all about audiences marketing services print and offline distribution guide

We are the Marketing Services team at All About Audiences, the audience development agency for the North West. With over 20 years of experience working with arts, leisure, tourism and heritage organisations, all our print distribution and tactical marketing services have been informed by knowledge and intelligence gained from the agency’s projects and research activities.

GO SEE THISOur services are delivered under the Go See This brand. Bright, bold and highly engaging, Go See This creates that word-of-mouth buzz which surrounds great events, activities and cultural experiences.

We will work with you to plan the most effective ways to reach your audiences through our extensive Print Distribution Network and using a variety of other channels, including hand-to-hand leafleting, and door-to-door deliveries. We can also spread your message and promote your events, venues and products through a unique form of high profile advertising or within specially created newsletters.

We are all about...

For further information or a free quotation Tel 0161 234 2955 Email [email protected]

Our Print Distribution Network is the most comprehensive in the region, covering Greater Manchester, Cheshire and Lancashire.

Constantly expanding and evolving, sites include theatres, galleries, museums, concert halls, hotels, universities, libraries and Community Information Centres (CICs)– as well as smaller arts venues, galleries, bars, restaurants, cafes, pubs and shops.

Your print can be distributed according to Geography, using a broad presence across a wide area, or a more specific distribution in a concentrated area.

We can also target by particular genres or Lifestyle groups, distributing in sites more likely to attract audiences of a particular artform, age or other demographic.

We’ll endeavour to provide complete lists of category sites wherever possible – most categories include sites with our own branded racks on display – because...

...we want you to know exactly where your print will go.

Tel: 0161 234 2955 Email: [email protected]

We can provide a general distribution across wide areas (SECTORS) or we can organise a comprehensive and detailed coverage in specific areas (NEIGHBOURHOODS). Sites include shops, bars, restaurants, cafés and smaller venues. We regularly co-ordinate NATIONAL distribution across the UK and can tailor your distribution should your campaign need something a little more BESPOKE


SECTORWe can provide general distribution across the following sectors:

Central Manchester South Manchester Stockport Trafford Salford Wigan Bolton Bury Rochdale Oldham Tameside Lancashire North East Cheshire North Derbyshire

NATIONAL If you want coverage outside our standard distribution areas we provide a one-stop-shop for your distribution. Having recently co-ordinated large-scale national campaigns for organisations such as the Royal Opera House, National Theatre and British Cycling, we’ll use our trusted partners across the country to get your print out for you at a cost you can afford.

Whether it’s hand-to-hand, door-to-door or just general distribution in a particular area, we’ll co-ordinate and broker your distribution so you need only deal with one company.

We make complex campaigns simple.

NEIGHBOURHOODWe can distribute in any area within Greater Manchester, Lancashire, Cheshire or Derbyshire at competitive prices.Just call us for information on prices and we’ll also advise you on how much print is needed.

BESPOKE Do you have a campaign which requires something that little bit more targeted?

We’ll work with both you and our Research team to devise a distribution campaign which will make best use of your print and target the exact audiences you want to reach. Some of our established services were originally devised especially for individual clients, so we’re always happy to develop new distributions as and when needed.

Tel: 0161 234 2955 Email: [email protected]: 0161 234 2955 Email: [email protected]

ARTS AUDIENCES: INSIGHTArts Audiences: Insight is an arts-based segmentation of English adults developed by Arts Council England. It identifies 13 distinct arts consumer segments among English adults (see diagram).

Many arts organisations use these segments to identify and understand their audiences.To make it even easier to target your distribution, we’ve tagged some of our main services with associated Arts Audiences: Insight profiles.

For detailed profiles of each group visit www.artscouncil.org.uk/audienceinsight


From Families to Folkies, Urban Socialites to Older Generations, we can distribute your print to reach specific audiences based on their lifestyles and interests.

EARLY YEARSThe Early Years distribution run visits a large network of nurseries and pre-schools. Whether it’s a kid’s show, hands-on activities, or a great day out for all the family, your campaign will reach young families across North, South and Central Manchester. Sites include: Leapfrog Nursery, Paint Pots, Chorlton Park Play Centre, Didsbury Day Nursery

AA:I Segment:Family and Community Focused

Related distribution: Family Friendly

Quantities required: 2000 flyers (1-2 pages), 1500 brochures (3-12 pages) or 1000 magazines (13+pages)

Standard rate: £105Non-Profit/Charity rate: £95

FAMILY FRIENDLY Concentrating on community centres, play areas, toy shops and family-friendly pubs/restaurants, this run will ensure your print finds a family audience across Greater Manchester. A geographically wide distribution, this has the advantage of reaching some family audiences who wouldn’t normally be as engaged with arts organisations as others.

