Like dynamic pricing ten years ago, segmentation is one of the hot topics in arts marketing. However, few know how to move segmentation from the tactical to the strategic level. How can segmenting be the guiding force of your marketing strategy, rather than something you do to a direct mail list?
It's a complicated question without an easy answer. But we hope, through this Segmentation Guide, to give you the building blocks to start setting the groundwork for your segmentation strategy.
Enjoy - happy segmenting!