Understanding cultural segmentation, how and why people are likely to engage with the arts (my art), is important to research before I begin my marketing approach.
I used the Audience Agency Spectrum to gain an understanding of the different cultural groups in society and which would be likely to see my work and target my shows towards.
https://theaudienceagency.org/en/what-we-do/audience-spectrum
This has informed me that my target audience would be Commuterland Culturebuffs (C1/C2), Experience Seekers (E1/E2) and Kaleidoscope Creativity (K1/K2). I believe my work is accessible and desirable for a broad audience range. This information helps me market my work depending on the area and what they’re most likely to engage with in my work and be appealed by.
My work is very visual and mime based, therefore accessible to many which allows me greater diversity and care for all possible audience.
I will reach people through touring my work at local community festivals and local arts events. Based on research and knowledge of my area, I will gain larger audiences and exposure this way as it has greater engagement! I can market my performances through posters/ flyers and social media posts and having active involvement with these events.
I will aim towards Experience Seekers mostly as my work is contemporary and young adults, like minded graduates and artists have a higher chance of being drawn to my work. I can reach out to fellow young upcoming artists and expand my community. This also invites possible avenues for collaboration. My current marketing plan is to remain persistent and present sharing posts, promoting in person, supporting peers so I’m active within the community and reaching out to as many arts contacts that I can with a targeted approach towards that specific contact, so that it shows care and clear interest in them.
