Often the audience of cultural projects is so small that cultural managers know visitors by name. Armin Klein, professor for cultural studies and cultural management, knows how to change this situation. In his lecture he speaks about reaching a new audience and the power of segmentation.
After the lecture you will learn:
— Five groups of audience: from intense visitors to not-at-all visitors
— How to reach a bigger audience
— Why you should segment your audience with different lifestyles