Expression - Creative New Zealand

Culture segments:
unlocking potential
Jessie Hunt
Marketing Manager
@jessiehunt
#21arts

What you’ll get
out of this
presentation:
• Insight
• Tips
• Inspiration

Outline
1. The British Museum
2. Grayson Perry exhibition
3. The challenge
4. Culture segments
research
5. What I did
6. Results
7. Questions

1. The British Museum

A museum
of the world,
for the world

Acrylic tiki
George Nuku

2. Grayson Perry exhibition

…We have heard about this wonderful
exhibition as far away as New Zealand.
When Grayson visited Here in February 2005,
he charmed audiences in Auckland and
Wellington with his humour, generosity and
incisive commentary.
He was immediately one of our favourite
contemporary British artists…

Video trailer

3. The challenge

The challenge
Sell 60,000 tickets
at £10 each
(around $20)

Objectives
1. Maximum attendance (60,000 target)
2. Drive secondary spend
3. Position the Museum as a venue for
contemporary art and source of inspiration
for artists and makers

4. Culture segments
research

Which 3
segments?

Enrichment
• Mature, Traditional, Heritage, Nostalgia
Entertainment
• Consumers, Popularist, Leisure, Mainstream
Expression
• Receptive, Confident, Community, Expressive
Perspective
• Settled, Self-sufficient, Focused, Contented
Stimulation
• Active, Experimental, Discovery, Contemporary
Affirmation
• Self-identity, Aspirational, Quality time, Improvement
Release
• Busy, Ambitious, Prioritising, Wistful
Essence
• Discerning, Spontaneous, Independent, Sophisticated

Stimulation
Essence
Expression

How?
1. Online survey
2. Focus groups
3. Workshop

What did we find out?

Awareness of the artist Grayson Perry

Recognition of Grayson Perry

Overall 45% of people had heard of
him – not a household name

Interest in Grayson Perry as an artist

Appeal of the exhibition title

Appeal of the exhibition title
Overall under 20% interested in the
exhibition

56
Would you pay? (%)
55
54
53
52
Would you pay?
(%)
51
50
49
Stimulation Essence Expression

Stimulation
• Highest awareness of
• Grayson Perry (75%)
• Most likely to pay £9-10
• New & experimental
excites them
• Embrace controversial
personality
• Interested in coming on
Friday night
• Most likely to use social
media

Stimulation marketing
proposition:
‘Support their desire to be the
first to try something new’
Alert them early and focus on
the new, experimental and
quirky. The desire to share
knowledge make them ideal
brand ambassadors

Essence
• Intellectual approach
• Familiar with work
• Interested in the
curatorial angle
• Keen to hear voice
• Need new and
unexpected insights
into Grayson’s work,
the collection and role
of the Museum

Essence marketing
proposition:
‘Flatter their independence
and sophisticated tastes’
They are highly proactive in
finding out what’s on and are
independently minded. Wary
of marketing and prefer
discovery over
recommendation

Expression
• Many not heard of artist
• Or see him as selfpromoting
and
controversial
• Interested in skilled craft
from across the ages
• Like being part of a
community and the
opportunities to debate
• Price sensitive

Expression marketing
proposition:
‘Tap into their desire to be
part of something bigger’
They like to know what they
are letting themselves in for,
they are receptive to
reviews and
recommendations and see
marketing as useful

Task
‘You are here’

Task
• Match the statement to Stimulation,
Essence or Expression

• I came because I wanted to see it
first and tell all my friends
• I read a 5 star review in The Times
newspaper
• My friend said that I should come
and see it

Stimulation
I came because I wanted to see it first
and tell all my friends
Essence
I read a 5 star review in The Times
newspaper
Expression
My friend said that I should come and
see it

• I came to go to a lecture and I
thought it sounded interesting
• It’s a different thing to do on a
Friday night with friends before we
go out
• I wanted some inspiration for a craft
project to work on

Essence
I came to go to a lecture and I thought
it sounded interesting
Stimulation
It’s a different thing to do on a Friday
night with friends before we go out
Expression
I wanted some inspiration for a craft
project to work on

5. What I did

Marketing strategy
• Targeting each segment at
different campaign phases
• Using differentiated marketing
messages for each segment
• Across different marketing
channels

Campaign phases
Exhibition open 6 Oct 2011 – 26 Feb 2012
1. May – Aug 2011Stimulation
2. Sept – early Oct 2011 Essence &
Expression
3. Oct – Dec 2011 Expression
4. Jan – Feb 2012 other segments
5. Mar 2012 evaluation and reporting

Marketing messages
1. Stimulation – This is an installation with new works
by Grayson Perry
2. Essence – Grayson Perry curates this exhibition,
with his works shown alongside objects by
unknown craftsmen from the British Museum’s
collection
3. Expression – This exhibition celebrates the work of
unknown craftsmen throughout history from the
British Museum’s collection

Marketing channels
• Advertising
• Print and
distribution
• Partnerships
• Website
• Email
• Video
• Social media
• Blog
• etc.

