2 min read
Blackpool Grand Theatre employs Activity Stream to deepen customer knowledge by linking in Audience Spectrum.
Since 1894, Blackpool Grand Theatre has been captivating audiences with bold productions and a strong focus on the experience. Since 2008, Andrew Howard has been the Head of Marketing and has been pushing the team to develop better and more personal communications and campaigns, never shying away from new tools and possibilities.
As Activity Stream launched the partnership with The Audience Agency, Andrew saw new opportunities to extend the understanding of their audience, bringing together data that would otherwise be siloed, enabling the team to better target communications and campaigns.
“Blackpool’s Grand Theatre is delighted to partner with Activity Stream and link in, for the first time, The Audience Agency’s segmentation system Audience Spectrum, that we have been using within Audience Finder, on a brand new project” says Andrew Howard, and continues: “Audience development and understanding is a key aspect of the theatre’s work and how we can exceed customer expectations. This new partnership will help the theatre deliver a brand new project for 2019/20 ‘WOW Moments’ – we can’t wait to get started and delight our customers further.!”
Blackpool Grand will be the first client of Activity Stream to use the extended customer profiling from The Audience Agency collaboration, allowing the team to see sales and marketing in the context of the Personas developed by The Audience Agency and create segmented campaigns based on these enriched profiles.
About Blackpool Grand Theatre
Blackpool Grand Theatre is one of the few remaining theatres of great architectural character, designed by Frank Matcham. It has a magnificent 4-level auditorium with 1,053 seats. As well as an all-year-round program covering all live art forms.
About The Audience Agency
The Audience Agency (https://www.theaudienceagency.org) is a mission-led charity: whose purpose is to enable cultural organisations to use national data to increase their relevance, reach and resilience. The Audience Agency offers a comprehensive service via a collaborative style enabled by a cross-cutting team of researchers and consultants, bringing together deep sector knowledge and up-to-the-minute data intelligence to provide 360 solutions to help the cultural sector grow, thrive, and champion their audiences.
About Audience Spectrum
Audience Spectrum (https://www.theaudienceagency.org/audience-spectrum) segments the whole UK population by their attitudes towards culture, and by what they like to see and do. Audience Spectrum profiles the population at household and post-code levels and can be used as a tool for prospecting and data-tagging as well as profiling and mapping.
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Frank Matcham Theatres