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. This article was first published in JAM (issue 31 / July 2008).
A way through the maze
How do we find a way through this fabulous morphing maze of difference? A useful start is to look for people who share (or could be persuaded to share) a similar perception of our brand. Love it or hate it, they will be groups of people looking for similar experiences.
All obvious stuff of course but this approach often gets lost inside our tight budgets, frantic schedules, shorthand descriptions and assumptions of difference or familiarity. Let’s remember to find out how customers perceive our organisations rather than automatically deciding that we know where they fit.
The main challenge for arts marketers is often simply attracting the first-time visitor who does not match the ethnicity of our current core audience — often because we have (unconsciously) made decisions from values and lifestyles that we are personally familiar with.
To read the full article download Reconciling segmentation with diversity.