give money)

!

The journey of engagement

MHM Relationships

BOX OFFICE

DATA

BRAND EQUITY

DATA

Collect via online survey Golden Questions

CULTURE SEGMENTS

DATA

mhminsight.com jooles.clements@mhminsight.com lucy.shorrocks@mhminsight.com