Staying in touch with your audience has never mattered as much as it did over the past year.
All too often, a large part of the audience received communications that had nothing to do with their interests. The result: low open and click rates, and a strong sense of spam among visitors.
Communication now has to aim at conversion again. The goal, after all, is that visitors come back.
How can cultural organisations make their communication more effective? And what part does knowing your own audience play?
Audience research: how does it help in practice? ‒ L'Oeil du Public (Switzerland)
To communicate better, you have to know who receives your messages. How do you get there? How do you get to know not only your visitors but also the people who do not come? And how far does that make communication more effective? L'Oeil du Public (Switzerland) shows, with examples, what an analysis of visit behaviour looks like in practice.
Visitor data: how useful is it? ‒ Arenametrix
Ideally, a visitor should be addressed personally, which means defining audience segments. But how does that work in practice? Visitor data is a source of information that helps assign each contact to the right segment and build personalised communication.
Case study: from understanding the audience to the communication brief ‒ Roy Schedler
Over recent years, the Technorama in Winterthur has run three large audience research projects, all with the same goal: to better understand what visitors expect and need. Roy Schedler, former head of marketing and partnerships at the Swiss Science Center Technorama Winterthur, explains how the Technorama used that visitor data to make its communication more targeted and more effective.
Speakers:
Fabien Morf, Reimar Walthert, L'Oeil du Public (Switzerland).
Since 2018 in Switzerland and 2013 in France, L'Oeil du Public has worked as a cultural marketing and audience research agency for institutions, local authorities and public and private organisations in the arts and culture sector.
Solène Jimenez, Arenametrix.
Arenametrix is a digital solution designed for cultural organisations — theatres, opera houses, festivals, concert halls, museums and more — to help them build their own database. The Arenametrix CRM platform enables better, more targeted and more personalised communication with audiences.
Roy Schedler.
Roy Schedler teaches at the ZHdK and the ZHAW and is a member of the Visitor Studies Group UK. He now runs the consultancy kulturvermittlung.ch.