CultureHive > Tags > segmentation
19th July 2013 Sara Lock

Resources tagged with "segmentation"

Bare necessities: segmentation made simple

Jenny Scudamore, from Baker Richards, explores ways to maximise engagement and income in her new guide 'segmentation made simple’.

By Jenny ScudamorePublished:2018 Type: article


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Infographic of Western Australia's cultural groups

An audience segmentation study was conducted in 2012 to analyse the data gathered from the Western Australia Department of Culture and the Arts’ Arts and Culture Monitor 2007-2011.  This infographic gives a visual summary and overview of the five key segments and the key relevant barriers to arts attendance.

Published:2014 Type: research


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Visitor segmentation

The Wildfowl & Wetlands Trust (WWT) is one of the world’s largest and most respected wetland conservation organisations working globally to safeguard and improve wetlands for wildlife and people. The work of WWT is supported by a much valued membership base of over 200,000 people. In 2010 WWT embarked on a major piece of research to help them understand their visitors in more depth. This resulted in a new segmentation model that helps WWT plan their work, market resources and support visitors better.

Published:2013 Type: case-study


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Making our e-mail marketing campaigns be more successful

We hear a lot about the excellent results achieved by some of our colleagues but many of us aren’t getting the basics of e-mail marketing right. In this 2007 JAM (arts marketing journal) Heather Maitland investigates how we are getting on with our e-mailing campaigns.

Published:2013 Type: research


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Reconciling segmentation with diversity

There was a time when the word ‘segmentation’ used to feel a bit too close to ‘segregation’, but we know nowadays that targeting can mean better communication, service, representation – and less marketing spend. So much for the ideal but as a practice, segmentation brings challenges.

Published:2013 Type: article


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Using qualitative research to inform a segmentation system

Gaining key insights from combining qualitative and quantitative research techniques at the Edinburgh International Film Festival.

Published:2013 Type: case-study


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Big Data – seeing the wood for the trees

This article from the Business Insight team of MediaCom Edinburgh considers Big Data. It questions whether access to more granular data will actually just prevent marketers from seeing the wood for the trees and stresses the point that simply gathering more and more data is not necessarily the answer.

By Sophie PassPublished:2013 Type: article


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What makes people visit a museum, library or archive?

An overview of research into the activities that are most likely to increase attendance and participation in museums, libraries and archives. It tells us about typical non-users and users, and looks at the activities which work best with current non-users and which work with users to increase the frequency of their visits.

Published:2013 Type: research


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Segmentation in action at the Natural History Museum

The Natural History Museum's programme; Audience Focus sharpened their act and allowed the museum to better understand their audiences and their market share.

Published:2013 Type: case-study


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Segment evolution at the Southbank Centre

The Southbank Centre has gone through many series of segmentation models - when the organisation was a very different beast, working in art-form silos, they used models that reflected this. So, while the internal classical music segmentation model was robust with excellent insights, it sat alone, assuming audiences’ relationships existed in art-form bubbles (which they know to not be the case). It missed a key trick: encouraging audiences to cross over and engage with the wider programme so they set about mapping the external marketplace and prospecting for new audiences.

Published:2013 Type: case-study


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Principles of segmentation for arts marketing and audience development

This article is an attempt to demystify segmentation and show you that you’re probably already doing it, but may not know it.

Published:2013 Type: article


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Segmentation in practice

Town Hall and Symphony Hall (THSH) in Birmingham are two large-scale receiving venues presenting a variety of performances a year, focused largely on music. Since the re-opening of Town Hall in 2007, the organisation was keen to undertake a comprehensive segmentation of its customer base to better understand its audiences, and to further develop its audience-focused approach to communications.

Published:2013 Type: case-study


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A rough guide to the segmentation toolkit

The easiest way to segment people for arts marketing and audience development is to use obvious and unambiguous characteristics: their age, gender or occupation, for example. But there is a world of difference between a married 16 year old in their first job and a 16 year old who is looking forward to university and plays Grade VIII violin. Target Group Index (TGI) surveys these obvious demographic characteristics in an annual sample of 25,000 people across the UK, alongside what they buy and how they live. Since 1986, it has asked which broad art forms people attend and how often they attend them. It is important because it allows us to see patterns of attendance over time.

Published:2013 Type: guide-toolkit


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Segmentation system for the arts and cultural sector

Us marketing types are optimists by nature. It’s what makes us go back into work each day. We honestly think we can make a difference. But even the most cheerful among us can’t ignore the creeping crisis. Our box office databases are clogged up with so-called ‘bookers’ that don’t seem to book. Our mailings are forensically targeted yet often produce frankly underwhelming response rates. And our campaigns and media buying can sometimes be a tad predictable.

Published:2013 Type: guide-toolkit


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Great segmentation – ten top tips

In an ideal world we would treat everyone as an individual and tailor and promote our offer accordingly. But this is impractical. Treating everyone as a homogenous mass however is ineffective – one size does not fit all. Segmentation provides us with happy medium.

