Audience Segmentation

30 May 2017 | Marketing

ROI. You are doing everything you can to maximise ROI and then some. But if you are not looking at audience segmentation you are missing out on a great ROI opportunity for your campaigns. Every theatre, arts centre or festival can look at audience segmentation, and tap into a great way to get to know your audiences better, attract new audiences and clean your database.

In this blog we will touch upon some of the more popular models, and then in a few weeks, we'll follow up with another blog to give you some ideas on how to segment your database using tools within Ticketsolve.

There are a lot of segmentation models out there running from the simple to the complex.  Let's take a look at a few.

One of my favourite segmentation models is Cultural Segments by Morris Hargreaves and Mcintyre. I did quite a bit of work on this in my venue days. What is great about this model is that it splits customers into eight different segments that are based on their intrinsic beliefs and why they want arts and culture in their lives. Customers need to fill out a questionnaire in order to be segmented, but it is an excellent segmentation model. Try it here

Another model that I like is the Audience Spectrum by the Audience Agency, which is used in their Audience Finder application (also used by the Arts Council of England). This model has ten different segments for audiences, and is based on their attitudes towards culture, and by what they like to see and do. It's a little different to Cultural Segments as it profiles the population at household and post-code levels.

Experian's Mosaic is one of the more popular profiling models. What makes Mosaic different is that it doesn't take into account the customer's intrinsic values. Instead, Mosaic looks at the population at a postcode level. I personally think this segmentation model is a little tired and dated now as it doesn't give you a picture of individuals, which is what you really need and want from solid segmentation.

There are so many more out there that can be used such as Acorn, Audience Loyalty Healthcheck and others. However, most if not all of the the segmentation models out there require a lot of time, effort and money, which, let's face it, is something that many venues simply don't have. While they are complex, they will certainly get you thinking about your audiences in a new light. Segmentation is most powerful when used in combination with targeted marketing campaigns focused on individual wants and needs.

This is our first in a series of blogs about segmentation. In our next installment we will talk about easy ways that you can segment your customers using tools within Ticketsolve. We will also give you ideas on how you should start to segment your audiences. Be sure to check back soon for more on segmentation.

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