I have been doing audience development work for several organizations, and what always makes me smile is when I get to the point of doing research for area demographics and psychographics. Each area I research is so different, which in turn makes the people that live there different too. This uniqueness of each city needs to be explored, cherished and catered to when it comes to audience development.
No two towns or cities are exactly alike. The flavors, the sights, the smells, the quirks, the personalities of the places are special. The audiences that are a part of these places have a special blend too, and the place they live in is an ingredient of their makeup.
This is the main reason that I create unique plans for each artist or arts organization I work with. There may be a few common programs in the plans, but for the most part, the audience relations programs are created and branded for each individual arts business.
I have mentioned many times that one size does not fit all. After working with five different city personalities at the same time, I know for sure that this is true. Discovering and realizing the personality of the cities has been leading me to the personality of the audiences.
It is especially apparent when I get the chance to visit in person and witness first hand. I enjoyed my recent visits with two of my theatre clients, and both cities and companies were uniquely awesome (which makes their audiences different in personality too)!
Your audiences have a personality, and looking to the feel of your city can reveal much about the people you are wanting to reach. Create your plans and programs with this in mind, and you will find a better audience match in the end.
Cheers to happy and loyal audiences,
Chief Audience Builder, Audience Development Specialists
Energizing arts boards about audience development brings me joy. It is amazing how the energy level in a room rises when everyone gets excited about this new mentality!