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 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

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