Essay About Visual Arts And Adam Art Gallery

Markets for Visual Arts: Insight into a University Gallery
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WK4: CH 6 CASE STUDYMarkets for Visual Arts: Insight into a University GalleryDISCUSSION QUESTIONS:What are the different methods you would advise the Adam Art Gallery to use in segmenting its market?Geographic segmentationVisibility of art gallery is poor due to on campus location: beside union building with an unusual architectural designHowever, it is a 10min walk from the city’s central business district, so convenience for the publicGeodemographic segmentationCombination of geographic, demographic & lifestyle characteristics to classify consumersTend to have similar experiences to the art cultureSuitable as gallery wants to attract more local students, staff and communityCan be done on small marketing budgetBehavioural/loyalty segmentationLoyalty initiatives for their frequent/regular visitorsOxigenmedia points out attitude clusters – positive attitude people more likely to attend regularly if provided personalised invitations and opportunitiesWhat are the advantages and disadvantages of making use of an existing industry-specific segmentation study such as that provided by Oxigenmedia?AdvantagesEasy & free access to information and statistics about target groupsData is relevant, precise & accurate, because they are compiled by professional institutes or organisations like OxigenmediaDisadvantagesOxygenmedia provides data on who the customers are, but data does not help company identify their needs/wantsCompanies may formulate wrong marketing strategy based on dataBased on the information provided in the case and your own marketing insight, devise 3-4 market segments that you think would be applicable to the Adam Art Gallery. Which would you recommend it target? Consider the variety of targeting strategies.3 market segments applicable to Adam’s Art Gallery:University staff & studentsLocal communityPeople interested in related areas, such as media, film & environment Choose the target segment you believe would be most worthwhile. How would you recommend the AAG position itself with this target segment?If your university has an art gallery, pay this gallery a visit and consider how you could be enticed to visit again.