Rethinking Arts Marketing
Introduction
Seminar 3 in the ESRC Seminar Series, Milton Keynes, UK, 7 Jul 2006
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Date: Tue, 9 May 2006 16:30:18 +0100
From: "Daragh O’Reilly" <D.T.OReilly@sheffield.ac.uk>
ESRC Seminar Series: Rethinking Arts Marketing
Seminar Three: Active Audiences
Date/Time: 7th July 2006, Michael Young Building,
Open University, Walton Hall, MILTON KEYNES, UK
Marketing’s new ‘dominant logic’ compels organisations of all hues to collaborate with, and learn from, customers as co-creators of value. Such an imperative challenges established marketing practices in many profit-driven organisations, but vindicates the long-standing efforts of arts and heritage organisations to cast their customers as active participants in transformational experiences, rather than passive consumers of predetermined products.
This seminar, the third in the ESRC-funded ‘Rethinking Arts Marketing’ series, unites marketers, policy makers and researchers to reflect on the model of active consumption provided by arts customers. Drawing on perspectives from history, services marketing and recent UK arts policy, the ‘Active Audiences’ seminar aims to rethink the relationship between arts marketing’s view of the customer (or patron, or participant) and contemporary thinking on consumer behaviour in the experience economy. Alongside thought-provoking key-notes from internationally-renowned contributors, there will be workshop sessions on re-imagining the arts consumer through practice and research, and the opportunity to network with like-minded professionals and academics. An important aim of the series as a whole is to broker new relationships with research potential, so do come prepared to share your insights, plans and /or work-in-progress.
Timetable
10am onwards
Coffee available
10.00 – 10.30am
Registration
10.30 – 10.40am
Introduction and welcome
10.40 – 11.30am
Keynote 1: Audiences, an historical perspective.
Professor Susan Bennett, University of Calgary.
Professor Bennett’s Theatre Audiences: A Theory of Production and Reception (1997) is a landmark study in how the creative involvement of spectators contributes to the production of theatre. She is currently involved in an interdisciplinary project exploring the cultural economies and related practices in so-called ‘second tier’ cities, in particular the articulation and analysis of performance, broadly conceived, in a range of urban contexts.
11.40 – 12.15pm
Buzz groups:
Attendance and/or participation? – what are the implications of audience ‘performance’ for policy, practice and research in arts and cultural marketing, and in services marketing more widely?
12.15 – 12.30pm
Plenary reports back from groups
12.30 – 1.15pm
Lunch
1.30 – 2.20pm
Keynote 2:
Critical Customers and Service Performances.
Professor Steve Baron, University of Liverpool
Professor Kim Cassidy, University of Lincoln
Professors Baron and Cassidy’s research has analysed service marketing as theatre from a range of performance traditions, and explored the effects of customer peer interaction on service experience. Their work challenges the glib adoption of service ‘scripts’ by marketers (in whatever sector) in favour of a more holistic and authentic approach to service performance. Building on these insights, their current study uses concepts from theatrical criticism to achieve a fuller understanding of how customers experience service quality than is available from more traditional methods.
2.30 – 3.15pm
Workshop presentations:
(a) The networked audience – opportunities and challenges.
Dr Terry O’Sullivan, OU Business School.
Electronic networks have introduced a new dynamic in the relationship between arts organisations and their users. This workshop invites discussion of new research into hosted web forums as an active audience communication strategy.
(b) New Audiences, the legacy.
Catherine Rose, Arts Consultant and Journalist
Catherine Rose edited the New Audiences website for Arts Council England, producing a series of articles ‘Essential Audiences’. Having chronicled the five-year, £20 million project (which ended in 2003) she is in a unique position to reflect on its significance as an initiative to spread the benefits of arts participation to previously unreached audiences.
‘The New Audiences Website is one of the largest free resources on developing audiences in the world. It offers a great opportunity to learn from our peers and we urge arts professionals to take advantage of its richness.’ (Pam Henderson, Director, Arts Marketing Association)
3.15pm
Tea
3.30 – 4pm
Closing plenary discussion
There is an attendance charge of £25 to cover lunch, refreshments and documentation.
As we would like to encourage the participation of current PhD students or young practitioners in arts marketing, three travel bursaries are available to cover UK costs of attending this seminar.
The Rethinking Arts Marketing seminar series is a collaboration between a number of UK Universities, co-ordinated from Sheffield University School of Management. For information on applying for a bursary or to reserve a place, please contact Suzanne Ashmore on: s.e.ashmore@sheffield.ac.uk; tel. ++ 44 (0)114 222 3345
For further information on the seminar’s content, please contact Terry O’Sullivan (t.j.osullivan@open.ac.uk) at the Open University Business School.
General Series Enquiries: Daragh O’Reilly E-mail: d.t.oreilly@sheffield.ac.uk
For background on the Series, please see also the Academy of Marketing’s Arts/Heritage Marketing SIG web-pages:
Getting to OU Business School
The seminar will be held at the OU Business School, Michael Young Building, The Open University, Walton Hall, MILTON KEYNES MK7 6AA
Tel: 01908 655888 (OU Business School Reception) Visitors please note that the OU Business School, and its Reception, is in a different location on the campus from the main OU Reception. If taking a taxi from the station, please make it clear to the driver that your destination is the Business School.
Rail: Milton Keynes Central
For details of how to get to the Open University, and a campus map, see: