On May 29 and  30  Rotterdam Festivals  and the Dutch Uitburo are organizing a two-day international congress ‘ Audiences Insight/out’.

This convention is the last in a cycle of six of the international knowledge and exchange program ‘’ Extending the margins’. After topics like diversion in audiences and new technologies for new audiences we will now be focusing on Audience segmentation.

Audiences Insight/out: How to find and reach new audiences and to keep connected with your audiences with the help of audience segmentation and profiling?

Central questions are what is public segmentation, what kind of models exist, how are they used and what can you do with it while working in a cultural setting?

We hope to explore different and elaborate facets of segmentation. Of course we will engage also in a critical conversation with each other and by doing so we hope to discover the possibilities and non-possibilities of segmentation as a means of reaching more/ new audiences and/or to be able to give the existing audiences better service.

Tuesday, May 29th

12.30-14.30 Welcome & lunch, international guests and speakers

14.30 to 15.15 Keynote speaker from another sector: Customer Central

15.15 to 15.45 Coffee or tea break

15.45 to 16.30 Setting the Margins: interactive program conducted by Richard Hadley of Audiences Europe Network, in which we set a vision for the next day.

16.30-19.30 Drinks & Dinner and meeting guests of the national congress

19.30-22.00 Optional programs: possibility to visit an opera or interactive mingling program

22.00- Afterparty with dj’s in the Rotterdam Theatre provided by the Opera Days Rotterdam Festival

Wednesday, May 30th

09.00-09.30 Coffee or tea

09.30-10.15 Andrew McIntyre: The Evolution of Arts Segmentation

10.30-11.30 Free choice in the program: Segmentation models

1. Niels Vink, consumer insights expert at Experian / MOSAIC

2. Frits Spangenberg director of Motivaction

11.45 -12.30 Hans Waege: Data, Knowledge and product development: the case of the Rotterdam Philharmonic Orchestra

13.00 to 14.00 Free choice in the program: Concrete projects and cases from abroad

1. Non-participants: John Lievens Ghent University about research on non-participants, James Doeser Arts Audiences Insight  + Case non-participants Audiences London. Concluding panel discussion.

2. Segmentation and CRM: Kristien Gerets of the Singel Antwerp about project on CRM and social media and Jonathan Branson Audiences Central Audiences on project Audiences Black Country. Concluding panel discussion.

14.15-15.45 Choice of workshops

1. Identifying and removing barriers for participation by CultuurnetVlaanderen

2. Getting started with a life style profile model by EMC Cultuuronderzoeken

3. Segmentation tools used in the UK

4. CRM workshop by means 1-2-1 session model as used in model Audiences Black Country

16.00-17.00 Final Debate: definition toolkit

17.00-Drinks

Registration

The cost for the two-day convention is 300 EUR, including lunch, dinner, drinks and afterparty on Tuesday and lunch and drinks on Wednesday. The fee for a one-day visit will be 245 EUR.

You can register through this link https://www.surveymonkey.com/s/insightout 

When there are any questions you can contact Cynthia Dekker (Cynthia@rotterdamfestivals.nl) or Eelke Bosman (Eelke@rotterdamfestivals.nl).

The deadline for registration is May 15^th 2012.