Client: The City of Birmingham Symphony Orchestra (CBSO)
Services designed by Shen: Market Research and Marketing Strategy
The CBSO wanted to attract new customers but need help finding who to attract *queue Shen*
I researched their existing target audience (people who go to the orchestra), then identified ways for them to expand it, by targeting people who go to other arts events.
I conducted and analysed 100 face-to-face surveys and 10 in-depth telephone interviews to find out why people who attend other arts events don’t attend the orchestra.
Based on this research I provided the CBSO with:
- a new target audience segment
- a profile of demographics, habits, and interests of this new segment
- a strategy outlining how to reach them
Need help finding and targeting new customers? Let’s chat