AMA Conference 2020

Introduction to Audience Builder

Introduction to Audience Builder


Introductory guide to using Morris Hargreaves McIntyre's, Audience Builder system.  An audience development framework based on a deep understanding of audience motivations, attitudes and behaviour. The engine that drives Audience Builder is segmentation. Segmentation is the recognition that the audience is not a homogeneous mass, but a collection of distinct and discrete ‘segments’ each with different needs, attitudes and expectations. By defining, profiling and differentiating the marketing mix for these segments, organisations can optimise their offer to meet audiences’ needs and sell more tickets.

Audience Builder is a new approach to arts marketing management. The culmination of several years’ work by Morris Hargreaves McIntyre, it is a complete, integrated methodology that can deliver the audience and financial targets needed to achieve a range of artistic ambitions.

Resource type: Guide/tools | Published: 2012