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- So when we're looking at--
I'm gonna really zip through these next few slides.
So arts behavior, we talked about.
That's fine. Get that.
Sources of information become important,
but we know that now
the list of where people can get information
is, like, super long now because of technology.
Are they getting it on--
Now we probably have to add social networks.
And are they getting it on blogs?
Are they getting it through emails
that are shared with other people?
I mean, people are bombarded with information,
but they also have unlimited access now
to information from sources that we never thought of before.
Decision making certainly is still important
to kind of understand a little bit about that.
The demographics, again, important.
I'm not sure how much more
we need to really delve into demographics.
And I don't know if anybody here
does kind of a census of their audiences periodically,
once a year or once every other year,
where you just really try to get
some basic demographic information on everyone.
Anybody do that?
Not really? Okay.
Not really.
I would love to see that if I could, yeah.
Okay, but certainly that could be extremely useful
if you were doing something like that
where the demographics really do become very important.
Um... hello.
And psychographics. Huh.
What is that?
So psychographics go beyond demographics
and actually gives another perspective
to behavioral data as well.
Psychographics helps us put flesh on the bones.
That's how I look at it.
We learn who people are when they're not with you.
You know, we don't come into existence
just to come to the play and then, you know...
We're something else the other 99.9% of the time
that we're out in the world.
It can help us segment our audiences.
And again, segmentation is kind of
an important issue to grapple with
and to get a little deeper understanding about,
because our audiences are not homogenous, yes.
All of the data indicates that there is so much diversity
and variety in people:
what we do, how we think,
what our cultural backgrounds are,
what our hopes and aspirations are,
what our social and sometimes psychological
and certainly cultural needs are.
Do we come to be challenged again?
Do we come to support our culture?
Do we come just to be entertained and escape?
All of those things can actually separate us
into different groups of people
that need to be talked to and engaged differently.
So we need to understand a little bit more
about how our audiences segment.
It helps us--it can help us
fine-tune our marketing strategies
and improve the targeting of our media.
And I have "ROI" there
because I know we're all challenged
to get the very most we can out of every dime we spend
and especially on advertising and media.
And it can help us to do that.
You got to look beyond "Yes, I read newspapers,"
or, "I read magazines."
How many magazine titles--
I know about print.
But there are still newspapers in print.
Now newspapers are also online.
So when we look at even where those media sources are,
you really have to understand
what that person's behavior says about them.
I interact with the media
that I think reflects me and my needs.
So if you're in the wrong media,
you could be missing me entirely.
Not me, per se, 'cause, you know, I'm there.
I'm there with you already.
So...
psychographically,
understanding media behavior is very important.
Of course, it can help us deepen our engagement
by addressing those needs and opportunities
that you can offer the audience
to become more engaged with you.
And I'll talk a little bit about that in a minute.
And it can elevate the customer experience
even for the first-time single-ticket buyer.
You know, even that person could become critical
as an information source for others.
You know, you never-- just look at that one person.
That one person represents 10, 15, 20, 100 other people
who could potentially be part of your family,
your arts family,
and certainly can build conversion and loyalty,
which goes kind of right back to deepening engagement.
Now, one of the things that we did in--
with our Chicago arts groups--
And this is, like, really teeny tiny.
I know this is tiny.
And we've done this even here a little bit
in the past with some of the arts organizations
in some of the training sessions.
But it's this notion that all the psychographic stuff
can help you to build what we call
the arts engagement pyramid.
Do I have another--let me see. Do I have the--
There it is: arts engagement pyramid.
Every organization should have a pyramid,
'cause it's already there.
You just need to be able to envision it
and kind of fill it out for yourselves.
But this whole notion that was really proposed
and kind of promoted by Chip Conley.
And if you have not read his book,
"Peak: How Great Companies Get Their Mojo,"
it applies to the arts so perfectly.
You need to get that book.
Check out his website.
But--and no, he doesn't pay me anything to say that.
But it's been a tremendously useful tool,
because one thing that it helps us to do
is to really visually understand how to get people
from that first-time basic, rudimentary experience
to the transformative experience
that creates volunteers and board members and donors.
Yeah.
How do we get people--
how do we get those people there?
It doesn't happen overnight.
It doesn't happen over the first visit.
And the needs at each of these levels,
from the basic needs and expectations
through fulfilling some desires, some wants--
You know, the love and belonging is important;
it happens there in that middle--
to this transformative experience is a process.
And every one of your audience members,
everyone who has a butt in your seat,
is at a different place on that pyramid.
And you kind of need to understand
and have a vision of where they are
and what that experience-- how that experience is defined,
how they define that experience
and how you need to define that experience.
Because the idea is to move them up the pyramid.
Everyone doesn't go to the top.
But it's important to understand
and to connect with those people that do.
So your psychographic information
dovetails right into this,
because a lot of that is your ability
to fulfill the needs and desires of the people.