The conference will show different forms of audience segmentation which are used in the Netherlands, UK, and elsewhere. It will present some best practices of organisations who are succesful in reaching out to new audiences and / or connecting to their audiences in an extraordinary way, as well as organisations which have succesfully used audience-research / segmentation to achieve these goals.

 
Event description:
On 29 and 30 May, Rotterdam Festivals and the Dutch Uitburo are organising a two-day international congress: ‘Audiences Insight/out’ which will be held at the Concert Hall and Congress Centre De Doelen in Rotterdam.
 
This two day convention is the last in a cycle of six of the international knowledge and exchange program ‘Extending the margins’. After topics like diversion in audiences, glocal audiences and new technologies for new audiences we will now be focusing on audience segmentation.
 
Audiences Insight/out:
How to find and reach new audiences and to keep connected with your audiences with the help of audience segmentation and profiling?
Central questions  are what is public segmentation, what kind of models exist, how are they used and what can you do with it while working in a cultural setting?
 
By going from a  general level to a more deepening level and also a practical implementation level we hope to explore different and elaborate facets of segmentation. Of course we will engage also in a critical conversation with each and by doing so we hope to discover with each other the possibilities and non-possibilities of segmentation as a means of reaching more / new audiences and/or to be able to give the existing audiences better service.
 
Common internationally oriented models such as MOSAIC and Mentality used in the cultural sector of the Netherlands are presented and discussed. There are guest speakers from England and Belgium. And inspiring speakers from other industries will tell us how and why they deal with audience segmentation.


Time: 
29 May 2012 at 10 am to 30 May 2012 at 5 pm.

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