If you want to better serve the varied needs and wants of your audience, segmentation profiling is for you.
Grouping together audiences with similar characteristics such as age, gender, lifestyle, buying behaviour, technology use and communication preference can help you tailor messages and resources to the right people, at the right time, in the right place.
Is my message getting to the right people?
Our segmentation tool will enable you to cluster similar people into smaller groups based on their consumer behaviour so that you can tailor your programme planning, promotions, communications and pricing.
You can determine age, income, channel preference and more in order to make sure you are reaching your target audience through their preferred communication methods. It also helps you spot gaps in your audience, and opportunities to reach those groups you may be missing with your marketing and programming.
The insight provided, includes, but is not restricted to the cultural sector. That’s what makes it so powerful. The scalability and cross sector relevance adds depth and value. For example, a recent piece of work looked at arts attenders in a particular local authority in order to help an organisation find potential audiences. An extract of what we learned is below:
These are the key characteristics of households who attend performing arts in one local authority area. Our segmentation provides detailed insight into the buying behaviour, motivations and characteristics of your audience, based on their postcodes. So, if you have postcode information about your audiences, we can tell you who they are, and who they aren’t.