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

tomk@philaculture.org

215-557-7811 x17

MARKETINGRESEARCH

DAY

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

9.

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6.

5. :

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MARKETINGRESEARCH

“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

DAY

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

9. Demographic: U.S. Census Bureau

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7.

6.

5.

4.

3.

2.

1.

MARKETINGRESEARCH

“Top Ten” Favorite Cultural Marketing Research Reports

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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

DAY

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

9. Demographic: U.S. Census Bureau

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

7.

6.

5.

4.

3.

2.

1.

MARKETINGRESEARCH

“Top Ten” Favorite Cultural Marketing Research Reports

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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

DAY

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

9. Demographic: U.S. Census Bureau

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

7. Temporal: American Time Use Study

6.

5.

4.

3.

2.

1.

MARKETINGRESEARCH

“Top Ten” Favorite Cultural Marketing Research Reports

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#7 American Time Use Study

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

DAY

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

9. Demographic: U.S. Census Bureau

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

7. Temporal: American Time Use Study

6. Attitudinal: Making Culture Count

5.

4.

3.

2.

1.

MARKETINGRESEARCH

“Top Ten” Favorite Cultural Marketing Research Reports

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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/

DAY

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/

DAY

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

9. Demographic: U.S. Census Bureau

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

7. Temporal: American Time Use Study

6. Attitudinal: Making Culture Count

5. Developmental: Alan Brown’s Values Study

4.

3.

2.

1.

MARKETINGRESEARCH

“Top Ten” Favorite Cultural Marketing Research Reports

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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.”

DAY

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

9. Demographic: U.S. Census Bureau

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

7. Temporal: American Time Use Study

6. Attitudinal: Making Culture Count

5. Developmental: Alan Brown’s Values Study

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

3.

2.

1.

MARKETINGRESEARCH

“Top Ten” Favorite Cultural Marketing Research Reports

MARKETINGRESEARCHDAYMARKETINGRESEARCH

# 4 Philadelphia Cultural List Co-Op/Mapping

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

DAY

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

9. Demographic: U.S. Census Bureau

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

7. Temporal: American Time Use Study

6. Attitudinal: Making Culture Count

5. Developmental: Alan Brown’s Values Study

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

3. Organizational: PACDP/Portfolio

2.

1.

MARKETINGRESEARCH

“Top Ten” Favorite Cultural Marketing Research Reports

MARKETINGRESEARCH

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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/

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http://www.pacdp.org/

#3 Portfolio/PACDP

DAY

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

9. Demographic: U.S. Census Bureau

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

7. Temporal: American Time Use Study

6. Attitudinal: Making Culture Count

5. Developmental: Alan Brown’s Values Study

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

3. Organizational: PACDP/Portfolio

2. Primary: Zoomerang

1.

MARKETINGRESEARCH

“Top Ten” Favorite Cultural Marketing Research Reports

MARKETINGRESEARCHDAYMARKETINGRESEARCH

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

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Most Popular Member Benefit

81%

72%

70%

69%

69%

69%

66%

62%

59%

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

DAY

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

9. Demographic: U.S. Census Bureau

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

7. Temporal: American Time Use Study

6. Attitudinal: Making Culture Count

5. Developmental: Alan Brown’s Values Study

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

3. Organizational: PACDP/Portfolio

2. Primary: Zoomerang

1. Implicational: Leisure in America, National Arts Strategies

MARKETINGRESEARCH

“Top Ten” Favorite Cultural Marketing Research Reports

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

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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.

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

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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

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

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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

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

DAY

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

9. Demographic: U.S. Census Bureau

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

7. Temporal: American Time Use Study

6. Attitudinal: Making Culture Count

5. Developmental: Alan Brown’s Values Study

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

3. Organizational: PACDP/Portfolio

2. Primary: Zoomerang

1. Implicational: Leisure in America, National Arts Strategies

MARKETINGRESEARCH

“Top Ten” Favorite Cultural Marketing Research Reports

MARKETINGRESEARCHDAYMARKETINGRESEARCH

Primary Research

Implications

Intuition

Implementation

PUTTING IT TO WORK

Secondary Research

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