|
Challenge
Wishing to sustain recent significant growth, an international film festival
asked The Strategic Counsel to research audience demographics,
as well as perceptions of the event and its sponsors.
Strategy
We advised management that current and potential audiences were in fact
two distinct groups, and recommended three simultaneous studies among
current and potential audiences. Each study used a different methodology:
telephone surveys, intercept interviews and mail-backs.
Results
Our research found that the festival's core audience was changing, and
that the festival should therefore target some of its marketing efforts
to develop a different audience. The research collected valuable information
around audience recall of sponsors. These data were used in renewing and
expanding sponsorship opportunities.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
|
\ 
