Segmentation tools from Appalus
If you want to be something for everyone, you risk being nothing for no one. Therefore, it's important to ask yourself: Who is our target audience?
For this process, it can be useful to work with segmentation. With the article Perspektiver på publikum (in danish), Applause has conducted the first nationwide survey that specifically uncovers citizens' relationship to theatre and performing arts habits. Based on this survey, we have divided the danish citizens into four segments; interested, potential, sceptics and uninterested. In this video you can hear more about this segmentation.
Hear e.g. about the following:
- Characteristics of the four segments
- How do you work strategically to reach the four segments?
- How can you get potential theatre-goers into the theatre?
Segmentation tools from MHM
UK-based research firm Morris Hargreaves & McIntyre has developed Culture Segments, a highly actionable segmentation tool where segments are based on values rather than demographic variables.
Hear e.g. about:
- An actionable segmentation tool
- How do Danes position themselves in the eight segments?
- How do you communicate and sell to the different segments?