A white board with the word 'audience' written on it. There are arrows pointing to the word.

Understanding Audiences Series: segmentation

Understanding Audiences Series: segmentation

By Christina Lister, Marketing Consultant  Ed Newsome, Head of Marketing and Communications, Sherman Theatre

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This video explores how segmentation can help you create more tailored, relevant and effective marketing. From tailoring your comms to helping you understand your audience’s, segmentation can have real impact on your work. With a focus on ticketed buildings, this video takes you through the key benefits and common pitfalls of segmentation. It provides the technical knowledge needed to implement successful segmentation at your organisation. The video includes a case study from the Sherman Theatre using ‘live’ segments.

Ed is the Head of Marketing and Communications for Sherman Theatre in Cardiff. He has been an Arts Marketer for over twenty years, working in receiving theatres, touring companies and producing houses across the UK. He is a well-respected speaker, trainer and session leader and was a Resident Tutor on UK Theatre’s Essentials of Marketing course for six consecutive years.



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