AUSTRALIA COUNCIL ARTS MARKETING SUMMIT 2008
Venue: The Arts Centre, 100 St Kilda Road, Melbourne, ANZ Pavilion, Theatres Building

For map, go to: maps.google.com.au

Surviving the Culture Change - new missions for the 21st Century
Diane Ragsdale
Andrew W Melton Foundation, USA

Diane Ragsdale contends that being a 21st century 'social profit' organisation starts with having a 21st century mission. She acknowledges and discusses necessary innovations in marketing for the arts, but stresses that to survive the culture change arts organizations will need to put more on the autopsy table than the season brochure. Diane argues that arts organisations need to find themselves, rethink why they exist, and potentially change their value proposition in relationship to their communities.

Tim Baker
Baker Richards Consulting, UK

Baker Richards Consulting specialises in advising arts organisations on ticket pricing to maximise yield. The company estimates that for every £1 spent on a pricing review, the average return on investment for its UK clients has been £12.60 (adjusted for inflation) earned back in the first year through admissions income, with additional income realised in subsequent years. One of the company's Principals, Tim Baker, will explore the principles of yield maximisation, in preparation for pricing workshops during the Summit.

Workshop 1 - Pricing strategies for larger organisations
Suitable for larger organisations
Venue: ANZ Pavilion

Tim Baker
Baker Richards Consulting, UK

In this interactive workshop Tim Baker will put the Baker/Richards principles of pricing and yield management into practice. Participants are encouraged to bring examples of their organisation's pricing structure, and problems to be discussed and solved.

Workshop 2 - Audience growth in a digital world
Suitable for smaller organisations
Venue: River Room, Hamer Hall

Vicki Allpress Hill
The Edge®, Auckland

One of the world's leading specialists in online marketing, Vicki Allpress Hill, will lead this lively and entertaining workshop, in which participants will learn best practice guidelines for arts websites, practical tactics for capturing web traffic, and new ways to make use of e-marketing tools to grow audiences. A range of local and international arts-based examples will make the learnings relevant, and the session promises solutions free of technical jargon and easy to apply to real-life situations.

Workshop 3 - Audience growth in a digital world
Suitable for larger organisations
Venue: River Room, Hamer Hall

Vicki Allpress Hill
The Edge®, Auckland

One of the world's leading specialists in online marketing, Vicki Allpress Hill, will lead this lively and entertaining workshop, in which participants will learn best practice guidelines for arts websites, practical tactics for capturing web traffic, and new ways to make use of e-marketing tools to grow audiences. A range of local and international arts-based examples will make the learnings relevant, and the session promises solutions free of technical jargon and easy to apply to real-life situations.

Workshop 4 - Pricing strategies for smaller organisations
Suitable for smaller organisations
Venue: ANZ Pavilion

Debbie Richards
Baker Richards Consulting, UK

In this interactive workshop Baker Richards Principal Debbie Richards will put the Baker/Richards principles of pricing and yield management into practice. Participants are encouraged to bring examples of their organisation's pricing structure, and problems to be discussed and solved.

Workshop 5 - The power of passion
Suitable for larger organisations
Venue: ANZ Pavilion

Ros Derrett OAM
Head of Regional Engagement, Southern Cross University

Harnessing your organisation's human capital adds value to your brand proposition. How do you meet the challenges this presents and protect your company's expressed values, needs and aspirations? This workshop explores ways for you to optimise the skills, experience and connections of your organisation's staff to ensure seamless engagement and to build robust relationships inside and outside your organisation. The workshop will investigate practical mechanisms to encourage internal stakeholders to be advocates, to satisfy your strategic marketing, fundraising and sponsorship goals.

Workshop 6 - Market Research on a shoestring
Suitable for smaller organisations
Venue: River Room, Hamer Hall

Merryn Carter
Project Manager, ADVICE, Australia Council for the Arts

Tim Roberts
Principal Consultant, ARTS Australia

2007 Summit delegates from smaller organisations asked in their Exit Surveys for a market research workshop for companies with limited budgets for this activity. One of Australia's leading arts marketing specialists, Merryn Carter, together with ARTS Australia's Tim Roberts, will explore options and best practice for small scale market research, without breaking the bank.