Published:2013 Type: guide-toolkit


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Cumbria – visitors and cultural consumers segmentation analysis

This report explores a segmentation carried out on a number of databases from Cumbrian tourism organisations, venues and events. It looks at visitor origin to determine where cultural tourists came from, and assesses the role of local (North West) cultural consumers versus those from other parts of the UK. Visitors are broken down by MOSAIC category, and the report considers potential new markets in light of the findings.

Published:2013 Type: research


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Using ‘balanced database’ as a way to implement strategic CRM

As we now have to achieve more with less - and prove what we're doing is effective - it's more urgent than ever to get a customer relationship strategy in place. So argues Helen Dunnett in this article about 'balanced database' - an intensive training programme by Purple Seven that provides software, training and marketing support. The aim is to increase ticket revenue, reduce wasted marketing spend and improve mailing response rates. The author describes how the programme works and demonstrates the impact through a case study at Colston Hall in Bristol.

Published:2013 Type: case-study


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An overview of MOSAIC profiling groups

MOSAIC is a consumer classification system that gives you access to a vast range of demographic data. This guide provides a handy one-line overview of Mosaic groups and types.

By The Audience AgencyPublished:2013 Type: guide-toolkit


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How to segment cultural tourists

Discover various ways that you can segment cultural tourists and explore motivational trends in cultural tourism in this handy factsheet from Audiences London.

Published:2013 Type: guide-toolkit


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Using CRM to strategically develop your audiences

Helen Dunnett explores what we mean by Customer Relationship Management (CRM) and why it's not widely adapted. Using a Royal Liverpool Philharmonic Orchestra (RLPO) case study, she demonstrates the impact that segmentation and targeted campaigns can have on developing audiences.

By Helen DunnettPublished:2013 Type: article


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Introducing Culture Segments

Understand your audience and target them more accurately with this introductory guide to the Culture Segments sector-specific segmentation system. It explains each segment's motivations and habits, allowing you to begin applying it in your own marketing work.

By Morris Hargreaves McIntyrePublished:2013 Type: guide-toolkit


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Creating life-long relationships with museum visitors

An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum's work.  For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can be achieved, and how the 'magic' happens.

Published:2013 Type: case-study


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A segmentation model for performing arts ticket buyers

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.

Published:2013 Type: research


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Values survey to segment donors by attitudes

The Values Survey is a stepping stone towards a new type of donor database which segments by attitudes and beliefs. It surveys motivations to donate and outlines five types of donor: Intrinsics - believe in the transformative power of art. Networkers are socially-oriented  Co-Creators want to be a part of the evolution of the art forms. Marquee Donors want public recognition  Youth-Focused want to expand the reach of the arts to children and the disadvantaged.

Published:2013 Type: research


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Culture segments in action: British Museum case study

A case study of Grayson Perry: The Tomb of the Unknown Craftsman exhibition at the British Museum. Explore how the British Museum developed a segmented campaign to reach new audiences.

By Morris Hargreaves McIntyrePublished:2013 Type: case-study


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Redefining audience segmentation

An article, The Unusual Suspects, contextualises arts audience segmentation but also seeks to provide a new model for the 21st century based on key understandings about how audiences want to engage with the arts and how they want to be communicated with. The Culture Segments segmentation model presents eight segments that offer a common language to bridge the understanding of marketers, educators, curators, programmers, interpreters, front of house staff and managers. It helps put visitors at the centre of the discussion and informs strategic choices. Culture Segments helps you operate as a 21st century organisation: vision-led, audience-focused, strategic and personalised.

Published:2013 Type: article


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Taking Part Survey audience patterns, behaviour and barriers

This analysis of data from the Taking Part Survey explores how people attend the arts and the socio-demographic factors that have an impact on that attendance.

By Catherine Bunting, Emily Keaney, Anni Oskala, Tak Wing Chan, John Goldthorpe, Arts Council EnglandPublished:2013 Type: research


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A different approach to segmentation for galleries

For galleries, the segmentation of audiences raises new challenges. Without extensive box office data from ticket sales, how can you target new audiences? This keynote looks at best practice in marketing communications and how Tate developed segmentation of audiences according to the sort of experiences people want, rather than how old they are and where they live, using a range of research techniques, including quantitative surveying, mystery shopping and observational analysis.

Published:2013 Type: case-study


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Data intelligence driven marketing

Ulster Orchestra tested whether the benefits of a season brochure outweighed its costs. Working with Indigo, the orchestra segmented their data, based largely on frequency, but also looking at artform crossovers. They found that few audience members crossed over artform and this suggested that a more targeted approach to communication - offering people the sort of work they are most interested in - was likely to give the greatest return. The outcome of the work was that the cost was more than halved, response rates were substantially higher, and income was trebled.

Published:2013 Type: case-study


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Information, motivation and offer: getting group visits right at The Royal Collection

The Royal Collection attracts 25% of its visits from groups, and shares its insights into what groups want and need, how the market is segmented, trends and group sector opportunities. These sub-groups – including group travel organisers and tour operators – are assessed to reveal a series of top tips. These include the possibilities of combined ticketing, key working partnerships, exploiting trade shows and missions, and testing and programming major shows and new offers and themes.

