Audience Segmentation For a Top 10 National Museum
A Smart Top 10 National Museum Audience Segmentation
The Challenge: Competing for Visitors' Free Time
With countless options for how people spend their free time and a small marketing budget, the CMO of a Top 10 National Museum came to Insight By Design for help. She wanted a better understanding of current and potential visitors to make the museum a top destination. The goal was to use insights from an audience segmentation to create offerings, messages, and marketing ideas that appealed to visitor groups with the most potential for growth.
Our Solution: A Clear Quantitative Audience Segmentation
We conducted in-depth research in the museum's primary markets and identified six different types of visitors. From these, we focused on two key segments. We created detailed profiles for these groups, giving the museum's marketing team clear guidance on connecting with them. The profiles also highlighted the main selling points in their messaging.
Our Impact: A Visitor Guide Used by the Whole Organization
We increased visits from these groups by more than 40%. The insights from the museum audience segmentation also helped create new educational programs, family events, and activities that connected with the community. The museum used this research across the whole organization. Several years later, they came back to us to learn how these key visitor groups had changed after COVID.
"Chris is a passionate professional who conveys confidence and expertise and quickly puts one at ease—even with the most daunting project."
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