How to engage audiences with increasingly eclectic tastes : the experience of the TOHU a Montreal circus arts presenter
Auteurs : Courchesne, André (Auteur) ; Ravanas, Philippe (Auteur)
Éditeur : International journal of arts management vol. 18 n°1 , p.78-87
Date de publication : 2015
Langue : Anglais
Notes : Bibliogr. : p. 86-87.
Sujets :
TOHU - Cité des arts du cirque [organisme de cirque]
Consommateurs - Comportement
Public des arts du cirque - Analyses et statistiques
Industries culturelles - Gestion
Résumé :
This article describes the experiences of TOHU, a Montreal circus arts presenter, in engaging audiences as seen through the eyes of its Director of Marketing and Communications during his first year in the position. The authors use in-depth interviews and market research to analyze TOHU’s challenges as audiences develop eclectic tastes and as competition increases in the arts and entertainment industries. After detailing the new Director’s communication and subscription strategies, they review the results one year later. They discuss the challenges of programming blockbusters to increase awareness and the attractiveness of membership cards, based on the art museum model, to engage younger audiences. The concepts of a loyalty ladder and pricing tickets according to segments and benefits are reviewed, as are specific strategies aimed at eclectic audiences. [editor summary]
Localisation : Études, rapports et articles de périodiques
Cote : 791.309 227 14 T645h 2015