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Why is proposition important for audience development? How relevant is your proposition to your audiences and how confident is your team at ensuring that your proposition is central to you audience development work. What is proposition? In our ever-changing word of arts and culture, connecting with our audiences has never been more important. There are so many opportunities available, from theatre, dance, music, visual arts, museums, libraries, heritage and opportunities to get participate and create art themselves that audiences are having to choose which ones to get engaged with and which ones should pass them by. But how do audiences do that? How do they decide which to engage with and which to let go? They ask themselves three very important questions: • Who is this organisation? • What are their values? • What do they do? • Why is this important? These questions, when combined, make up your Proposition, a succinct summary of what makes your organisation distinct and why people should engage with it. A well-crafted proposition addresses the needs and desires of your target audience, aligning with their expectations and aspirations while highlighting the unique benefits of your offer and your organisation. Proposition is important in audience development because it helps you… Attract Attention: A clear and compelling proposition grabs attention and helps you stand out from the crowd. Create Relevance: Your proposition should resonate with the values, interests, and needs of your audiences. By aligning with them you make your offer more relevant and appealing. Build Trust: Consistency in delivering on your proposition builds trust. When audiences know what to expect, and then they receive the promised value, they are come back for more and recommend you to their friends. Drive Engagement: A strong proposition enables you to build deeper engagement with your audiences by creating an emotional connection. When audiences feel understood and valued, they are more likely to participate actively and become loyal supporters. Develop relevant strategies: Your proposition informs your overall audience development and marketing strategies. Making sure that your proposition is central in your audience development is essential for successful and meaningful audience development. By focusing on your proposition, you are not just promoting your organisation or events; you are inviting your audience to be part of something unique and valuable. How strong is your team at putting proposition first? Take our Arts and Culture Health Check to reveal your strengths and areas for growth, and get a set of bespoke recommendations especially tailored to your organisation and take your audience development to the next level. Take the assessment now: https://lnkd.in/eqAnSwGZ Find out more here: https://lnkd.in/eNikvmtx #Arts #Heritage #Culture #ArtCulture

The key to a successful audience development for arts and cultural organisations lie in deeply understanding your audiences (and those who don’t engage with you). How well does your organisation know your audiences? Take our Arts & Culture Health Check for your organisation https://lnkd.in/eqAnSwGZ Mapping your audiences, exploring segmentation, tailoring your campaigns & understanding how the world around you might impact how your audiences behave with you enables you to remain relevant & build stronger relationships. Mapping your audiences helps you to understand the diverse groups that make up your audiences/donors. It can help you to: Make sensible decisions: Knowing who your audience is allows you to make informed decisions about programming, promotion & outreach. It ensures your offer is inline with their needs.  Make it personal:  When you understand the unique characteristics of different audience segments, you can become more personalised and meaningful. Improve your rate of return: Understanding your audiences helps you make your marketing smart – it stops the one size fits all approach. There are many ways to segment your audiences, and each way gives you a slightly different insight: Demographic Segmentation: Is where you group audiences by age, gender, income, education level, and family status.  Geographic Segmentation: is where you group audiences based on where they live/work/play.   Behavioural Segmentation: This is where you analyse audience behaviour such as purchase history, event attendance, and engagement patterns. This helps in creating campaigns based on past actions and preferences. Psychographic Segmentation: Understand the values, interests, and lifestyles of your audience. There are many organisations in our sector that can help you segment audiences: The Audience Agency audience segments and Morris Hargreaves McIntyre culture segments and Falks segments are some of the ones that we know best. Factors like economic climate can significantly impact how audiences engage with your venue - stay ahead by: Monitoring Trends & Feedback: Keeping a close eye on sector trends, audience feedback, and the way communities engage with other sectors like tourism and hospitality. Regular surveys, social media monitoring, and direct feedback channels can provide valuable insights – We also think Audience Agency Cultural Participation Monitor with Indigo Cultural Consulting offer amazing insight. Being agile: Being prepared to adapt your strategies quickly in response to external changes, by tweaking your programming/messaging/flexing prices.  Be genuine: Transparent and empathetic communication is really important to show your audience that you understand their concerns. By really understanding your audiences, you can build deeper relationships with your communities, drive engagement, become more resilient and inclusive.  Find out more: https://lnkd.in/eNikvmtx

How well does your organisation know your audiences? Take our Arts & Culture Health Check for your organisation https://lnkd.in/eqAnSwGZ The key to a successful audience development for arts and cultural organisations lie in deeply understanding your audiences (and those who don’t engage with you).