Sites include: Kids Unlimited, Kath Locke Centre, Kiddywinks, Wacky Warehouse

AA:I Segments:Family and Community Focused Mid - Life HobbyistsTime Poor DreamersRelated distribution: Early Years

Quantities required: 2000 flyers, 1500 brochures or 1000 magazines




URBAN SOCIALUrban Social reaches Manchester’s more alternative twenty/thirty-somethings, through vintage clothes shops, record stores, boho bars and retro tearooms. This crowd will tend to be the most responsive to challenging, cutting-edge and experiential artistic offers.

Sites include: Odder Bar, Afflecks Palace, The Castle, Oxfam Originals, Nexus Art Café

AA:I Segments: Urban Arts EclecticBedroom DJs

Related distribution: Gig-Goers



STUDENTThe student population of Manchester is huge (approaching 100,000 each year), spanning from the Chapel Street area to the Oxford Road Corridor, via Rusholme to Fallowfield, Withington and beyond. This run takes in university areas, halls of residence, libraries, student unions and, of course, bars!

Sites include: Joshua Brooks, Kro Bar, The Old Pint Pot, MMU Students Union

AA:I Segments: Bedroom DJsFun, Fashion and Friends

Related distribution: Gig-Goers, Universities/Colleges



GIG-GOERSIf you are looking to attract a gig-going crowd to your event then, unsurprisingly, this is the distribution for you. Record shops, bars, eateries, and gig venues large and small – a young, experimental, experience-seeking audience is the target here.

Sites include: Night and Day, Vinyl Exchange, Grand Central, Joshua Brooks

AA:I Segments: Urban Arts EclecticBedroom DJs

Related distribution: Student, Urban Social




CONCERT ANDTHEATREATTENDERSRestaurants with pre-theatre menus, handy bars for after-show drinks, musical instrument shops– these sites sit alongside the sites you would expect such as concert venues and theatres. This is a great way to reach engaged audiences who know what they like but aren’t afraid to try something different.

Sites include: Peveril Of The Peak, Forsyth’s, The Bridgewater Hall, Chethams School of Music

AA:I Segments: Traditional Culture VulturesDinner and a Show

Related distribution: Literature, Dance



VISUAL ARTSAND CRAFTS If you’re looking for a crafty crowd with artistic leanings, or just those who like to keep it homemade, this network of smaller galleries, studios and artists’ supply shops is the place to send your print. A broad range of sites is included, ensuring an audience of varying ages and tastes.

Sites include: Cornerhouse, Islington Mill, Magma, Fred Aldous

AA:I Segments:Traditional Culture VulturesRetired Arts and CraftsUrban Arts Eclectic

Related distribution: Concert & Theatre Attenders, Urban Social



LADIES WHO LUNCH(also available for Lancashire & Cheshire)Hairdressers, restaurants, coffee shops and beauty salons – if you’re looking to engage with female audiences of all ages with disposable income, this is a simple and cost-effective solution. Perfect for promoting anything from West End musicals or craft fairs to public awareness campaigns.

AA:I Segments: Retired Arts and Crafts Fun, Fashion and FriendsDinner and a ShowMature Explorers

Related distribution: Concert & Theatre Attenders, Visual Arts & Crafts Quantities required: 2000 flyers, 1500 brochures or 1000 magazines

Standard rate: From £110Non-Profit/Charity rate: From £100


DANCE FANSFrom ballet-lovers to tap-fanatics, connoisseurs of contemporary to salsa-learners, this special run will hit the mark – taking in dance equipment shops, dance venues and studios.

Sites include: Dancehouse, Sunshine Dance Studios, Fit to Dance, Stage Door Dance Wear



FOLKIES A distribution run specifically designed to reach folk audiences of all ages across Greater Manchester. From traditional to modern; visiting Irish centres, music repair shops and folk clubs, this bespoke distribution gets your print in the places where ‘folk’ folk gather!

Sites include: Irish World Heritage Centre, Pevril Of The Peak, Johnny Roadhouse, Jabez Clegg

Quantities required:3000 flyers, 2250 brochures or 1500 magazines



MULTICULTURALThis is a highly flexible distribution capable of reaching any of Manchester’s numerous ethnic communities – whether it’s the large African-Caribbean community around Hulme and Moss Side, Asian communities around Rusholme or Cheetham Hill or in city centre Chinatown, we can adapt to your distribution needs. Our Research team can pin-point the most appropriate areas for your campaign.



