Growing Demand
“More and more parties are showing interest in the Cultural Target Group Model,” she begins. “We receive many questions from municipalities, provinces, and institutions, and there is also international attention for the model. We are very pleased with this. Because if we all speak the same language in the future, you can share knowledge and have better conversations with each other. And work together on an inclusive cultural sector where art and culture are accessible to everyone. Looking ahead, let's say five to ten years from now, I hope institutions across the country will know how to use the model effectively and truly make it work for them. That it brings them something and that they know how to work with the insights. And, of course, it would be wonderful if this has a clear effect on the collective audience reach.”
More (Regional) Partners
Over the past year, the number of regional partners has grown. “This means there are more and more contact points for organizations in a specific area. Institutions can go there with questions about the model, have analyses made, seek advice, or attend knowledge sessions. This can also contribute to institutions collaborating more within a region. You can map out who you are reaching individually and collectively within a specific area and who you are not. And think about how you can bring about change together.”
In addition, connections are also being made with industry and sector organizations. For example, a pilot with DIP (opens in new tab) has been worked on, and discussions are being held with the Museum Association, Cineville, and CJP. “By creating a link, we can create profiles of pass holders. This can yield interesting insights. Additionally, we are seeking collaboration with the tourism sector.”
Updates and Useful Tools
Additional Information
“We continue to enrich the model with additional information about the Cultural Target Groups. This way, everyone can get an even better picture of these groups. Recently, we added information about the willingness to travel for art and culture. We also researched the extent to which people want to visit art and culture online.”
Guidelines, Step-by-Step Plans, and More
“Over the past year, we have worked on guidelines and step-by-step plans. Furthermore, we improved and expanded the website and updated the video about the Cultural Target Group Model. So be sure to take a look at cultureledoelgroepenmodel.nl”
Help with Developing a Persona
“You can develop a persona within a Cultural Target Group. This means translating that specific group for your organization: what do your Cultural Omnivores look like? A workshop has been developed, and templates are also available for you to get started.”
Conversation Starters About the Target Groups
“We have developed conversation starters with a summary of each Cultural Target Group, supplemented with some suggestions for discussion topics. These are useful for conversations with, for example, programmers or management about the future, policy, programming, etc. This can help start a conversation, as you have the key information at hand and work from a shared understanding of the target group. The conversation starters can be found on the website.”
Link with Lifestyle Finder
“We have researched the relationship between the Cultural Target Group Model and the Lifestyle Finder for Vacation and Leisure, a model based on, among other things, values and leisure activities. This is especially interesting for municipalities and parties in tourism who also work with that model. The results of this analysis can be found on the website.”
Splitting the Cultural Target Group Tasting Suburbanites
“We have started splitting a group within the main group Middle. The Tasting Suburbanite is common in border areas and is particularly prevalent in some organizations. Naturally, you want to avoid target groups becoming too large or general, especially if you want to communicate specifically. That is why we are working on this group, so we can better respond to specific characteristics and needs, for example in marketing.”
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