Hosted by the Australia Council

Welcome by the Chief Executive Officer of the Australia Council, Kathy Keele.
Venue to be announced.

Linda McGregor
Business Principal, All About Eve

Women's economic and social power has increased significantly in the past 30 years, but in many cases the approach of marketers to women has not changed. 91% of women say "advertisers don't understand". It's a matter of buy-ology. Men and women are as different buy-ologically as they are biologically, whether it's products or services, paid or unpaid. Linda McGregor will explore the fundamentals of marketing effectively to women; understanding what they want and why, then how to talk to them, not at them.

Sandra Bender
Director, Audience and Market Development, Australia Council

Merryn Carter
Project Manager, ADVICE, Australia Council

ADVICE - the Audience Data and Visitor Information Collection Enterprise, is now underway - an online data gathering and analysis project that will help arts companies and venues gain better insights into the nature of their audiences. The $2million, three-year project is a joint initiative of the Australia Council, state and territory arts agencies and ABAF. Using the Vital Statistics software, ADVICE will provide robust information to companies and venues to guide future programming, marketing planning and the attraction of sponsors and donors. This session will provide an update for delegates on the progress of the program's implementation, and provide further detail on its potential for the future.

Workshop 7 - Using language and design to market effectively to women
Suitable for larger organisations
Venue: ANZ Pavilion

Linda McGregor
All About Eve

Linda McGregor leads a workshop conversation on the best ways to market to women, using materials produced by Australian arts organisations as a focus for the discussion.

Workshop 8 - Wanted: a loyal audience
Suitable for smaller organisations
Venue: River Room, Hamer Hall

Roger Tomlinson
ACT Consultant Services

British arts marketing specialist Roger Tomlinson makes a welcome return to Australia to explore the topic of personalisation in an arts environment. Roger contends that consumers in 2008 demand a one-to-one relationship with arts organisations, which they want to regard as their "friend". How can we find out who our customers are, to encourage one-on-one interaction, and how can we give our supporters the opportunity to interact with us? Roger will work step by step through the data we might collect on our customers, and how each part of that data can be used to personalise our relationship with them. This leads into ways in which we can encourage our audiences to talk to their friends about us, and to encourage the "word of mouth" initiator marketing that has become vital in boosting ticket sales in an "instant" online environment.

Workshop 9 - Wanted: a loyal audience
Suitable for larger organisations
Venue: River Room, Hamer Hall

Roger Tomlinson
ACT Consultant Services

British arts marketing specialist Roger Tomlinson makes a welcome return to Australia to explore the topic of personalisation in an arts environment. Roger contends that consumers in 2008 demand a one-to-one relationship with arts organisations, which they want to regard as their "friend". How can we find out who our customers are, to encourage one-on-one interaction, and how can we give our supporters the opportunity to interact with us? Roger will work step by step through the data we might collect on our customers, and how each part of that data can be used to personalise our relationship with them. This leads into ways in which we can encourage our audiences to talk to their friends about us, and to encourage the "word of mouth" initiator marketing that has become vital in boosting ticket sales in an "instant" online environment.

Workshop 10 - Using language and design to market effectively to women
Suitable for smaller organisations
Venue: ANZ Pavilion.

Linda McGregor
All About Eve

Linda McGregor leads a workshop conversation on the best ways to market to women, using materials produced by Australian arts organisations as a focus for the discussion.

Helen Bartle
Creative New Zealand

Glen Fuller
Arts Queensland

Mandy-Jane Giannopolous
Arts SA

Craig Tapper
Moderator

Would you buy a new pair of shoes without trying them on? No? So why do we expect newcomers to buy tickets to our performances sight unseen? That's the principle behind the Test Drive the Arts program, initiated by British arts marketer Andrew McIntyre, who assisted in its implementation in Australia and New Zealand in 2007. Test Drive the Arts is a market development initiative that involves companies in the same market sharing their data to allow their current audiences to sample offerings from other arts organisations. This panel discussion will discuss the program's progress in Australia and New Zealand, and examine its long-term implications for audience development.

Craig Tapper