How cultural organisations build loyal audiences
How can cultural organisations reach new audiences and turn first-time visitors into loyal supporters? In this mini episode of Leaders With Purpose, Josephine Chanter, Deputy Director of the Design Museum, shares how the museum is rethinking audience development and cultural engagement. Josephine explains why meeting people where they are is essential. By using familiar interests, nostalgia and popular culture as an entry point, cultural organisations can introduce audiences to new ideas and take them on a deeper journey. The Design Museum has already seen the impact of this approach, with its Tim Burton exhibition attracting 260,000 visitors and helping grow its membership to 10,000. She also explores the challenge of building loyalty in a world where people have more choice than ever. Topics covered include: 00:00 Building a new audience development strategy 00:33 Reaching younger and more diverse audiences 01:31 Using programming to create organisational change 02:15 Rethinking who is represented in cultural spaces 02:40 The “Happy Meal test” for reaching a mass audience 03:45 How the Tim Burton exhibition grew the Design Museum’s audience 04:01 Turning visitors into loyal supporters 05:00 Building meaningful audience relationships 05:29 Putting audience insight at the heart of an organisation 06:10 Returning from maternity leave into a new leadership role 06:47 Asking for support and overcoming self-doubt 07:19 Why three mentoring conversations proved transformational Subscribe to Leaders With Purpose for more conversations about leadership, organisational change and creating meaningful impact. Subscribe to the podcast: Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: Josephine Chanter: https://www.linkedin.com/in/josephine-chanter/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ Manifesto: https://manifesto.co.uk/
