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Nuanced Visitors – Working with Segments
 

Nuanced Visitors – Working with Segments

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Speakers: Karen Cardy, Marketing and LSO St Luke’s Centre Director, London Symphony Orchestra and Chaired by Sarah Boiling, Deputy Director, Audiences London - Monitoring and profiling your visitors ...

Speakers: Karen Cardy, Marketing and LSO St Luke’s Centre Director, London Symphony Orchestra and Chaired by Sarah Boiling, Deputy Director, Audiences London - Monitoring and profiling your visitors can help you segment your audience into
clearly defined groups, making it easier to identify their preferences and respond to
their needs. 12 London orchestras and orchestral venues have recently been working
together to understand how audiences behave within the orchestral marketplace
in London, and are now putting their findings into action through an innovative
collaborative marketing campaign. This session is a great chance to think about
matching and marketing your offer to the interests and expectations of your visitors.

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    Nuanced Visitors – Working with Segments Nuanced Visitors – Working with Segments Presentation Transcript

    • Nuanced visitors – working with segmentsSarah Boiling, Audiences LondonKaren Cardy, Marketing and LSO St Luke’s Centre Director, London Symphony Orchestra
      © Audiences London 2011
    • Growing audiences for orchestral music – a segmentation approach
      Background
      Research
      The campaign
      Results
      What next?
      © Audiences London 2011
    • Background
      LSO approached Audiences London
      Aims
      Understand the overall market for orchestral music in London and individual organisations within it
      Collaborative approaches to:
      Grow size of market
      Increase engagement
      Method
      Audience research followed by campaign
      Funding
      Organisations plus Arts Council England
      (c) Audiences London 2011
    • Cadogan Hall
    • From research to action
      Segmentation
      Box office data analysis
      Qualitative insights
      Campaign
    • Box office analysis
      Snapshot – box office data analysis
      Deeper level of Snapshot coding of event style beyond ‘classical’
      Eg core mainstream, baroque, contemporary, popular classics
      (c) Audiences London 2011
    • How often are audiences attending?
      (c) Audiences London 2011
    • Can we identify any distinct segments?
      (c) Audiences London 2011
      One time attenders
    • Qualitative insights
      What’s different about the one time attenders compared to those who return?
      Examined existing qual research from the group
      Eg focus groups, depth interviews
      (c) Audiences London 2011
      Repeat attenders - 36%
      • Knowledgeable
      • Concerts represent good value
      • Created their own ‘menus’
    • Segmentation is… the process of splitting customers in a market into different groups, within which customers share a similar level of interest in the same set of needs satisfied by a distinct marketing proposition.
      A useful segment is…
      • Distinctive
      • Specific to your offer
      • Locatable
      • Big enough
      Malcolm McDonald & Ian Dunbar
    • Distinctive 
      Behaviour - attend infrequently
      Characteristics – research suggests they are less confident and knowledgeable than frequent attenders
      Specific to our offer 
      Have attended classical music
      Locatable 
      We have their e-mail and postal addresses
      Big enough 
      Yes
      (c) Audiences London 2011
      The ‘one time’ attenders segment
    • The campaign
      Can we encourage one timers to return; to build a ‘menu’ of options across a range of concerts?
      Can we develop their confidence and knowledge?
      Targets from customer databases
      Postal and e-mail campaign
      On line experience-led collaborative offer
      Trusted provider Time Out
      Trackable
    • (c) Audiences London 2011
    • (c) Audiences London 2011
      Be romanced by passionate soaring melodies
      Be invigorated by high octane drama and excitement
      Explore musical landscapes that tell a story
    • (c) Audiences London 2011
      http://www.timeout.com/london/feature/873/music-to-remember
    • Results so far…
      Total 40,000 people contacted – response rate 2.5%
      E mail campaign
      Open rate – 23%
      Click-through rate from opened – 23%
      (c) Audiences London 2011
      1061 unique visitors
      2.5 mins
      4,500 total Pageviews
      3.3 av’ Pageviews
      25% return visits
    • What next
      Campaign analysis –
      Ticket bookings and ROI
      Site user survey
      Group continues to meet – other collaborations
      (c) Audiences London 2011
    • Thank youAny questions?
      (c) Audiences London 2011