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Neon Open Sign

Building blocks for reopening

This comprehensive guide by Spektrix helps lay the foundations for a successful reopening whether you use their CRM system or something else.


Published: 2020 | Resource type: Guide/tools

Dancer

Culture in Lockdown. Part 3: Covid Audience Mindsets

In his final thought-piece on Culture in Lockdown Andrew McIntyre shares Covid Audience Mindsets, a crucial new model that maps, illuminates and segments your post-lockdown audiences.


Published: 2020 | Resource type: Article

Front cover of report with text

CircuitWest: The Search for Audiences Handbook

The Search for Audiences handbook is a tool for helping presenters (venues) build audiences. It details the research techniques CircuitWest and its participating members used for 12 Western Australian presenters in its projects involving focus groups (qualitative) and, in some cases, surveys (quantitative). It provides an overview of the main factors that influenced audience behaviour across the studies, as well as details the research questions ... Read more


Published: 2019 | Resource type: Guide/tools

Effective emails

An Abstract from the Spektrix Insights 2019 report that focuses on effective emails.


Published: 2019 | Resource type: Research

Segmentation and Customisation are King

Segmentation and Customisation are King in Spektrix’s new Insights Report 2019.


Published: 2019 | Resource type: Article

The DNA of Brand – Shakespeare’s Globe

Successful brands articulate a clear promise and deliver on that promise through every gesture, each and every time someone comes into contact. A successful brand can never be ‘landed’ from above. Organisation-wide consultation and creative discussion is essential. Morris Hargreaves McIntyre take us through their work on the re-brand of Shakespeare’s Globe.


Published: 2019 | Resource type: article

Using segmentation to find an audience for The Postal Museum

Morris Hargreaves McIntyre (MHM) take us through how they helped one of London’s newest cultural attractions, The Postal Museum, develop audiences for a new and untested concept.


Published: 2019 | Resource type: article

Using segmentation tools to inform strategy

Pru Shackley, Marketing and Audience Development Manager at The Lightbox Gallery and Museum, Woking describes how Culture Segments TagTool insights are being used to fuel strategy across her organisation.


Published: 2019 | Resource type: article

Bare necessities: segmentation made simple

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


Published: 2018 | Resource 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: 2012 | Resource type: Research

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 ... Read more


Published: 2013 | Resource type: Case studies

Mediacom Edinburgh logo

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.


Published: 2013 | Resource type: article

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: 2008 | Resource type: Research

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 ... Read more


Published: 2013 | Resource type: Research

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 ... Read more


Published: 2013 | Resource type: Case studies

The Audience Agency

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.


Published: 2009 | Resource type: Guide/tools

Audiences London Cultural Tourism Resources

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: 2010 | Resource type: Guide/tools

article screen shot

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.


Published: 2013 | Resource type: article

Culture Segments logo and illustration

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.


Published: 2010 | Resource type: Guide/tools

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 ... Read more


Published: 2007 | Resource type: Case studies