How do I segment my audience between print buyers and original artwork collectors?

Use surveys at key touchpoints to ask people about their interests and segment them accordingly. For example, after a contest or giveaway when engagement is highest, send a survey asking whether people are interested in prints or originals. Tag people based on their responses so you can message print buyers differently from original collectors. This doesn’t mean there won’t be crossover—many print buyers eventually become original collectors—but it allows you to tailor your messaging appropriately. You can then send targeted communications about new print releases to one group and original artwork to another, making your marketing more relevant and effective.

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Asked by synthesized from discussion · Answered by Patrick Shanahan and Mathieu Laca · art-marketing-podcast · 2018-01-24