Audience JourneysRob Halkyard

Head of Membership & Audience Engagement

What I’ll cover

• Importance of audience journey & strategy

• Audience strategy at Tate

• Somethings we’ve learnt (and are still learning!)• Understanding audience motivation

• Understanding audience behaviour

• Understanding the journey

• Importance of internal alignment

• Strategy: fitting it all together

Audience strategy & journeysWhy it’s important – a commercial view

“Few companies have made significant and sustained changes in their overall customer loyalty and value….

“In our conversations with leading customer satisfaction companies, we found that a focus on journeys has significant payoffs.

Source: From Moments to Journeys: A Paradigm Shift in Customer Experience Excellence, McKinsey

Audience strategy at Tate

• How do we extend our reach to new audiences?

• How do we deepen our relationship with existing audiences?

• How do we prioritise our resources?

Many relationships + many ways to engage

MembersMembersMembersMembers General visitors General visitors General visitors General visitors Exhibition visitors Exhibition visitors Exhibition visitors Exhibition visitors Specialist & peer visitors Specialist & peer visitors Specialist & peer visitors Specialist & peer visitors OnOnOnOn----line audiences line audiences line audiences line audiences

Potential visitors Potential visitors Potential visitors Potential visitors Lapsed visitors Lapsed visitors Lapsed visitors Lapsed visitors Overseas visitors Overseas visitors Overseas visitors Overseas visitors Developmental audiences Developmental audiences Developmental audiences Developmental audiences Educational audiences Educational audiences Educational audiences Educational audiences Donors Donors Donors Donors VolunteersVolunteersVolunteersVolunteers Staff Staff Staff Staff Shoppers Shoppers Shoppers Shoppers Café usersCafé usersCafé usersCafé users…………

++++

Visit Visit Visit Visit JoinJoinJoinJoin Support Support Support Support DonateDonateDonateDonate Shop Shop Shop Shop RecommendRecommendRecommendRecommend

Visit again Visit again Visit again Visit again LearnLearnLearnLearn VolunteerVolunteerVolunteerVolunteer

Understanding motivation (the why)Psychographic motivation/pen portraits/market segmentation

Understanding behaviour(how, what & when)Customer segmentation

NURSERY

QUESTION

MARKS

HIGH

HOPES

B1

SOCIAL

EVENTERS B2

FAMILIAR

FACES

ENGAGED

STARS

Engagement

Understanding journey + experienceCustomer journey/experience mapping

There are some consistent moments of disconnection

Exiting the Exiting the Exiting the Exiting the

exhibition: is that it? exhibition: is that it? exhibition: is that it? exhibition: is that it?

Did I miss anything?Did I miss anything?Did I miss anything?Did I miss anything?

Leaving the building: Leaving the building: Leaving the building: Leaving the building:

intense emotions intense emotions intense emotions intense emotions

dissipate quickly dissipate quickly dissipate quickly dissipate quickly

MidMidMidMid----exhibition exhibition exhibition exhibition

fatigue (Klee and fatigue (Klee and fatigue (Klee and fatigue (Klee and

Hamilton)Hamilton)Hamilton)Hamilton)

“It can be a bit much to take in all in one go, and you start to lose concentration. That’s one of the great things about the membership – that I can come and see an exhibition more than once without the pressure of having to take it all in at once”- Researcher, Tate Modern, Member, 21, Female

“Oh, right. Is this the last room? I think if I’d realised I’d have taken my time a bit more in the first few rooms, but I don’t really want to retrace my steps now”- Researcher, Tate Britain, Non-member, 58, Female

“Right now I’m feeling really

refreshed and stimulated – mentally

refreshed and like I want to do

something creative. But that feeling

will go quite quickly. That’s why I

keep the little leaflet in my diary –

because when I happen upon it, it

takes me back a bit to how I felt in

the exhibition.”

- Self-Improver, Tate Britain, Non-

member, 34, Female

There’s potential to deepen the relationship BEFORE and AFTER…

Building the

anticipation

Extending the feel-

good factor

Preparing for the

visitExcitement about

what comes next

Memories that

stick

Em

oti

on

al

hig

hs

& lo

ws

BEFORE DURING AFTER

Ne

ed

s

+

_

For Non-Members there are a few common glitches in the journey

Em

oti

on

al

hig

hs

& lo

ws

BEFORE DURING AFTER

Ne

ed

s

“It was disappointing

having to pay an

additional cost to book

online”

“Sometimes it’s exhausting

seeing a long exhibition in

one day, but it’s too

expensive to pay for to go

twice”

“The optional

donation is a bit

awkward at the till”

+

_

Booking tickets in

advance:

Planning to avoid

missing out:

Queuing for tickets &

exhibition access:

Maintaining focus &

energy levels:

“It’s difficult to keep

track of which

exhibitions are opening

and closing”

Fitting it togetherStrategy & Delivery

Market segmentation

Customer segmentation

Campaign performance, wealth screening, demographics, engagement score, channel optimization etc.

• Keep it simple

• Agree a common language and use that as a framework

• Keep it simple

Internal alignmentMaking sure everyone knows what you’re talking about

• Welcome strategy• Donation & shop spend

• Perception tracking

• Donor prospecting

• Membership acquisition

• Improved planning/alignment of messaging

• Audience focused decisions

• Focus on testing

ImpactHas there been any?

Thank you

robert.halkyard@tate.org.uk

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