Talking to the 70%

A sobering statistic that almost 70% of audiences for performing arts events in London are attending just once in three years (1) was the starting point for research that Audiences London undertook with twelve of London's most innovative producing theatres (2). The research (which was funded by ACE) aimed to help us understand more about why these people didn't return and what could be done to entice them to do so.

Sharpening up our customer focus is likely to be one of the ways successful arts organisations will weather the tough times ahead; reflecting on this piece of work I was reminded of some principles that could stand us in good stead.

Take time to process and reflect what you already know about your audiences

A workshop with theatre marketers proposed a series of segments based on their understanding and hunches about their audience, these included people who only visited the theatre for a special occasion - 'Trip or Treat'; those who used to go but whose life circumstances have changed - 'Lifestyle Lapsers' and 'Trophy Hunters' who look out for the hottest tickets in town – often following star casting or 5 star reviews.

Use research to challenge or evidence your hunches

To test the applicability of these segments, we undertook depth telephone interviews amongst a selection of attenders from the theatres.  Many of the marketers hunches proved correct; Lifestyle Lapsers were a large group, as were Trophy Hunters and Trip or Treaters. Research also identified some new segments that we hadn't thought of -  'Popular and Unperturbed' were people who were knowledgeable about theatre, know what they like and quite happy to stick with what they know. 

It's not (just) about the play

As we know, it's not just the play on the stage or the paintings on the wall that is important to audiences. This research confirmed the importance of 'the whole package' with respondents talking about how they valued the welcome and atmosphere of the theatre, the comfort of the seats and the ambience of the front of house areas.

Think benefits not features

The survey respondents spoke confidently and enthusiastically about the special atmosphere, the buzz and social aspects of their evening out.

It's entertainment

Even amongst the most specialist theatre-goers we spoke to (the 'Knowledgeable Niche') entertainment is important. Across all the different segments we identified, audiences told us they are looking for a good night out; a time to relax and socialise with friends and family.

Use it, don’t put it in a drawer

Research is only worth doing if it helps you make better decisions. The theatres are using this information to develop a collaborative on-line offer, presented in ways that match the motivations of these different segments.

So, let’s talk more to the 70%

We have all become experts at talking to our equivalent of the 30% - the small proportion of audiences who know us, like us and return. I think we’re missing out on enormous potential. If we truly do want to grow our audiences, widen our reach and increase our ticket income, (our analysis suggested the theatres could earn an additional £3m from this group if just 10% of them attended once more) we need to start talking to the 70% - in their language.

Sarah Boiling

Interim Chief Executive

Audiences London

(1)       Source: Snapshot London, Audiences London’s data analysis and benchmarking project which analyses and compares box office data from 39 performing arts organizations across the city

(2)       Almeida Theatre, Battersea Arts Centre, Bush Theatre, Donmar Warehouse Greenwich Theatre, Hampstead Theatre, Lyric Hammersmith, Tricycle Theatre, Theatre Royal Stratford East, Royal Court, Young Vic.