The word audience originates from the Latin audientia, which is the action of hearing or listening – however, when we think of audiences now we think in terms of engagement, and resonance. A modern audience no longer listens, they no longer simply watch – rather, they ‘engage with your content’.
And creating engaging content has become the north star of commercial success; brands, businesses, organisations, influencers, micro-influencers, macro-influencers and so on, must all know who their audiences are if they are to engage with them, and they must know what’s important to them if they are to resonate with them.
But that’s hardly showbiz is it? Resonating with your audience is hardly as exciting as entertaining them, thrilling them and delighting them, even if the premise is exactly the same – and so for this Spotlight Series webinar – our first of 2022, we look into how to do this.
Hosted by Relative Insight’s Natalie Jones, and with guests – Simon Williams from the Royal Opera House, and Angelina Iturrian from Self Esteem Brands we’ll delve into the glamorous world of text analytics to show how media, broadcast, entertainment and gym & leisure brands can use and analyse a whole host of different data sources to get under the skin of their audiences.
Simon will explain how a beloved and historical institute such as the Opera House must diversify its offering if it is to delight and excite a new generation of opera lovers, whilst remaining true to its roots and not risk alienating existing audiences. Angelina will explain the challenges of communicating successfully with various tribes of captivated gym goers, where working out is as much about aligning yourself to the aesthetic as it is for transactional exercise, and how sometimes by changing a single word, you’re able to change the way your brand is understood.
“Give ’em the old razzle dazzleChicago
Razzle Dazzle ’em
Give ’em an act with lots of flash in it
and the reaction will be passionate“