An Update on Spektrix Team Demographics: 2023
Data on the diversity of our team, management and board in 2023, and our work to build a more inclusive workplace over the last 15 months.
4 min read
Refresh your understanding of the potential of segmentation and explore incentives and offers that will allow you to excite your audiences, no matter who they are.
An effective Arts Marketing strategy starts with segmentation. Once you’ve defined your segments and refined your communication strategy, the next step is to brainstorm incentives that will appeal to each of your segments.
CLOSER RELATIONSHIPSWith segmentation, you can:
You’ve thoughtfully divided your audience into segments with needs and wants in common. Now, make the most of the work you’ve already done by using tailored offers to appeal to specific segments that will make them feel seen and understood by your organisation.
There are three different kinds of incentives which might appeal to unique segments. These types are:
What does recency mean to your organisation? Use your CRM to look at patron booking patterns, and use that data to understand what recency means to you - a cinema might see that most visitors attend every three months, while a festival or theatre might consider visitors recent if they’ve attended within the last year.
Your recent attenders might love:
Figure out what definition of ‘local’ makes sense for your organisation. Are you located in a city, so a 20-mile radius contains hundreds, if not thousands of audience members? Or are you in a less population-dense place where anyone within 50 miles is a local for you? With a postcode lookup tool, easily filter your audience in your CRM to find the right people for this segment.
To group frequent attenders into a segment, set up an automated tag in your CRM system that will automatically pull together patrons who’ve booked for three or more shows within a defined period - giving you a dynamic list of loyal patrons, without you having to lift a finger.
Lapsed audience members could be anyone who has not attended in one year or more. It could also mean audience members who have not renewed subscriptions, or who haven’t returned to an annual event for two years running. Make sure your definition of a lapsed audience member is specific to your organisation’s program and priorities.
Effective incentives will not only entice your patrons to purchase tickets; they’ll show audience members that you understand their wants and needs and allow you to nurture their relationship to your organisation effectively.
Once you’ve decided which incentives make the most sense for each of your segments, you can use your CRM to automate offers. Plan once and sit back as your system continuously serves tailored messaging to the right patrons at the right time. Try things out, look at what worked and what didn’t, and iterate accordingly.
Data on the diversity of our team, management and board in 2023, and our work to build a more inclusive workplace over the last 15 months.
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