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THURSDAY 20th JULY
9.00am - 10.00am
Registration and collection of delegate packs
10.00am - 11.00am Portion One Keynote Presentation
11.00am - 11.30am Refreshments and Exhibition
11.30am - 1.00pm Seminar Sessions and Round Tables
1.00pm to 2.30pm Lunch and Exhibition (plus Tickets.com presentation - 1.30pm to 1.45pm)
2.30pm to 3.30pm Portion Two Keynote Presentation
3.30pm to 4.00pm Refreshments and Exhibition
4.00pm to 5.30pm Seminar Sessions and Round Table
PORTION ONE
Check the label? – understand the audience of today
The first of our ‘five portions a day’ challenges us to see our world from the audience’s point of view. How much do we really understand about the audience of today?
Keynote speakers for portion one are:
Peter Fisk, partner of The Foundation, author of Marketing Genius and former CEO of the Chartered Institute of Marketing
Peter will use case studies and anecdotes, (such as the reinvention of Marks & Spencer food) to explore how to develop a deeper understanding of audience motivations and expectations, thus provoking alternative approaches, opportunities, and marketing solutions.
Claire Eva, head of marketing, Tate
The Tate has generated huge enthusiasm for its brand from a wide range of people. This session will explore how an understanding of audiences has led to successful audience development, with examples of campaigns targeted at specific audience groups and advice on ensuring that your communications resonate with your audiences.
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PORTION TWO
Pick your own – define purpose, relevance and value
With greater leisure options than ever before and potential reductions in public funding for the arts, what strategies can we employ to communicate purpose, relevance and value to society?
Keynote speakers for portion two are:
Rufus Radcliffe, head of marketing, Channel 4
In a market where audiences are rapidly fragmenting, Rufus will talk about how Channel 4 has created a brand message that integrates E4, FilmFour and More 4 and discuss how a thorough understanding of the market place enables Channel 4 to build programmes, marketing and content that connects with their target markets.
Paul Kaynes, chief executive, Audiences Central
Using arts based case studies, Paul will outline the benefits that can be gained by defining a clear purpose for your organisation. This session will also explore how to re-assess the role you play in your audiences’ lives and the relationship between programming and marketing.
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Thursday social events
You can enjoy the free foyer performances (ground floor foyer space) on Thursday, including classical guitarist, Jonathan Richards at 12.30pm and at 6.45pm a performance by members of the Orchestra of Welsh National Opera
Relax at the end of Thursday’s programme and enjoy a free drink and buffet meal at the Wales Millennium Centre from 6.15pm with new people you have met during the day and old friends – hand over your delegate-pack umbrella to claim your free drink.
After supper, delegates will be invited to make their way to the live music venue, The Point, just a five-minute walk from the Wales Millennium Centre. The evening’s entertainment will begin with some live music, followed by the traditional cheesy disco – brought back by popular demand – believe it or not!
Please bring your button badge from your delegate pack to The Point in order to gain entry. There are two cash bars at the venue, but if you prefer a quieter option, then consider going to the City Bar and Canteen, apparently one of the best bars in Cardiff, just around the corner from The Point.
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Thursday 20th July
