Historically, target marketing efforts by arts marketers have relied on transaction data. A customer who buys a ticket to a dance performance, for example, is assumed to be a prospect for future dance performances, and is targeted accordingly. While past behaviour is certainly a helpful indicator of future behaviour, this report argues that should not be the sole basis for targeting and that values, beliefs, aspirations and motivations drive purchases and donations.
The Values Survey aimed to elicit attitudinal information – values, beliefs, preferences and tastes – that relate specifically to attending and supporting performing arts presentations.
By Alan Brown Published:2013 Type: research