TOOLS
GET MORE AUDIENCES
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AUDIENCE DEVELOPMENT THROUGH PRACTICAL TOOLS
We created the book GET MORE AUDIENCES – TOOLS FOR ORCHESTRAS AND ENSEMBLES with the Danish orchestras and DEOO (Danish Ensembles, Orchestras, and Opera) to help introduce very practical step-by-step structures and guides to become relevant to more audiences.
On this page, you can find the link to the toolbook, resources, knowledge and downloadables from the book along with the description of our course for orchestras who wants in-person inspiration.
BUY THE TOOL BOOK HERE
What do I need to know about new audiences?
Read our free study of first-time audiences attending a classical concert. You can learn all about the barriers stopping them from buying or returning for more.
The TOOL course
Read about our course made for orchestras, ensembles or festivals who wants a more personal introduction to the tools and guidance on how to get started.
Downloadables
If you already own the tool book there are some tools you will want to download to use them digitally. Click here to find them.
TOOL EXAMPLES
A look inside the book
WHAT CAN I GET OUT THE TOOL BOOK?
The tools in our book “Get More Audiences – Tools for Orchestras and Ensembles” were created to break down every known barrier for new audiences. Therefore the 26 tools and 6 inspiration lists in the book center around these themes:
- BRAND
- ARTISTIC PROGRAMMING
- CONCERT CONCEPTS
- DATA
- DIGITAL MARKETING
- STORYTELLING
- HOSTING
The tools were created together with orchestras to ensure that they are easy to understand and made for the reality that orchestras work with every day. The tools are easy to start using even without a complex audience strategy. You will recognize many things you are already doing and these tools simply add the questions and steps that are imperative to create for the needs of new audiences. In the book you will find:
- TO DO LISTS
- STEP BY STEP GUIDES
- IDEA CATALOGUES
- EXPERIENCE ENHANCERS
- CRITERIA AND PRINCIPLES
- GUIDING QUESTIONS
- KNOWLEDGE ABOUT AUDIENCE BARRIERS
AUDIENCE DATA
Free to read
First-time audiences: What do you need to know about potential new guests?
As an ensemble or an orchestra, what do you need to know about potential audiences? Break down the barriers for new guests with knowledge about what stops them from buying a ticket and what they need from their concert to come back for more.
These exciting insights are the result of our research interviews with 28 men and women between the ages of 20 and 55, who had never before attended a classical music concert. Read what what the young, the families and the couples with grown kids think when they see the concert poster, the website, the program, the foyer, the concert and how they reflect on their user journey after their visit.
The book was written for the Danish association of ensembles, orchestras and opera (DEOO) and is a part of the TUTTI-project, where this knowledge is utilized to forge the strategies for the future orchestras and ensembles as they improve their capabilities for audience development.
THE COURSE
Book a practical course where you learn the tools you need to fill the concert hall with more new and diverse audiences. The 3-day course is based on in-depth audience research and 33 corresponding tools created by RasmussenNordic together with the Danish orchestras.
You can get a significant discount per organization if 2-3 orchestras in a region take the course together.
YOU WILL LEARN ABOUT
- New audiences’ needs
- New audiences’ barriers
- Tools for every barrier
- How to structure an audience-friendly orchestra
ABOUT US
Cecilie Szkotak Nielsen, lead developer of the tools, and CEO Søren Mikael Rasmussen with 30 years of experience as a leader and culture innovator, host this course for leaders, board members, and employees who want concrete solutions that work for both large and small-scale orchestras wanting more audiences.
WHY CHOOSE THIS COURSE?
Get to know the new audiences
Break Down the Audience Barriers
Tailored to the size and uniqueness of your orchestra
Course plan
Day 1 All you need to know about new audiences: Audience needs/barriers/audience journey/different audience target groups
Day 2 Tool theme 1-3 The brand, the program, the concert
Day 3 Tool theme 4-5 The data, the marketing, the storytelling, the hosting
Day 4 (Optional) Mindset, managing change and strategy
The tool themes
The tools address all areas of working with the audience experience with 7 tool themes breaking the barriers we know new audiences face. The tools were created with the Danish orchestras to make sure that they fit the workflow and needs of orchestras:
- Branding: Craft a compelling identity that resonates with audiences
- Artistic programming: Structure your work with the artistic program
- Concert Concept: Tools to enhance the overall concert experience.
- Data Gathering: Using data to make informed decisions for your audience
- Digital Marketing: reaching your new audience where they are and with the things that interest them.
- Storytelling: Help new audiences understand the music and engage.
- Hosting: Create an inviting atmosphere and audience journey.
Downloadables
4.3 ARTISTIC PROGRAM EVALUATION SPREADSHEET
This tool is a spreadsheet you can fill out after each concert. Managers and those in charge of finances will already gather most of this data, but entering it into this spreadsheet and bring it along to include more data in the conversations about future seasons. Press icon to start download
5.2 DIGITAL PRODUCTION PLAN SPREADSHEET
Use the digital production plan to plan out and prioritize your digital content ahead of time. The tool is a spreadsheet you fill out to develop and plan your upcoming digital content. Click the icon to start the download.