LITERATUREPromoting a stage adaptation of a literary classic? Getting the word out about your book launch? This small (but perfectly formed) collection of bookshops, libraries and sheet music stores combines well with our Concert & Theatre Attenders distribution – or indeed our dedicated Libraries run. This is the surest way to reach Manchester’s literati.

Sites include: Waterstones, Forsyths, Blackwell’s, MMU Library




OLDER GENERATIONSOriginally devised for a social history outreach campaign in Salford, this run reaches an older age group, with community centres, cafes and other community areas visited. Particularly useful for more issue-based campaigns, and for reaching a less engaged, more mature audience. This distribution can be tailored to fit any geographical location.



PROFESSIONAL Working Manchester – office buildings, eateries on the staff ‘butty run’, or bars for working lunches and after-hours drinks; all feature here on the Professional run. Advertise your Christmas menus, lunchtime performances or any number of other ways to unwind from the weekly grind.

Sites include: Office Angels, Philpotts, Sam’s Chop House, 55 Spring Gardens



GAYPrimarily concentrating on the area around Canal Street and the Gay Village, this run ensures your print is highly visible around Manchester’s vibrant LGBT community.

Sites include: Velvet, Olive Deli, Tribeca, Taurus




HEALTHY LIVINGOriginally called “The Mind, Body & Spirit” run, here we visit health food shops, alternative therapies and remedies establishments and health clinics. This can be used for delivering health-based initiatives by councils, or to promote your cultural offer to an open-minded and alternative community.

Sites include: Neal’s Yard Remedies, Chorlton Wholefoods, Eighth Day, The Holistic Therapy Clinic



SPORT AND ACTIVE LIFESTYLEYou can reach the more active portion of the population by getting your print in gyms, leisure centres, sports venues and sports equipment shops across Greater Manchester. Squarely aimed at those who like to look after themselves physically, or just enjoy the social aspect of a team sport or communal sporting activity.

Related distribution: Professional

Sites include: National Squash Centre, Sugden Sports Centre, Fitness First Manchester




MUSEUMS & GALLERIESSites include: Cornerhouse, Manchester Art Gallery, Cube



We have exclusive presence in the majority of arts venues and visitor attractions around the region. Museums, galleries, music venues, theatres and heritage sites – all feature here in a show-stopping collection of the North West’s finest cultural sites.

LAST MINUTE ARTS Does your print need to go out yesterday?If you miss our scheduled fortnightly distribution run, we offer a last minute way to get your print out to Manchester arts and attractions.

Quantities required: 2000 flyers, 1500 brochures or 1000 magazinesStandard rate: £105Non-Profit/Charity rate: £95

CENTRAL MANCHESTERMEDIA & PERFORMANCESites include: The Lowry, Royal Exchange Theatre, The Bridgewater Hall

Quantities required:1400 flyers, 700 brochures or 350 magazines


NORTH LANCASHIREThis area is currently incorporated into one category featuring arts and attractions, hotels, CICs, libraries and colleges.


Standard rate: £42 Non-Profit/Charity rate: £36


NORTH OF MANCHESTERSites include: Oldham Coliseum Theatre, Bury Art Museum, Octagon Theatre, Bolton.



SOUTH OF MANCHESTERSites include: The Lowry, IWM North, Waterside Arts Centre.



SOUTH LANCASHIRESites include: Horse & Bamboo Theatre, Harris Museum.



CHESHIRESites include: Tatton Park, Silk Museum, Boat Museum.



DERBYSHIREThis area is currently incorporated into one category featuring arts and attractions, hotels, CICs, libraries and colleges.



Manchester is the UK’s third most visited city after London and Edinburgh, with almost 100 million visitors per year – over 8 million of whom stayed overnight. Hotels in our network are always looking for more print to help guests plan their visit.When you also consider the huge number of events which take place in hotels each year, it becomes clear that this category should be at the core of most distribution plans. Our coverage in Greater Manchester, Lancashire and Cheshire is ever-expanding.


CENTRAL MANCHESTER Sites include: The Midland, The Lowry Hotel, Hilton Hotel, Jarvis Piccadilly.



NORTH OF MANCHESTER Sites include: Devere Whites (Reebok Stadium), Best Western (Oldham)



SOUTHLANCASHIRESites include: Ibis (Preston), Holiday Inn (Burnley).