Published:2013 Type: case-study


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How intelligence supports more effective strategic cultural tourism marketing

Interpreting and applying the ArkLeisure segmentation model for culture, and especially cultural tourists, is about understanding values, needs, aspirations and interests. Tourism South East used the model to bring partners together to build a picture of the market, identify opportunities, develop channels and campaigns to increase income (for day visits and overnight stays) and consistency of messaging and visitor insight.

Published:2013 Type: case-study


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Regional audience and visitor profile in the Black Country

Organisations can learn a lot about their current and potential audiences through profiling. This project uses data from eleven different organisations in the Black Country to identify and understand the arts engagement behaviour of audiences across a common catchment area. It identifies hot spots of cultural engagement which could be further penetrated, as well as demonstrating the potential for audiences who are not currently attending or participating - but have a propensity to do so.  

Published:2013 Type: research


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Creating a digital strategy: understanding your online audience segments

Learn why and how audiences engage with culture online in this transcript from Digital Marketing Day 2010. The session includes key results from the Digital Audiences research commissioned by Arts Council England.

Published:2013 Type: research


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Learn how Compton Verney broadened and diversified the audiences to its art gallery

This case study from the AMA Museums and Galleries Marketing Day looks at why Compton Verney wanted to diversify its audiences, how they chose their target audiences (avoiding imposed definitions of ‘diversity’), and the steps they took to ‘open the doors’ for people. Compton Verney used the Mosaic geo-demographic segmentation model to understand and identify the potential audiences within its catchment area. Their actions included learning and outreach, partnerships, funding and special programming

Published:2013 Type: case-study


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How Acorn segmentation of audiences can help arts marketers target their communication

This quick and easy to follow overview of CACI’s Acorn geo-demographic classification explains what it is, where the information comes from – and how it can help arts marketers to understand their audiences and the different types of people within their audiences. It shows you what you can learn about segments’ behaviours, preferences and what motivates them, plus where to find them, so you can grow your audiences.

Published:2013 Type: guide-toolkit


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How to use research to inform marketing campaigns

Arts marketers must take into account the factors influencing consumer behaviour, to help identify strategic objectives, inform planning and to improve the relevance of marketing communications. Information is readily available for cultural organisations who want to segment their audiences, visitors and participants by lifestyle and attitude. Learn how to find out about audience attendance habits, segment audiences using ACORN, MOSAIC and geographic postcode areas, and map visitors from box office data.

Published:2013 Type: guide-toolkit


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Segmentation and the Whitney Museum of American Art membership scheme

Audience segmentation and research is a hot topic in museums, especially when it comes to crafting appealing offerings that are customised to different kinds of visitors. The Whitney Museum of American Art, New York, offers membership called ‘Curate Your Own’, in which members select one of five specialised ‘buckets’ of benefits in addition to core admission and discount benefits. For this case study Nina Simon sat down with Kristen Denner, Director of Membership and Annual Fund, to learn more about the programme’s development and the museum’s goals for its future.

Published:2013 Type: case-study


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Culture Segments – an introduction

An introduction to Culture Segments, a new profiling and segmentation system of the UK's arts and culture market, created by Morris Hargreaves McIntyre. Provides an attitudinal segmentation system which provides pen portraits or personas of each segment including their attitudes, values, motivations and behaviour. Provides advice on how to develop differentiated propositions and campaigns to reach each segment.

Published:2013 Type: research


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Using visitor personas to target audiences more effectively

By developing audience personas, organisations can better target their marketing campaigns for specific groups of customers. Personas can also help plan and prioritise which tools to use to best reach specific visitors. The Citizens Theatre in Glasgow successfully used this approach to focus their campaigns.

Published:2013 Type: case-study


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Using customer data to make savings and boost sales

How to turn raw customer and audience data into useful, practical information for marketing campaigns. Looking at segmentation of audiences by customer type and how recently and frequently visitors attend, and turning this theory into practice.

Published:2013 Type: guide-toolkit


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A closer look at Arts Audiences: Insight – Arts Council England’s audience segmentation tool

James Doeser explains how Arts Council England's Arts Audiences Insight segmentation was created and how you can use it to learn about and target segments more effectively.

By James DoeserPublished:2013 Type: article


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A new audience view

Case study about the The Place's journey to grow and develop new audiences through psychographic segmentation

Published:2013 Type: case-study


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Segmentation – a potential new model for arts organisations

Alan Brown looks at customer segmentation for the arts industry and new attitudinal models for segmentation, including an example developed for the Philadelphia Orchestra. The discussion focuses on practical applications of the segmentation research, the technological challenges and the overall benefits to arts organisations of adopting a new segmentation approach to marketing and programming.

Published:2013 Type: article


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Customer profiling and segmentation tools

Do you want your marketing budget to stretch further? Do you want to improve the effectiveness of your marketing campaign? Do you want to get audiences to visit more frequently? If you answered yes to any of those then this guide will help make your marketing budget stretch further with more effective campaigns that increase frequency of audience attendance.

Published:2012 Type: guide-toolkit


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