Insight Required:

The power of segmentation

What are you hoping to
get from segmentation?
The big issue
20 honeypot sell out films
Dozens of others perceived as
risky
All hidden in a huge, complex
brochure
The segmentation solution
Propensity to take risks
Professional involvement
Frequency
Preferences
Age
Risk TakersVocationals
Avids
Confident Selectors
Conscious Image
Builders
Cautious
Gamblers Mainstream Selectors
Open Minded
Samplers
Safety firstOne-off Incidentals

Arthouse strangers
The strategy:
Increase risk and frequency
through…
‘Gateway’ films
‘Pathways’ through the festival
The message:
Reduce perception of risk
through…
Endorsement
Explanation
Connection
Fun
The results
59% influenced by ‘If you like
this…’
3-10 films up 87%
11+ films up 96%
Advance packages up 98%
The results
Ticket sales up 45%
Yield up 15% despite sales
promotion
The results
Safety Firsts up 85%
Cautious Gamblers down 30%
Risk Takers up 110%
The results
Year on year retention up 60%
Returning lapsed up 21%
New attenders up 107%
 Who Are Our Visitors?

•  Segment decision tree

Segment Breakdown
If you had this kind of
segment insight how
might it inform your
marketing activity?
Problems with box office data marketing

Sheer size of database

Sheer size of programme
Declining response rates
Common practice

Reliance on brochure
Work in genre silos
Mine data by recency and frequency
The Pareto Effect (80:20 rule)
Recency and frequency leads to
core and periphery

Trapped in genre silos

Reinforce narrow, safe habits

The other 80% of your attenders…
Know where you are
Have been before
Like some of what you do
Know how to get tickets
Developing the 80%
Raise their awareness
Increase their frequency
Guide their taste
Build their confidence and brand trust
Increase their risk taking with other work
Give you more programming freedom
What would you like your
box office data to be able
to tell you?
The Audience Climbing Frame
Audience builder is like a
personal development plan for
every member of the audience.

Instead of just selling tickets

our next show, we’re building
the audience’s propensity to
buy them.
Acquisition
Re-activation
Retention
Frequency
Cross-over
Risk-taking
Involvement
Mapping your
Audience Climbing Frame
We will use our research to
create profiles of each cell
using a combination of
behavioural and geographic
data from the box office and
profile, behaviour, motivation
and attitudinal data from
primary research.

This can then inform audience-

focused marketing planning.
Three types of survey
question…

Definers
Describers
Nice to know
Draft questionnaire
Insight Required:
The power of segmentation
The technology…
Audience Builder In VS
5 Step Process
• Code events with Difficulty
• Design the Difficulty Hierarchy
Difficulty • Build the Difficulty Universe

• Design the Frequency breaks

Customer • Build the Frequency Universe

• Choose parameters
Display

Communi • Select Segments

cate • Create Campaign

• Monitor Campaign Success

Evaluate • Graphically display on Grid
1. Difficulty Universe
2. Relationship Universe
2. Relationship Universe
2. Relationship Universe
3. Create Climbing Frame
4. Communicate
5. Evaluate
Insight Required:
The power of segmentation