Transparency Rules OK


It’s not going to be an astounding revelation to any of us but Nielsen’s latest Global Online Consumer Survey shows that word of mouth is the most powerful form of communication when it comes to getting people to trust your brand. No fanfares there.

What I think is interesting is the second highest result in this league table of “trusted sources” – ‘Consumer opinions posted online’. The opinions of strangers posted on online forums and review sites are now incredibly powerful portals for gaining consumer trust, and there’s not a thing the brands can do about it! Although I do wonder if this will provoke some corporations into trying to infiltrate the message boards… My advice? Focus on good CRM and values that you believe in and stick to and let the quality of your product shine through, and this fits perfectly well with cultural organisations too. The consumer (audience) is king!

Increase individual giving = know your audience!

Arts & BusinessLatest research commissioned by Arts and Business with City University is  a study into donor motivation – interesting reading offering evidence to help grow our donor and friend schemes.  This may not seem like news to those immersed in this area of course… but does advocate for development and marketing teams working closely together on understanding their existing audiences to identify potential donors.

This is a good starting point for us, as Audiences London has been invited to the next Membership Management Forum meeting on 21 September at the Photographer’s Gallery.  Hopefully a  great opportunity to talk about the sorts of audience information that would be might be useful for identifying potential friends and donors and where to find it.  Following on from The Good Agency’s presentation at the MMF conference earlier in the year.

How the Met turned it around

Ben Rosen, former board member of the Metropolitan Opera has recenetly published The Metropolitan Opera — Turnaround Case Study. An interesting read about one of the most “elitist” arts organisations in the eyes of the public, how they realised that they can’t just sit back and expect the audiences to come to them anymore, and what they did about it.

AL’s guide to Riding out the Recession now available to download

economicdownturn Download from our website here: What to do in an Economic Downturn?

Audiences London’s 10 Top Tips for Beating the Recession

Audiences London has been digging around to understand the recession’s potential impact on audiences. We’ll be blogging again soon with a full digest of the current thinking, but in the meantime here are our ten top tips for managing the downturn:

  • Stop, look, listen – and PLAN AHEAD
  • Maintain open and transparent relationships with all stakeholders – from funders and staff to the local community, audiences and visitors.
  • Respond to customers’ perceptions, motivations and behaviours to ensure you’re making the right offer and building loyalty.
  • Focus on the quality and value of your offer.
  • Don’t stop investing in creativity, work and relationships – look beyond the short-term.
  • Be agile and flexible.
  • It’s not all doom and gloom – there are opportunties in a recession to build relationships and cement customer and stakeholder loyalty.
  • Use insight, research and benchmarks to support decision-making.
  • Consider economies of scale – opportunities for collaboration, partnerships and networks
  • Stress to your customers that we’re all in this together… take them with you, and don’t look profligate!

And finally, some words of wisdom from PriceWaterhouseCooper’s Managing in a Downturn Report:

Recessions can be viewed as similar to “pit stops” in a grand prix, with those organisations using the time to reassess their position emerging stronger and those that don’t at risk of falling behind.

The  report is full of useful information and advice on how to use it – read it here, and stay tuned to the AL blog for more recession-busting tips soon!