We’ve really embraced Culture Segments…The insights and framework they provide for communicating with audiences has been invaluable in the success of our Must-see Museums membership scheme.
Sheryl McGregor, Head of Communications, Tyne & Wear Archives & Museums
To be an exciting place for both artists and audiences, you want to lead from the front and create a community around your work that supports a shared artistic ambition. So you need an effective way to gather audience data, at the same time building loyalty among your audiences.
Understanding the different needs and drivers of the different Culture Segments allows you to deepen loyalty, moving members along a value chain to relationships even more valuable to the organisation, such as donors and patrons.
The ultimate aim is to create a connected, seamless relationship journey that starts with membership but ends with a much deeper engagement through legacies and other major gifts.
Our Membership Marketing workshop participants leave the session feeling empowered to tailor membership packages for their organisation’s priority Culture Segments, having identified the audience most likely to join you on this collective endeavour.
Looking for inspiration?
Read our case study from Tyne & Wear Archives and Museumson how Culture Segments increased their membership five-fold and helped to build loyalty and deepen engagement among audiences.
Ask about our Membership Marketing module on the Culture Segments Curriculum!
Culture Segments Curriculum
Culture Segments Curriculum is a growing programme designed to empower the international community of Culture Segments users to apply insights across their organisations.