A new view of our audience
Case study about the The Place’s journey to grow and develop new audiences through psychographic segmentation. This article was first published in JAM (issue 47 / August 2012).
Segmentation was essential – we do not have resources for broadcast campaigns that stand out in our crowded market place – but one thing that our specialist programme has long made clear to us is that some mass-market segmentation techniques, based on demographics or buying history, for example, were unlikely to be particularly informative. The fact that a given audience member lives in one part of London or booked for a certain show doesn’t make it noticeably more likely that their neighbours or fellow past bookers will attend in similar ways in the future. The motivations and values – what marketing theory terms ‘psychographic variables’ – of our audience may be more instructive.
To read the full article download A new view of our audience.