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1 ©WolfBrown 2012 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin, Ryan French, David Tang

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Page 1: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

1 ©WolfBrown 2012

Making Sense

of Audience

Engagement National Arts Marketing Project

Conference, Nov. 11, 2012

Alan Brown, Rebecca Ratzkin, Ryan

French, David Tang

Page 2: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

2 ©WolfBrown 2012

Agenda

•Overview of Audience Engagement principles

•The view of practitioners

Ryan French, Walker Art Center

David Tang, music director

•Q&A

Page 3: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

3 ©WolfBrown 2012

wolfbrown.com

/makingsense

Page 4: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

4 ©WolfBrown 2012

New Focus on Engagement

• Key dimension of segmentation research

• Controversial aspects deserve more debate

• What is “good practice”? How do we know if

we’ve “engaged” someone?

• How much engagement is enough?

Page 5: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

5 ©WolfBrown 2012

Engagement is both consumer-driven and

mission-driven

•Demand for more intense, multi-sensory

experiences

•Expectations for interactivity and

interconnectivity

•Desire to customize one’s experience

•Desire for social and kinetic experiences

•Artists’ desire for more interactive and symbiotic

relationships with audiences

Page 6: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

6 ©WolfBrown 2012

A period of accelerated

experimentation and

adoption of practice.

Page 7: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

7 ©WolfBrown 2012

Arc of Engagement

Page 8: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

8 ©WolfBrown 2012

Page 9: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

9 ©WolfBrown 2012

Build-Up and Contextualization

Page 10: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

10 ©WolfBrown 2012

Build-Up and Contextualization

•Website-based contextual videos (e.g., artist

interviews)

•YouTube channels

•Synopses sent to patrons in advance

•Blogs (e.g., Malmo Opera)

Transmitting “curatorial insight”

Page 11: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

11 ©WolfBrown 2012

Thomas Wickell, Malmo Opera

http://vimeo.com/23553859

http://vimeo.com/23553859
Page 12: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

12 ©WolfBrown 2012

Period of Intense Preparation

How can you take advantage of the “hot

spot” right before the event?

Page 13: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

13 ©WolfBrown 2012

Period of Intense Preparation

•Pre-performance talks

•Lobby information

•Media-rich emails send 24-hours in advance

•Reading program notes at the venue

•Podcasts

•What information do you INSIST that

your audiences absorb before the show

starts?

Page 14: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

14 ©WolfBrown 2012

Artistic Exchange

Page 15: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

15 ©WolfBrown 2012

Artistic Exchange

Short introductions from the stage

Page 16: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

16 ©WolfBrown 2012

Artistic Exchange

Visual Enhancements at orchestra concerts

Page 17: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

17 ©WolfBrown 2012

Artistic Exchange

Interactive interpretive activities

Page 18: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

18 ©WolfBrown 2012

Artistic Exchange

Real-time interpretive

assistance via digital devices

Museum of Old and New Art

(MONA), Hobart, Tasmania

Page 19: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

19 ©WolfBrown 2012

Does art speak for itself, or

should we provide audiences

with more and more

interpretive assistance, and

allow them to photograph,

remix and react in real-time?

Page 20: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

20 ©WolfBrown 2012

Post-Processing and Meaning Making

Page 21: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

21 ©WolfBrown 2012

Post-Processing and Meaning-Making

•Lightly facilitated post-performance discussions

•Discussions with and without artists or experts

•Encouraging critical feedback (e.g., citizen

critics)

•Online forums, Facebook conversations, etc.

•Eliciting conversation outside of the venue

Page 22: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

22 ©WolfBrown 2012

Impact Echo

How can you help audiences to

memorialize and remember their

experiences?

Page 23: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

23 ©WolfBrown 2012

Six Audience Typologies

Page 24: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

24 ©WolfBrown 2012

Page 25: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

25 ©WolfBrown 2012

Page 26: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

26 ©WolfBrown 2012

Page 27: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

27 ©WolfBrown 2012

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28 ©WolfBrown 2012

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29 ©WolfBrown 2012

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30 ©WolfBrown 2012

0

10

20

30

40

50

60

70

80

Num

ber

of

Audie

nce M

em

bers

Level of Interest in Engagement Activities

THE "BIG MIDDLE"

Page 31: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

31 ©WolfBrown 2012

Four Dimensions of

Engagement

Page 32: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

32 ©WolfBrown 2012

Page 33: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

33 ©WolfBrown 2012

Page 34: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

34 ©WolfBrown 2012

Summary

Page 35: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

35 ©WolfBrown 2012

Page 36: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

36 ©WolfBrown 2012

Audience engagement is a

unifying philosophy bringing

together marketing, education

and artistic programming in

common service of maximizing

impact on audiences

Page 37: Making Sense of Audience Engagement · ©WolfBrown 2012 1 Making Sense of Audience Engagement National Arts Marketing Project Conference, Nov. 11, 2012 Alan Brown, Rebecca Ratzkin,

37 ©WolfBrown 2012

wolfbrown.com

/makingsense


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