We all know it’s a good idea to be using profiling (see our recent blog) but how does it work day to day? And what can Audience Finder do to help?
Step 1 Go to ‘National Data’ in Audience Finder and familiarise yourself with the segment types, what are their actual behaviours within the arts, how much do they spend per ticket on average, how frequently do they attend? Read through the pen portraits to get a more rounded picture of who they are as sections of the population, what are their other leisure activities, what charities do they support or papers do they read?
Step 2 Go to ‘Mapping’ and find out what the area around you looks like, are there lots of Experience Seekers or is the population in your area more Home & Heritage? Are there any areas where there is a dramatic difference in population or high concentration of a particular segment type?
Step 3 Postcodes collected using Audience Finder, either through surveys or from your ticketing system, are profiled using Audience Spectrum for free. Look through your data in Audience Finder and explore the make-up of your own audiences. Are you popular with Commuterland Culturebuffs? Does your audience for dance look different to that for plays/drama? Are you reaching those lower attending groups like Up Our Street?
Go back to Step 1 Now you know more about who is attending your events and who isn’t, delve in deeper to the portraits to understand more about them, their marketing preferences, donation habits or barriers to attendance. Can you change the language you use to attract new audiences or concentrate on particular marketing channels to make the most of current audiences.
Step 2 Once you’ve identified groups who might not be attending have a look at your local area and see if there are any potential audiences on your doorstep who you might not be reaching. Develop a realistic audience development strategy (see audience development planner) that is based on your local or regional audience make-up, thinking carefully about possible areas of collaboration or competition.
Step 3 Keep collecting and using your audience data to monitor changes in your audiences. Have you done something different to attract a new audience and is it working? Or has something changed externally that might be affecting who it is that’s coming through your door?
To do more with Audience Spectrum check out...
Working with the New West End Company to understand the impact of their annual Christmas Lights Switch-On event.
A look back at some of the more exciting announcements, impressive achievements and inspiring projects of the year just past.