The City of Birmingham Symphony Orchestra

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