The Audience Business aims to help develop audiences for the arts in and around Edinburgh, for the mutual benefit and enjoyment of local communities, visitors and arts organisations.
The Audience Business, based in Edinburgh, is Scotland's first marketing and audience development agency. It was launched seven years ago with funding from the City of Edinburgh Council and the Scottish Arts Council's National Lottery fund, as well as the annual subscriptions, vision and commitment of a network of arts organisations across the city.
We aim to work proactively to help develop audiences across the arts and cultural sector, for the mutual benefit and enjoyment of local communities, visitors and cultural organisations.
Our work currently focuses on the marketing and audience development needs of over 30 key arts organisations in and around Edinburgh, including most theatres, galleries, festivals and large scale touring companies.
Activities
- Planning and delivering audience development campaigns (which have successfully targeted a wide range of people, from disadvantaged young people and taxi drivers, to contemporary arts attenders and tourists) and initiatives (we are about to undertake a robust analysis and review of pricing policies across subscribers in order to maximise earned income)
- Providing a range of marketing services to subscribers
- Undertaking and disseminating market intelligence to establish a clear demographic profile of current and potential audiences for the arts in Edinburgh and its catchment area, as well as customised research projects for individual subscribers
- Fostering collaboration and partnership
- Facilitating training, information exchange and skills development opportunities for subscribers
Non-subscribers are also welcome to buy into a range of our services, contact us to find out more.
Future plans
Future priorities are likely to include:
- Developing and implementing an audiences and audience development plan for the city
- A strategic focus on cultural tourism, ethnic minority audiences, and family friendly initiatives
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