alliance day 2007: marketing research: the big picture

DAY

Cultural MarketingResearch

Top 10

…with apologies to Dave

Tom Kaiden, Chief Operating Officer

Greater Philadelphia Cultural Alliance

[email protected]

215-557-7811 x17

MARKETINGRESEARCH

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10. Theoretical: Wallace’s ”RAND Model” of Audience Participation

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“Top Ten” Favorite Cultural Marketing Research Reports

DAY#10 Building Arts Participation: Wallace’s RAND Model

MARKETINGRESEARCH

http://www.wallacefoundation.org/KnowledgeCenter/KnowledgeTopics/ArtsParticipation/NewFramework.htm?byrb=1

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9. Demographic: U.S. Census Bureau

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MARKETINGRESEARCHDAYMARKETINGRESEARCH

5 4 3 2 1 0 1 2 3 4 55 4 3 2 1 0 1 2 3 4 5

0 - 45 - 9

10 - 1415 - 1920 - 2425 - 2930 - 3435 - 3940 - 4445 - 4950 - 5455 - 5960 - 6465 - 6970 - 7475 - 7980 - 8485+

2000 2010

#9 U.S. Census BureauPennsylvania Population Pyramids

FemaleMaleFemaleMale

10-Year Changes:Average +2.5%

5-17 -9%18-24 +9%25-44 -9%

50-54 +21%55-59 +39%60-64 +43%

http://www.census.gov/population/www/projections/statepyramid.html

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8. Mass Market: B.L.S. Consumer Expenditure Survey

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http://www.bls.gov/cex/home.htm#data

#8 Bureau of Labor StatisticsConsumer Expenditure Survey

Philadelphia RegionSpending on Entertainment: Fees & Admissions

Persons of Hispanic or Latino Origin

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7. Temporal: American Time Use Study

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#7 American Time Use Study

http://www.bls.gov/tus/

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6. Attitudinal: Making Culture Count

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DAYMARKETINGRESEARCH

When Do You Typically Decide to Enjoy Performing Arts?

The same day as the event12%

A few days in advance40%

Well in advance48%

#6 Making Culture Count 3.0—LaPlaca Cohen

http://www.laplacacohen.com/

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0% 10% 20% 30% 40% 50% 60% 70%

Be "in the know" about the latest trends and tastes

Desire to learn about or celebrate cultural heritage

Support organizations or events that are important to me and/ormy community

Interest in learning something about another time or culture

Experience the high quality of the performance/art

Escape everyday stress and rejuvenate

Support a friend or family member involved

Entertainment/enjoyment

Why Do You Participate in the Arts?

#6 Making Culture Count 3.0—LaPlaca Cohen

MARKETINGRESEARCH

http://www.laplacacohen.com/

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5. Developmental: Alan Brown’s Values Study

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#5 Alan Brown’s Values Study

http://www.ggfmsp.org/research/CT_Values_Study_Report.pdf

1. Inventive Arts Participation engages the mind, body and spirit in an act ofartistic creation that is unique and idiosyncratic, regardless of skill level.2. Interpretive Arts Participation is a creative act of self-expression that bringsalive and adds value to pre-existing works of art, either individually orcollaboratively.3. Curatorial Arts Participation is the creative act of purposefully selecting,organizing and collecting art to the satisfaction of one’s own artisticsensibility.

4. Observational Arts Participation encompasses arts experiences that anindividual selects or consents to, motivated by some expectation of value.

5. Ambient Arts Participation involves experiencing art, consciously orsubconsciously, that is not purposefully selected – art that “happens to you.”

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4. Geographic: Philadelphia Cultural List Co-Op/Mapping

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# 4 Philadelphia Cultural List Co-Op/Mapping

http://www.philaculture.org/advo/mapping.htm

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3. Organizational: PACDP/Portfolio

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50%

Federal Government

Local Government

16%

14%

10%2%

Individuals

Foundation

CorporationsOther

2%

1%5%

State Government

Contributed Earned

#3 Portfolio/PACDP

http://www.philaculture.org/portfolio/


http://www.pacdp.org/

#3 Portfolio/PACDP

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2. Primary: Zoomerang

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MARKETINGRESEARCH



Internet providesan opportunity toask stakeholderstheir opinions in acost-effectivemanner. Cost:$350/year for non-profits.

http://info.zoomerang.com/solutions/nonprofits.htm

#2 Primary Research--Zoomerang


Most Popular Member Benefit

81%

72%

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66%

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54%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Arts & Culture AdvocateNewsletterPhiladelphia Cultural ListCooperativeAdvocacy (State Government)

Advocacy (Local Government)

Cultural Resource Directory(printed copy)Job Bank

Market Research

Cultural Resource Directory(your listing)FunSavers E-Mail Listings

PhillyFunGuide.com EventsCalendar

n=238

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1. Implicational: Leisure in America, National Arts Strategies

MARKETINGRESEARCH



#1 Leisure in AmericaMay 10-11, 2007, Getty Center, Los Angeles


The price of cultureIn 2006, the average price of a New York hotel room: $241A two-day pass to Disneyworld, for a family of four: $529A twelve day camel safari in Kenya, for a family of four: $31,400Ticket cost for a family of four to the following events:Football game $247Basketball game $184Hockey game $165Theme park $137Baseball game $90Movie theater $26Annual entertainment budget for average U.S. household in 1999: $1,891Annual entertainment budget in 2005: $2,388Percentage increase in real dollars: 8.5 percent.



Driving alone, with sufficient legroomand seating for sixThe percentage of U.S. commuters usingprivate vehicles in 1960: 64The percentage of U.S. commuters usingprivate vehicles in 2005: 88The percentage of these commutersdriving alone: 90

The isolated American, with 360 friendsPercentage of U.S. teens with more than 25“buddies” in their instant messagingcontacts list: 65That percentage with more 100 “buddies”: 25



What’s my motivation?Percentage of whites selecting “celebrate my culturalheritage” as a reason for attending cultural events in theprior twelve months: 15Percentage of African Americans who claimed thismotivation: 50Percentage of Hispanics who claimed this motivation: 43

http://www.getty.edu/leadership/compleat_leader/downloads/leisure_in_america.pdf


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1. Implicational: Leisure in America, National Arts Strategies

MARKETINGRESEARCH



Primary Research

Implications

Intuition

Implementation

PUTTING IT TO WORK

Secondary Research


The Greater Philadelphia Cultural Alliance’s Campaign for Culture, anumbrella marketing initiative, is funded by The Pew Charitable Trusts.

alliance day 2007: marketing research: the big picture

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