The Performing Arts

Confirming a bias

A major performing arts group in Chicago engaged an analytics firm to segment their CRM as part of marketing overhaul initiative.  Unsurprisingly the reporting came back heavily focused on age, wealth and race which provided no new insights.  The initiative was at standstill until Sparkling was asked to provide some answers.

Personality as a Key to Attract New Patrons

Simply put, personality was the key to unlocking the true nature of the core audience.  In fact, nearly 70% of the highest value patrons where grouped together under a set of personality attributes labeled as “artisans”.  Their common traits included a willingness to push limits, break rules and try new things.  This insight, in addition to explaining how this group may have achieved high levels of net worth, revitalized the marketing effort both strategically as well as tactically.