How Culture Segments can help you attract, retain and reach your audiences

Date: Wednesday, 19 February 2020
Venue: The Bagging Room, The Coopers Malthouse, 113 Sturt St, Southbank
Time: 2.30pm - 4.30pm
Tickets: Free but bookings essential

Following on from the launch of Audience Atlas Victoria last year, Andrew McIntyre is back in Melbourne to lead a practical deep dive session that will give you the DIY know how to use the latest audience research to build your audiences, turn lapsed audience members into regulars or reach new markets.

Aimed at arts marketers, programmers, curators, CEOs, Artistic Directors, or anyone with an interest in understanding how to grow their business and practice by growing audiences, this session will demystify and explain the research by taking a deep dive into Culture Segments. Culture Segments is a bespoke, arts sector specific way to describe groups of audience members who share the same deep-seated values and beliefs. Andrew is the brains behind Culture Segments, which is rapidly becoming the industry standard for audience development.

Through detailed insights on each segment, real examples from organisations around the world that are using the segments to target, grow and develop audiences and tips on specific ways to grow audiences here in Victoria, this free session is suitable for anyone working and practicing in the visual arts, literature, performing arts, film, museums, libraries and festivals.

It’s also an opportunity to meet and mix with other like-minded creative professionals after the session.

Andrew McIntyre Co-founder, Morris Hargreaves McIntyre Andrew is co-founder of the award-winning strategic consultancy Morris Hargreaves McIntyre, renowned for working with the most forward-thinking arts and cultural organisations in Australia and around the world, helping them become truly vision-led and audience focused.

Fascinated by what makes people tick, Andrew has become a leading authority on arts audiences; their needs, motivations and behaviour. Pioneering new ways to understand the market, his work helps individual organisations and the sector build genuine, rich, and rewarding human relationships.

Watch Andrew in a previous Creative Exchange session, below, as he outlines the Audience Atlas Victoria 2019 research.

Featured video - Audience Atlas Launch with Andrew McIntyre

Audience Atlas launch with Andrew McIntyre from Creative Victoria

View the Audience Atlas Victoria 2019 report

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What is the Creative Exchange?

Creative Exchange is a long running professional development and networking event program available to anyone working in the creative industries who wants access to the most up-to-date information across the sector.

These free or low cost, monthly events host national and international experts from across the arts, culture, screen and design sectors and cover a wide range of topics.  We look forward to welcoming you at our next event.

More resources

While you're here, take a look at the resources we have from the Creative State Summit where people working across the creative industries come to learn from leading thinkers and practitioners from across the cultural landscape.

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