How to apply Audience Spectrum for effective e-comms

Familiarise yourself and team with Audience Spectrum Segmentation

• If you are starting from scratch, make sure you spend time with your teams to read up on Audience Spectrum. As a segmentation tool that classifies the UK population into ten distinct groups (plus 10 subsegments, more on this later) based on attitudes, behaviours, and demographics and most importantly their propensity to engage in cultural activities - understanding how the model functions is the basic first step.
• Take the time to understand Audience Agency's Audience Spectrum segmentation framework. Familiarise yourself and the team with the different segments and their corresponding characteristics. You could organise a persona workshop facilitated by TAA to embed this understanding and humanise the data for you and the teams. This helps with buy in longer term and recognising segment attributes.

Interrogate your data via Audience Answers or an AS Profile Report

• Accessing Audience Spectrum data through Audience Answers (a new online audience insight tool) is a simple way to bring your ticketing into a platform that can provide up to date insight about who you are reaching, where and at what volume, depending on what your aims are it is the simplest way to identify your leading segments, those less engaged and where the highest propensity of them is within a drivetime distance. If you haven’t already, log into Audience Answers and start reviewing that data.
• If you are looking to get a snapshot of your audiences, consider an AS Profile report. These bespoke reports show and explain the proportion and profiles of each Audience Spectrum segment in your audience, compared with the overall Audience Spectrum profile of the population in the area of your choice, at that point in time.

Integrate the segmented data with your email marketing platform

• You want to identify some target Audience Spectrum segments within your existing subscriber or customer data; ideally, the top two or three who you feel represent the best potential, based on the product you have to offer. Apply the appropriate filters or rules within your email marketing platform or CRM (Customer Relationship Management) system to create separate segments for each of your target Audience Spectrum groups.
• The quickest and easiest way to align the AS segments with your data on current audiences held within your CRM would be to install  Audience Spectrum Licence which allows you to tag your records in your ticketing system, database, or CRM at an individual customer level, to easily profile your audiences and create targeted e-marketing campaigns.

Define Email Content Strategies for Each Target Segment

• Study the characteristics and behaviours associated with each Audience Spectrum segment you are looking to target for this campaign. Identify the key attributes and preferences that differentiate them, e.g. Dormitory Dependables motivations to attend revolve around relaxing, socialising and being entertained so you might adapt lead content to suit this motivation. For more information on this view the TAA Motivation Guides.
• Develop email content strategies tailored to each of your target segments. You might also want to consider grouping certain segments where there is motivation crossover, e.g., those segments where the needs of the family take precedence, Trips and Treats, Frontline Families, and Dormitory Dependables (D1). Consider their interests, values, and motivations when crafting the messaging, offers, and visuals for each segment.

Create Customised Email Campaigns

• Design and create email campaigns specific to each of the Audience Spectrum segments you are looking to target with this campaign i.e., Frontline Families email, Experience Seekers email, All other Patrons Email. Tailor the content, visuals, and offers to align with the preferences and characteristics of each segment you are aiming for.
• Personalise the subject lines, body content, CTAs (Call to Action), and images based on the segment's attributes. Use language, imagery, and references that resonate with each segment. Aim to target at least two segments directly but if you have the capacity breaking the segments down even further and allowing for even more personalisation can only benefit your campaign.

Bring it all together, hit send and await the results!

Next Steps: want to delve deeper? Further steps in the journey...

Get to know the Audience Spectrum subsegments.

• If, once up and running with your email campaigns, you might wish to consider delving deeper into the segments by exploring the subsegments. Sub segmentation allows for greater differentiation of groups and may be particularly useful in places where there are large dominant segments (e.g., Metroculturals in London, and Experience Seekers in South East England. Review the impact so far and consider whether further segmentation might allow for hyper personalised e-communications that talk more directly to that group.

Now you have got to grips with actively utilising the AS segments within your marketing campaigns, what other steps can you take to refine the process? It is worth noting your data and AS segments will constantly be evolving as your audience and CRM data grows, so keep reviewing your approach. If there is more you want to explore or a specific project that may need more hands-on expert support, contact our consultancy team today. They can talk through approaches, point you in the direction of resources and work with you to find solutions to any audience development challenges.

Automate and Schedule Campaigns

• To keep the momentum in your segment targeting utilise marketing automation tools to streamline your email campaigns. Set up automated workflows or triggers to send the segmented campaigns at the right time and to the right segments. Forward planning for this can be intensive but perhaps try this first with something like pre-show emails where the content can be tailored to that segment and see if the response differs.
• Schedule the email campaigns strategically, considering factors such as landing times, optimal engagement periods, and frequency limits.

Monitor and optimise campaign performance, experiment with testing

• Monitor the performance of your email campaigns for each Audience Spectrum segment. Track key metrics such as open rates, click-through rates, conversions, and revenue generated.
• Analyse the data to identify trends, patterns, and areas for improvement. If you are considering using the subsegments or just want to interrogate, further use A/B testing to experiment with different elements, such as subject lines, visuals, and CTAs, to optimize campaign performance. E.g., Set up A/B testing emails for the Experience Seekers E1 / E2.

Review, Iterate and Refine – keep going!

• Most success in e-marketing campaigns comes from continuously refining your approach based on the insights gained from performance analysis. Adjust your segmentation criteria, content strategies, and campaign tactics as necessary and just keep experimenting.
• It important you and the team stay updated with Audience Agency's Audience Spectrum updates or changes and align your segmentation accordingly. Book introductory sessions for new team members or refresher sessions with you team to keep this at the forefront of your segmentation approach.