Stimulation
• Highest awareness of
• Grayson Perry (75%)
• Most likely to pay £9-10
• New & experimental
excites them
• Embrace controversial
personality
• Interested in coming on
Friday night
• Most likely to use social
media

Stimulation
• ‘Claire’ image
• No ticket offers
• Targeted first with
new/experimental
• Social ‘Open late
Friday’
• Embrace controversial
aspects of Grayson
Perry’s personality
• Used social media for
viral campaign

Stimulation
1. Viral
2. Print
3. Onsite

Give us
something
to talk
about

1. Viral

Task – 2
minutes
Tell the person
sitting next to you
about your
childhood teddy
bear

Stunt bear
competition

2. Print

3. Onsite

Essence
• Intellectual approach
• Familiar with work
• Interested in the
curatorial angle
• Keen to hear voice
• Need new and
unexpected insights
into Grayson’s work,
the collection and role
of the Museum

Essence
1. Video
2. Blog
3. Press quotes

1. Video

Video trailer

2. Blog

…it recognises that many of its artefacts were
contemporary art of the finest regard when
created and in displaying them in themed
groups, it breaks away from the traditional
museum displays organised by culture and
time period.
Some museums take this approach throughout
their collections (e.g Te Papa, the National
Museum of New Zealand –) but that might be a
step too far for the Museum as a whole
(traditionalists would not approve!)…

3. Press quotes

Expression
• Many not heard of artist
• Or see him as selfpromoting
and
controversial
• Interested in skilled craft
from across the ages
• Like being part of a
community and the
opportunities to debate

Expression
1. Digital

#craftdebate

#craftdebate results
• Involvement from hundreds of craft enthusiasts
and arts institutions
• ‘British Museum’ and ‘#craftdebate’ became
Twitter trending topics in the UK – worth £100,000
• Over 1,450 tweets - estimated reach each of
around 50,000
• Many blog comments
• Listings on partner web pages, enewsletters, blog
posts
• People asking for more #craftdebates!

6. Results

Objectives
1. Maximum attendance (60,000 target)
2. Drive secondary spend
3. Position the Museum as a venue for
contemporary art and source of inspiration
for artists and makers

Results
1. Maximum attendance (60,000 target)
• 112,194 sold
• Extended for 1 week due to demand
• Every Friday night sold out
• All events reached capacity

Results
2. Drive secondary spend
• Shop sales 500% up
• Large membership increase

Results
3. Position the Museum as a venue for
contemporary art and source of inspiration
for artists and makers
• It's great to have contemporary art shown here, it's
overlooked as a venue for this type of work
• I wouldn't usually think of it as a place for modern art
so it's a first and it works very well
• I think it's cooler now! More hip and down with the kids

Results
• ‘Buzz’ around the exhibition but also the
Museum (word of mouth up 28% from
19% the previous year)
• Raised digital profile of the Museum
• Most importantly, it inspired visitors to
view the collection in a new way and
made them more likely to visit again

Research findings
• 19,073 (17%) had never visited the museum
• 35% visited last more than 12 months ago –
higher than any other exhibition
• 84% aware of the exhibition before their visit (21%
for our last contemporary exhibition)
• 26% heard about the exhibition through word of
mouth
• Most importantly, 41% more likely to visit
exhibitions in the future and 61% to visit events,
much higher than previous exhibitions

Social media influence
• 3,366 (3%) heard about the exhibition
through Museum’s Facebook/Twitter –
much higher than other exhibitions
• 1,122 (1%) said @britishmuseum was the
main thing that influenced them to buy their
ticket – worth £11,220 in sales

40
35
30
25
20
15
10
5
0
Culture segments profile - exhibition (%)

Essence = 34%
Expression = 17%
Affirmation = 14%
Stimulation = 11%

25
Culture segments profile - Late event %
20
15
10
5
0

Summary
• Media buying by segment – challenge
• Cross over with internal segments?
• Research helped prove that very different
positioning was needed
• Good opportunity to work closely with other
teams across the Museum
• Easy for internal and external stakeholders to
grasp
• Potential to target other segments
• 19,073 new audience unlocked – what next?

7. Any questions?
jhunt@britishmuseum.org
@jessiehunt

Task
1. Identify an arts event 3 on your table have been to
2. Out loud, take it in turns to describe the event in a
sentence as you would to a friend. Other two cover
your ears! The rest of the table to write the
sentences down and note down their segment
3. As a group, discuss f there were any differences
between what they each said
4. Does this match what you know about the
segments?