Informed Startup Brand Positioning Through Media Monitoring and Social Listening Defining a precise niche and #brandpositioning is crucial, and through #mediamonitoring, along with #sociallistening, you can make informed decisions that can be game-changing. We've gathered practical advice from #PR experts, marketing managers to founders, focusing on how to engage in targeted online discussions and use metrics to refine audience segmentation. With expert advice by Paige Arnof-Fenn, Emily (Reynolds) Bergh, Julia Voloshchenko, Ekaterina Sarantseva, Michael Alexis, Gaurav Rawool, Michael Raymond, Tristan Harris, Cindi Keller, Aiden (Freeborn) Higgins, Matías Rodsevich

I have recently shared my thoughts on how media monitoring can help your brand positioning

Discover the importance of audience identification strategies in marketing and how they can transform your approach. Learn more at @PenfriendAI

Discover the importance of audience identification strategies in marketing and how they can transform your approach. Learn more at @PenfriendAI

Title: Unlocking Engagement: The Power of Short Code Messaging in Kenya's Radio Landscape Abstract: This white paper explores the influential role of short code messaging in optimizing audience engagement within Kenya's dynamic radio landscape. Backed by comprehensive statistics and case studies, the paper emphasizes the continued relevance and effectiveness of SMS interactions, especially in the context of radio stations. With Kenya's mobile penetration reaching 124.5%, short code messaging proves to be a powerful tool for tapping into diverse listener preferences, steering social media conversations, and executing successful promotional campaigns. Introduction: Amidst the 227 radio stations in Kenya, radio remains a primary medium for news consumption, with 78% of respondents relying on it, according to a recent survey. This paper sheds light on the symbiotic relationship between radio stations and short code messaging, revealing the potential for increased audience interaction, surveys, and promotional activities. Section 1: Radio's Dominance and Audience Segmentation: With 42.8% of Kenyans accessing radio through FM receivers and 39.8% through set-top boxes, radio's expansive reach is undeniable. Audience segmentation is evident, with stations like NRG Radio, Kiss FM, and Hot 96 catering to the youngest age group, while Radio Citizen, Radio Jambo, and vernacular stations dominate the 35+ age group. Section 2: The Role of Short Code Messaging in Audience Engagement: As radio stations navigate an era of increasing mobile penetration, short code messaging emerges as a key facilitator of audience interaction. Leveraging Kenya's 62.96 million mobile devices, stations can seamlessly collect feedback, conduct surveys, and initiate listener-driven conversations. Section 3: Amplifying Reach through Social Media Integration: Beyond traditional platforms, radio listeners actively shape conversations on social media. Short code messaging acts as a bridge, enabling radio stations to extend their influence beyond the airwaves onto platforms like Twitter, creating a cohesive and interactive media experience. Section 4: Successful Campaign Promotions, Audience Participation, and SMS-to-Win Formats: Short code messaging effortlessly incorporates SMS-to-Win formats into campaigns, turning radio promotions into interactive experiences. Compelling calls-to-action, such as "Text WIN to 12345," actively engages listeners, boosting campaign success. SMS-to-Win scenarios propel listeners from passive observers to active participants. Conclusion: The synergy of successful campaign promotions, SMS-to-Win formats, and active audience participation fosters a community beyond the airwaves. Short code messaging emerges not only as a technological tool but as a catalyst for forging enduring relationships between radio stations and their dedicated listeners. #radio #engagement #shortcodemessaging

Audience Engagement Benefits if You Leave Out the Lingo I was struck today by a content creation provider who used the word ‘fractional.’ A few weeks back, a survey hosting platform called respondents who left your survey ‘non-responses’ rather than the term I always heard used, ‘abandoned.’ Huh? You and I face too many instances of the lingo ladder or coin a phrase, which right up there with the widely used term ‘acronym hell.’ It started with clever words like Verizon and easy-to-pronounce two-syllable ones like Google. Brand and creative teams love wordplay, made-up words molded out of too-tried-to-think-straight brainstorming sessions. Don’t let your innovative ideas suffer from words that overshoot the general audience that can decide, recommend, or influence which way the purchase decision leans. Let me suggest some guard rails that I use to stay on the pavement with a Lingo Rule of Three. 1. Talk at or below your grade level. You may have three marketing personas you are working to attract and engage, so understand the reading level of your audience and offer paths to drill down based on wants and needs. Informational language is Introductory, and your goal is to make things easier, not to confuse with hooey. 2. Use a layered approach to more advanced terminology. When you want to get ‘cute’ or more technical, that is, deeper, an insight layer, let the more expert, experienced, or technical persona path themselves to it as sidebars, additional assets, or forums, but don’t lead with it unless you want to lose a portion. With an average of nine people in an enterprise buying team, you can lose more people than you gain. 3. Make the terminology accurate and descriptive, not a mystery. If someone wants a mystery, they can read the Hardy Boys or Nancy Drew. In business, they want to feel confident that they comprehend what you offer, and organizational mystery conjures uncertainty and doubt.

Unlock the success of your global marketing efforts with audience profiling! Dive into this insightful article and learn how understanding your target audience's cultural nuances is vital for effective communication. Discover expert tips on creating comprehensive audience profiles to connect with your international customers. 🌍🎯 https://lnkd.in/eQEZ8nxH #AudienceProfiling #GlobalMarketing #CulturalNuances