A Breakthrough Audience Segmentation for a Top 10 National Museum
The Challenge: Competing for Visitors' Free Time
In a post-Covid world, the varied options competing for our time and attention exploded to new levels. Cultural attractions like museums found themselves battling everything from ‘Netflix and chill” to immersive travel experiences in far-off places.
For the CMO of a Top 10 National Museum, this challenge was amplified by the need to maximize a limited marketing budget. She turned to Insight By Design for help in understanding both current and potential visitors to position the museum as a must-visit destination, both locally and within a broader regional competitive set. The goal was to use insights from audience segmentation to create offerings, messages, and marketing strategies that would resonate with visitor groups showing the most growth potential.
Our Solution: A Clear Quantitative Audience Segmentation
We conducted research in the museum's main markets and identified six different types of visitors based on both behavioral and attitudinal factors. Our approach created an ‘Opportunity Score’ for each segment, helping our client to prioritize 2 critical visitor groups worthy of the most attention and resources.
We created detailed profiles for these groups to give the museum's marketing team a solid roadmap for connecting with them. These profiles also highlighted the key selling points to emphasize in their messaging.
Our Impact: A Visitor Guide Used by the Whole Organization
Insights brought to life in our segmentation helped inform strategies that boosted visitation among our key segments by more than 40%. The insights from the audience segmentation also helped shape new educational programs, family events, and activities that really connected with the community.
The museum utilized this research organization-wide. Several years later, they reached out to us again to see how these key visitor groups had changed after COVID.
"Chris is a passionate professional who conveys confidence and expertise and quickly puts one at ease—even with the most daunting project."
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