This document presents a segmentation model developed by EMC Cultuuronderzoeken to help cultural organizations in the greater Rotterdam area more effectively market to their audiences. The model divides the target population into 9 audience segments based on demographic, socioeconomic, and behavioral data. It shows the relative size and characteristics of each segment as well as their current and potential interest in different art genres. Implementing a segmentation approach allows cultural groups to better understand their audiences and tailor their programming, marketing, and fundraising to different segments.

1. The Rotterdam Arts & Culture
Segmentation Model
An effective approach to cultural
marketing in the greater Rotterdam area

2. Subjects
• Who and what is EMC Cultuuronderzoeken?
• In search of an audience…..
• From data to insight
• From insight to action (your bit)
• Questions & comments

3. Willem Wijgers
• General director of EMC Cultuuronderzoeken
before:
• Senior project manager Bureau Promotie Podiumkunsten
• Managing director Vereniging Nederlandse Muziek Ensembles
• Marketing & product manager Vanguard Classics/BMG Classics

4. EMC Cultuuronderzoeken
• Research & consultancy in the cultural sector
– Segmentation
– Customer data analysis
– Qualitative and quantitative research
• Support for implementation and evaluation
– Validation of customer databases
– Creating customer segmentation models
– Facilitating marketing communication

5. Most people:
• Have everything they need
• Have limited spare time
• Have enough budget
• Have 1001 ways to spend it
• Are in search of meaningful experiences
So:
We have to offer them
a relevant proposition

6. What has this got to do with you?
• The importance of relevance:
– Competition on a generic level (time & money)
– Competition in terms of attention (clutter)
• The quality of the proposition:
– Claim time & money for a unique experience
– Combine trust with adventure
• The technical support to deliver it:
– Fix and connect your systems
– Organize the disorganized

7. Is there one audience?
I’m afraid not…

8. What is segmentation?
• Philip Kotler:
– ‘To divide the market in groups of customers with
the same preferences in terms of satisfying their
needs
• Segmentation can take place according to:
– Demographics
– Socio-economics
– Life style
– Buying behavior / use of (online) media

9. When to apply segmentation?
• Market and competition lead to it
• Fits in with marketing concept & policy
• Market segments are distinct
• Market segments can be reached
• Affordable to address each of them

10. Why apply segmentation?
• To make an efficient use of resources by:
– Targeting campaigns to promising target groups
– Looking for the appropriate sponsors/funders
– Catering to needs of specific target groups
• To take accountability seriously
– Choosing what not to do (Porter)
• To improve results
– Creating more own income

11. How (not) to apply segmentation?
• Involve everyone (even your boss)
• Invest in generic & flexible ticketing software
• Don’t throw away ‘old’ data
• Collect and regularly validate your data
• Use your own data to start with
• Make it SMART and use a business case

12. What data tell about attendance
• Comparison of five seasons of data

13. What data tell about behaviour
• Cross-over behaviour during 1 theatre season

14. Possible segments
• Heavy users: Culture is self explanatory
• Light users: Cultural activities are an option
• Occasional visitors: Culture by coincidence
• Look-alikes & absentees: prospects & churn
• Stakeholders & shareholders: community at large

15. Typical customer pyramid
Heavy users Programming, marketing, attention
(50 %) 15 %
Light users
marketing
35 %
(35 %)
Occasional
visitors 50 %
(15%)
absentees, potential visitors and non-visitors

16. A segmentation method
• 12.000 characteristics
1 2 3
• Groups & types
• Based on clustering
• demographic
• socio-economic
• life style
A
• urban / rural region
• Homogeneous within clusters
• Heterogeneous between clusters

17. Data sources Experian
uses for Mosaic
Geodan Kadaster
Navteq Dataland
Falkplan Andes RDC
Centraal
Bureau voor de
GIS
Jonge Gezinnen
Statistiek data
Trendbox
Registratie
Registration M&R
Onderzoeks- data
data Developments
enMarket
lifestyle Kamer van
Cherridata research
data Koophandel
TNS Nipo Postnl
GfK Panel KPN Telecom
Services (TOF) NOM Experian

18. Mosaic household segmentation
10 groups, 44 types

19. Dutch society has changed
1. More single households
2. Traditional way of life disappears
3. More cultural diversity
4. The rich get richer, the poor stay poor
5. Aging of society increases
6. Baby-boomers become pensionados
7. Digital and online are a must
8. Countryside population decreases
9. Lowest social layers disappear
10. Double income has become a necessity

20. Mosaic Household 2012
Welstand
Leeftijd

21. Mosaic Household
• Each of the 7,3 million Dutch households belongs to
one of the 14 groups and 50 household types

22. Zipcodes and house numbers
• 12 provinces
• 400 municipalities
• 461.000 zip codes
• from 1000 AA to
9999 ZZ
• separate 6 p zip
code per street
• Together with
number unique
• 7.3 million
households

23. Process of segmentation
Zipcodes + Mosaic database Segmentation:50
house numbers Mosaic types
From database
Dump from minimum 1.000 over & under
ticketing records needed representation in
system catchment area

24. Who lives here?

25. Zip code 2661RA
Waghenaerdreef 42 - Bergschenhoek
Households
Age
<45 45+
Property Rent (23x) (4x) Children No children
(26x) (1x) (15x) (12x)
Education
(3x) (24x)
Secondary Higher
(24x) (3x)
€200k-
€360k
Sales in last At least 1 car 2x average (25x)
Property value 10 years (10x) (27x) >2x average (2x)

