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« The museum targeted three segments with their campaign:
Stimulation: Group of people who are very much involved in arts and culture, it is an important part of their lifsytle, they really like discovery and are quite experimental. They like all art but especially contemporary art. They like to be in the know and like to see things and then tell their friends about them.
Essence: They are discerning, spontaneous, arts and culture is an important part of their lives. They tend to be professionals or intellectuals and see themselves as very independently minded. They aren’t keen on marketing, which they see as dumbing down. They like to make their own decisions about things.
Expression: They are very receptive interested in community and love the opportunity to debate and discuss, it’s a lifestyle thing, interested in making things, they are interested in recommendations.
Focus groups were used to find out what aspects of ‘The Tomb of the Unknown Craftsman’ would be the most attractive to each segment, so for example the Stimulation group were more interested in the controversial nature of Grayson Perry and his alter ego Claire and pushing late night opening on a Friday, and the exhibition as something which they could enjoy with friends. »