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
- More reasons to visit - East Midlands
Libraries as cultural venues
- Music to remember - London
Micro-website presents a themed orchestral offer
- Capital culture/Discover arts close-up - North
Collaborative events in shopping centres
- Author events in libraries - National
Authors events refreshed
- Museums at night - National
Heritage venues present a fresh offer
- Machine Dance - West Midlands
Collaboration with private sector setting events in unexpected settings
- Arts Nation, West Midlands - West Midlands
New collaborative approaches to promotion
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.