Innovation in Audience DevelopmentPete Gomori, Marketing Manager, Tate Modern 18 May 2011

What’s the aim?Tate’s mission – to increase public understanding and enjoyment of art

Business objectives – maximise visitor numbers & give them the best experience

Make the most of new opportunities – both creatively and strategically

Our tools

Difference between online/social media/in-gallery audience

DataWhat can you find out about your audiences?

Demographics Motivations

Habits Interests

What are you going to do with the info?

Satisfaction

Visitors who have this motivation to visit…

spiritual

emotional

social

intellectual

…need this from a visit:

food for the soul

feast for the eyes

finding out new things

feeling comfortable

Motivation

Visitors who have this motivation…

AficionadosActualisers

Sensualists

ResearchersSelf-Improvers

Urban CoolSocial SpacersSite SeersFamilies

Art professionalsNon-professionals

Art professionalsNon-professionals

< 35 years old> 35 years oldFirst time visitFamilies

…and these …divide into determining demographics… these segments:

spiritual

emotional

social

intellectual

* Identified through ‘golden questions’

Tate visitor segments

Audience priorities

Current audiences – regular exhibition and collection visitors, artists/art world/academics, tourists, members

Developmental audiences – young people under 25, families, locals

Projects

Tinie Tempah / Ofili

Tate Tracks

Street Art

Festivals

Flyering

Facebook & Twitter

‘On my way to see the Gabriel Orozco exhibition at the tate modern now’ Paloma Faith

‘After reading @Palomafaith 's tweets going to go to the Tate in my lunchbreak’ Gemma Perolls

Live Tweet

Promotions

.

Increasing engagement

(Tate’s first ever Flash online display ad)

Datacapture • Email subscribers increased by 39% over last exhibition