Audience Development

Here are some key areas to consider when thinking about developing your audience. It’s worth noting that having this information in place will always be helpful for fundraising and grant applications so research your audience as much as you can.

Who is your existing audience?

  • Where do they live?
  • What is their age, gender etc.?
  • What are their values, attitudes, interests, lifestyles and opinions?
  • What do they do? What do they read? Where do they go? Which venues do they visit? Which events do they attend?

Thinking about the above may identify some opportunities for growth that you may not have considered.

Who would you like to be your audience?

  • Are you presenting a new work to reach a new demographic?
  • Have you identified an audience base you would like to engage with?
  • Would you like to target a particular component of your existing audience? (e.g. young people)

Who are your potential partners? They may be local providers or groups reaching the same audience as you.

  • Have a think about what they could offer you
  • How could you link with them? What ‘collateral’ have you got that could be of interest to them? More on this in our ‘Partnerships’ section

Find out if your marketing has worked!

  • Think about how to evaluate your marketing – this could include feedback forms, box office statistics and conversations. Ask questions that can help you inform your marketing decisions going forward and also help you learn how to improve on your event. For example - ‘how did you hear about this event?’, ‘would you recommend this event to a friend?’, ‘how would you rate this event?’ (on a scale of 1 – 10 with comments). 

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