Expression - Creative New Zealand
Expression - Creative New Zealand Expression - Creative New Zealand
from creativenz.govt.nz
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27.10.2014
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Which 3 segments?
Enrichment • Mature, Traditional, Heritage, Nostalgia Entertainment • Consumers, Popularist, Leisure, Mainstream Expression • Receptive, Confident, Community, Expressive Perspective • Settled, Self-sufficient, Focused, Contented Stimulation • Active, Experimental, Discovery, Contemporary Affirmation • Self-identity, Aspirational, Quality time, Improvement Release • Busy, Ambitious, Prioritising, Wistful Essence • Discerning, Spontaneous, Independent, Sophisticated
- Page 2 and 3: Culture segments: unlocking potenti
- Page 4 and 5: Outline 1. The British Museum 2. Gr
- Page 7: A museum of the world, for the worl
- Page 10: 2. Grayson Perry exhibition
- Page 15 and 16: Video trailer
- Page 17 and 18: The challenge Sell 60,000 tickets a
- Page 19: 4. Culture segments research
- Page 27 and 28: How? 1. Online survey 2. Focus grou
- Page 29 and 30: Awareness of the artist Grayson Per
- Page 31 and 32: Overall 45% of people had heard of
- Page 33 and 34: Appeal of the exhibition title
- Page 35 and 36: 56 Would you pay? (%) 55 54 53 52 W
- Page 37 and 38: Stimulation marketing proposition:
- Page 39 and 40: Essence marketing proposition: ‘F
- Page 41 and 42: Expression marketing proposition:
- Page 46 and 47: Task • Match the statement to Sti
- Page 48 and 49: Stimulation I came because I wanted
- Page 50 and 51: Essence I came to go to a lecture a
- Page 52 and 53: Marketing strategy • Targeting ea
- Page 54 and 55: Marketing messages 1. Stimulation -
- Page 56 and 57: Stimulation • Highest awareness o
- Page 58 and 59: Stimulation 1. Viral 2. Print 3. On
- Page 60 and 61: 1. Viral
- Page 62: Stunt bear competition
Which 3<br />
segments?
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