CHESHIRESites include: Thistle Hotel, various Holiday Inns.



SOUTH OF MANCHESTER Sites include: Trafford Lodge (LCCC), Hilton (MCR Airport), Ramada (Salford Quays



Your prints’ presence in our Libraries category ensures visibility to a wide range of audience types, from older people to young families, community groups to bookworms. Libraries continue to be a vital source of information and inspiration to thousands across the region.


CENTRAL MANCHESTER Sites include: Manchester Central Library, Hulme Library, Didsbury Library.



NORTH OF MANCHESTER Sites include: Bolton Libraries, Bury Libraries, Oldham Libraries.



SOUTH OF MANCHESTERSites include: Salford Libraries, Stockport Central Library.



SOUTHLANCASHIRESites include: East Lancs Libraries, Blackburn Libraries.



CHESHIRESites include: Cheshire Libraries, Warrington Library.



Community Information Centres provide an invaluable service – not only for visitors, but also for local residents. We cover most large CICs in the region, as well as several smaller ones. Many are situated in interesting (and high footfall) venues such as museums and bus stations.


SOUTH OFMANCHESTER Sites include: Salford CIC (The Lowry), Stockport CIC.



CHESHIRESites include: St Helens CIC (World of Glass), Macclesfield CIC.



NORTH OF MANCHESTERSites include: Fusilier Museum (Bury), Bolton CIC, Saddleworth Museum.



CENTRAL MANCHESTER Sites include: Manchester Visitor Centre, Arndale Visitor Centre, MMU Visitor Information.



SOUTH LANCASHIRESites include: Preston Bus Station, Blackburn CIC, Blackburn CIC.




The enormous student population in Greater Manchester, Lancashire and Cheshire provides a constant, yet ever-changing, audience. We have racks situated in reception areas, common rooms and libraries in a large number of colleges, universities and education centres across the North West. This distribution works well with the dedicated Student distribution.


CENTRAL MANCHESTER Sites include: City College (several sites), Loreto College Library, UMIST Student Union.



NORTH OF MANCHESTERSites include: Bury College, Oldham Sixth Form College, University of Bolton.



SOUTH OFMANCHESTER Sites include: Salford University, South Trafford College, Eccles Sixth Form College.



CHESHIRESites include: Chester College, Warrington Collegiate, Mid-Cheshire College.



SOUTH LANCASHIRESites include: Burnley College, Blackburn College, Nelson & Colne College.



Displaying in our three racks at Manchester’s Piccadilly Train Station is an excellent way to ensure your print is seen by a massive amount of people. We stock these racks twice a week, as pick up rates are so high – unsurprising, as the station attracts over 2.5 million visitors per month! Uniquely, these racks are suitable both for events around the Manchester area and those much further afield.

Print Amounts: 1200 flyers, 600 brochures or 300 magazines

Standard rate: £40Non-Profit/Charity rate: £35Racks: 3

PICCADILLY POSTERSYou can now ensure a highly visible presence on our Piccadilly Train Station racks by booking a dedicated poster site. Your poster could have prime position in one of the busiest railway stations in the UK.

Cost is £10 per poster per week (minimum 2 weeks presence required). There are 5 poster cases available at any one time.


DOOR TO DOORWhether you’re looking for Bedroom DJs, Jewish communities or residents of postcode sector OL 43, door-to-door is an excellent way of targeting individual households.

All of our door-to-door distribution is solus (simply, your print won’t double-up with anyone else’s) and tailored to your individual campaign requirements. With access to the most up-to-date information on local communities, we ensure your print is reaching exactly the right demographic.

Prices quoted per thousand

HAND-TO-HAND DISTRIBUTIONWe have a dedicated team of licenced flyering staff ready to distribute your print across Manchester. We can provide exit-flyering after concerts, hand out leaflets in busy shopping areas or at large scale one-off events. Our enthusiastic staff are fully briefed beforehand and able to answer questions about your campaign during distribution. This is a great, cost effective way of targeting specific audiences.

Cost: £15 per hour*(minimum 3hrs - approx 150 print per hour)*Standard rate - price may vary depending on job

Keep an eye on our website for details of our regular Piccadilly Train Station pack hand-outs.

Cost: £95 for 1500 print

POSTER DISTRIBUTIONPosters can be used as part of a larger print campaign or as a highly visible strategy on their own. Distribution can be as general or as bespoke as you like - we can undertake broad distribution across cities or counties, or targeted display in specific types of site. In need of coverage beyond Greater Manchester? We will work with our trusted partners to arrange a regional or national campaign for you.

