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Cultural Organisations Marketing Practice Survey
Who responded to the survey? Market Intelligence What do other organisations do with their audience data? Profiles Mapping MOSAIC/ACORN Data Capture Ticketing systems Audience Development What audience development programmes do other organisations carry out? Programmes Research & Evaluation Who does it? Research Evaluation Budgets Where do other organisations spend their money? Training Marketing Research |
Your chance to benchmark your organisation against others who work in the same art formWho?Of all organisations to answer the survey, nearly two thirds (65%) worked in the performing arts sector, 19% were visual arts and 16% were categorised as 'other', this included museums and agencies.
Market IntelligenceIn the last 12 months...One quarter of visual arts organisations had requested an ACE area profile. Nearly two out of five (37%) performing arts organisations had requested an ACE area profile. Over 90% of other organisations (museums/agencies) had not requested an ACE area profile.  Mapping Two thirds of performing arts organisations had mapped their audiences, over half (56%) of other cultural organisations had and under half (45%) of visual arts organisations had.  Nearly half (46%) of visual arts organisations who answered the survey had profiled their audience using ACORN or MOSAIC. More than 2 in 5 (43%) of performing arts organisations had profiled their audience using ACORN or MOSAIC. Less than 1 in 5 of other organisations had profiled their audience using ACORN or MOSAIC.  The majority of all cultural organisations captured some kind of visitor data. That is, 98% of performing arts, 85% of visual arts and 82% of other cultural organisations.  The majority of performing arts organisations use ticketing systems (Around 4 in 5). Around three quarters of visual arts and other cultural organisations do not use ticketing systems.  Audience Development9 out of 10 visual arts organisations and other cultural organisations run family friendly programmes, compared with 8 out of 10 performing arts organisations.Performing arts organisations were running the most varied audience development programmes. Following family friendly activities, arts ambassadors was the most common audience development programme undertaken in the last 12 months. Only 3% of performing arts organisations (and no other cultural organisations) were running teleprompt. For more details on any of these audience development activities click here  Research & Evaluation85% of visual arts organisations have carried out internal research and 82% of other cultural organisations, compared with 72% of performing artsAround half of visual arts and performing arts organisations have carried out external research in the last 2 years  92% of visual arts organisations have carried out internal evaluation in the last 2 years, around three quarters of performing arts and other cultural organisations did internal evaluation. Much lower percentages had commissioned external research, 31% of visual arts organisations, 36% of performing arts and 10% of other.  BudgetsTraining BudgetThe majority of all types of organisations have a budget specifically set aside for training  Marketing/Audience Development Budget Around 4 out of 5 of all types of cultural organisations have a marketing/audience development budget  Research Budget The majority of cultural organisations do not have a separate budget for research  For information on the size of organisations' budgets as well as training and information needs, click here |
