amh's experienced Market Intelligence team work closely with cultural organisations to productively target and reach audiences.

We believe in collaborative working, so we'll work with you to combine your local knowledge with our experience and a suite of tools that we've developed to help you plan your business, audience development or marketing strategy and to understand what the tactical, practical steps are that will be necessary to achieve your strategic goals.

Whether you're an established theatre with a bespoke box office system or a small museum just aspiring to start learning more about your visitors, amh's experience of working across the breadth of the cultural sector has helped us to establish a range of solutions to help you understand and reach your target audience.

Have Confidence in your Strategy
Gain the knowledge you need about your audience and potential audiences to give you confidence in your strategy. We'll help you to identify your catchment area – the realistic sphere of your marketing influence. By mapping your audiences we'll help you to see where your strengths and weaknesses are, and give you the information you'll need to make the choices about where to concentrate your marketing communications to effectively reach your target audiences.
We will also provide information on the demographics of the wider population (amh are licensed by Arts Council England to produce their Area Profile Reports) to help you understand how your organisation is responding to the people surrounding it.

Know Who to Talk To, How and When...
One size doesn't fit all, in terms of designing marketing communications to reach the breadth of your audience. Segmenting audiences is the essence of effective arts marketing, and amh provide an extensive range of tools to help you divide your audience in the most appropriate way for your organisation. For example, divide your bookers into lifestyle groups that share certain characteristics that you can draw upon to design print or electronic copy that looks and sounds right for them. amh can analyse and interpret your database for you using both the UK's leading Sociodemographic profiling systems: ACORN and Mosaic.

Alternatively, you may wish to 'mine' your existing database to discriminate between frequent, infrequent or lapsed attenders; early or late bookers; premium price bookers or value bookers; party bookers or couples. We'll help you select the right combination of criteria to interrogate your database and then advise how best to reach the emergent segments with the right messages and media to either attract new audiences, to re-engage lapsed or infrequent attenders, or to continue to develop your regular audiences.

Contact
Talk through your ideas and requirements with amh's market intelligence team.