Cost: 42p per poster

You can now advertise on the front of any of our large or small racks and we’ve grouped them into categories to help you target your preferred audience. Many of the larger racks are in venues with extremely high footfall, and our smaller rack categories feature some of the quirkier sites across the city. All we’ll need is a design from you, and we’ll do the rest.

Large rack advertising is priced at £3 per rack per week*Small rack advertising is priced at £1 per rack per week

All rack advertising is subject to a £50 admin charge. This covers printing and application of your stickers.

*Piccadilly Train Station racks are £15 per rack per week.


LARGE RACKSMedia & Performance (15 racks including Royal Exchange Theatre, Palace Theatre, Octagon Theatre, Bolton) Museums & Galleries (15 racks including The Manchester Museum, Cornerhouse, Cube Gallery) Hotels (20 racks including The Midland, Manchester Airport Hilton, Light Hotel)Libraries (20 racks including Manchester Central Library, City College Manchester)Piccadilly Train Station

SMALL RACKSFamily Friendly (30 racks including Katsouris, Frankie and Benny’s, Beech Road Café, Kath Locke Centre)Urban Social (30 racks including Islington Mill, Koffee Pot, Chinese Arts Centre, Odder)Quiet Pint (30 racks including Pevril Of The Peak, Briton’s Protection,The Mark Addy, Lass O’ Gowrie)

Recent sticker designs

Reach 10,000 of our subscribers with this high quality direct mail service. All our subscribers have signed up specifically to find out what events you have coming up, so this is a great opportunity to reach a large, engaged audience at a fraction of the cost of an individual mail-out. These newsletters can be co-ordinated with your print and online marketing to give your campaign a sustained presence.

As well as a generous inclusion and image, you could also include a leaflet to give your event added impact.

Summer and winter newsletters go out to our Family Friendly database just in time for the school holidays.

Spring and autumn newsletters go to our Go See This database who have expressed a particular interest in arts, heritage and culture - perfect for promoting new-season theatre, festivals and great days out.

Cost: £525 inclusion, £675 inclusion + print inserts

Recent newsletter designs


THE GO SEE THIS AND FAMILY FRIENDLY DATABASES CONTAIN APPROXIMATELY 10,000 SUBSCRIBERS EACH


Complement your campaign with one of our tactical marketing options, or get some more in depth support with our range of digital services.


EMAIL CAMPAIGNSPromote your events to interested arts attenders in Greater Manchester with our Go See This e-newsletters, or reach families across the North West with our Family Friendly mailing list.

DIGITAL CAMPAIGNSLooking for someone to develop and manage online advertising, social media marketing or email marketing? Whether for your whole organisation or a particular project, we can help.

SOCIAL SEEDINGNeed to generate a buzz? Our Social Seeding service gets your message to your target audiences in the places they interact online – think grassroots distribution, delivered digitally.

SOCIAL MEDIA AUDITSSpecially designed to provide you with a snapshot of how effective your social media activity is and how to improve upon it. We’ll show you what’s working and what’s not, so you can focus your time and budget effectively.

TAILORED TRAININGWant to understand how to develop and deliver your digital strategy? We offer training and digital consultancy tailored to suit your needs.

With Thanks

Design by Donna Doodson

Images courtesy of: Haydn Rydings, Gareth Hacking, The Manchester Museum, Rambert Dance Company, Contact Theatre, Yi-tao Lee, Chetham’s Library, Visit Manchester, Marketing Manchester, Chris Payne, British Cycling, Manchester Pride, Tony Woof, Crystal Leigh Shearin

© All About Audiences 2012

Whether you’re not sure where to start or if you’re already raring to go, the best way to put your plan into action is to get in touch! Contact us at…..

All About AudiencesGreen Fish Resource Centre46-50 Oldham StreetManchesterM4 1LE

All print should be delivered to our warehouse unless agreed otherwise

All About AudiencesDistribution WarehouseHotspur HouseCambridge StreetManchesterM1 5QB

MARKETING OPPORTUNITIES E-NEWSLETTER

Keep up-to-date with our fortnightly e-newsletter.

Send us an email with the subject line SUBSCRIBE to: [email protected]

T: 0161 234 2955F: 0161 234 2966E: [email protected] us @aboutaudienceswww.allaboutaudiences.com

T: 0161 228 2580F: 0161 228 2582

all about audiences marketing services print and offline distribution guide

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