About this theme

It should be no surprise that making significant changes to how and where an arts experience is offered can build engagement with new visitors, audiences and participants.

Most of the changed offers involved a fresh approach across the marketing mix including  changes to place, product and promotion. Unusually, price promotion did not play such a strong part although it is notable that many events in public settings were free of charge.

Related case studies

  • Machine Dance - West Midlands
    Collaboration with private sector setting events in unexpected settings

A different product

Eye-catching juxtaposition was a core element in some events in unexpected settings. The best example was Machine Dance in which mechanical diggers performed a choreographed dance in the unusual setting of the Bullring shopping centre in Birmingham. The event created considerable interest encouraging viewers to think about dance in a new light. A similar effect is achieved by Museums at night.

In Author events in libraries, a complete re-engineering of the traditional author event had mothers and grown-up daughters, who had previously never thought of attending literature events, attending chic-lit evenings together in their local libraries.

The element of 'surprise' was found to be important for the more spectacular events whilst 'getting the mood right' was found to be key to the success of others.

Participant involvement in designing the offer was important to the success of some projects and was felt to have an useful impact on the 'look' of the offer to prospective new attendees.