26. Example of a Mosaic type

27. Target groups for arts & culture
in Greater Rotterdam area
Segmentation:
Zipcodes & Mosaic
50 Mosaic
house numbers database
types
Cultural inst.
Municipal Clustering of
9 target groups
Survey 2011 segmentation
for arts & culture
& responses

28. Some data on the segmentation
• Catchment area: city of
Rotterdam + 15 kilometres
• 672.614 households in area
• 50 venues supplied data
• Data on 152.000 households
• 12 genres were distinguished
• Results municipal leisure
survey 2011 added
• 9 segments clustered +
residual category (7 types)

29. Segments in catchment area

30. The segmentation model

31. Presence in catchment area - 1

32. Presence in catchment area - 2

33. Presence in catchment area - 3

34. Presence in catchment area - 4

35. Culture is self-explanatory (22%)

36. Urban Omnivores
• 40.104 households (6%)
• 18-60 years old, highly educated, starting
or having a prosperous carreer
• Living single or as couples in the city
centre
• Prospects for all cultural genres: museum,
theatre, cabaret, pop music, dance, films,
debates & cultural festivals, archives
• Like to go out for drinks, pub
• Use cultural agendas, posters, brochures,
websites to inform about cultural events

37. High End Culture Vultures
• 45.428 households (7%)
• Age 45-65+, well to do families
• Living in attractive suburbs, spending
time & money on dining and holidays
• Prospects for most cultural genres:
museum, theatre, cabaret, classical
music, dance, films & serious festivals
• Use most of the media for cultural
information but especially radio &
WOM
• Practice a lot of amateur art forms

38. Out Together
• 60.376 households (9%)
• Age 18-40 and 55-65+
• (Started) working, living together with
no children (anymore). They like
daytrips and going out with other
people
• Prospects for pop concerts, cabaret,
shows and musicals
• Don’t have a very strong preference for
internet for cultural information

39. Culture as an option (24%)

40. Active families
• 60.068 households (9%)
• Age 25-55, families with children 0-12
years old, living in new housing
development areas and quieter suburbs
• Prospects for any art form aiming at
children, including children amateur
events and performances
• Also visit a lot of sports events and
amusement parks
• Use the Internet, especially at work (!)
• Favour Rotterdam as a place to go for
cultural outings

41. Suburban convenience seekers
• 70.456 households (11%)
• Age 25-65, families with older children,
who need space and freedom
• Living in the suburbs, working fulltime,
enjoying to be outdoors & liking shopping
• Like to visit musicals and cabaret but stay
away from classical music and museums.
• They go to amusement parks occasionally
• Average use of online and offline media
• They visit community centres for cultural
events

42. Classical Art Lovers
• 24.048 households (4%)
• Age 50 and older, highly educated,
living in comfortable houses or city-
centre apartments
• Still working but also enjoying more
and more leisure time they spend on
gardening, cycling and going out for a
drink.
• They go to classical concerts, opera and
museums and don’t favour any other
art form
• They favour print media over all other
media

43. Culture by coincidence (54%)

44. Screen Addicts
• 64.858 households (10%)
• Age 18-50, but mostly young (students)
and people on their first jobs.
• Spending a lot of time on internet for
entertainment (gaming, downloading
music) and on social networks
• They only are interested in going to
(arthouse) films and like to explore the
Rotterdam night life
• They use alternative websites and
social media for information on cultural
outings

45. Colorful Strugglers
• 134.726 households (20%)
• Age 18-50, often with a non-European
background, living alone or as a family
with young children, and poorly off,
renting a modest apartment, with no
money for luxury
• They frequently go to the library or the
cinema and use the Rotterdam pass a lot
• For cultural information they watch TV
or read free daily newspapers (Metro)
• Would like to see more amusement

46. Art Evaders
• 160.844 households (24%)
• Age 50 and older, lower educated
singles and couples living in simple
houses, early retired with little money
and (too) much leisure time
• They potter, do their daily shopping,
reading, watch TV, enjoy grandchildren
and visit community centres but don’t
go out a lot – no prospects for arts &
culture
• They don’t use internet a lot

47. Effect of using this model
• It shows you the results of your current policy
– Artistic choices, marketing (incl. sponsoring & education),
quality of the location
– Relation with external funding conditions
• It helps you to start CRM/customer retention
• It offers insights in market potential
– Market penetration & development
– Product development or diversification

48. How to involve the Active Families
• Develop a campaign to increase their participation
– Form teams (multinational)
– Read the case description
– Draw a plan to meet the the needs of this segment
– Describe possible chances, challenges, limitations
– Prepare a short presentation
• Schedule
– Preparation : 10 minutes
– Discussion : 15 minutes
– Draw plan : 10 minutes
– Short presentation : 10 minutes

49. First and next steps
• Create and validate database
• Apply segmentation method
• Create customer pyramid (RFM-analysis)
• Connect segmentation/pyramid to database
• Define customer lifetime value
• Develop SMART actions and evaluate
• Think in terms of investment not budget
• Give it some time (years/seasons)

50. Questions & comments
• EMC Cultuuronderzoeken in cooperation with
Rotterdam Festivals
• www.cultuuronderzoeken.nl (in Dutch)
• willem@cultuuronderzoeken.nl
• @willemwijgers