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Cultural MOSAIC Rotterdam AEN Masterclass April 22 2005 Elsbeth Meijjer Rotterdam Festivals

Exploring your visitor’s brain……. Cultural MOSAIC Rotterdam AEN Masterclass April 22 2005 Elsbeth Meijjer Rotterdam Festivals. 1. Short introduction and background 2. MOSAIC 3. Cultural MOSAIC Rotterdam: 4. Additional services. 1. Introduction and Background. Rotterdam Festivals.

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Cultural MOSAIC Rotterdam AEN Masterclass April 22 2005 Elsbeth Meijjer Rotterdam Festivals

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  1. Exploring your visitor’s brain……. Cultural MOSAIC Rotterdam AEN Masterclass April 22 2005 Elsbeth Meijjer Rotterdam Festivals

  2. 1. Short introduction and background 2. MOSAIC 3. Cultural MOSAIC Rotterdam: 4. Additional services

  3. 1. Introduction and Background

  4. Rotterdam Festivals • Coordination of festivals in the city • Audience Development for cultural sector (beyond festivals)

  5. Background Starting point 2001: To enlarge knowledge of characteristics and behaviour of cultural audiences in Rotterdam through A Central Marketing Information System

  6. Goals of a Central MIS • Insight in social and geographic profiles of audiences • Initiate cross selling between cultural organisations • Insight in low or non-participating groups

  7. Consumer Segmentation System 2002: MOSAIC (from Experian) • Box Office data of over 30 cultural organisations in Rotterdam were profiled • Initially used for individual marketing activities of organisations

  8. Audience segmentation 2003 advise from business experts: • Relate and combine individual profiles. • Re-cluster the 44 MOSAIC household types into new groups, based on their cultural behaviour. • Offer additional services.

  9. 2. MOSAIC

  10. MOSAIC • 7 million households in The Netherlands classified into 10 groups and 44 types. • Based on postal codes.

  11. MOSAIC MOSAIC Huishouden I37 I36 The Well-off I Successfull Families F21 Dynamic Families H29 D F I40 D12 F20 F18 I39 Country Familylife G22 H31 I38 H F19 H32 H35 D11 G23 H33 H34 Developed Citizens G25 G26 B B05 H30 G24 G The Traditionals B06 G27 G28 A02 B07 J43 Free spirits E14 A J A03 E15 E13 The Pensioners Status / Income C09 A01 E17 E16 E J41 A04 C08 J44 C10 C The Fighters Your average peopl J42 Couples Elderly Singles Families Pensioners

  12. Group I. The Well-Off

  13. 3. Cultural MOSAIC Rotterdam

  14. Cultureel MOSAIC • 30 box offiec databases and data of people interested in cultural activities (subscribers to newsletters etc.) • 44 MOSAIC types re-grouped based on type of cultural activities they have visited or are interested in • Through cluster analysis 8 new audience groups

  15. Cultural MOSAIC RotterdamNew Audience groups 1. Young Heavy Users 2. Well-Off Omnivores 3. Classic Chique 4. Conventional Explorers 5. Active Show Audience 6. Traditional Light Users 7. Open-minded Unconventionals 8. Traditional Cultural Witholders

  16. Classic Chique • Cultural behaviour: Mainly classical music. • Lifestyle: open for new things, ambitious, financially well-off. • Social demographics: 45 – 65 years, high education, high income

  17. Young Heavy Users • Cultural behaviour: A bit of everything, but less classical music • Lifestyle: Strive for independence. Live in the city centre • Social demographics: Younger than 35, middle to high education, social middleclass

  18. Cultural MOSAIC Rotterdam Underlying factors which determine type of cultural interests and visits • Income and social class • Children living at home or not • Education • Life values (open for new things, independent, conventional)

  19. Additional Services Rotterdam Festivals • Segmentation analyses based on cultural segments of Cultural MOSAIC • Postcode selections for Direct Marketing activities based on cultural preferences • Billboard spaces in Rotterdam with indication of cultural interests in the area • Opt-in database of 15.000 people interested in culture in Rotterdam • Specific info about media usage of segments

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