Audience Development and Marketing for Cultural Enterprises
Have you ever closed your website statistics page with a frustrated sigh? Have you already tried a digital marketing campaign without the expected results? Is your public the same, and is it not growing?
All cultural operators (no matter what focus, whether films, theatre, literature, or music) are under pressure to grow, keep their audiences, and reach new ones. The generational shift requires different communication, formats, and methodologies. But do you know who is attending your events? Who could also be your audience? What are the main obstacles to getting more attendance? How are your audiences interacting with your information channels?
The Project "Re-Educating Digitisation" (RED), developed as an Erasmus+ cooperation project, has your back and gives you the skills to perform at a high level to improve and grow. This space is for sharing knowledge among cultural institutions and event managers. It provides training and guidelines for online marketing, SEO, and SEA, as well as for visitor research and non-visitor studies.
RED is an Erasmus+funded cooperation of 7 European organizations.
Reporting Tools
Festivals (and the creative industry in general) have vast potential in the digital world. The websites have excellent domain authority, reputation, and backlinks - all you need for great results. The websites are just usually not used and optimized correctly.
With a correct roadmap, each festival website can be converted into a media machine with high, targeted traffic. The good news is that this guide from the RED project is an actionable roadmap and tool stack for festivals to succeed in the digital world.
Here you will find an easy-click-through manual for setting up reporting tools for your data streams.
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Visitor and Non-Visitor Research
All festivals (no matter what focus, may it be films, theatre, literature or music) are under pressure to grow, to reach young audiences, and audiences with migrant backgrounds. The generational shift asks for different communication, different formats and methodologies. A huge challenge that cultural institutions face is to reach target audiences effectively. But how do you know if your communication is effective? If your event interpellates your target group? Or the reasons behind the people who don't visit your festival?
Here you will soon find an online workshop on improving your event evaluation, taking into account the visitors and non-visitors.
Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them.
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