We work at Lighthouse in Poole. We have 4 venues. We have over 550 different shows a year. We have a small marketing team who are big on ideas, but short on time.

Our session is about how we used segmentation to make sense of our audiences and create bespoke customer experiences across our marketing and FOH offer.

We’ll cover how:

We undertook data research to understand who our audiences are (and who they are not), segmenting our database using Audience Agency’s Audience Spectrum.

We then challenged ourselves to start again, break things and build everything back up again around our audience segments, creating a curated Lighthouse offer for each of them.

Our new ways of working included:

• Digital campaigns and print created around each audience segment – curating events with a key proposition designed to appeal to each segment.

• Bespoke FOH upsells on Spektrix, based around what each audience segment is likely to want, rather than offering everyone the same deals.

• Using dynamic content in our CRM emails to give each audience segment a curated view of Lighthouse’s programme.

• Introducing email automation through Spektrix and dotdigital triggered by specific customer actions, with new auto emails that help encourage customers to take “the next best action” for them.

• Changing the physical space, with bespoke content on our digital screens to connect with each segment.

We will talk about the impact of this and how we have changed the way we work as a team – building our brand and increasing sales impact.