Still struggling with demographics, wondering why it’s not really helping you identify potential new audiences, or how best to create offers to existing segments? Here’s an article on the National Arts Marketing Project website from the US, which explains why just using demographics is problematic.
Author Sara Leonard says “People enter into relationships with other people and with organizations because they share interests and values. The principle applies within the arts, too. Our arts organizations need to have clear and consistent organizational identities that are expressed in our missions, programming, and marketing, and we need to know how the organization’s personality intersects with those of our audience members. In order to do that, we need to understand their interests, values, likes, and dislikes so that we can most effectively relate to them. To use the lingo, we’re talking here about psychographics.”