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Recording of Encouraging your Audience to Try New Things

14 May @ 10:30 am - 12:30 pm

This webinar explores tried and tested techniques that will help you encourage your audiences to see a wider range of the work you offer.

What is it about?

— How to understand who in your audience are the risk takers, and who likes to play it safe, through the data we collect.

— How to encourage people to take a risk on something new.

— How to create standardised performance categories for your comms strategy.

— The role of segmentation to find ‘like’ audiences.

— How to utilise trial groups, to be part of your conversation.

— Tactics for measuring and building on your successes.

Please note: the recording will be sent to you after the live webinar takes place on 14 May.

What will I gain?

— A deeper understanding of what might make your audiences tick and trust you

— Tactics for introducing your audience to more challenging or adventurous work

— Knowledge on how your strategy can underpin long-term relationships with your audiences

Who is it for?

This session is for anyone who wants to learn new ways to encourage your audiences to explore your whole programme, rather than sticking with what they know, through effective communications.

How do I take part?

You will be sent a link to the recording after 14 May, that you will be able to access at your leisure for 6 weeks.


  • AMA member rate: FREE
  • Non-Member: FREE


Beckie Smith | Directing Consultant | Flying Geese

I am the Directing Consultant at Flying Geese, having previously held the position of Director of Marketing and Development at The Roses Theatre in Tewkesbury for five years where I was responsible for all lines of commercial income, and more recently Head of Global Marketing for Imagination Workshop / Interactive Theatre International (ITI), which saw me work with some of the world’s most iconic venues including Sydney Opera House, Wales Millennium Centre and The Lowry.

I work with regional NPOs, where budgets can be tight and audience development targets can be tough, but where an audience member’s journey and relationship with the venue and programme provides genuine excitement. I have a wealth of experience on a global and international level where finance and income are paramount, and commercialism is the name of the game.

Having graduated from Royal Welsh College of Music and Drama with a Post Graduate Diploma in Arts Management, it was here that I fell in love with the power of data analysis and how it can be used to track an audiences’ long-term journey with the arts. I get excited by profiling and segmenting, in the hope we can encourage people to increase their frequency of attendance or expand their arts consumption by trying something new.

I became a consultant because I value the power that data, insight and research has in making an organisation thrive. Having seen a number of organisations struggle, I can’t help but think that if someone championed their data analysis, their story may have been different. I am inspired by the case studies of insight agencies, replicating them in my own practice knowing that the only way to win over a board is to present indisputable facts and figures. To now be in a position to provide the services that I very much needed in my early career, and to empower and educate professionals like myself who long for this insight; is special.

Image courtesy of Milapfest – AGNI: The Fire of India featuring Nachda Sansaar  © Adam Kenrick


14 May
10:30 am - 12:30 pm
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