Questions:
- how would you convince your friends to go to the festival?
- how would you create hype around it
- state reasons
Our Responses:
Steph:
Interviewed friends:
Do you go to arts and cultural events or exhibitions?
Initial response - not really, NO
WHY?
First thought is they don’t know about what’s on as don’t spend a lot of time in the city and don’t see a lot of print marketing (posters/flyers/handouts).
Spend most of their time at home, uni or work.
Another reason is they are already quite busy.
They don’t actively search for what’s on unless one night they are like “what should we do tonight” so they will resort to google.
If there was something to see - they want there to be options of when they can go (e.g not only one night they can go)…but feel their decision could depend on how much they want to see the ‘act/event’ - If you really want to you will make it work.
Perhaps there needs to be one platform that this market know they can go to to find out what’s on without an overload of info (drop down information) - that this platform becomes their first port of call instead of google?
What have they seen:
LUX (remembered it as the 'light thing’) - remember its point of difference rather than its name which is interesting.
They believe it’s because LUX is well publicised - and they went because of W.O.M (word of mouth) - said they mainly rely on W.O.M as are less likely to actively look for what’s on.
Also been to Andy Warhol and Yayoi Kusama exhibitions - because of W.O.M - went as they knew it would probably be good because of people’s reactions and because they recognise the names of the artists and know their reputation.
Could be an angle to approach from - get to know the artists before they get here
Interesting - that money still had not come into the conversation - So I asked if money was a factor = “not really” - said if they knew it would be good - or knew the artist then money wouldn’t really be a factor. happy to spend like $20 - more if they knew about the artist personally
Are you interested in going to arts and cultural events? - yes. But they don’t know about much of what’s going on.
I personally feel the same- our group didn’t know much about who or what the NZF even was - but through this project - Discovering what it’s about has created interest in going - As designers I feel most of us students already have an appreciation for artists and arts culture but want to personally be told what’s on. (one type of audience)
Convince friends - Feel it’s more about understanding why they not going and respond to that rather than try convince. have looked into this through interview.
Create hype - ‘active’ promotion - Through more personalised events or physical, real world activity that reflects appreciation of artists and art culture and reflects NZF values of that physical in the moment connection that things such as theatre bring to an audience.
Could have digital displays of artist - artists stories - “get to know artists”- around wellington (close proximity to audience) so they get to know who the international artists are before they come to NZF) or Provide a ‘preview’ of what those artists works are about. A response to the qualities found within an artist's work - could be sample or exploration work that has built into the artists work.
Can create a platform that makes it easy for User to find what’s on - and organise this info so it can be personalised and not info overloaded.
Reasons - Make NZF more personal. Its not just a show it’s an artist. And raising awareness of what’s on in a way that’s easily accessible to the target audience. Improve breaking down of information (info of what’s on)
