METHODOLOGY
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It’s time we looked at WHAT we offer (not just how we message it).
Most people believe that growing audiences is merely a matter of finding the right marketing campaign...
Better messaging! Improve retention! Surprise and delight!
...But the data is clear: it hasn’t been enough to offset long-term audience decline. Traditional best practices offer temporary relief, but they don’t fix the core problem.
If the organic response to the experiences we offer is churn (as it is, industry-wide), we need to recognize that the status quo isn’t working.
The RELEVANT EXPERIENCE (RXP) framework is a methodology I’ve developed through my 15 years of experience and in research on concepts from outside the sector.
This approach focuses on understanding motivations of both attendees and non-attendees (and what we’re competing with) – focuses on creating fans first (rather than jumping straight to ticket-buyers) – and then designs experiences that can be relevant to a wider audience footprint (potentially diversifying revenue streams).
I compliment this through research & development work – pulling in ideas and concepts from outside the sector.
01
UNDERSTAND
We cannot be relevant without talking to our audience.
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What are the core audience & community needs you can solve?
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What makes you special within your unique environment?
02
CREATE RELEVANCE
Build fans before ticket buyers and donors.
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What is your “why”, and how can it be used as a secret weapon?
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How are you engaging people outside your context?
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How are you building fans of your organization and artform?
03
DESIGN EXPERIENCES
Retention is best created through a great experience
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What experiences can you present to whom?
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How can you create truly remarkable experiences?
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How are you building community into your offerings?
You can use this methodology to help your organization...
This methodology is put to use in my consulting engagements – and I regularly email insights into how you can use this methodology to reposition your organization for growth.
