pete gomori presentation
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Innovation in Audience DevelopmentPete Gomori, Marketing Manager, Tate Modern 18 May 2011
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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
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Our tools
Difference between online/social media/in-gallery audience
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DataWhat can you find out about your audiences?
Demographics Motivations
Habits Interests
What are you going to do with the info?
Satisfaction
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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
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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
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Audience priorities
Current audiences – regular exhibition and collection visitors, artists/art world/academics, tourists, members
Developmental audiences – young people under 25, families, locals
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Projects
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Tinie Tempah / Ofili
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Tate Tracks
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Street Art
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Festivals
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Flyering
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Facebook & Twitter
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‘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
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Promotions
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Increasing engagement
(Tate’s first ever Flash online display ad)
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Datacapture • Email subscribers increased by 39% over last exhibition