Views from February 2011

Alasdair Sherit, Research Consultant at &Co tells us about Perspective....

Based on the experience and success of our 2009 pilot project, we're excited to announce a new Visual Arts benchmarking group, Perspective which will launch in April 2011.

The idea is, that by joining the group, a gallery will begin to build a robust audience profile and will be able to use this and the bespoke segmentation, devised jointly by the group members to inform strategic marketing decisions.

Being part of the group will help galleries to gain a broader understanding of the visual arts landscape, and will open up the possibilities of working more collaboratively with other, similar organisations.

Also, by building on established benchmarking criteria, arts venues can both track their own audiences over time and compare with peer organisations.

More specifically, becoming part of the group will enable galleries to:

• Make strategically informed decisions based on key audience insight
• Implement more cost-effective marketing activity and ensure maximum impact by identifying cross-market opportunities
• Build a robust evidence base with which to approach funders and stakeholders
• Become part of a visual arts network and compare how their organisation performs against similar organisations in Yorkshire and nationally

As always, I'd be more than happy speak to anyone who'd like to know more.  Please feel free to contact me alasdair@andco.uk.com or on 0113 234 6857.