CultureHive > Tags > segmentation
19th July 2013 Sara Lock

Resources tagged with "segmentation"

Effective emails

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

By SpektrixPublished:2019 Type: research


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Segmentation and Customisation are King

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

By Katy RainesPublished:2019 Type: blog


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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.

By Morris Hargreaves McIntyrePublished:2019 Type: article


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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.

By Morris Hargreaves McIntyrePublished:2019 Type: article


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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.

By Pru ShackleyPublished:2019 Type: article


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Bare necessities: segmentation made simple

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

By Jenny ScudamorePublished:2018 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:2014 Type: research


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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 them understand their visitors in more depth. This resulted in a new segmentation model that helps WWT plan their work, market resources and support visitors better.

Published:2013 Type: case-study


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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.

By Sophie PassPublished:2013 Type: article


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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:2013 Type: research


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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 category, and the report considers potential new markets in light of the findings.

Published:2013 Type: research


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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 support. The aim is to increase ticket revenue, reduce wasted marketing spend and improve mailing response rates. The author describes how the programme works and demonstrates the impact through a case study at Colston Hall in Bristol.

Published:2013 Type: case-study


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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.

By The Audience AgencyPublished:2013 Type: guide-toolkit


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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:2013 Type: guide-toolkit


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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.

By Helen DunnettPublished:2013 Type: article


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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.

By Morris Hargreaves McIntyrePublished:2013 Type: guide-toolkit


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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 be achieved, and how the 'magic' happens.

Published:2013 Type: case-study


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A segmentation model for performing arts ticket buyers

Historically, target marketing efforts by arts marketers have relied on transaction data. A customer who buys a ticket to a dance performance, for example, is assumed to be a prospect for future dance performances, and is targeted accordingly. While past behaviour is certainly a helpful indicator of future behaviour, this report argues that should not be the sole basis for targeting and that values, beliefs, aspirations and motivations drive purchases and donations. The Values Survey aimed to elicit attitudinal information – values, beliefs, preferences and tastes – that relate specifically to attending and supporting performing arts presentations.

Published:2013 Type: research


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Values survey to segment donors by attitudes

The Values Survey is a stepping stone towards a new type of donor database which segments by attitudes and beliefs. It surveys motivations to donate and outlines five types of donor: Intrinsics - believe in the transformative power of art. Networkers are socially-oriented  Co-Creators want to be a part of the evolution of the art forms. Marquee Donors want public recognition  Youth-Focused want to expand the reach of the arts to children and the disadvantaged.

Published:2013 Type: research


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Culture segments in action: British Museum case study

A case study of Grayson Perry: The Tomb of the Unknown Craftsman exhibition at the British Museum. Explore how the British Museum developed a segmented campaign to reach new audiences.

By Morris Hargreaves McIntyrePublished:2013 Type: case-study


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Redefining audience segmentation

An article, The Unusual Suspects, contextualises arts audience segmentation but also seeks to provide a new model for the 21st century based on key understandings about how audiences want to engage with the arts and how they want to be communicated with. The Culture Segments segmentation model presents eight segments that offer a common language to bridge the understanding of marketers, educators, curators, programmers, interpreters, front of house staff and managers. It helps put visitors at the centre of the discussion and informs strategic choices. Culture Segments helps you operate as a 21st century organisation: vision-led, audience-focused, strategic and personalised.

Published:2013 Type: article


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Taking Part Survey audience patterns, behaviour and barriers

This analysis of data from the Taking Part Survey explores how people attend the arts and the socio-demographic factors that have an impact on that attendance.

By Catherine Bunting, Emily Keaney, Anni Oskala, Tak Wing Chan, John Goldthorpe, Arts Council EnglandPublished:2013 Type: research


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Data intelligence driven marketing

Ulster Orchestra tested whether the benefits of a season brochure outweighed its costs. Working with Indigo, the orchestra segmented their data, based largely on frequency, but also looking at artform crossovers. They found that few audience members crossed over artform and this suggested that a more targeted approach to communication - offering people the sort of work they are most interested in - was likely to give the greatest return. The outcome of the work was that the cost was more than halved, response rates were substantially higher, and income was trebled.

Published:2013 Type: case-study


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Information, motivation and offer: getting group visits right at The Royal Collection

The Royal Collection attracts 25% of its visits from groups, and shares its insights into what groups want and need, how the market is segmented, trends and group sector opportunities. These sub-groups – including group travel organisers and tour operators – are assessed to reveal a series of top tips. These include the possibilities of combined ticketing, key working partnerships, exploiting trade shows and missions, and testing and programming major shows and new offers and themes.

Published:2013 Type: case-study


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How intelligence supports more effective strategic cultural tourism marketing

Interpreting and applying the ArkLeisure segmentation model for culture, and especially cultural tourists, is about understanding values, needs, aspirations and interests. Tourism South East used the model to bring partners together to build a picture of the market, identify opportunities, develop channels and campaigns to increase income (for day visits and overnight stays) and consistency of messaging and visitor insight.

Published:2013 Type: case-study


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Regional audience and visitor profile in the Black Country

Organisations can learn a lot about their current and potential audiences through profiling. This project uses data from eleven different organisations in the Black Country to identify and understand the arts engagement behaviour of audiences across a common catchment area. It identifies hot spots of cultural engagement which could be further penetrated, as well as demonstrating the potential for audiences who are not currently attending or participating - but have a propensity to do so.  

Published:2013 Type: research


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How Acorn segmentation of audiences can help arts marketers target their communication

This quick and easy to follow overview of CACI’s Acorn geo-demographic classification explains what it is, where the information comes from – and how it can help arts marketers to understand their audiences and the different types of people within their audiences. It shows you what you can learn about segments’ behaviours, preferences and what motivates them, plus where to find them, so you can grow your audiences.

Published:2013 Type: guide-toolkit


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Customer profiling and segmentation tools

Do you want your marketing budget to stretch further? Do you want to improve the effectiveness of your marketing campaign? Do you want to get audiences to visit more frequently? If you answered yes to any of those then this guide will help make your marketing budget stretch further with more effective campaigns that increase frequency of audience attendance.

Published:2012 Type: guide-toolkit


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