The market for the arts and culture is not homogeneous and is comprised of diverse individuals with a range of needs and motivations. Why do people participate or not in a cultural activity? What factors contribute towards their motivations or lack thereof?

The answers to these and related questions can assist cultural operators in understanding their audiences and engage them more effectively. A way of doing this is by audience segmentation focusing on psychographics – that is looking at people’s internal characteristics such as values, attitudes and lifestyle thereby going beyond the geo-demographic information. In this manner the focus is on what are the current and potential audiences like. This understanding can contribute towards informed and targeted marketing messages, programming, fundraising strategies and overall decision making – without compromising the artistic vision.
In this session, Jo Taylor, Senior Consultant at Morris, Hargreaves & McIntyre (MHM) will be making an introduction to psychographic audience segmentation and introduce Culture Segments- the international standard market segmentation system for the arts and culture. She will also present how these segments are engaged with culture in Malta. This will be based on a study conducted by MHM themselves since December 2016 that analysed the data from the National Statistics Office Culture Participation Survey 2016 followed by examples of how this can be applied in a practical manner by arts and cultural organisations.

Speaker Bio:

Jo is the lead consultant for key clients on projects such as segmentation and branding; empowering cross-disciplinary teams to develop audiences through a vision-led, audience-focused approach. Jo specialises in working in the performing arts sector.

Jo has a track record of inventive practice, engaging visitors and encouraging risk-taking through engagement with artists and programmers. She balances clear strategic thinking with first hand practical experience of the issues facing arts managers in daily life. She provides pragmatic support and confidence to organisations seeking to exploit the benefits of an audience-centric, insight-led approach.

Recent clients include the Barbican Centre, Shakespeare’s Globe, Royal Albert Hall, The Old Vic, Almeida Theatre, London Symphony Orchestra, the Philharmonia Orchestra, The Place, Lincoln Center, Kennedy Center, BAM, 92Y (New York) and the British Council. Jo frequently delivers training, workshops and seminars.

Jo brings 18 years’ applied experience in posts across a range of venues, producing, touring companies and arts festivals, most recently as Head of Marketing at Wales Millennium Centre. At Welsh National Opera, Jo won awards for Innovation and Creativity from the Institute of Direct Marketing (mailing tissues in place of letters).

This session will take place on 22 June at 6.30pm at Spazju Kreattiv. Participation is free of charge. To book a place, send us an email on Places are allocated on a first-come first-served basis.

The ACMlab series is being held in collaboration with Spazju Kreattiv.

*Cover Photo - Jazz Combo at Teatru Salesjan during the Domus series. Credits - Vincienne Bezzina