Putting your Audience Center Stage, Part 3: Crafting the Experience

Designing an experience that people want to come back to is your litmus test for success. Find out the elements that matter.


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3 Responses

  1. Christopher Kaercher says:

    I like how much the process of developing an appealing performance setting is broken down. It really makes you think about the many little things that you can do to attract more viewers and have them want to keep coming back.

  2. So with this psychograph, are we to create profiles for each person we want to come, or aim those tailored results to net as many Trevors as possible? Either way, it seems to be both a lot of unnecessary research and also what established non-profits do, rather than innovating a new approach, such as just asking Trevor and our other friends what might make a concert a MUST-GO experience for them. We might have an informal focus group at the bar and suggest a number of ideas to get them started. There are administrative approaches and artistic approaches. I’ll bet straw polling is ten times as good and one tenth the price to create truly new, audience-centric classical music experiences.

    • Great question, Rick – the idea here is to create a profile of one potential audience member and to tailor the experience to that person. Your suggestions on how to get to know what Trevor would want in a must-go experience are right on – simply ask!

      We’re not suggesting that only Trevors will attend – far from it. But, having a very specific audience member in mind helps to make the experience a focused one in terms of design, similar to the way that Real Simple and Rolling Stone each have very distinct personalities when you flip through their pages. And yes, this approach can be done on a marketing budget of $0! 🙂

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